Business results are bad? But what do you actually measure? UX measures

When a customer comes to us with a problem, they usually show us business results, missed goals, or infamous NPS results*. For us UX specialists, it is difficult to draw detailed conclusions from these measures.

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In the UX world, we most often measure usability by looking at how the customer behaves and where they actually have a problem. For this we have various mysterious measures, such as the SUS (System Usability Scale) evaluation, which consists of 10 questions, allowing you to evaluate how intuitive and simple our product or website is to use. We also measure the number of user errors and the time they spend completing a task and the so-called Task Success Rate, which tells us how many users have started and how many have completed an activity.

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How can this help in sales?

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Can you imagine that on the basis of Task Success Rate, one button was changed to reach $300 million in profit? This is the situation experienced by Amazon, changing the window that appears when you click on the purchase cart. Originally the next step was Log in or Register. But Amazon has discovered that we don't like being forced to sign up for an account. Instead, he offered another option: buying as a guest. Boom! Sales jumped up nicely. Today, the option to buy as a guest is a standard in e-commerce that no one should forget, and user observation has become the best possible business practice.

You can read about UX measures on our blog and listen in podcasts: https://new.designzima.com/podcasts/11-dane-o-ux-sprawdz-czy-znasz-je-wszystkie/

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*Read about what NPS actually measures and how to avoid errors in reading this result here

The Book The Elements of User Experience — Jesse James Garrett

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Want to know more about our Business Hero Cards — take a look here.

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