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The 7 most important KPIs to measure the success of UX research



  • Key Performance Indicators are critical measures of progress toward an end goal.
  • Time on task measures how long it takes for a user to complete a task.
    • The average time on task is usually communicated as the final KPI. The shorter the processing time, the better the user experience.
  • Use of navigation vs search indicates the number of people who use the navigation bar, compared to the number of people who use the search functionality.
    • the goal is to understand how users interact with the navigation and search functions of your product and maintain the balance between them.
  • User error rates indicate the part of the design that causes the user to make errors.
    • keep track of the parts of the design where the user makes mistakes while completing the tasks you’ve assigned.
  • Drop-off rates show how many users abandon the experience. In other words, how many users quit before reaching the end of their goal.
  • Conversion rates indicate how many users complete the desired action.
    • Conversion rates are the opposite of drop-off rates.
  • Effectiveness — can users successfully achieve their goals?
  • Efficiency — how efficient it is to achieve that goal?
  • Satisfaction — was the experience satisfactory?
  • The 10 usability scale questions are:
    1. I think that I would like to use this product frequently.
    2. I found the product unnecessarily complex.
    3. I thought the product was easy to use.
    4. I think that I would need the support of a technical person to be able to use this product.
    5. I found the various functions in this product were well integrated.
    6. I thought there was too much inconsistency in this product.
    7. I imagine that most people would learn to use this product very quickly.
    8. I found the product very cumbersome to use.
    9. I felt very confident using the product.
    10. I needed to learn a lot of things before I could get going with this product.
  • Net promoter score
    • Participants rate the question, “Would you recommend this product to a friend or colleague?” on a scale of 0 to 10.
    • Promoters — participants who give a rating of 9 or 10, which means they would recommend your product to others.
    • Passive — participants who give a rating of 7 or 8, which means they are satisfied with your product, but they may not recommend it to their friends or colleagues.
    • Detractors — participants who give a rating of 0 to 6, which means they would warn people away from your product or service.
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