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Course on UX metrics for design students at Elisava Barcelona.
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UX metrics
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Which parts/features do users really use? Analytics/Usability tests
What does the target group think of the concept? Concept validation
Where do users run into problems? UX metrics/Usability tests
Does this concept adapt to our target groups? Design etnography/Personas
How does our UX compare to our competitors? UX metrics
What other products/ideas are our there? Benchmarking
Is the terminology we used understandable? Usability tests
How does target group change per country? Design etnography
What trends are there to take into account? Trend research
What needs do users have that we didn’t cover yet? Design etnography
Insights
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“How do we know that this idea will work?”
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“Is this product good?”
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“How can we improve?”
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“Where should we invest? Design this or engineer this”
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“Did the latest design we did have the effect we expected?”
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“Which of these improvements is the most important?”
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Quantitive
Qualitative
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Quantitive How many? How much? How often? How much more?
Qualitative Why? Why not? How?
How come? What do they think?
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Quantitive How many? How much? How often? How much more?
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1. Are they happy using it? Customer Satisfaction Index !
2. Is it effective? Success rate: % !
3. Would they use it again? Engagement: People Person Love Score !
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1. Customer Satisfaction Index Customers general satisfaction after having used the product or service. Scale: 0- 100 !!!
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1. Customer Satisfaction Index Comparable to other companies (No one wants to be the last…) !!!
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2. Success rate % Of users who finish critical tasks. !Critical task are those most important ones articulating the value proposal of the product or service. They are usually between 3-5, but can vary from product to product. !!!!
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2. Success rate
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9 metrics
http://blog.kissmetrics.com/9-metrics/
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3. People Person Love Score Measured with a questionnaire by users after having used the service. !PPLS: Person-Product Love Scale !!!!!
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When?
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Before launching -
After launching
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Task 1 How do you know your service/product is successful? Define how you can quantify this. !10 min !!!!!
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Task 2 What are the 3 main tasks?
Define 3 critical tasks for your service product !10 min !!!!!
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Task 3 Place your main tasks on your experience map You can still change them… !!10 min !!!!!
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Task 4 Per task, define the precise steps How would you measure each step. Is this a button click, a form submission? Write it down/draw on paper !15 min !!!!!
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Task 5 For your service or product, when & how would you test the CSI/PPLS? Think when would be best to test the CSI/PPLS for your precise product. !5 min !!!!!
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Qualitative Why? Why not? How?
How come? What do they think?
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Questions? -
remko@tid.es twitter.com/remkovermeulen
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