Measuring UX value
Process implemented at: Pega Systems
Measuring UX value can be tricky because it considers both subjective user experience and objective business outcomes. Here’s a two-pronged approach to gauge the success of your UX efforts:
1. User-Centered Metrics:
These metrics focus on how users perceive and interact with your website/app, indicating the usability and effectiveness of the design.
- Usability Testing Results: Conduct usability testing with real users to identify pain points, completion rates for tasks, and overall user satisfaction with the interface.
- User Satisfaction Surveys: Use surveys like the System Usability Scale (SUS) or Customer Satisfaction Score (CSAT) to gather user feedback on their experience.
- Task Completion Rates: Track how effectively users can complete desired actions on your platform, such as making a purchase or finding specific information.
- Time Spent on Site/App: Increased time spent typically indicates a more engaging and user-friendly experience. However, be mindful of situations where a quick and efficient experience might be ideal (e.g., checkout process).
- Net Promoter Score (NPS): This metric measures customer loyalty and likelihood to recommend your product/service, indirectly reflecting user experience.
2. Business-Oriented Metrics:
These metrics track how UX improvements translate into tangible business benefits.
- Conversion Rates: Measure the percentage of users who complete a desired action, such as signing up for a newsletter or making a purchase. A rise in conversion rates might indicate a more user-friendly experience that guides users towards the desired outcome.
- Customer Acquisition Cost (CAC): If UX improvements lead to a more intuitive and user-friendly experience, users might be more likely to convert, potentially lowering customer acquisition costs.
- Customer Retention Rate: A positive UX can lead to increased customer satisfaction and loyalty, potentially reducing churn and boosting retention rates.
- Customer Support Tickets: If a well-designed interface helps users find information or complete tasks independently, it can lead to fewer customer support inquiries.
- Return on Investment (ROI): While calculating UX ROI can be complex, you can estimate the financial benefits of UX improvements by considering the impact on metrics like conversion rates and customer retention.
Conclusion:
- The most effective UX measurement approach considers both user-centered and business-oriented metrics.
- Choose the metrics most relevant to your project goals.
- Track these metrics over time to measure the impact of UX improvements.
- Don’t rely solely on a single metric; use a combination to get a well-rounded picture of UX value.
By implementing a combination of user-centered and business-oriented metrics, you can effectively measure the value of UX design and demonstrate the positive impact it has on your website/app and overall business success.