Measuring success

UX metrics play a crucial role in evaluating the success of a product or service. These metrics can be applied at various stages throughout the design process to gauge performance and inform decision-making. Benchmark studies, for instance, are repeatable research endeavours designed to track the progress of the customer experience, assessing the efficacy of both existing and new features. 

Each different metric serves as a valuable measurement tool, providing insights into how customers interact with digital products or services. By leveraging these metrics, we gain valuable insights that not only inform the design and development process but also empower us to optimize user experiences and drive business success.

Success metrics

Customer Effort Score (CES)
A Customer Effort Score (CES) is a metric that measures how hard or easy it is for customers to interact with a product, service or business and is asked immediately after an interaction with a product- or service-related experience. The CES is also very useful when testing out new features, content or user flows in usability- and prototype test session before they go into development allowing for iterations of the design.

A Likert scale question is included after every tested feature to better understand how much effort it took to use the current features on the VicTraffic website. In our case we used a five-point scale of numbers to align with relevant phrases like “very hard” or “very easy.” The question would be along these lines: 'How hard or easy was it for you to complete this task / find the information / understand the presentation ... ' Lower numbers are associated with very hard/high effort, and higher numbers are associated with very easy/less effort.

Raw SUPR-Q
The SUPR-Q (Standardised User Experience Percentile Rank Questionnaire) offers a comprehensive evaluation of a product's user experience, covering usability, appearance, trust, and loyalty through a series of 8 standardized questions rated on a five-point Likert scale from 1 to 5. This tool provides a raw score for internal assessment of websites or prototypes. For benchmarking against competitors, the raw score can be converted into a percentage and compared with similar products (this service is fee-based and relevant to the commercial/private market). SUPR-Q is adaptable for use in both qualitative and quantitative research methods.

This is an example of how I used the raw SUPR-Q score for the ongoing VicTraffic benchmark study and this case shows how the user experience has improved over the baseline. The overall score was calculated by combining the results from all individual studies that made up the complete benchmark study which includes results from 152 participants.

Net Promoter Score (NPS)
The NPS is an index ranging from -100 to 100 that measures the willingness of customers to recommend a company's products or services to others. It is used to gauge customers overall satisfaction with a product or service and loyalty to the brand.
Kano model
The Kano Analysis model, is an analysis tool that enables us to understand how customers emotional responses to products or features can be measured and explored. They are asked how they feel about a feature if it is or is not available on a website which produced a positive and negative result about a specific feature. There are different ways to analyse the data, I like to analyse the data on a continuous scale.

This is an example of how I used the Kano Model to determine how VicTraffic users feel if the traffic camera feature would be removed from the website. In the first release of the VicTraffic UI uplift, we made it very easy for customers to access traffic camera footage and analytics told us that there is now a higher uptake of the feature, the business though is considering to take that feature off the website and this metric shows that the feature is highly attractive.

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