With a lot of things in this world, there are some sort of performance review in place to check if a solution is working, and how well it is working.
With UX, it is the quantitative analytics that measures certain parameters or drivers that determine how well an app or website is doing in terms of stickiness, usability, engagement rate, etc. How do we measure the emotional side of UX?
In conclusion, there are there main points that were discussed:
Include the UX measurement or OKR (Objectives and Key Results) into the proposal
and explain the benefits to get buy-in from client because analytics (soft or hard) requires work. The UX measurement objectives should cover both quantitative and qualitative (emotional measurement). Below are some methods that were discussed:
- There should also be an index scorecard to make the measurement tangible.
- User-testing to measure ease-of-use, effectiveness, etc
- Measure effectiveness with task completion tools
- Obtain previous usability or user testing results to make a comparison with new solutions
- Acquire Net-Promoter-Score (NPS) during test
- Social media tracking was also mentioned as a means to track user’s feedback
- Not forgetting to put dates to the delivery of these analytics data.
With an objectives list armed with client’s agreement in place, it will be super easy to brief the analytics team on the delivery package right from the start.
At the end of the session, we had a clearer picture on the quantitative measurement but no one has an answer-all to measure the emotional aspects as yet. I think this is something we as UX practitioners can continue to try to explore.