Unfortunately, this wisdom has not yet fully seeped into the general consciousness of the UX world. But without clear results and figures you will find it difficult to promote UX among your superiors and receive more budget.
Would you like to escape from your role as the in-house Clarke Kent within your company and stop performing your heroic UX deeds for your organisation anonymously, i.e. without clear evidence? Are you looking to increase acceptance and understanding of UX? If so, read on. UX is often associated with complex questionnaires and user interviews. However, there is a whole array of valuable UX performance indicators that you can use to translate the success and progress of your UX efforts into tangible metrics.
A better UX leads to more satisfied employees, fewer mistakes, reduced support requirements and, ultimately, **more revenue.**This guide teaches you how to demonstrate the value of your work and strengthen your company’s UX culture.
I will cover the seven most important ones in this article. Before describing them in more detail below, I first want to address the following topics:
Ready? Let’s go!
Slowly but surely, most companies have arrived in the 21st century and are collecting large amounts of data every day. However, by no means is all data relevant: ‘In ancient times having power meant having access to data. Today having power means knowing what to ignore’, writes Yuval Noah Harari in his book ‘Homo Deus’. Many organisations use metrics such as visitor numbers to assess the success of their website. They think: more visitors → more success → all in the green. But are they really measuring the KPIs that effectively ‘move the needle’ and improve their bottom line? Or are they dealing with ‘vanity metrics’ that feel good but don’t bring about any real benefit?
It’s amazing how many design decisions are still made today without relying on UX-KPI data. For example, your conversion rate might suffer from the fact that the number of form questions on a login page has increased from six to nine. Without continuously measuring the relevant KPIs, you will find it difficult to identify such problems quickly.
KPIs translate the success factors of your project, department or company into numbers, bringing successes and failures to light. The performance indicators are usually different for each project and should always be determined individually. For example, the KPIs relevant to Superman could be: