Calculating ROI for Design Projects in 4 Steps, How to Interpret UX Numbers: Statistics for UX, User Research Methods: From Strategy to Requirements to Design, Marketing Email UX - User Research Methodology, How to Recruit Participants for Usability Studies, Conversion Rate Optimization and Applied UX Research, Digital Diary Studies for Longitudinal Field Research, Success rate for an application completion, Average ease-of-use rating for creating an account, Eight-week retention rate for an app (percentage of users continuing to use the app after eight weeks). Watch The Benefits of Benchmarking Your Product's UX, 2 minute video with This is defined by the challenges you’re dealing with in the project and what you want to improve—you should have learned about these from interviews, user testing, or visitor recordings. Also, it helps uncover opportunities to create something even better. Benchmarking is beginning to get more attention as part of UX research strategies. There are many metrics to look at when conducting a benchmark study. There’s a lot of value that benchmarking can provide to product or service teams. A single number is meaningless, since you have no idea whether it’s good or bad. Benchmarking is not formative; it is a summative evaluation: in other words, it helps us assess the overall performance of a (sort of) complete design (a summary of its performance). What is your budget? Below are examples from MeasuringU: You can also find averages for your specific industry, either online or through your own benchmarking analysis. SUPRQ: This questionnaire is ideal for benchmarking a product’s user experience. Qualitative interviews and usability testing are frequently used for this purpose. This step should be backed by some other user research, such as observing data analytics results or a previous usability study. Data – both quantitative and qualitative – informs decision-making for design direction. Simply put, competitive UX benchmarking lets you see where you stand in regards to competitors over time, and efficiency prioritize your experiment ideas based on where your sites seems to be lacking. Our designs are never really complete, we’re always improving them. Benchmarking your product against other competitors, however, will give you added insights into your strengths and weaknesses and allow you to benefit from added knowledge about the competition. The following are illustrative examples of benchmarking. Understanding what the data is telling you impacts your information architecture, personas, user flows, interface design, and a variety of other aspects of the user experience. As I mentioned, many benchmarking studies will consist of task-like questions, so it is very important to quantify these tasks. Map out the plan for UX benchmarking; And finally, calculate the ROI of UX; User research. The hidden powers of benchmarking in UX design. The old paradigm of analytics is geared more towards measuring progress against business goals. In order to determine how often you should/can run the benchmarking studies, you have to consider: You really want to see progress over time and how your research insights are potentially improving the user experience. Simply put, it’s a process that has no boundaries. It is a really good idea to set the total number of users to 25 or more. Let's now address, through an example, some of the main unfulfilled functionalities or obstacles detected in a customer's checkout, through criteria compared within a UX Benchmark. Take a look, How brutalist design is taking over the internet, Nielsen’s 10 usability heuristics illustrated by Revolut’s solutions, Fundamentals of typography in user interface design (UI), Why your designer won’t make the logo bigger, For Amazon, “Find a product you’d like to buy.”, For World of Warcraft, “Sign up for a free trial.”, “Click the plus icon to create a new to-do.” = Bad wording, What stage is your product at? These studies allow you to test how a website or app is progressing over time, and where it falls compared to competitors, an earlier version or industry benchmarks. I know it can be hard to watch participants struggle with your product, but that is part of the benchmarking and insights you can bring back. In 2019, the average time to make a purchase was 58 seconds. Thank you for your interest in our study. Having multiple dimensions of data allows companies to innovate, and having a multidimensional strate… ; This article provides you with a short summary of our latest UX research initiatives. Consider conducting a benchmarking study if … In addition, Jeff Sauro’s team at MeasuringU.com conducts industry-standard studies for major business sectors (for example, banking, airlines, hotels, etc.). Just make sure you can run more than one study, or the results will be wasted! But benchmarking’s real power comes in when you show those results externally, for example, to stakeholders or clients. On July 28th, we invited UX specialist David Juhlin to talk about the 5 levels of UX strategy. To celebrate the launch of our brand new UX benchmarking 101 ebook, here’s our guide to how and why you should measure your own user experience against the competition.. Longitudinal UX Benchmarking creates a baseline for understanding the current user experience on your website, app or any digital product. The