Upon launching a new website or a mobile app, we wonder about how well it would do in the ongoing market. The uncertainty of your product succeeding or failing makes one oblivious to the basic factors that go behind it. For, at the end of the day, it is about your user and their experience upon using an app or engaging on a website. Failing to withhold the joy of surfing through your digital product can backfire to an extent where goodwill seems nestled far off in the woods. Therefore, by measuring the user experience we are able to evaluate the probabilities to make indefinite changes to become the forerunners in the industry. However, our cognitive system is designed to reduce psychological load, leading us to examine only the problem-solving detail and not the basic structural features.
Why UX Design is Important?
User Experience Design is what keeps a user engaged in a digital product or service. It aims to provide easy and fruitful experiences to users, that shall keep them loyal to the product by fulfilling user needs. Meaningful user experience helps you (as an organization) to define a user’s journey and experience on your app or website, which is conducive to succeeding in the business.
User Experience Metrics
UX Metrics are a set of quantitative data points or signals that show the progress and regress of your product usability, determining if your UX strategy is working effectively. It is used to measure, compare and track the experiences of a user on a website or on a mobile application over a period of time. UX Metrics acts as a key element to track changes over time and formulating the iterations of your product to those of the competitors in creating better and more efficient products. Although most organizations are satisfied with the tracking of metrics in conversion rates or engagement time, they are lacking the necessity to evaluate the design decisions.
The metrics we miss
We often overlook the fact that developing a highly cognitive UX Design is important and it cannot be measured by the occasional appreciation of users or bots that are scrambled over the internet. In order to grab the attention of actual users, it is a mandate to conceptualize psychology with design principles for an elegant UI to create a significant product. Upon further usage, it is necessary to track user feedback, which shall help you determine what is going on with your product. Only then we can know what is going on with your app or website. However, we still fail to understand why it is happening, which is more crucial than a basic understanding of what is happening. This is because we fail to tie the accounted metrics to the design decisions made at the initial stage.
The significance of User Experience Metrics
Know why you should be tracking UX metrics for your digital products and services. By doing so, you shall find the answers to your questions yet asked and harbor it to make necessary changes.
a. User Satisfaction
b. Usability of the product
Usability of a product is a minor differentiator; however, it is important in terms of calculating User Experience. By using the System Usability Scale or SUS, usability can be measured by asking 10 questions following usability testing or to users who are accustomed to the products and services to provide legitimate feedback.
c. Share/ Recommend
Users often share their though or recommend the products and services used, both analog and digital products. Knowing so is possible via the Net Promoter Score or NPS, a type of UX Metrics. You can ask a single question and calculate the NPS score which shall confirm the loyalty of your users.
d. Online Ratings
Ratings of products are essential not only to measure user experience but also to garner the attention of potential users, for ratings hold great value in terms of judging a new product. Therefore, using a 5-point scale can help you measure the UX metrics and you can follow up to the conversion of the same.
Product descriptions by users are key to UX metrics that help determine the acceptance and reaction of the users. By using Microsoft’s product reaction cards, users can pick 5 adjectives describing the usability of the product. This way you know how your product is being perceived in the industry and by users.
If we could understand the user’s feedback and evaluate the quality of the product or services, it would definitely provide us with ample information based on the UX metric to determine how the product is fairing. Using the Standardized User Experience Percentile Rank Questionnaire or SUPR-Q, which holds an 8-question usability test for users, we can assess the results and compare with competitors.
g. Overall Engagement
There are multiple factors that complement the engagement of a product by users. It depends on the percentage of users who have succeeded in completing their task, the average number of errors made, the total time taken, and most importantly the experience of availing the product or service which can be measured by Single Ease Question or SEQ and the TPI or Task Performance Indicator. the calculation of which can be used to determine the user's overall experience in completing the task from start to finish. All of the above mentioned UX Metrics can be attained with a proper survey, knowing your audience, interface testing, evaluating design patterns & style guides, testing the wireframes and prototypes and following through the user flow and the sitemap. To surmise, if the UX Design is created and followed through effectively, the result is fruitful for both the user and the provider.