Here are Five UX Design Metrics To Improve Your User Experience
myMeta - Digital Adoption Platform
myMeta simplifies enterprise software, improving onboarding, increasing productivity and elevating the user experience.
User experience (UX) can have a big impact on both employee and customer satisfaction. We offer suggestions as to how to measure and use UX design metrics to improve your user experience.
Companies want their employees and customers to have the best possible user experience (UX) and there are a few UX design metrics that can help you quantify the user experience and guide you toward improvements.
UX Design Definition
As we discuss UX we see the user experience encompassing all aspects of the end-user's interaction with a company, its services and its products. This may be as an employee or as a customer.
User experience is a broad measure of how users interact with a design and whether the experience delivers what they're looking for. Design teams develop and maintain UX design processes to give end-users a meaningful and relevant experience. Their processes cover the UX and have some bearing on the UI.
UX design covers the customer journey as people interact with an app or product. UI design focuses on the design and layout of the buttons, menus or any other elements the user will interact with.
Some overlap exists between the two design systems, as having a clear and functional user interface is essential to offering a pleasant user experience. However, the skills and focus are different, and UX design metrics measure more than the functionality of the UI.
Using metrics is key to tracking changes over time, benchmarking against iterations of your own site or application or those of competitors and setting targets.
UX Metrics versus KPIs
KPIs and metrics are both important and most effective when used together so we recommend that companies utilize both when measuring the impact of UX over time.
Metrics and key performance indicators (KPIs) are critical for analyzing your business's performance. But they're two separate things, so it's essential to know their differences and what they measure.
KPIs are clearly measurable things such as average order value (AOV) or return on ad spend (RoAS). This information is expressed as simple numbers and provide valuable insights into the business side of your operation.
UX metrics, on the other hand, are harder to measure since they're focused on the subjective issue of how your users interact with your product or service. They're usually tracked over time, typically several months, through customer satisfaction (CSAT) surveys or assessed through customer loyalty or engagement measures.
Planning for and Preparing the UX Design
When designing a product, whether software or hardware, the way the user interacts with it should be one of your primary concerns. In this post we will focus on software UX.
The navigation path through any software should be clear and simple. The user interface should be easy to see with buttons or menus that are big enough for the user to interact with. The goal is to eliminate confusion and frustration for users.?
Developing Metrics to Quantify the User Experience
By combining different metrics, using a mix of qualitative and quantitative studies, KPIs and approaches, you'll gain a better understanding of your UX design and how customers respond to it.
Quantitative studies are helpful in identifying current trends, while, qualitative studies, being more descriptive, are useful for understanding sentiment.
1. Monitor Use by Users
Take advantage of user monitoring tools, such as those built into a Digital Adoption Platform (DAP), so that you obtain information on how users actually use your products. By tracking user activity, you'll gain insights into:
These metrics show how customers use your app or website and identify areas where they require help, and highlight any unexpected areas of confusion, poor performance or oversight in the workflow.
A Digital Adoption Platform (DAP) is the best way to collect analytics and information about your app and its users as it monitors and records step by step use and navigation through the app.
2. Track Engagement Over Time
Adding employees or acquiring customers or users is one thing, but keeping their attention is a different story. Looking at page views, app usage and how users engage with your company can help you understand whether your current approach resonates with your users.
Engagement is an important metric for all kinds of businesses. Take a broad view of how your users interact with your company. Do your employees submit trouble tickets or provide feedback to IT or your product team? Do your customers like and comment on your social media? Do they share your content? Do they actively participate in your programs?
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Watching engagement statistics can give you an idea of how your existing users feel about your company and provide an early warning of dissatisfaction.
3. Utilize CSAT Scores
Customer Satisfaction (CSAT) scores are a popular KPI, but they can also be a part of a broader approach to monitoring the success of your UX design.
Higher scores indicate customer satisfaction, while lower scores indicate dissatisfaction. The score is calculated using the following formula:
(Satisfied customers [positive rating on the scale used]/Number of survey responses) x 100 = % of satisfied customers
Your target CSAT score will depend on your industry, the geographic regions you serve and even your country’s culture.
4. Monitor Usability Metrics for Greater Insight
Usability metrics can be useful for indicating how happy customers are with the app or website, and they may help you understand the cause of dissatisfaction or poor customer engagement.
By measuring how easy it is for users to access specific features or complete key tasks using your app or website, you'll better understand how it performs in the real world. If completion rates are low or it takes longer than expected for people to perform certain tasks, this could explain why people have low usage of the app or use only the basic features.
A DAP uses surveys, polls, monitors support tickets, tracks feedback and use, and is an essential tool for finding problems that went unnoticed until the application or product was rolled out or released.
5. Compare Customer Adoption and Retention
Compare long-term customer acquisition and retention rates. Even the most successful apps will have some users who use the app less and less. They may lose interest, or it may be that the app is working as it should but no longer fits their needs.
Poor retention rates could be a sign of a problem, either in terms of how the product performs or how it is positioned. It may also be a sign of workflow issues or other cross platform or cross app issues.
Poor adoption could mean you're not doing a good job of turning existing customers into advocates or that there's room to expand your existing outreach efforts
Standardizing the User Experience
One way to improve your UX design is to standardize the design or operate within existing standards so that your product is clear and intuitive to use. Certain DAPs provide the ability to create custom user experiences based on role, workflow, or other factors. A DAP can provide a tailored user experience across applications so that the user has a more uniform experience throughout their workflow.
Create a design system which is a living document that helps you define a seamless user experience for your applications, product or ecosystem of products for both your employees and customers.
By using a design system, you can make sure key parts of the user experience are the same across the whole of your ecosystem, meaning users get a comfortable and familiar experience. No matter what task they're attempting to accomplish, they'll always know that certain buttons or menus will act in a specific way.
This kind of standardization is especially important if your applications are more complex or you have a website that's evolving over time. Users will appreciate having a standard framework so that new pages or features work as you expect.
Customer Needs and Responses Are Always Evolving
It's a good idea to revisit your UX design regularly to ensure it's still giving users a good experience. Many external factors can alter the way your users interact with your products, including:
It pays to stay aware of how your users interact with your product or service. If your primary user experience is delivered via a website, and you notice a trend toward people accessing it via smartphone, consider whether a mobile-first design or even a dedicated app might be more useful.
If the app is built around sharing content, but you notice interactions with a specific platform have tapered off, survey your users to learn if there's another platform they prefer instead.
Treat your UX design standards as a living document, because your users are people with preferences and habits that change regularly. By evolving with your users, your company can stay relevant and keep your user community engaged for a long time to come.
To learn more visit us at www.mymetasoftware.com