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What are some advanced UX testing metrics that you can use to improve your research?

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UX testing is an essential part of UX research, as it helps you validate your design decisions, identify usability issues, and optimize user satisfaction. But how do you measure the effectiveness and impact of your UX testing? What are some advanced UX testing metrics that you can use to improve your research? In this article, we will explore some of the most useful and insightful UX testing metrics that can help you gain a deeper understanding of your users, their behaviors, and their needs.

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Sumanth Guntumadugu

Sr. UX Designer @ Lithia & Driveway | Mixed Methods Researcher | Product & Strategy | Ms. HCI Grad @ IU
Marisol Ortiz Balbuena

Maestra en Neuromarketing | Dise?o de Interfaces y Medios Digitales | UX/UI | Generando Experiencias de Marca…
Fernando Sánchez Prado

Alta Dirección en Marketing con Desarrollo Profesional en Conducta del Consumidor y Neuromarketing

1 Task success rate

Task success rate (TSR) is a metric that measures how well your users can complete a specific task or goal on your product or service. It is usually calculated by dividing the number of users who successfully completed the task by the total number of users who attempted the task. TSR can help you evaluate the usability, functionality, and intuitiveness of your design, as well as identify any obstacles or errors that prevent users from achieving their goals. You can also compare the TSR across different segments, scenarios, or versions of your product or service to see how they affect user performance.

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2 Time on task

Time on task (TOT) is a metric that measures how long your users spend on a specific task or goal on your product or service. It is usually calculated by subtracting the start time of the task from the end time of the task. TOT can help you assess the efficiency, complexity, and difficulty of your design, as well as identify any sources of frustration or confusion that delay users from completing their tasks. You can also compare the TOT across different segments, scenarios, or versions of your product or service to see how they influence user behavior.

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3 User satisfaction

User satisfaction (US) is a metric that measures how happy, satisfied, or delighted your users are with your product or service. It is usually measured by asking your users to rate their experience on a scale, such as a Likert scale, a smiley scale, or a net promoter score (NPS). US can help you evaluate the emotional, subjective, and qualitative aspects of your design, as well as identify any factors that enhance or diminish user satisfaction. You can also compare the US across different segments, scenarios, or versions of your product or service to see how they affect user perception.

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Fernando Sánchez Prado

Alta Dirección en Marketing con Desarrollo Profesional en Conducta del Consumidor y Neuromarketing
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La satisfacción del usuario no puede basarse únicamente utilizando herramientas tradicionales de la investigación, es necesario realizar una investigación complementaria para analizar el aspecto no consciente del individuo basándonos en neuromarketing para tener una certeza en nuestra toma de decisiones.

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4 Eye tracking

Eye tracking is a technique that measures where, when, and how your users look at your product or service. It is usually done by using a device, such as a camera or a headset, that tracks the movement and position of your users' eyes. Eye tracking can help you analyze the visual attention, interest, and engagement of your users, as well as identify any areas that attract or distract user attention. You can also compare the eye tracking data across different segments, scenarios, or versions of your product or service to see how they influence user gaze.

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Marisol Ortiz Balbuena

Maestra en Neuromarketing | Dise?o de Interfaces y Medios Digitales | UX/UI | Generando Experiencias de Marca Disruptivas a Nivel Internacional
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Como experta en neuromarketing e investigadora de UX, aquí es donde se combinan ambas disciplinas, y se enriquecen mucho los estudios. El seguimiento ocular, que a veces se complementa con reconocimiento facial en algunas herramientas, nos da resultados más precisos del comportamiento del usuario y nos permite entender su estado emocional, además de mostrarnos patrones de escaneo, focos atencionales y áreas ciegas en un dise?o. A diferencia de las herramientas convencionales que se basan en la navegación del mouse, el seguimiento ocular proporciona información más completa sobre las percepciones del usuario, y podemos captar lo que el inconsciente está detectando y cómo esto influye en su comportamiento.

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Fernando Sánchez Prado

Alta Dirección en Marketing con Desarrollo Profesional en Conducta del Consumidor y Neuromarketing
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El seguimiento ocular o eye tracking es una excelente herramienta para identificar el grado atencional de un usuario, sin embargo es necesario realizar un cruce de información con otra herramienta biométrica que nos determine la valencia emocional de dicho individuo. Comunmente se puede cruzar la información con la Electroencefalografía (EEG) y seguir el principio de asimétria prefrontal para determinar si ese grado atencional tiene una motivación de aproximación o de evitacion del estímulo. Asu vez es importante que la herramienta de ET sea con un muestreo humano y no basado en IA.

