UX Metrics That Keep an Eye on Your Business

Indicators / Key UX Metrics for Managing Your Digital Products

Many brands are putting in a lot of effort to create attractive, useful, and user-friendly interfaces. However, they often feel that these efforts are not quite enough.

So, how can your team go beyond and find new alternatives to improve your business metrics?

At this stage, your digital channel, website, or app is likely at a mature point in its evolution. But if you’re not using UX indicators, there are still significant opportunities for improvement.

The mantra “what gets measured, gets improved” is perfectly applicable to the field of UX. Failing to acknowledge this puts your company’s brand leadership at risk in the face of competition. Let’s explore some UX indicators grouped into three dimensions:

Strategic Dimension:

It’s crucial to verify and analyze your value proposition with consumers to confirm the path you’re taking with your digital product.

  • Effectiveness: Identifying whether users can meet their needs through the digital product is essential. At the end of the process, can they fulfill the product’s purpose, and do users feel they achieved their goal?
  • Understanding: The power of simplicity is significant. It’s important that users can articulate what the digital product does and that this understanding aligns with the product’s goal, which is fundamental for user loyalty.
  • Simplicity: As we aim to do things faster and more simply, time is of the essence. Thus, ease in achieving goals becomes a vital attribute for a product to scale in any market.
  • Utility: Every time we use the product, we believe that it helps us achieve our objectives.

Product Dimension:

Checking and analyzing whether functionality and experience meet user expectations.

  • Appearance: This is a subjective characteristic tied to the perception of each consumer. It’s associated with the aesthetics your digital interfaces offer users. Users naturally evaluate your design against the digital experiences they encounter daily. Therefore, it’s important to continuously observe and identify any significant deviations between your visual proposal and user expectations. You can feed this indicator through various techniques, such as in-person interviews with user groups, periodic micro-surveys integrated into the digital product, or periodic real user explorations. The latter is recommended as it allows you to collect a greater quantity of higher-quality data at a lower cost, resulting in a more reliable indicator as it’s framed in the reality of tasks performed by your customers.
  • Usability: The ease of use of your system is key to delivering either a disappointing or memorable user experience. Since usability is the sum of multiple characteristics, it’s measured through a combination of various metrics. This depends on your ability to capture information about interactions with the digital product, for example, using Google Analytics or APM (application performance management) tools. It also involves conducting experiments with real users to gather their perceptions regarding their interest in use, level of complexity, ease, required knowledge, reliability, and more.
  • Performance: Evaluating performance is crucial because users can be impatient and desire quick response times. This involves ensuring that the infrastructure supporting the digital product is designed to scale. Currently, many technologies and services enable a robust architecture that meets usage needs while ensuring optimal system performance from backend to frontend. Therefore, it’s important to identify the capabilities used to calculate response times, including page or screen loading times, search times, data updates, and information processing. Fortunately, performance indicators are relatively easy to obtain, transparent to users, and are supported by specific tools for digital products. No one likes to wait. Slow performance not only makes users feel like they’re wasting time but also creates negative feelings such as insecurity and low reliability. Offering a smooth interaction is vital to create an immersive user experience that captures and engages users during their visit.
  • Productivity: Each of us uses a digital product because we need to complete a task with a specific goal, and we want to do it as quickly as possible. Technology allows access to various digitalized business processes. Therefore, a fundamental metric is to identify these tasks and measure the time it takes users to complete them. If you can measure these tasks, you can observe time differences among user groups and digital mediums, revealing weak points that need correction. Next-generation behavior monitoring tools can capture this information and present it in a straightforward manner to rapidly identify bottlenecks and provide useful insights to the development and business teams for making experience improvements.

Attitudinal Dimension:

Identifying what users think, feel, and say.

  • Emotions: Net Emotional Value (NEV) indicates how a user’s experience is going. Some emotions lead to short-term purchases, while others lead to long-term ones. More than 90% of users’ experiences with our digital products are emotional, whether at a conscious or subconscious level. These emotional reactions occur during a user’s journey in every interaction with the digital product. It’s important to understand these emotions and how they create value in various directions.
  • Satisfaction: Customer Satisfaction (CSAT) helps diagnose the effectiveness of your management strategies and understand the overall satisfaction level people have with the digital product.
  • Effort: The Customer Effort Score (CES) contributes to measuring customer satisfaction by relating to the customer experience pillar of time and effort. It involves minimizing customer effort and creating efficient processes.
  • Interaction with the Digital Product: Understanding ongoing interactions with the product is key, often referred to as engagement, well-known to marketing teams. You can typically gather metrics like the number of sessions per user, the number of user operations (purchases, searches, etc.), or the percentage of users updating to the latest version (in the case of apps). The goal is to observe user behavior and identify trends.
  • Recommendation: Finally, the Net Promoter Score (NPS) is an index that measures customers’ willingness toward your company, providing a clear measure of the vitality of the digital product. This focuses on the NPS of the product, not the brand. The goal is to make users currently interacting with the digital product consider whether they would recommend it.

Adopting UX indicator metrics within these three dimensions represents a significant step forward in your design and development team’s work culture. It allows you to discover multiple points of gain or pain and gain a better understanding of user behavior to create solutions that suit their needs.

As your development teams release new versions, you can see how these changes impact your audience and business. For product owners and business leaders, it’s essential to monitor UX indicators so that they can make informed and quick decisions, focusing on what truly matters. For design teams, it’s a way to avoid falling into the trap of “false consensus,” where people naturally conform to collective beliefs, preferences, and behaviors. Creating digital consumer labs is crucial to minimizing organizational culture bias and direct brand affinity.

If you can’t measure with tools or indicators from your infrastructure, don’t forget to constantly ask your users, as that’s where you’ll find the answers you’re seeking.
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