Tales of Design & User Experience (ToDUX) #11 ⁂ Dear readers & friends, The third, and final, article of my series on UX measurement, “Seven heuristics for identifying proper UX instruments and metrics,” has been published on the ACM Interactions blog. It all started with a discussion with a colleague on whether conversion rates are… Continue reading On Properly Measuring User Experience
Tag: user experience metrics
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.
2008 – Tales of Design & User Experience 