{"id":5174,"date":"2021-08-01T09:06:21","date_gmt":"2021-08-01T08:06:21","guid":{"rendered":"https:\/\/uxstudioteam.com\/website\/?p=5174"},"modified":"2023-03-23T15:53:57","modified_gmt":"2023-03-23T14:53:57","slug":"measure-user-experience","status":"publish","type":"post","link":"https:\/\/timemachine.uxstudioteam.com\/ux-blog\/measure-user-experience\/","title":{"rendered":"Measure User Experience In Your Product &#8211; Insights from UX Experts"},"content":{"rendered":"<div class=\"\" data-block=\"true\" data-editor=\"e49p1\" data-offset-key=\"1jrmj-0-0\">\n<div class=\"public-DraftStyleDefault-block public-DraftStyleDefault-ltr\" data-offset-key=\"1jrmj-0-0\">\n<p><span>Of course, your goal is to get more and more users and engage them with your application. But how can the user experience of your product help? How can you measure if your users are engaged? And how can you find out why they are not?\u00a0How can you measure user experience? <\/span><\/p>\n<\/div>\n<\/div>\n<div class=\"\" data-block=\"true\" data-editor=\"e49p1\" data-offset-key=\"4i897-0-0\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-6278 size-medium\" title=\"measure-user-experience\" src=\"https:\/\/uxstudioteam.com\/ux-blog\/wp-content\/uploads\/2017\/08\/How-to-Measure-a-Product\u2019s-User-Experience-720x480.jpg\" alt=\"Measure user experience: old tools as symbols\" width=\"720\" height=\"480\" srcset=\"https:\/\/timemachine.uxstudioteam.com\/ux-blog\/wp-content\/uploads\/2017\/08\/How-to-Measure-a-Product\u2019s-User-Experience-720x480.jpg 720w, https:\/\/timemachine.uxstudioteam.com\/ux-blog\/wp-content\/uploads\/2017\/08\/How-to-Measure-a-Product\u2019s-User-Experience-768x512.jpg 768w, https:\/\/timemachine.uxstudioteam.com\/ux-blog\/wp-content\/uploads\/2017\/08\/How-to-Measure-a-Product\u2019s-User-Experience-1024x683.jpg 1024w, https:\/\/timemachine.uxstudioteam.com\/ux-blog\/wp-content\/uploads\/2017\/08\/How-to-Measure-a-Product\u2019s-User-Experience-1080x720.jpg 1080w\" sizes=\"(max-width: 720px) 100vw, 720px\" \/><\/div>\n<p><!--more--><\/p>\n<div class=\"\" data-block=\"true\" data-editor=\"e49p1\" data-offset-key=\"eofq8-0-0\">\n<div class=\"public-DraftStyleDefault-block public-DraftStyleDefault-ltr\" data-offset-key=\"eofq8-0-0\">\n<div class=\"\" data-block=\"true\" data-editor=\"e49p1\" data-offset-key=\"1jrmj-0-0\">\n<div class=\"public-DraftStyleDefault-block public-DraftStyleDefault-ltr\" data-offset-key=\"1jrmj-0-0\">\n<p><span>Measuring design and utilizing data are essential steps toward creating a sustainable product. <a href=\"https:\/\/www.uxstudioteam.com\/ux-blog\/ux-research\" target=\"_blank\" rel=\"noopener\">UX research<\/a> is a key ingredient and UX metrics are the solution. Let me show you how to use data to improve your product.<\/span><\/p>\n<\/div>\n<\/div>\n<p><span>When we closed our last project, our team was so proud. The design was fabulous. The product owners were happy because they saw their plans coming alive. The ideas were tested and researched in a pleasant way. The last round of user tests showed the prototype was seamless and easy to use.<\/span><\/p>\n<\/div>\n<\/div>\n<div class=\"\" data-block=\"true\" data-editor=\"e49p1\" data-offset-key=\"54jd8-0-0\">\n<div data-offset-key=\"54jd8-0-0\"><\/div>\n<div class=\"public-DraftStyleDefault-block public-DraftStyleDefault-ltr\" data-offset-key=\"54jd8-0-0\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-5179 size-full\" title=\"measure-user-experience-ideal-research\" src=\"https:\/\/uxstudioteam.com\/ux-blog\/wp-content\/uploads\/2017\/07\/after_the_project_closing.gif\" alt=\"Measure user experience: research in a perfect world funny gif\" width=\"480\" height=\"270\" \/><\/div>\n<\/div>\n<div data-offset-key=\"54jd8-0-0\"><\/div>\n<div class=\"\" data-block=\"true\" data-editor=\"e49p1\" data-offset-key=\"1uutd-0-0\">\n<div class=\"public-DraftStyleDefault-block public-DraftStyleDefault-ltr\" data-offset-key=\"1uutd-0-0\">\n<p><span>Yes, but\u2026 what happens next? When you launch, how will you know if the design is successful? How will you know if your users are engaged?