One UX metric to measure the world! Introducing UserZoom’s single score for experience benchmarking
If you’re looking for a simple way to show stakeholders that your product is definitively getting better through user research efforts, let us introduce you to the qxScore and the UZIndex!
For some time now, UX practitioners have struggled to come up with a single experience benchmarking score to share with their team and with stakeholders. Something that would allow teams to measure experience consistently and quantitatively, and most of all, be easily understood at a glance.
Unfortunately, it’s not as simple a task as one might assume. Questions that come up when brainstorming something like this tend to be:
What metrics should be included? How can we create a repeatable, apples-to-apples benchmarking score? How can we make it simple and easy to understand for even the least UX savvy executive?
Well, at UserZoom we do a lot of UX benchmarking. So much so that we have had ample time to ponder this very question, which is how the concept of a quality of experience score (qxScore) came to be in the first place.
What is the qxScore?
Here at UserZoom we have created our own UX scorecard program called the qxScore. Its purpose is to create a single benchmarking score for your product.
This is an experience score that combines various measurements, collecting both behavioral data (such as task success) and attitudinal data (such as ease of use, trust and appearance).
Once you’ve entered your results into our UX scorecard calculator we’ll generate a qxScorecard that looks like this:
The number in the circle, 72, is the single experience score for this particular product. The final score if you will. Going deeper, you can see the individual scores for component areas such as Trust and Appearance. Trust is strong, but Appearance needs some work.
What are the benefits of using the qxScore?
The qxScore is a simple, clear and persuasive tool for communicating user research results to stakeholders and the team.
Being able to take the results to them and show that, using the previous example, their experience score was 72 out of 100 makes it easy for even the least UX savvy stakeholders to grasp the state of their product.
Why is this so important?
Well, for starters, getting executive buy-in for research can be difficult when they don’t clearly understand the results. Being able to quickly and easily get your point across to stakeholders – we had a qxScore of 72 and now it’s an 84 after our latest iteration – means it should help with getting future buy-in for benchmarking.
Second, it helps the team and the company at large understand where to focus and what to prioritize sans gut feelings.
For an in-depth and entertaining guide to measuring UX, check out our free-to-download, 42 page guide to running both longitudinal and competitive benchmarking.
Is there a way to compare qxScores?
While in general one can look at a score of, again using the previous example, 72 and understand that would be an “Okay” rating, it helps to understand how others in your industry are performing.
For example, if a 72 seems low to a stakeholder but you were able to show them that your immediate competitors are ranked in the 50’s it would change the conversation. Or vice versa, if your stakeholder felt like 72 was an okay place to be, but your competitors are in the low 90’s, this would also change the conversation.
We’re preaching to the choir here when we say that data without context is an echo chamber. That’s why we created the UZIndex, which is an index of the qxScores we have calculated for companies across several industries, so that organizations have a better understanding of where to set their sights.
Ultimately what researchers are looking for is a simple way to show to stakeholders that their product is definitively getting better through their user research efforts. The qxScore is here to help.
If you’d like to know more about how UserZoom can help measure, manage and create actionable insights from your user research data, get in touch!