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5 Biometric data

Biometric data is a type of data that measures the physiological and psychological responses of your users to your product or service. It is usually collected by using sensors, such as a heart rate monitor, a skin conductance sensor, or a facial expression analyzer, that capture the changes in your users' body and mind. Biometric data can help you understand the emotional, cognitive, and affective states of your users, as well as identify any triggers that elicit positive or negative reactions. You can also compare the biometric data across different segments, scenarios, or versions of your product or service to see how they impact user feelings.

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Marisol Ortiz Balbuena

Maestra en Neuromarketing | Dise?o de Interfaces y Medios Digitales | UX/UI | Generando Experiencias de Marca Disruptivas a Nivel Internacional
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Como mencioné anteriormente en la sección de seguimiento ocular, hoy en día muchas herramientas de seguimiento ocular proporcionan el plus que también tienen el reconocimiento o codificación facial. Esto nos permite explorar los estados emocionales a través del movimiento de los músculos faciales, enriqueciendo aún más la investigación de UX. Al igual que con el seguimiento ocular, obtener datos biométricos nos lleva los estudios de UX a un nivel con resultados mucho más precisos. Si nuestro inconsciente toma el 95% de nuestras decisiones, entenderlo se vuelve muy relevante para dise?ar experiencias más adaptadas y efectivas.

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Fernando Sánchez Prado

Alta Dirección en Marketing con Desarrollo Profesional en Conducta del Consumidor y Neuromarketing
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La codificación facial o (EMG) no es un dato biométrico muy efectivo para comprender el estado emocional de los usuarios, ya que comunmente esta herramienta se basa en algoritmos que dependen de muchos otros factores relacionados con las microexpresiones y dista mucho de los principios planteados en el código FACS propuesto por Paul Ekman. Considero que actualmente hay herramientas más asertivas que analizan el estado emocional partiendo de métricas proporcionadas por el sistema nervioso autónomo como lo es la termografía. Se necesita tener un conocimiento muy amplio para saber determinar que herramienta de neuromarketing emplear para analizar correctamente un estímulo

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Sumanth Guntumadugu

Sr. UX Designer @ Lithia & Driveway | Mixed Methods Researcher | Product & Strategy | Ms. HCI Grad @ IU
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Beyond traditional usability metrics, advanced measures like Task Success Rate, Error Rate, and Time on Task offer nuanced perspectives on user proficiency and system efficiency. Additionally, incorporating metrics such as System Usability Scale (SUS) and Net Promoter Score (NPS) provides a holistic view of user satisfaction and advocacy. Leveraging eye-tracking metrics, such as Fixation Duration and Heatmaps, delves into visual attention patterns, aiding in interface optimization. These advanced metrics not only quantify user experiences but also unveil intricate details crucial for refining designs and ensuring a user-centric approach throughout the research process.

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Vivaswan Pathak

Product | UX | Ed-Tech | Fin-Tech | B2C | MBA | CSE
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Here are a few more metrics. All of these are available in any user analytics tool 1. Rage clicks : What are the areas where a user expected something to happen but it didn't. And it didn't happen so hard that it infuriated the user. Ideally rage clicks should be close to 0%. They are generally technical flaws 2. Dead clicks : Simply put , user clicked because she thought it was clickable but it wasn't. Generally design flaws, dead clicks are more dangerous because they take attention away from the happy path 3. Idle time: For user recordings, it is imperative to see idle time in a recording. How engaged was the customer , does this app generally stay in the background or not. How engrossed are the users actually That's it!

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What are some advanced UX testing metrics that you can use to improve your research?

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2

3

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6

1 Task success rate

2 Time on task

3 User satisfaction

4 Eye tracking

5 Biometric data

6 Here’s what else to consider

User Research

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What are some advanced UX testing metrics that you can use to improve your research?

1

2

3

4

5

6

1 Task success rate

2 Time on task

3 User satisfaction

4 Eye tracking

5 Biometric data

6 Here’s what else to consider

User Research

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