<\/span><\/p>\n<p><span>The answer is out there, and it lies in data. Metrics help turn data into digestible information, which can help in drawing conclusions and making decisions. Defining the appropriate ones is not an easy task. In fact, it can be really tough. <\/span><\/p>\n<p><span>So, in order to define the right metrics for your app, let\u2019s go through the following steps of measuring user experience:<\/span><\/p>\n<ul>\n<li><b>What <\/b><span>are metrics? What\u2019s the difference between \u201cmetrics\u201d and \u00a0\u201cUX metrics\u201d?<\/span><\/li>\n<li><b>Why<\/b><span> should you use UX metrics?<\/span><\/li>\n<li><b>When<\/b><span> should you measure your design?<\/span><\/li>\n<li><b>How<\/b><span> can you define the right metrics?<\/span><\/li>\n<li><b>Who<\/b> should define these metrics?<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<h2><b>What are metrics?<\/b><\/h2>\n<p><span>Metrics are standards of measurement assessing a website\u2019s\/application\u2019s efficiency, performance, progress, or quality. It provides much more insight into the real problems you\u2019re trying to solve. <\/span><\/p>\n<h3><b>What can metrics do?<\/b><\/h3>\n<ul>\n<li><span> They can tell you exactly what users are doing, but they can\u2019t tell you why they\u2019re doing it or how to make them stop.<\/span><\/li>\n<li><span>They can tell you whether your design is better or worse than another (through A\/B testing).<\/span><\/li>\n<\/ul>\n<div class=\"\" data-block=\"true\" data-editor=\"e49p1\" data-offset-key=\"de1jb-0-0\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-5192\" title=\"measure-user-experience-bad-metric-to-measure-design\" src=\"https:\/\/uxstudioteam.com\/ux-blog\/wp-content\/uploads\/2017\/07\/bad_metric.png\" alt=\"Measure user experience: woman accusing a boy of being a bad metric\" width=\"335\" height=\"294\" \/><\/div>\n<h3><b>Metrics &amp; UX metrics<\/b><\/h3>\n<p><span>UX metrics are one type of metric. They represent a product\u2019s user experience, which is hard to quantify. But some useful frameworks can help measure user experience.<\/span><\/p>\n<p><span>Many big brands use UX metrics to improve the user experience of their products (Google, Airbnb, YouTube). One from Youtube which measures users\u2019 engagement is <\/span><i><span>&#8220;Average number of minutes spent watching videos\/user\/day&#8221;<\/span><\/i><span>.<\/span><\/p>\n<h2><b>Why bother with UX metrics?<\/b><\/h2>\n<p><span>The most straightforward answer is better decision making. That is one of the biggest benefits when you measure user experience. The key is to figure out what pieces will improve learning and decision making. Without an endless budget for design, it\u2019s important to know where a product suffers the most.<\/span><\/p>\n<div class=\"\" data-block=\"true\" data-editor=\"e49p1\" data-offset-key=\"b190v-0-0\">\n<div class=\"public-DraftStyleDefault-block public-DraftStyleDefault-ltr\" data-offset-key=\"b190v-0-0\">\n<div class=\"\" data-block=\"true\" data-editor=\"e49p1\" data-offset-key=\"ev0f6-0-0\">\n<div class=\"public-DraftStyleDefault-block public-DraftStyleDefault-ltr\" data-offset-key=\"ev0f6-0-0\"><span><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-5195 size-medium\" title=\"measure-user-experience-design-metrics\" src=\"https:\/\/uxstudioteam.com\/ux-blog\/wp-content\/uploads\/2017\/07\/measure_design_metrics-720x405.jpg\" alt=\"Measure user experience: quote\" width=\"720\" height=\"405\" srcset=\"https:\/\/timemachine.uxstudioteam.com\/ux-blog\/wp-content\/uploads\/2017\/07\/measure_design_metrics-720x405.jpg 720w, https:\/\/timemachine.uxstudioteam.com\/ux-blog\/wp-content\/uploads\/2017\/07\/measure_design_metrics-768x432.jpg 768w, https:\/\/timemachine.uxstudioteam.com\/ux-blog\/wp-content\/uploads\/2017\/07\/measure_design_metrics.jpg 900w\" sizes=\"(max-width: 720px) 100vw, 720px\" \/><\/span><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2><b>When to measure user experience?