Measurement
Category: Methodology
User Experience (UX) is all about User feeling, obviously implies to measure the users behaviour and get feedbacks in realtime. Data analysis is key in UX as well as Metrics, Dimensions and Measures.
Metric is you want to count or calculate.Measure is the quantity of the Metric you have seen (usualy on a period of time).Well, anything relevant to achieve your goals can be measured. On e-commerce, for instance, you could measure cart conversion, product reviews, payment method conversion rate, and many other things...
Anything does not mean ALL. Collecting data require to identify the metrics that could help you to achieve your goals. To say it differently: Quality lead success over quantity. Better having few metrics than a lot of noisy data that you couldn't analyse.
Key to the success of your UX activities is measuring the KPIs that are truly relevant.
This article is User oriented and the following list is mirroring this vision:
You target to leverage User Engagement, following metrics could help:
Learnability is how easy your product is to learn.
Learnability is often measured when you are providing a complex User Interface to Customers. And this metric require to identify either the user is a new comers or experienced.
The user error rate (UER) is the number of times a user makes a wrong entry on doing specific tasks.
The task success rate (TSR) measures the number of correctly executed tasks and is used very frequently.
After identifying basic tasks to perform, this KPI measure time (usually in seconds) that user needs to complete each task successfully.
The Net Promoter Score (NPS) is a common metric to measure customer satisfaction and loyalty. The measures are coming from direct question/survey. The result is generally on a 1-to-10 scale:
Customer satisfaction (CSAT) is another common scale based on 1-to-5 and usually illustrated with some concrete emotion:
Memorability tend to measure proficiency reestablishment when users return to the design after a period of not using it.