3 User Experience Key Performance Indicators that Will Determine if You Will Fail

User experience key performance indicators are very different that KPIs in other fields. That is to be expected since UX as a field is so distinctly different than other fields. It requires a very unique set of skill sets. 40% of people will abandon a webpage if it takes longer than 3 seconds to load. 62% of companies that designed a site strictly for mobile devices increased their sales. These statistics demonstrate just how integral top-notch user experiences are.

There are several UX KPIs that you can use to measure your UX success measurement. Below, I outline the 3 KPI that I find are most useful.

#1 Use Both Qualitative and Quantitative Measurements, Including Success Rate, Task-on-Task etc.  To accurately measure user experience key performance indicators, a clear and distinct measurement strategy must be in place. An effective measurement strategy includes both qualitative and quantitative data gathered over time. Measuring the usability of a product or website is critical. Metrics such as success rate, time-on-task and number of errors can give management an idea of how effective site usage is. Measuring usefulness can also be valuable and is an example of a qualitative metric for measurement. Usefulness incorporates insights from users to measure how well the product was able to accomplish the desired goal. As well, measuring social media impact is important in this day and age and can require its own set of measurable goals and outcomes. Social media measurements may include amplification, engagement, reach and awareness of the user. #2 Align with Visual Trends that are Aesthetically Pleasing to Users Aesthetics is an important aspect of the user experience. One company’s user interface may differ from the competition only a superficial level. A study on Fortune 500 websites indicated that 63% use high quality images to connect with their users and the average loading time was 6.5 seconds. Aligning with visual trends that are aesthetically pleasing to the customers is necessary, as is providing a mobile site that can be view effectively on a range of devices. Use qualitative data to measure the aesthetic appeal of the user interface for the consumer. #3 Continually Update and Evolve Your Measurement Metrics to Ensure You are Using the Most Current Methods  Technology continuously advances – that includes websites and user interfaces. Because of this, user experience key performance indicators may change over time and the process of measuring the success of a company’s user interface may also change. Committing to continuously enhancing and improving the user experience and the measurement of success in the user interface is key to the advancement of the company as a whole. On the advancement of user experience, Gartner writes: “As a starting point, most organizations will need to employ personalization to deliver relevant information and applications based on the user’s role, the device they’re using or their location.” If the design of the user interface and measurement metrics are not continuously evolving with trends, like social media for example, companies may miss out on a key component of the user experience. To Sum Up The effective measurement of user experience key performance indicators can give a business an idea of the effectiveness of their company as a whole. Having clearly defined metrics for success that are evolving with changes in design and user experience trends is necessary for the ongoing success of any organization. More related materials are available on undercover user experience design page.
Megan Wilson is user experience specialist & editor of UX Motel. She is also the Quality Assurance and UX Specialist at WalkMe Megan.w(at)walkme.com