In this video, discussed about usability metrics and how this helps to improve user experience and conversion rate.
Usability framework is a tool centered around a user who will interact with a particular product or a service in a specific context. It measures the usability of a product or service by capturing and creating benchmarks of success for effectiveness, efficiency, and satisfaction:
Effectiveness is the accuracy and thoroughness of the goal achieved. ·Whether or not a user can accurately complete a task that allows them to achieve their goals
Efficiency refers to the resources and time they spent to achieve a particular goal. Example : The amount of cognitive resources it takes for a user to complete tasks.
Satisfaction relates to the user’s subjective thoughts on their experience using the product. This is about what they feel and how they enjoy when they use the product.
There are certain metrics that can be used to measure usability.
Using a combination of these metrics can help you highlight high priority problem areas. Let’s walkthrough quickly
Success score , Success, or completion means that a user managed to complete a task that they were given.
The number of errors: This task gives you the number of errors a user committed while trying to complete a task.
- There are two ways of measuring errors: Error rate: measuring all of them or Error occurrence rate: focusing on one error
- Success score and error rate measure the effectiveness of the product.
Good usability typically means that users can perform their tasks successfully and fast. This metric measures how long it takes participants to complete or fail a given task. This metric can give you a few different options to report on, where you can provide the data on average task completion time, average task failure time, or overall average task time (of both completed and failed tasks)
Satisfaction, the key of user experience
There are many satisfaction metrics, let’s discuss
Single Ease Question (SEQ) •This is one of those easy and genius solutions that every UX researcher loves.
•System Usability Scale (SUS) •there is a list of 10 questions, known as the System Usability Scale. Each question scores 10 points. Based on the answers, the product gets a score on a scale from 0 to 100 •Subjective Mental Effort Question (SMEQ): The SMEQ allows the users to rate how mentally tricky a task was to complete.
•Single Usability Metric (SUM) This measurement will enable you to take completion rates, ease, and time on task and combine it into a single metric to describe the usability and experience of a task •Confidence: Confidence is a 7-point scale that asks users to rate how confident they were that they completed the task successfully.
Metric creates a huge impact on usability and user experience.
Product KPIs lead to success and increase ROI •Tracking usability metrics is a good practice to keep the product high in market standard. Once you decide to invest in that, you’ll find out that usability metrics can be as valuable.