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Human benchmark meaning12/3/2023 For instance, in a bank where customer-support cost is a KPI you may be able to show that a redesigned contact form contributed to decreased support costs by tracking the number of support calls before and after the redesign. That’s much easier to accomplish when you select metrics that align to your organizations’ key performance indicators (KPIs). Metrics: form submissions, abandonment rateīenchmarking a user experience isn’t just about tracking metrics, it’s also about demonstrating value.Metrics: completion rate, errors on page, # of support calls on the same task.Metrics: weekly sales with 1-click, 1-click feature adoption.Task: making a purchase with 1-click purchasing.Metrics: time on task, success rate, Single Ease Question (SEQ).Here are some possible metrics we may track for the tasks in our previous example. Aim for 2–4 metrics that focus on different aspects of your UX (e.g., happiness and engagement). Pick metrics that will matter for the long haul, since ideally, you’ll be collecting these metrics repeatedly over many years. In other words, the same change (say, longer time) could be either good or bad, depending on what type of use is measured. Note that as an engagement metric, time on task should be high (e.g., a long time spent reading articles on a newspaper site), whereas as an efficiency metric, time on task should be low (e.g., fast to check out on an ecommerce site). Metric examples: error count, success rate, time on task.Task effectiveness and efficiency: efficiency, effectiveness, and errors Metric examples: returning users, churn, renewal rate.Retention: how existing users return and remain active in the product Metric examples: new accounts/visitors, sales, conversion rate.Metric examples: average time on task, feature usage, conversion rateĪdoption: initial uptake of a product, service, or feature.Metric examples: satisfaction rating, ease-of-use rating, Net Promoter Score.Happiness: measure of user attitudes or perceptions The following is an adaptation of the HEART framework: Now that you’ve focused in on a set of tasks, how can you measure them? Google’s HEART framework provides a concise overview of different types of metrics you may want to collect and track. Then, prioritize the list of tasks and select approximately 5–10 that are most important to your users. If your organization doesn’t have existing top tasks, you can start by documenting (most) tasks in the product. What tasks or features do you want to measure?įigure out the top tasks that users complete in your product.
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