User experience (UX) is now widely recognized as essential to business strategy and is recognized for having a positive impact on several key performance indicators and business goals. However, data compiled in our UX 360 report found that nearly two-thirds (63%) of digital experience professionals wish they could prove the value of UX to leadership.
Executives are only likely to invest in UX if they see tangible results continuously. Therefore, digital experience professionals must demonstrate the value of UX improvements analytically rigorously that’s directly tied to business goals.
Tips for measuring user experience
User experience has historically been an invisible factor. The effect of any improvements made to the user experience can seem intangible.
However, by implementing a UX measurement program tied to business KPIs, you put a numerical value on UX improvement that you can track and manage.
This will give great confidence in design decisions, provide concrete evidence that a UX change made headway on a specific KPI, and give you clear data to communicate to leadership teams and stakeholders.
Below, we highlight the five most important things to remember when launching a UX measurement program.
1. Use both qualitative and quantitative data
Only 57% of digital experience professionals have quantitative data points to track UX performance. To get a complete view of the experience, use both quantitative—large sample sizes to provide high confidence—and qualitative data to see real users interacting with your digital experience and hear their perspectives.
Additional reading: Qualitative vs quantitative research
2. Tie behavioral and attitudinal metrics together
Using behavioral and attitudinal data provides a deeper understanding of what users do, why, and how they feel about an experience. This leads to actionable insights for how to improve the experience.
3. Involve the entire organization in KPI decision-making
Not only will you choose KPIs that support the wider organization's goal, but you'll get buy-in and support from other departments for the UX measurement program.
4. Start small
Instead of starting with a full-blown UX program across every product, make small steps. Choose a north star metric for an individual experience. Evaluate whether it makes sense to report on and repeat from there.
5. Be consistent
If a designer is doing an iterative usability test, ensure they're including the metrics that matter, just as a UX researcher would. This makes UX measurement easier across a larger organization or where multiple teams own UX.
Rapid research framework
Good research takes intention, planning, clear goals, and proper methods. There will always be certain aspects of research that take time. But if we look at the entire research journey, from question to insight, some fluff can be eliminated. That’s why the rapid research framework was created.