What are the key UX metrics and how do you track them over time?

Further examples include system usability scores, SUPR-Q scores and single-ease task questions. These quantitative metrics provide valuable insights into user behavior and uncover qualitative insights that would otherwise be overlooked.

Additionally, heuristic evaluations can be conducted to dive deeper into collective quantitative as well as specific qualitative data regarding UX experiences. Metrics are valuable as they lend insights into future development. Additionally, qualitative data can be converted into quantitative metrics for affinity mapping that are related to specific issues, blockers and experiences.

Define targeted UX metrics based on the product’s positioning and goal rather than standard UX metrics. For example, engagement(like attention minutes, CTR, etc.) is a crucial metric for an online game site. On the other hand, conversion rate and retention rate should be the core UX metrics for e-commerce products. To define more targeted UX metrics for your product, do the following activities: 1. Confirm the clear UX goal of the product, 2. Define targeted metrics based on the UX goal, 3. Link key metrics to specific signals that can be tracked, 4. Refine specific metrics definition, 5. Test your product's UX by tracking key signals linked to those targeted metrics.

These metric categories often overlap in their applications, with many UX Research methodologies encompassing one or more categories. For example, a Moderated Usability Test (behavioral/outcome) may include Time on Task metrics (behavioral), a System Usability Scale Survey (attitudinal), and open-ended interview questions (attitudinal).

For a project I'm working on, about creating an internal auditing tool to generate reports, these are the UX metrics we're measuring: - Time to generate report. - User satisfaction (1-5 star rating). - Errors produced in the app by a request from the user. - Accuracy of the report (1-5 star rating). - Number of users coming back within a quarter. - Daily Active Users (DAU). - Monthly Active Users (MAU).

Don’t wait until your planning process to consider metrics! Begin with understanding what information you need to collect, why, how will it inform future decisions and what metrics are required to get this information? It is always valuable to craft UX studies and evaluations and identify key metrics and how they would be used prior to starting any study.

"Not everything that counts can be counted. And not everything that can be counted, counts." - Albert Einstein. This is a key quote to remember, as there is a dark side of fixating too much on metrics, known as Campbell's Law. Don't fall into the trap of having conversations?around "increasing conversion from 1.4% to 1.5% in the next quarter." With such short-term goals, we may miss the point of true UX impact. And such conversations often lead to a solution-first mindset, and may work against your team in the long run. Zoom out, be purposeful with the metrics and ask how those metrics will be used to drive change. And should new insights arise that call for new metrics, be ready to start tracking those, too.