Teach you to quantify the user experience with UX KPIs

When we describe things to discuss the problem, reasonable quantification can make people easier to understand and make communication smoother. For example, you want to describe the taste of Vietnamese parsley bubble noodles, "eat spit 5 minutes" than "difficult to eat" more in place, is not it? Although the numbers are not enough to describe the whole story, you can simply put yourself in a position to understand the state of the stomach tumbling. So for the user experience, can quantify it? Of course.

Although the user experience is qualitatively improving the quality of user interaction and overall satisfaction, it is necessary to quantify and measure it. The User Experience KPI (UX KPI) is used to do this.

What is a KPI?

The full name of the KPI is key performance indicators, which is the critical performance index, is a goal-type quantitative Management index to measure the process performance by setting, sampling, calculating and analyzing the key parameters of the internal process of the organization. In short, it is a systematic way of quantifying progress.

The KPI that the user has to measure the user experience is what we call UX KPIs.

Major UX KPIs

The user experience KPIs are slightly different than the more quantifiable sales, marketing, and financial KPIs, because the effects of interaction and experience are more reflected in people's behavior and attitudes, which are difficult to embody in numbers, and on the other Through continuous tracking we can clearly understand the product in the range of usability changes.

The user experience design team may assess the user experience by both qualitative and quantitative KPI types.

Quantitative User Experience KPIs:

1. Mission success rate

2, the task time consuming

3, search and navigation utilization rate

4, the user error rate

5. System availability Scale (SUS)

Qualitative User experience KPIs

1. Feedback Expectations and performance

2, the overall degree of satisfaction

Next we look at how each KPI metric is measured.

1. Mission success rate

The success rate of a task is also achieved by the percentage of the user who completes the task correctly. This may be the most common indicator of the user's correct and effective completion of certain tasks, as long as the task or project has clear goals and endpoints, such as completing the registration form, buying products, and so on, we can quantify its mission success rate. So before we do the data collection, we first have to define what "success" and "accomplishment" are.

Although there is no detailed indication of why the user "failed", this KPI is useful.

In addition, it is important to record the success rate of a user successfully (completed), and then to record the success rate of the task over time after the user has accumulated experience in the process of change. This dynamic data change can reflect how the whole system can be learned, which is an important indicator of the success of the overall user experience design. The higher the task success rate, the steeper the change curve, the better the user experience.

　2, the task time consuming

Task time is often referred to as the duration required to complete the task. The amount of time a user spends on completing a project or task, and how many minutes it takes to record it. In more detail, the number of times a user spends on different links, how much it takes, the time data can be analyzed and presented in different requirements, and the most common form of recording is the average length of each project.

When you diagnose a problem, this is a useful indicator. When you put together the tasks of the same project in different iterations, you can see the whole dynamic process clearly and have a more comprehensive understanding of the changes in the user experience.

Typically, the shorter the task takes, the better the user experience.

3, search and navigation utilization rate

This is also an important indicator for evaluating information architecture and navigation efficiency. The search engine is the last choice, usually when the user is unable to find something through the navigation.

We have a number of different ways to track the relevant data, and we can set up a task to evaluate the usability of the information architecture, such as looking for or buying a product on an electrical dealer's website, to see how many users use navigation and how many use search engines.

4, the user error rate

When evaluating the user experience, the proportion of the error is a very useful indicator. The user in which part of the error, what happened, what the function or what the product, the frequency and proportion of errors, error types, and the availability of the entire product how exactly. There is a close relationship between error and usability, and it can even be said that the two are positively correlated.

When we say "wrong", we are referring to the user's mistakes. To the user in the taskbar input site URL This case For example, we say the algorithm of error rate. First of all, we need to clearly define how the operation is a mistake, and define part of the error as an error.

Depending on the number of users who make a mistake in a task, and your ultimate goal, there are several different ways to calculate the error rate.

1, for example, a project will have one or several different errors, and you just want to monitor one of them, then your calculation method, you can use the number of users to make a mistake divided by the number of errors to calculate the error rate.

2, if a task has a number of different errors, then you want to monitor the average rate of error for all users, you can use the wrong operand divided by the number of operations can be calculated.

　5. System availability Scale (SUS)

SUS may be the most common metric used to assess the usability of a single user using a product. However, this KPI is based on user research, but it cannot be based solely on statistical data. It requires user involvement and as part of usability testing. The popular point is that SUS is a way to quantify qualitative data, such as the satisfaction of the user experience. The SUS assessment system uses a 5-point rating, which divides satisfaction into 10 different levels and a corresponding description of the content.

By referencing this template, I am sure you will understand how SUS works.

Qualitative User experience KPIs

Generally speaking, qualitative information is more difficult to collect, but it is more useful and valuable than the original data. Therefore, to obtain a qualitative user experience KPI, we need to investigate the way, with the users involved in usability testing to obtain, understand the user feedback information in the context of the situation.

Getting these KPIs is more time-consuming, requires more effort, and is not quantifiable.

　Conclusion

UX KPIs are an important way to showcase the effects of a product to the entire team, leaders, and stakeholders, without the need for a highly professional data analyst or data mining expert, which can be analyzed by the UX team for easy understanding and digestion. Depending on the type of product and service, the team can track different data, with the need to set new metrics, more specific KPIs, which can be a great help to the overall user experience design.