So, how *can* we measure UX? (ToDUX Newsletter #6)

Dear readers and friends, A new article of mine—“So, How Can We Measure UX?”—has been published in the ACM Interactions blog. It’s part two of a three-part series about the proper quantitative measurement of user experience. #2: So, How Can We Measure UX? This one will also be featured in print in the January/February issue… Continue reading So, how *can* we measure UX? (ToDUX Newsletter #6)

User Experience Is an Elusive Thing, or Conversion Rate & Average Order Value Are Not UX Metrics!

In this article, I review six metrics commonly used to measure UX: conversion rate (CR), average order value (AOV), task success rate, time on task, Net Promoter Score® (NPS), and the System Usability Scale (SUS). CR, AOV, and NPS do not fulfil the definition of a UX metric while task success rate, time on task, and SUS do. Still, none of the metrics (alone) is suitable to reliably measure the UX of a digital product.