I’ve been asked a lot lately what the best metrics are for UX KPIs. What are these UX KPIs? Could I have answered this question if I’d not foolishly laughed at it at the time? In my own work with UX, I’m starting to see the impending need to define some useful KPIs, or risk suffering entropy from too loose metrics down the road. So, let’s learn together what the three key KPIs are for UX.
I would think the first and most indicative KPI metric would come from tech support, though not from where you immediately expect. While UI is only a subset of UX, it’s the biggest one, and from tech support we will get our metric on it. You’d expect to listen to the complaints or raised issues – well, okay, do note those as part of this. But, more than them, note how often users ask for features or implementations that already exist in the program, and listen for users having trouble figuring out how to do or how to find something. These indicate how much sense the UI makes, and how much sense the UX procedural path through the UI actually works as intended. This is actually your biggest KPI for UX, from the biggest subset at that.
What’s another aspect of UX? How about aesthetics? Perhaps we could watch our churn rates in customer base, and note competition that’s growing, the features of which differ only superficially. This means that our alignment with visual trends is far off center, and while this is less of a unit metric and more of a litmus test, it’s the second most important KPI, because looks do matter.
Finally, the other triumvirate member of UX, user process flow. The best metric to cover this is actual productivity measurements using the service. This is how big software studios and websites measure this, and there’s nothing better or faster out there to turn to, so this is your KPI for this aspect.
These metrics basically show if your interface works and makes sense, if the looks are insufficient to please sensitive customers, and can show how effective the key processes, as they are, work out to be during active use. UX is a multifaceted science, and as such, it’s going to need a varied range of metrics for precision’s sake.
These are three of the most important UX KPIs and what they say about your service or product in the eyes of the infallible consumer. Hiring the right UX proffessional can be a long process. In the meantime, see how to instantly boost site usability.
You never truly see yourself until you see yourself through someone else’s eyes, and that is exactly what these units provide for you. This kind of insight is great to have, and you likely wished that you had it in the past. All this time, it was right there, and who’d have thought to actually look? But, that’s how it often goes.