Behavioral metrics - what behaviors users display

1. Task Success Rate

   • measures the number of correctly executed tasks
   • the higher the success rate, the better the experience is
   • note the users who didn't perform the task successfully, you can recruit them again to test out the iteration to see if improvement is successful

2. Time on Task

   • the time that a user needs to complete a task successfully
   • the shorter the processing time, the better the user experience
   • the final metric used is the average time of all the users

3. Search vs. Navigation

   • measures how well the navigation is designed
   • the less the search function is used, the better the customer experience
   • observe how many users use search and how many use navigation

4. User Error Rate

   • number of times a user made errors for a task

   • the higher the UER score, the higher the number of usability problems

   • Example: Six testers have the task of making an international bank transfer in a bank’s online portal. The task entails five possible errors and the user error rate is distributed as follows:

     User 1 (3 errors), User 2 (1 error), User 3 (2 errors), User 4 (3 errors), User 5 (2 errors), User 6 (1 error)

     The error rate is calculated as follows: (3+1+2+3+2+1)/6×5= 0.4 x 100 = 40%

5. Error Occurrence Rate

   • measures how many users made the same error
   • the higher the score, the more problematic the design is
   • Example: Five out of 100 users enter their e-mail address incorrectly in the ‘Repeat e-mail address’ field. The error occurrence rate is calculated like this: 5/100 = 0.05 x 100 = 5%

   Attitudinal metrics, what users say

6. System Usability Scale (SUS)

   • to test the usability of a product
   • the scale consists of a 10-point questionnaire with five possible answers each, ranging from strongly agree to strongly disagree
   • The list of questions:

   

   • How to calculate the SUS score: https://uiuxtrend.com/sus-calculator/

7. Net Promoter Score (NPS)

   • measures customer satisfaction and loyal level

   • The sole question: How likely is it that you will recommend (brand, website, service, etc.) to a friend or colleague? The user answers this question on a scale of one (very unlikely) to 10 (very likely).

     

   • How to calculate NPS score: https://delighted.com/nps-calculator

8. Customer satisfaction (CSAT)

   • measures customer satisfaction
   • The sole question: How satisfied are you with (website, product, service, etc.)?

   

   

   43 total responses, 30 users that selected Satisfied or Very Satisfied