<\/b><\/h2>\n<ol>\n<li><b>At the product launch.<\/b><span> Before giving the app to users, prepare it to receive the data. It is the very best time to define a measurement plan with UX metrics. First-time users can give crucial data. Don\u2019t let this important information slip from your hands.<\/span><\/li>\n<li><b>Before planned product improvement &#8230;<\/b><span> A product on the market should already have metrics set up from the very beginning. If not, solve it with some planning. Before the next <a href=\"https:\/\/uxstudioteam.com\/ux-blog\/design-sprint\/\" target=\"_blank\" rel=\"noopener\">design sprint<\/a>, define the UX metrics in advance and implement them in the app, then present user insights for the whole design team. It will be much easier to decide what needs redesigning.<\/span><\/li>\n<li><b>\u2026 And after the redesign.<\/b><span> Before implementing any changes to your site, gather enough data going one or two months back. Measure and compare the designs to see if it generated the expected result.<\/span><\/li>\n<\/ol>\n<h2><b>How to define UX metrics?<\/b><\/h2>\n<p><span>If there is one thing to remember from this article, then it\u2019s this:<\/span><\/p>\n<p><span>You need a plan to measure user experience.<\/span><\/p>\n<p><span>Know what to look for. Just wiring Google Analytics to your site is not enough. That can do more harm than good. Not knowing exactly what to looking for can get you lost in data. Even worse, you may come to the wrong conclusion, which will lead to the wrong decision.<\/span><\/p>\n<p><span>Doesn\u2019t sound good, does it?<\/span><\/p>\n<p><span>So, before getting into the technical details, take a step back. Look at the big picture, and spend the time and resources to make a measurement plan.<\/span><\/p>\n<p><span>There are a few frameworks which can help define the metrics to measure product user experience. Kerry Rodden, Hilary Hutchinson and Xin Fu from Google\u2019s research team designed the one which we use at our\u00a0<a href=\"https:\/\/www.uxstudioteam.com\">UX company<\/a><\/span><span>: the HEART. It\u2019s extremely useful!<\/span><\/p>\n<h3><b>The HEART framework<\/b><\/h3>\n<div class=\"\" data-block=\"true\" data-editor=\"e49p1\" data-offset-key=\"2qjg2-0-0\">\n<div class=\"\" data-block=\"true\" data-editor=\"e49p1\" data-offset-key=\"b8lgm-0-0\">\n<div class=\"public-DraftStyleDefault-block public-DraftStyleDefault-ltr\" data-offset-key=\"b8lgm-0-0\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-5197 size-full\" title=\"measure-user-experience-google-heart-framework-ux-metrics\" src=\"https:\/\/uxstudioteam.com\/ux-blog\/wp-content\/uploads\/2017\/07\/google_heart_framework.png\" alt=\"Measure user experience: HEART framework\" width=\"426\" height=\"237\" \/><\/div>\n<\/div>\n<h4><b>1st step: Choose categories<\/b><\/h4>\n<p><span>There are five categories to brainstorm about from the user\u2019s perspective:<\/span><\/p>\n<ul>\n<li><b>Happiness<\/b><span> &#8211; Measures of attitudes, often collected via survey<\/span><\/li>\n<li><b>Engagement<\/b><span> &#8211; Level of involvement<\/span><\/li>\n<li><b>Adoption<\/b><span> &#8211; Gaining new users of a product or a feature<\/span><\/li>\n<li><b>Retention<\/b><span> &#8211; Existing user return rate<\/span><\/li>\n<li><b>Task Success<\/b><span> &#8211; Efficiency, effectiveness, and error rate<\/span><\/li>\n<\/ul>\n<p><span>First, define just one or two things that are really important for the product. The fewer actionable metrics, the better. For example, let&#8217;s choose &#8220;Engagement&#8221; for the product YouTube for this exercise. After choosing a category, there is a three-step process to follow:<\/span><\/p>\n<p><i><span>Goal &gt; Signal &gt; Metrics<\/span><\/i><\/p>\n<h4><b>2nd step: Define a goal<\/b><\/h4>\n<p><span>Start with the goals! In my experience, it can be really hard to start to measure user experience on an abstract level. In this step, define the \u201cbig picture\u201d. What does engagement mean from a user\u2019s perspective?