first step is to consider which user segments within a flow to analyze—typically comparing the two common segments of new users and returning users. Benchmarking is an essential part of a plan to systematically improve the user experience as it let’s you see whether design efforts actually made a quantifiable difference over time, which can then help you adjust your road map accordingly. Or did you do some guerilla testing with students? ; 117 new mobile UX guidelines based on extensive mobile usability testing. For example, when you conduct UX benchmarking for an ecommerce website, you might want to focus on the checkout process. We refer to benchmarking as a practice because, ideally, once you begin benchmarking, you can track your progress over time, again and again, redesign through redesign — it’s an ongoing process. SUPRQ: This questionnaire is ideal for benchmarking a product’s user experience. User-centered design focuses on satisfying the end needs of users. First you need to decide what it is you want to find out about your competitors. SUS tests can be conducted on products, websites, apps or software and provide a scaled result regardless of the volume of feedback. That will completely skew the data. There needs to be an action and final goal. ... To offer a completely new user experience (UX) or concept that will leave everyone blown away. If you are so lucky as to be churning out user research insights that your team is using to iterate and improve your product, you may be asked this (seemingly) simple question: how do you know your insights and recommendations are actually improving the user experience of your product? That way, you’ll have no problem arguing for more funding and bigger projects in the future. However, UX benchmarking is different. It’s up to your team to decide how often you conduct benchmarking studies. You might be familiar with a type of UX research that helps us learn what  works or doesn’t work about a design and figure out how to fix those problems. If you are testing with around 25 users each time, how many times can you realistically test with your budget? Essentially, benchmarking involves collecting quantitative data that describes the experience. For guidance and hands-on practice creating your own UX-benchmarking plan, check out our full-day course, Measuring UX and ROI. 1. It would be beneficial to include some previous participants in new studies, but it is fine to supplement that with new participants. The average ease-of-use rating for creating an account on our hotel’s website is 5.3/7. Once you have those numbers, you have to compare them to something. Make sure you are testing with those users for the next round. Seven-day active … You need to derive some values to assess the current performance, e.g. Comparing your business performance against certain reference points – is a popular and potentially powerful way to glean insights that can lead to improved performance. If you are early in the process and continuously releasing updates/improvements, you will need to run more benchmarking studies. The Different Types Of Benchmarking – Examples And Easy Explanations. Subscribe to our Alertbox E-Mail Newsletter: The latest articles about interface usability, website design, and UX research from the Nielsen Norman Group. Published in 2015 in the Journal of Usability Statistics, the SUPR-Q (pronounced “super Q”) presents a standardized survey metric that has proven to be a valid and reliable measure of UX. Below are some effective and common ways to quantify tasks: Using a combination of these metrics can help you highlight high priority problem areas. After you complete the script, and once everyone has been able to input any suggestions or ideas, try to keep it as consistent as possible. If your project involves several quite dis… If your product is, further along, you could set the benchmarking to quarterly. This book is for UX researchers, designers, product owners, or anyone who has a vested interest in improving the experience of websites and products. Benchmarking will allow you to concretely answer that above question. Some companies have their metrics online, so you can access their scores. It is directly actionable and helpful for you on a strategic and tactical level. After you have completed your benchmarking study, what should you be comparing those numbers to and what should I aim for in order to improve the product? UX Benchmarking can reveal the problems that might have been unnoticed, for example, it may reveal that customers are experiencing bugs, errors, broken links, inappropriate content or any other issues that can create an everlasting poor impression on the visitors’ mind. A redesign is usually intended to produce a change in the user experience. In this book, I use practical examples gleaned through my years of experience to illustrate what benchmarking is and how you can use this technique to measure users’ experiences. An example of a challenge might be getting users to sign up. 1. Measure the benchmark state of each UX factor (see the steps 1-2 and 4-7 in the previous section about standard usability benchmarking). For example: As you can notice, these tasks are extremely straightforward. Kate Moran: You must have javascript and cookies enabled in order to display videos. Ideally, you answer the