Key UX Metrics
When measured correctly, revenue from UX projects can be directly correlated with your investment. This is why
it is increasingly important to have metrics in place in relation to your UX projects. These metrics will place
a critical role in being able to show UX as a profit-centre.
User experience activities can reduce developmental inefficiencies in a number of ways, such as diminishing
wasted development time, shortening development time altogether, and instead focusing on perfecting the user
interface. User studies show that 70% of projects fail due to lack of user acceptance, which is a common
consequence of lack of UX design.
UX Metrics That Help Calculate ROI
USAGE METRICS RATE
Conversion rate allows you to measure the impact of UX activities on your KPIs (key performance
indicators). If you are attempting to measure direct activity on your application, then UX can significantly
influence those numbers through branding, usability and accessibility. This method allows you to observe the
different components that make up your UX impact user behaviour.
DROP OFF RATE
Drop off rates are another way to measure the number of users who decided to abandon a workflow before
completion or take too much time to complete a task. Being able to measure the drop off rate is critical
because it allows you to identify which part of your UI is causing user dissatisfaction and at which step
they decide to abandon the task. In order to calculate drop off rates, you will need google analytics or
another engine to track user activity to convert the raw usability metrics into a SUM score (with the help
of a SUM calculator). The formula used to calculate the drop off rate would be:
Number of users / number of unique users in each segment x 100 = Drop off rate
SINGLE USABILITY METRIC (SUM)
This metric will be used to record any errors that may arise as well as identifying user interface design
issues that impact users’ ability to proceed through the conversion funnel. Single usability metric (SUM) is
a standardized metric that calculates task completion rates, time used to complete tasks, and satisfaction
and error tolls. Your SUM can be easily calculated using a SUM calculator. SUM has a direct correlation to
drop off rates considering that:
Fewer UX errors = Fewer conversion drop-offs.
It’s difficult to quantify customer satisfaction. It can seem like an imprecise process with nebulous
results. Customer experience expert, Gerry McGovern, developed the TPI (Task Performance Indicator) method
to measure the impact of changes on customer experience. TPI assesses changes to an app or website with
regard to a defined set of customer “top tasks.” Govern says that the testing group should include 13-18
participants to produce stable, consistent results.
For each task, the user is asked a task question via a live chat. The user then completes the task and
provides the answer. The interviewer ask the user how confident they are in their answer.
Several factors can influence the answer. TPI takes into account:
How long it should take to complete the task under best practice conditions.
At the end of each task, people are asked how confident they are.
The user is unsure; their answer is almost correct.
The user has high confidence, but the wrong result.
The user gives up on the task.
The user takes longer than the allotted 5 minutes.
Govern’s methodology, which you can read more about here, can be, however, time consuming.
Other user researchers instead advocate pushing out live versions to A/B test in order to get higher volumes of
You can also use many other metrics to gauge user satisfaction, like reduced errors or ease of completion.
Other Metrics for Measuring UX Projects
These can be app specific and may not work for your situation:
Application usage — The increase (or decrease) in application usage.
Use this metric to demonstrate that your UX overhaul has improved the app’s appeal.
User interaction — Good UX may increase or decrease how much users use
the system and the length of each interaction.This metric will vary from project to project. If the goal is to
deepen user engagement with the application, the desired outcome will be an increase in user interaction. If the
team is looking to boost user productivity and the efficiency of the app, the goal may be to reduce
Support requests — If your application has improved in ease of use and
intuitiveness, you should be able to measure a decrease in calls to the help desk.
Training time — Likewise, by making the UI more user-friendly, it
should help reduce the amount of time to train people to use the application.
Task completion rate — A common metric that measures the percentage of
tasks correctly completed by users. The task must have a defined goal or completion point, such as filling out a
form. This will help show the efficiency of the UX design. Before measuring, define what constitutes success.
Task completion time — The length of time (minutes/seconds) it took
users to complete a task. Use this metric to gauge whether or not the UI improved user productivity. It can also
be used to track the learnability of the application.
Error rate — This metric measures the percentage of users who made an
error or mistake during a task. To err is human, but a higher percentage represents an opportunity to improve
your app’s UI.
Average number of errors — By counting the number of errors or mistakes
users made on average during a task, you can identify usability issues.
Ease of completion — Survey users to determine the ease with which
they were able to complete a task. The single ease question (SEQ), asks users to rank how easy or difficult a
task was to complete, with 1 representing “Very Difficult” and 7 “Very Easy” is a good way to capture ease of
use and the ease with which a user completes a task.
These metrics allow a company to observe the difference in user behaviour and time saved
for the company while also taking into account an increase in company earnings as a direct result of a UX