We like to determine things. It is our method to understand how good or bad something is. Although numbers don’t tell the entire story, they help evaluate the circumstance in a fast and easy manner. But can we determine user experience? Really we can.

Although user experience efforts are directed towards enhancing the quality of user interactions and increasing total fulfillment, which are qualitative results, nevertheless, there is a need to quantify those efforts and determine their progress. UX KPIs are those measurements.

What is KPI?
Secret Performance Indicators, likewise known as KPI, are quantifiable measurements that help a company specify and track the development toward its objectives.

KPIs that reflect the development towards user experience related objectives can be referred to as UX KPIs

Main UX KPIs
User experience metrics are a bit different than metrics utilized in sales, marketing or financing, due to the fact that they show human behavior and attitude. This type of information is a bit hard to become numbers, but on the other hand UX KPIs offer excellent insight into the size and magnitude of functionality issues and assist easily track their modifications through time.

UX design groups might choose to utilize two types of UX KPIs: quantitative and qualitative.

Quantitative UX KPIs.

Task success rate
Time on task
Use of search vs. navigation
User mistake rate
System Usability Scale (SUS).
Qualitative UX KPIs.

Reported expectations and performance.
Total complete satisfaction.
Let’s go through each of the metrics and see how we can determine them.

1. Task Success Rate.
Known as task completion rate, job success rate is the portion of properly completed tasks by users. This is probably the most commonly utilized efficiency metric that shows how successfully users are able to finishing certain jobs.

This metric states absolutely nothing about why users fail, it is a helpful figure.

It is also crucial to track the novice users’ success rate and then track the progress: how the rate modifications through time, when users gain more experience with the service. This will give you an understanding of system’s learnability, which is another indication of user experience success. The greater job success rate, the much better.

2. Time on Task.
Time on task is in some cases described as job completion time or task time. This metric is generally the amount of time it takes the user to finish the task, expressed in minutes and seconds. Time on task data can be evaluated and provided in various methods, but the most common way is to present the typical time spent on each task.

This can be an useful metric for diagnosing issues. However the time-on-task metric provides more insight in a dynamic view, when comparing the exact same metric for various iterations.

Typically, the smaller time-on-task metric, the better user experience.

3. Use of Search vs. Navigation.
This is a valuable metric for assessing the performance of info architecture and navigation. Typically when users try to find something through navigation and get lost, search is their last alternative.

This metric can be tracked the list below way. E.g. we can establish an use job to discover and purchase a product on an ecommerce site and track the number of users used search and how many used navigation.

Navigation.

4. User Error Rate.
Generally errors are an useful way of examining user performance. Usability concerns are practically the source of user errors.

And by saying error we suggest “user’s error,” e.g. getting in web address in the IP address field. However once again you require to clearly specify what action constitutes a failure and whether partial failure is calculated as a mistake.

Error rate can be calculated in a few various ways depending on the number of error opportunities in a task and on what precisely you need to measure (e.g. a web type has as numerous error opportunities as there are fields in the kind).

1. If the task has one mistake chance or there are numerous error opportunities however you would like to track just one of them, e.g. password field, the mistake rate computation is as follows;.

Error event.

2. If there are several error opportunities per task, you might wish to track the typical mistake event rate for all users;.

Task error rate.

Example: Five users have actually performed an online credit card payment. The job has 7 mistake opportunities. Each of the users has made this lots of errors appropriately: 2, 4, 1, 2 and 3.

The typical error event rate for the online credit card payment job would be.

( 2 +4 +1 +2 +3)/ 7 × 5= 0.34 x 100 = 34{41cf1a9bb8ee79c1becd4d580c01685dad0a2b80e933a33c7739ad3ffd70f6db}.

5. System Usability Scale (SUS).
It needs user participation and can be used as a part of use testing. It consists of 10 statements to which users rate their level of arrangement on a five-point scale.

For additional information on aggregating, examining and providing SUS information, you can describe this template.

Qualitative KPIs.
Qualitative details is typically more difficult to gather and as a rule it is more valuable and informative than raw numbers. Qualitative UX KPIs require interaction with actual users through functionality testing, contextual user interviews, at the very least user studies.

This is far more time-consuming, needs more effort and can not be measured with numbers. This kind of info has fantastic worth for any company.

However out of the ocean of info you may get after a contextual user interview (believe aloud protocol), you need to focus more on reported expectations and how users felt about the real efficiency, along with their overall fulfillment from using the service.

The System Usability Scale, discussed above, might likewise be a beneficial tool in the effort to measure qualitative information.

Final Thoughts.
UX KPIs are an excellent way to showcase the development to shareholders and staff member who are not always UX professionals and numerical data is more understandable and easy to digest. With the help of UX metrics we have the ability to quantify that progress and calculate real ROI of the use changes carried out the UX team, which is otherwise impossible.

Depending on the kind of product or service, each group may choose to track various set of metrics and even define brand-new, more particular KPIs that will assist determine item UX better. As long as those metrics are measurable and beneficial, you can choose them.