3 most valuable metrics for UX & Product Designers
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User experience is subjective in nature and it is pretty hard for designers and product managers set a right and clear goal to achieve.
The Strong designer has a benchmark of product’s UX and he measures it on a regular basis. I’ve done few steps to find the answers on “what to measure” and “how”.
- I have discovered design metrics from different design&product teams.
- I tried them on my current job position.
- I made a list shorter choosing only the most valuable KPIs.
1. System Usability Scale (SUS )
Overview:
SUS provides a “quick and dirty”, reliable tool for measuring the usability. It consists of a 10 item questionnaire with five response options for respondents; from “Strongly agree” to “Strongly disagree”.
Measuring:
- Download a template with 10 questions or create similar form on Google forms/Typeform
- Give a questionnaire to people who know your product (at least 10 users outside your team). Remember — we need fair answers. 😉
- Calculate results by this form and find a common value:
(Result 1 + Result 2 + …+Result 10)/10
😕 How to make it easier and quicker? I develop my own automated tool for SUS measurements. Try it for free and tell me what you think.
Outcome:
As result, you will get one number, for instance, 65. Find your result at this scale.
And here is the most important: you can see whether your product improves or it is getting worse.
Measure product SUS once per 2 weeks and you will know the direction where your product is going to.
2. Completion rates
Overview:
Completion rates are the fundamental usability metric. A binary measure of pass and fail provides a simple metric of success. The case of usage: actions with multiple steps, e.g. registration, checkout, adding a credit card, connect this app by API to another one and more.
Measuring:
Any web analytic tool which supports funnels. I would recommend Google Analytics, Mixpanel, Kissmetrics.
Outcome:
Someone might protest me — "Funnels are for marketers". However, it was designed for marketers we are able to use funnels for our goals:
- find the bottleneck in the system
- figure out where our customers leave
Issues above give us a guide to action: speak with customers about this and simplify it right here!
3. Net Promotion Score (NPS)
Overview:
Net Promoter Score (NPS) is a metric for assessing customer loyalty for a company’s brand, products or services.
The company just has to ask their customers one simple question: “How likely is it that you would recommend us to a friend or colleague?”. Answers are assigned a score from zero to 10, with 10 being the most positive. Customers are then divided into three categories: Promoters, Passives and Detractors.
Measuring:
A bunch of tools, bur these I could recommend as simple and cheap: Delighted, Promoter.io, Starred.
Outcome:
And again someone might write me: “But NPS is NOT a design metric! It is a metric of success team!”. Here is my short explanation on this question:
Yes, it was designed for it. NPS measures the loyalty that exists between a provider and a consumer. Consumers usually are able to let a feedback for an each NPS measurement.
And you know what I found? True for internet business:
Bad NPS ratings in the most of the cases are related to bad UX and bugs
Conclusion
Setting the correct KPIs to track UX is pretty important. It helps to focus on the most important things, creates clear goals to achieve and keeps our ears open.
These metics set clear goals for UX success: SUS score, NPS and Completion rate.
In my next piece of content, I will describe how to find more specific metrics for your product: KPIs for e-commerce section and for SaaS are different and they are measured by different methods.
Wish you good measurements! 🤓
Need UI/UX Designer? Let’s work together 👉 alexkukharenko.com/contact/
