Fitting qualities into numbers is like fitting squares into circles.
“Somewhat confusingly, satisfaction scales also have a subgroup called satisfaction scales. I’ve broken this group into three further subgroups (unipolar rating scales, unipolar thermometers, and bipolar rating scales) as some research suggests that they have different reliability and discriminating characteristics. That gives us five common ways you’ll see satisfaction measured, with some notes about how particular scales have performed in published research.”
Jeff Sauro a.k.a. /jeffsauro | @MeasuringU ~ MeasuringU ★
But are you measuring what you want to measure?
“We take a comprehensive journey into the world of UX metrics, exploring both behavioural and attitudinal measurements, before highlighting our own single score program for user experience.”
Christopher Ratcliff and Kuldeep Kelkar ~ userzoom ★
Sailing towards the ultimate goal, the cybernetics of compelling experiences. Metrics as the foundation of its feedback loop.
“User experience teams have many types of data at their disposal to ascertain the quality of a digital product’s user experience. Traditionally, these sources have focused on direct customer feedback through methods such as interviews and usability studies, as well as surveys and in-product feedback mechanisms. Beyond survey methodologies, however, it can be time-consuming to create a recurring channel of in-depth UX insights through these traditional UX research methods because they require time to conduct, analyze, and create reports of findings.”
Jerrod Larson a.k.a. /jerrod-larson ~ Boxes and Arrows ★
Analytics, metrics and measurements, also for experiences and design.
“While many UX leaders would love to be able to create a reliable ROI model to justify their team’s resource needs and communicate its value, a product’s user experience is so pervasive that trying to determine isolated UX metrics is futile.”
Corinne Wayshak a.k.a. /corinnewayshak | @corinnewayshak ~ UXmatters ★
To measure is to know, we think. But we don’t know.
“Metrics are the signals that show whether your UX strategy is working. Using metrics is key to tracking changes over time, benchmarking against iterations of your own site or application or those of competitors, and setting targets. Although most organizations are tracking metrics like conversion rate or engagement time, often they do not tie these metrics back to design decisions. The reason? Their metrics are too high level. A change in your conversion rate could relate to a design change, a promotion, or something that a competitor has done. Time on site could mean anything. UX strategists need to take charge of the metrics for online experiences. First, we’ll look at the current state of metrics in most organizations and some of the problems in defining metrics for user experience. Then, we’ll focus on three key types of metrics for user experience, how to track them, and how to integrate them into an organization’s measurement framework.”
(Pamela Pavliscak a.k.a. @paminthelab ~ UXmatters.com)
Metrics of Usability or CX, framed as UX benchmarks.
“Quantifying the user experience is the first step to making measured improvements.”
(Jeff Sauro a.k.a. @MeasuringU ~ Measuring Usability)