Measuring the User Experience | Type of Metrics in User Experience

We will discuss how to measure and quantify user experience in this article. Why is it important to measure it? Learn how to calculate with a realistic project that will help you start applying it at you project.

It is, in the simplest terms, a technique for measuring or evaluating a specific phenomenon or thing.

Which one, for instance, is longer? To define it, we use distance or which is taller or faster? we measure things using height and speed.

Thus, the metrics used here are distance, height, and speed.

UX metric reveals something the interaction between the user and the products.

Something = Quantitative value

It is about the interaction between user/human & the product which can be measurable/quantifiable. Quantity of the user’s emotions, attitudes, behaviour, perception etc about the product.

Metrics are important because they allow you to understand how your products are being used and what problems users encounter while using them. You can use these metrics to improve your products and make sure that your users have an amazing experience!

User experience metrics can be broken down into three types:

A. Performance Metrics: When user is performing or interacting with something we try to understand how efficiently they are completing the task.

B. Self Reported Metrics: To understand users’ perceptions, while they are interacting or after with product.

C. Behavioural and Physiological Metrics: To understand users’ psychological, unconscious behaviour and their nonverbal communication.

Below sharing few examples of them;

According to Albert Mehrabian’s 7–38–55 Communication model, we communicate feelings and attitudes in spoken communications in 7% of cases through the words we use, in 38% of cases through the tone and voice we use, and in 55% of cases through the body language we exhibit (specifically our facial expressions).

Therefore, it should be clear why verbal and nonverbal communication are both crucial for understanding users. The image below shows the metrics that fall under verbal and nonverbal human behaviour.

Combining performance metrics with self-reported metrics and physiological metrics is a best practise because it gives you rich data from various sources also it increases the validity of your research.

Here we will be measuring the user experience with a realtime example

The left-hand image represents the current design, while the right-hand image represents the proposed design.

Let’s say Alex, a designer at Amazon, She and her team noticed some UX problems with the current design, so she came up with a new version of it and proposed it to the group, explaining that they should take the proposed design into consideration.

I’m sure you’ve all been on this journey and may have run into pushback and disagreement, so when you suggest any changes to border panel members or other stakeholders, In this scenario showing data is more persuasive while you explain and measuring UX could be useful as one strategy to support your design.

So Alex decided to measure the UX, here are steps to measure the UX;

Steps of measuring UX

Step 1; Identifying the goal:

  • She wanted to know which design is most efficient for the target user?

Step 2; Select the relevant UX metrics:

  • Let’s look at how to choose the ideal UX metric for this study; we know she wanted to know which design is the most efficient. So, what exactly is efficiency in UX?
High efficient design = less user effort
  • What is the user’s effort now? This is about the in this context, when a user purchases an item here, how much effort will be required to complete the goal?

To achieve the goal, the user must first think about the action and then execute it.
So there are two kinds of effort;
A. Cognitive effort
B. Physical efforts

Relevant metrics to measure cognitive & physical efforts

In the above image, we have also identified certain possible UX metrics that will allow us to measure 🧠 Cognitive effort, 🤌 Physical efforts such as observing and coding nonverbal communication, and so on. Emotional measurement, Task success rate, Time on task.

Step 4; Calculate:

If you have a basic understanding of math, that should be sufficient for you to calculate the value of user experience. Let me demonstrate how to do this.

Comparison between Old vs New designs metrics value

As a result of the Task success rate and time on task data we gathered during the usability test, it is now time to average them out and compare their values. Since our ultimate objective was to determine the design’s efficiency, we used the formula Average Efficiency = Average Task Success Rate / Average Time on Task. This indicates that the new design is (79% — 33%)=46% more efficient for the target users.

It is more persuasive and people will understand the significance of your suggested solution if you combine all the data and make a story to support your points to the team.

While presenting your suggested solution, telling stories based on the data and evidence is more impactful.

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