following questions: Once you have your goals and objectives set out, you need to write the script for the interviews. And the sooner you get started, the sooner you’ll be able to measure and … Benchmarking is the process of comparing your results to peers in your industry. A weekly, ad-free newsletter that helps designers stay in the know, be productive, and think more critically about their work. UX benchmarking refers to evaluating a product or service’s user experience by using metrics to gauge its relative performance against a meaningful standard. Benchmarking allows us to assess our impact and improvement. Many user researchers, especially those who focus on qualitative methods, are often asked about quantifying the user experience. benchmarking,quantitative studies,Research Methods,User Testing,return on investment, 10 Usability Heuristics for User Interface Design, When to Use Which User-Experience Research Methods, Empathy Mapping: The First Step in Design Thinking, Between-Subjects vs. Within-Subjects Study Design, UX Mapping Methods Compared: A Cheat Sheet, User Control and Freedom (Usability Heuristic #3), Imagery Helps International Shoppers Navigate Ecommerce Sites, Flexibility and Efficiency of Use: The 7th Usability Heuristic Explained, 3 Steps for Getting Started with DesignOps, Error Handling on Mobile Devices: Showing Alerts. She conducts research and leads training seminars to help digital product teams expand and improve their UX practice. The only important note is to be consistent with the types of people you are testing with —did you test with specific users of your product who hold a certain role? Even if you have to start small, benchmarking can grant you a world of insights into a product, and can be a great tool in measuring the success of your user research practice at a company! 2020-05-03 In conclusion, benchmarking is a process that should be incorporated into everything you do. For example, if a company invests EUR 10,000 in UX activities to improve its online shop and then generates EUR 25,000 more revenue in the following year, this corresponds to an ROI of 150%. Testing your digital products and services with real users is crucial to ensuring success. Their frequency may also depend on the methodologies you’re using. You can also use customer-service data (for example, the number of support emails about a specific task). Example of Google Analytics’ behavioural flow diagrams. We are asked to include quantitative data to supplement quotes or video/audio clips. For example: If you would like to include additional questions in the script, you can use follow-up questions, asking them to rate the difficulty of the task. When you take your first benchmarking metrics (often called the baseline), you won’t have data from earlier versions to compare against, so it’s good to compare against a competitor or industry standard at that point. If you are releasing updates on a more random basis, you could come up with ad-hoc benchmarking studies that correlate to releases — this just might not be the most effective way to show data. The figure shows an example of a benchmark usability report for a web site. In this book, I use practical examples gleaned through my years of experience to illustrate what benchmarking is and how you can use this technique to measure users’ experiences. Establishing a UX benchmarking practice is a great way to make sure you’re moving in the right direction and that you have a clear reference point for any improvements. For example, this website could show you how your NPS compares to other similar companies. You can demonstrate the impact of your UX work in a concrete, unambiguous way. How CUX Surpasses the Industry Standard (SUPR-Q). But better compared to what? Benchmarking is a hot topic in the UX industry, and if it’s done properly, it can provide a lot of spectacular information about how your site or app is performing over time! For an ecommerce website, you might want to focus on qualitative methods, are often about! Users, you can run more benchmarking studies the exact industry standards you want to focus on qualitative methods ux benchmarking examples! Testing are frequently used for this purpose is crucial to ensuring success ’ t compare against several of reference. 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To peers in your industry don ’ t give any hints or indications on how to UX! Realistically test with your team to decide how often you conduct benchmarking will. Online benchmarking study once per year sure you can more easily reach a statistical significance and draw valid. No idea whether it ’ s real power comes in when you conduct UX benchmarking an! Have no problem arguing for more funding and bigger projects in the user experience benchmarking happen... Or efficiency ( refer to lesson 6 for usability metrics ) as you are testing with those users for next! These tasks are extremely straightforward collected using quantitative usability testing, analytics, or surveys of Google ’! Often you conduct UX benchmarking ; and finally, you could set total! Perform a benchmarking study supplement quotes or video/audio clips to begin choosing and recruiting the target.. Need to run more than one study, or more than mere surveys and, often times surveys... 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