<\/span><\/p>\n<p><i><span>The goal of &#8220;engagement&#8221; for the product YouTube is &#8220;for users to enjoy the videos they watch and discover more videos.&#8221; \u00a0<\/span><\/i><\/p>\n<h4><b>3rd step: Break the goal down to signals<\/b><\/h4>\n<p><span>Only after goals are defined can they be broken down to signal. How do we know we have reached the goal? Define signals which will answer this question. <\/span><\/p>\n<p><i><span>The signal for &#8220;engagement&#8221; will be &#8220;the number of time users will spend watching videos.&#8221;<\/span><\/i><\/p>\n<h4><b>4th step: Convert signal to metrics<\/b><\/h4>\n<p><span>Signals can be transformed into metrics that can be measured in the product. <\/span><\/p>\n<p><i><span>The metric of the signal will be &#8220;average number of minutes spent watching videos\/user\/day.&#8221;<\/span><\/i><\/p>\n<\/div>\n<div class=\"\" data-block=\"true\" data-editor=\"e49p1\" data-offset-key=\"8vssp-0-0\">\n<div class=\"public-DraftStyleDefault-block public-DraftStyleDefault-ltr\" data-offset-key=\"8vssp-0-0\"><span><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-5199\" title=\"measure-user-experience-google-heart-ux-metrics-framework-example\" src=\"https:\/\/uxstudioteam.com\/ux-blog\/wp-content\/uploads\/2017\/07\/google-heart-ux-metrics-framework-example.jpg\" alt=\"Measure user experience: HEART framework example\" width=\"542\" height=\"394\" \/><\/span><\/div>\n<div class=\"public-DraftStyleDefault-block public-DraftStyleDefault-ltr\" data-offset-key=\"8vssp-0-0\"><span><span style=\"font-size: 1.25rem;\">Following these steps (Goals &gt; Signals &gt; Metrics) ensures getting actionable metrics, information that will guide you in the right direction.<\/span><\/span><\/div>\n<\/div>\n<div class=\"\" data-block=\"true\" data-editor=\"e49p1\" data-offset-key=\"7n99j-0-0\">\n<div class=\"public-DraftStyleDefault-block public-DraftStyleDefault-ltr\" data-offset-key=\"7n99j-0-0\">\n<p><span>Read more about the\u00a0<\/span><a href=\"https:\/\/library.gv.com\/how-to-choose-the-right-ux-metrics-for-your-product-5f46359ab5be\" target=\"_blank\" rel=\"noopener\"><span>HEART framework from its creator, Kerry Rodden<\/span><\/a><span>. If you want to introduce the framework to your team, I highly recommend the\u00a0<\/span><a href=\"http:\/\/www.dtelepathy.com\/ux-metrics\/#intro\" target=\"_blank\" rel=\"noopener\"><span>Digital Therapy<\/span><\/a><span> presentation.<\/span><\/p>\n<p><span>Other frameworks which can help define metrics include the\u00a0<\/span><a href=\"https:\/\/www.uxpin.com\/studio\/blog\/ux-metrics-tracking\/\" target=\"_blank\" rel=\"noopener\"><span>PULSE<\/span><\/a><span> and the\u00a0<\/span><a href=\"http:\/\/500hats.typepad.com\/500blogs\/2007\/06\/internet-market.html\" target=\"_blank\" rel=\"noopener\"><span>AARRR<\/span><\/a><span>.<\/span><\/p>\n<p><span>Once you have a plan, you can start the dirty work and apply your metrics to your product. There are tons of<\/span> <span>analytics tools<\/span><span> that can help. The most popular ones include Google Analytics, Kissmetrics, Mixpanel, Crashlytics, Firebase, and Hotjar.<\/span><\/p>\n<h2><b>Who should define these metrics?<\/b><\/h2>\n<\/div>\n<\/div>\n<div class=\"\" data-block=\"true\" data-editor=\"e49p1\" data-offset-key=\"3mefg-0-0\">\n<div class=\"\" data-block=\"true\" data-editor=\"e49p1\" data-offset-key=\"b8lgm-0-0\">\n<div class=\"public-DraftStyleDefault-block public-DraftStyleDefault-ltr\" data-offset-key=\"b8lgm-0-0\">\n<figure id=\"attachment_5196\" aria-describedby=\"caption-attachment-5196\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" loading=\"lazy\" class=\"wp-image-5196 size-full\" title=\"measure-user-experience-people\" src=\"https:\/\/uxstudioteam.com\/ux-blog\/wp-content\/uploads\/2017\/07\/team-diversity-team-story.jpg\" alt=\"Measure user experience: opinions\" width=\"600\" height=\"331\" \/><figcaption id=\"caption-attachment-5196\" class=\"wp-caption-text\">Many people see one thing in different aspects<\/figcaption><\/figure>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"\" data-block=\"true\" data-editor=\"e49p1\" data-offset-key=\"73p2f-0-0\">\n<div class=\"public-DraftStyleDefault-block public-DraftStyleDefault-ltr\" data-offset-key=\"73p2f-0-0\">\n<p><span>Defining the right metrics to measure your design is a team sport. The right result requires several different types of knowledge. <\/span><b>You need people who understand&#8230;<\/b><\/p>\n<ul>\n<li><b>Design<\/b><span>, the infrastructure of your product (UX\/UI designer);<\/span><\/li>\n<li><b>Users,<\/b><span> target audience and user behavior in general (UX Researcher);<\/span><\/li>\n<li><b>Business goals,<\/b><span> the product itself, and its business goals (Product Owner);<\/span><\/li>\n<li><b>Technology,<\/b><span> the technical side, who know its limitations (Developer);<\/span><\/li>\n<li><b>Metrics &amp; Analytics,<\/b><span> the possibilities of the tool to be used to set up the measurements. (Google Analytics expert).<\/span><\/li>\n<\/ul>\n<h2>Summary: How To Measure User Experience In Your Product<\/h2>\n<ul>\n<li style=\"font-weight: 400;\"><b>What <\/b><span style=\"font-weight: 400;\">are metrics?<br \/>\nThey give you an insight into your application&#8217;s performance.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Why<\/b><span style=\"font-weight: 400;\"> should you use UX metrics?<br \/>\nThey can help you in decision-making.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>When<\/b><span style=\"font-weight: 400;\"> should you measure your design?<br \/>\nAt the product launch, before the planned improvement and after the app or <a href=\"https:\/\/uxstudioteam.com\/ux-blog\/website-redesign\/\" target=\"_blank\" rel=\"noopener\">website redesign<\/a>.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>How<\/b><span style=\"font-weight: 400;\"> can you define the right metrics?<br \/>\nUse the HEART framework to define the right metrics.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Who<\/b> should define these metrics?<br \/>\nYou need people with different skill sets related to the product. Get them together to define the metrics!<\/li>\n<\/ul>\n<p><span>How do you measure your product? Do you measure user experience? Have you used any other framework which did or did not work for you? We&#8217;d be more than happy to hear your opinion on this topic.<\/span><\/p>\n<h3><b>Searching for the right UX agency?<\/b><\/h3>\n<p>UX studio works with rising startups and established tech giants worldwide.<\/p>\n<p>Should you want to improve the design and performance of your digital product, message us to\u00a0<a href=\"https:\/\/uxstudioteam.com\/contact\/\">book a consultation<\/a>\u00a0with us.\u00a0We will walk you through our design processes and suggest the next steps!<\/p>\n<p>Our experts would be happy to assist with the UX strategy, product and <a href=\"https:\/\/www.uxstudioteam.com\/ux-research\" target=\"_blank\" rel=\"noopener\">user research<\/a>, UX\/UI design, etc.<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Of course, your goal is to get more and more users and engage them with your application. But how can the user experience of your product help? How can you measure if your users are engaged? And how can you find out why they are not?\u00a0How can you measure user experience?<\/p>\n","protected":false},"author":29,"featured_media":5343,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[25,27,28,36,26],"tags":[],"table_tags":[],"coauthors":[97],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Measure User Experience in Your Product - Insights from UX Experts | UX studio<\/title>\n<meta name=\"description\" content=\"Measuring design and utilizing data are essential steps towards creating a sustainable product. 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