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UX KPIs

Learn what UX KPIs are and how to use metrics like NPS, CSAT, or task success rate to measure the impact of your design and make data-driven decisions.

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A UX KPI (Key Performance Indicator) is a quantifiable metric that a team uses to measure and evaluate the success of the user experience over time. They help teams understand whether their design efforts are achieving the desired outcomes.

What Are UX KPIs?

Imagine you are driving a car. The dashboard gives you vital information: the speedometer (speed), the fuel gauge (range), the engine temperature. You could not drive safely or efficiently without them. UX KPIs are the dashboard of your product: they are the indicators that tell you whether the user experience is on track or whether there are problems that need your attention.

They are typically divided into two categories:

  • Behavioral (What users do): They measure concrete actions. Examples: Task Success Rate, Time on Task, Error Rate.
  • Attitudinal (What users say): They measure opinions and feelings. Examples: Net Promoter Score (NPS), Customer Satisfaction (CSAT), System Usability Scale (SUS).

Why Are They Important?

  • They connect design to business: They allow you to demonstrate the impact of design in terms the business understands (e.g., “The checkout redesign increased the conversion rate by 15%”).
  • They justify design decisions: Instead of saying “I think this design is better,” you can say “this design improved the task success rate by 30% in testing.”
  • They measure progress over time: They allow you to establish a baseline and see whether the changes you introduce are improving or worsening the experience.
  • They create a common goal: They align the team around measurable, shared objectives.

Key Methods and Frameworks

It is not about measuring everything, but about measuring what matters. Frameworks like Google’s HEART help you choose the right metrics:

  • Happiness: Measures user attitude. (Metrics: CSAT, NPS).
  • Engagement: Measures frequency and intensity of use. (Metrics: visits per user, key actions per day).
  • Adoption: Measures how many new users start using a feature. (Metrics: number of new users, upgrade rate).
  • Retention: Measures how many users come back. (Metrics: churn rate, renewal rate).
  • Task Success: Measures efficiency and effectiveness. (Metrics: success rate, time on task, error rate).

Mentor Tips

  • A single metric doesn’t tell the whole story: Don’t obsess over one number. An increase in “time on page” can be good (more engagement) or bad (the interface is confusing). Combine quantitative metrics with qualitative research to understand the “why.”
  • Measure outcomes, not output: Don’t measure how many designs the team produces. Measure the impact those designs have on users and the business.
  • Start simple: You don’t need a complex dashboard from day one. Choose 2 or 3 KPIs that are directly related to your product’s current objectives and start measuring them consistently.
  • Make KPIs visible: Display KPIs on a dashboard visible to the entire team. This keeps everyone focused on what truly matters.

Resources and Tools

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