This blog post provides an overview of measuring user experience (UX). Enjoy reading!
The term user experience (UX) describes all aspects of the experience that a user has in contact with the product, website or software. It is related to the design of the app or website.
There are many different metrics for measuring UX. However, for the success of the UX, metrics that are actually relevant should be measured. It is best if a company starts measuring 2 or 3 of the most important metrics and KPIs. We would like to introduce you to some of the most important metrics.
The Task Success Rate (TSR) is very commonly used and measures the number of correctly completed tasks that are defined in advance. For example, a task could be ordering the product or filling out a form. Although TSR cannot show where potential UX problems lie, it is a good and valuable indicator of whether users can achieve their goals with the product.
Time on Task describes the average time users need to successfully complete a task. The shorter this time, the better the UX.
This analyses how many users use the navigation bar vs. the number of users who use the search function. In most cases, it is better if the search function is used less.
The User Error Rate (UER) is the number of errors that users make while performing a task. When measuring UER, it is important to define which actions should be interpreted as errors. Here you can find out how clear and user-friendly your website is. The higher the UER value, the higher the number of usability problems.
Task Satisfaction Rating: After completing a task, users are asked how difficult they found it. This allows you to rate how difficult a task is perceived to be compared to others.
Test Satisfaction Rating: Users are asked for their general opinion on the usability of the object under investigation. An established method for this is the System Usability Scale (SUS), a 10-point questionnaire with five answer options, which is described as "quick and dirty".
The Net Promoter Score (NPS) measures customer satisfaction on a scale of 0-10. Customers are asked how likely they are to recommend [brand, website, service, etc.] to others. The scale is considered in 3 parts.
0-6: Critics
7-8: Passive
9-10: Advocate
This looks at which users have encountered which problem and how often. In this way, it is possible to find out which problems represent an actual UX problem.
With the metrics presented in this article, the UX can already be measured very well. However, it should be mentioned again that you should primarily use metrics that are also relevant for your own product, software or website.
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