Thanks to the tepid economy, the pressure is boiling down hard on everybody and how. From UX teams to executives, everyone is expected to show measurable, direct results. Yet, we’re often surprised to see that many UX UI design projects are without any quantifiable success metric, criteria, or framework.
This is far from an ideal scenario. You must know if your new UX designs have truly made progress compared to past designs. If you’re only getting traffic, but zero conversions – then, what is the point?
This is a massive red flag. Unfortunately, you can’t just look at a design to determine what is working and what isn’t.
So, let us help you with 10 metrics and frameworks that determine the success of a UX project. We follow them ourselves and hopefully, you can implement them too!
1. Customer/user satisfaction score
The best barometer of your app or website design’s quality of UX is customer satisfaction. This metric is often referred to as CSAT and we have drilled this down to measuring user satisfaction of specific functionality, features, and products. In the real world, people are more likely to talk about their frustrations than how satisfied they are. Hence, it would be good to rate their experience on a 5-point or even a 7-point scale that goes from deeply dissatisfied to highly satisfied.
If you ask why CSAT is the most important metric, it is because 80% of customers can be retained with a great experience. And retention is always cheaper than acquisition!
Take, for example, Usabilla’s rating emojis. The emojis are attractive and allow customers to be done with the task in less than a second.
To measure customer satisfaction, brands also implement the following:
- Satisfaction surveys, which can be through Google Forms or emails and newsletters.
- The NPS score that lets the brand know how likely customers will recommend them to others.
- Social media monitoring, which lets brands know if customers are talking about them.
2. Rate of retention
Retention rate refers to the percentage of users who continue to avail a service or use a product over time. To track this, you must clearly define the actions and also the activity levels.
For instance, actions might include logging in or visiting a webpage. It may even include using a key product feature or downloading files. Depending on the use-case, it can help you determine both long-term and short-term engagement of your digital product.
3. System usability scale
Do you carry out usability tests for your app? You should start right away. Nobody wants to use an app or visit a website that is utterly confusing and unnavigable. Your website or app’s UI ought to be super easy and simple to navigate. It is only then that they will keep coming back.
How can you determine its usability rate? You can use a similar emoji rating scale as we’ve discussed above or you can create a specific page for customer reviews where they can give you stars for rating.
Keeping this in mind, we have designed Duke.ai and made sure that navigation is a breeze for the users. The app clearly tells users where to go and what to do next.
From Apple App Store to Amazon, ratings are found everywhere online. The search giant, Google, gives a lot of importance to these little star ratings that customers leave behind as their appreciation. This is a crucial metric and you can have a pop-up rating to remind your users that their opinion is valued. However, remember to space your pop up timing so that it doesn’t become annoying.
You can see this rating pop up in action on Instagram’s app.
5. Number of shares
One of the best ways to figure out that your app or product is a huge success is by calculating the number of shares.
What do you need for this? A share button!
Yes, it’s that simple. Make sure to include a share button on your app’s design so that they can easily share it, via email, social media, or online messaging apps. When this button is in-built, it becomes a part of the design and resonates with the look and feel of the app.
Want an example of this? The star in me is an app that we had designed and we made sure to visibly place the share button so that users can share it with their friends or family.
6. Completion task rate
Your app’s design effectiveness can be determined by calculating the rate of task completion. Put simply, the number of tasks that have been completed by a user when he/she was using your app.
To increase this rate, you need to design the app in a way that pushes users to take action. Also, make sure that the actions can be taken quickly. A lot like what we’ve done with Onemoney.
See here, the tasks are aligned clearly so that it is easy for users to jump from one task to the other. As for everything else, a 100% completion rate would be ideal. But, 75% is also an acceptable rate.
7. The Google HEART framework
Google’s HEART framework is created to make UX design a little bit easier. This framework is short for:
- Happiness, which measures the attitude of users.
- Engagement, which measures how involved a user is with the app.
- Adoption, which measures the number of users who have readily adopted any new feature or product.
- Retention, which measures the number of returning users.
- Task success, which measures the amount of time it takes for users to complete a task.
Although not a direct metric, this broad framework takes into account some of the individual metrics that we have discussed before.
8. Heuristic evaluation
Heuristic evaluation is another great framework to have in place as it allows UX designers to quickly study design shortcomings and address them immediately for the success of a UX project. Examples of usability heuristics include:
- Responsiveness of the app
- User support
- Predictability of the UI
- Accuracy of the UI
9. Product description
A lot of UX designers wouldn’t consider this as a design metric, but surprisingly, it is. Content plays an important role in tying all the design loose ends and bringing it all together. The words used to describe a service or product can be the difference between success and failure. Also, it is considered a great window to the user experience provided.
We have designed Celes Care with this in mind. The product has been described in simple words so that it resonates with users and compels them to use the app.
10. The AARRR Framework
When it is about quantifying user experience, the AARRR framework pretty much sums it up. It is focused on tracking the life cycle of a customer with a company and empowers UX designers to track the following:
- Acquisition (the channels that users have used to reach your app or website)
- Activation (monitors the initial experience of users)
- Retention (tracks if users keep coming back)
- Referral (the percentage of users who have signed up because of referral)
- Revenue (the percentage of human behavior that has been monetized)
Summing it all up
UX designers rely on a broad range of metrics and frameworks to rely on, but they are mostly a blend of qualitative feedback, user rating systems, and usability testing. What’s more, you ask? The metrics are dependent on a company’s objectives and the results that they wish to see. Here is a Guide to Measuring the User Experience, if you are still interested to know more.
The key here is to know what you are measuring and why. If you need more help, you can check out Divami’s portfolio or connect with our UX design experts for deeper insights and consultation.