Great experiences are invisible, it’s time to make them measurable.
User experience improvements can be intangible. You could make small changes to a design and not have a clue whether those tweaks directly impact one of your business goals.
If we run usability testing and make a change to a website that presumably improves the user experience based on our observations, how do we really know the change has worked?
By implementing a UX measurement program tied to business KPIs, you put a numerical value on UX improvements that you can track and manage.
You then have concrete evidence to support that a UX change had an effect on a specific KPI—and data to sell that to leadership teams and stakeholders.
Great question! Here are three excellent reasons....
Gain confidence in critical design and product decisions
Drive a UX roadmap
Provide concrete evidence to support further improvements
Increase business value
Gather tangible data that proves the business value of UX to leadership teams
And ultimately, you'll be giving your customers a truly optimal digital experience they'll love and keep coming back for.
UX measurement isn’t the preserve of enterprise organizations with large digital teams, everyone practicing UX research and delivering UX insight can and should to be measuring their effort. Here are some simple UX metrics you can use when launching a measurement program:
And if you’re mainly gathering qualitative data, you can still benchmark your user experience using these attitudinal metrics:
Before you get started, here are a few things to remember when launching your own measurement program...
Here's Yuan Zhou, Global UX Design Lead at Kimberly-Clark, who describes how their measurement program provided the team with results they can easily share with stakeholders and prove the value of UX.