Getting Started

Let’s kick off our journey! outlining all the fine details we’ll be going through. From  design impact, business metrics and UX metrics to surveys and measuring UX in B2B and Enterprise. Let’s dive in!

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Design Impact

We’ll explore how and where we, as UX designers, make an impact within organizations. We’ll explore where we fit in the company structure and how to communicate design value in business terms.

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OKRs, KPIs and Metrics

We’ll explore the key business terms and concepts related to measuring performance. We’ll dive into business strategy, and unpack the building blocks of OKRs, KPIs, SMART goals and metrics.

Leading vs. Lagging Indicators

Businesses often speak of leading and lagging indicators — predictive and retrospective measures of success. Let’s explore how we can use them to understand the immediate and long-term impact of our UX work.

Business Flywheels

Good business models have self-reinforcing elements that create sustainable competitive advantage but also continuously amplify user value. We can tap into business flywheels to understand where we can have the highest leverageand make the highest impact.

What Companies Measure

A deep dive into most common business metrics, design metrics, leadings and lagging indicators, KPIs and plenty of abbreviations — from NSM, MRR, CLTV, NPS and CSAT to SUS, SUPR-Q, UMUX-Lite and Top Task Analysis.

Business Metrics (NPS)

We dive into business metrics that often find their way to the business dashboard of senior management. We’ll dive into the infamous NPS and how to argue about it — and how it relates to our UX work.

Business Metrics (CLV, Churn, CSAT)

We’ll explore revenue-related metrics like Monthly Active Users (MAU), Monthly/Annual Recurring Revenue (MRR/ARR), Customer Lifetime Value (CLV) and churn rate. We’ll discuss how they are calculated and their importance in measuring customer experience.

Feedback Scoring and Gap Analysis

We’ll learn a simple technique to transform qualitative user feedback into quantifiable data, allowing us to track UX improvements over time. Unlike NPS, which focuses on future behavior, feedback scoring looks at past actions and current perceptions.

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Design Metrics (TPI, SUS, SUPR-Q)

We’ll explore the landscape of established and reliable UX metrics. From task success rate and time on task to System Usability Scale (SUS) to SUPR-Q to Accessible Usability Scale (AUS), with an overview of when and how to use each.

Design Metrics & UX Scorecards (UMUX-Lite, SEQ, UEQ)

We’ll continue with useful options for quick email surveys or an in-app prompt — UMUX-Lite and SEQ. We’ll also explore the “big behemoths” of UX measurements — UEQ, Google’s HEART framework — and how to bring key metrics together in one simple UX scorecard tailored to your product’s unique needs.

Top Tasks Analysis

The most impactful way to measure UX is to study how successful users are in completing their tasks. With top tasks, we focus on what matters, and explore task success rates and time on task. With 15–18 users participating in testing.

Surveys and Sample Sizes

Designing good surveys is hard! We review best practices and a cheat sheet for better survey design — along with do’s and don’ts on question types, rating scales and survey pre-testing.

Measuring UX in B2B and Enterprise

What if you don’t have access to any users? Let’s explore how to find a way around restrictive environments, how to engage with stakeholders, how to measure efficiency, failures — and how to set up UX KPI programs.

Design KPI Trees

To visualize design impact, we need to connect high-level business objectiveswith specific design initiatives. To do that, we build up and present Design KPI trees. Let’s explore how it all works in action, and how you can use it in your work.

Event Storming

How do we choose the right metrics? Well, we don’t start with metrics. We start by identifying most critical user needs and assess the impact of meeting user needs well. We mapping critical user’s success moments with event storming.

Kano Model and Kano Survey

For a given business objective, we need to choose design initiatives that are most likely to drive the impact that we need to enable with our UX work. We can gauge impact with a Kano model und a concept testing.

Design Process

Let’s establish the entire workflow — from start to finish — on how to define UX metrics, how to connect them with business goals, how to prioritize most impactful tasks and how it all fits together in a design process.

Impact Mapping

To visualize how UX efforts influence business and user goals, we can use impact mapping to define the goals, the actors, the jobs, the pain points and connecting jobs to goals.

Choosing The Right Metrics

Should we rely on established UX metrics such as SUS, UMUX-Lite and SUPR-Q, or should we define custom metrics tailored to product and user needs? Let’s see how to find the balance between the two and what it depends on.

Design KPIs Examples

Different contexts will require different design KPIs. Let’s explore what design KPIs companies use, from search quality and error frequency to Time to Final Decision and Time to First Upgrade.

UX Strategy

Establishing UX metrics doesn’t happen over night. You need to discuss and decide what you want to measure and how often it should happen. But also how to integrate metrics, evaluate data and report findings.

Defining Design Success

How do we define the notion of design success in a small and large organization? How do we keep track of the progress for a single department and for the entire organization? With a custom set of local and global Design KPIs.

Reporting Design Success

Once you’ve established UX metrics, you will need to report them repeatedlyto senior management. We explore Task Performance Indicator and how to to create a compelling report to highlight the value of your UX efforts to stakeholders.

Target Times and States

To show the impact of our design work, we need to track UX snapshots. We study 4 states, mapped against touch points in a customer journey: baseline, current state, target state and industry benchmark. Let’s see how it would work in an actual project.

Measuring Design Systems

How do we measure the health of a design system? Most teams track productivity and coverage, but we can also go beyond that by measuring relative adoption and efficiency gains. The best metric is how early the design system is involved in a conversation during design work.

Measuring UX Research

Research insights often end up gaining dust in PDF reports stored on remote fringes of Sharepoint. To track the impact of UX research, we need to track outcomes and research-specific metrics. And most importantly: amplifying research where we expect the most significant impact.

Next Steps

How do you get your UX metrics initiative off the ground? By following small steps heading in the right direction. Small commitments, pilot projects and design guilds will support and enable your efforts.

Summary

Let's wrap up our journey and reflect what we have learned. What remains is the first next step: and that would be starting where you are and growing incrementally, by continuously visualizing and explaining your UX impact.