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InVision ambassador ambassador
Kayode Osinusi

How are you incorporating metrics/KPIs into your design decisions?

It is easy to specify usability metrics, but hard to collect them.

Typically, usability is measured relative to users' performance on a given set of test tasks. Why are we not measuring our UX efforts? Often times stakeholders or clients don’t realize that UX can be quantified and measured. As UX professionals need to take the lead and show them how to connect the dots between how UX is impacting the bottom-line and how it ties back to the organizations core mission.

So how do we incorporate metrics.KPIs into our design decisions? One sure way I usually use is by backing my UX efforts with quantifiable stories that shows how I made my design decisions. Quantifiable stories like: We increased sales by 20% and reduce cart abandonment rate by 30%. So how do you incorporate KPI's/metrics into your design decision? Let me know what you think and how you do this.

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Caitlin Cambron
InVision ambassador Caitlin Cambron , ambassador
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I approach this from the very beginning by including it in my user research. When I begin to talk with users about problems they are having, I also ask "How will we know if the problem has been solved for you? What will have changed?"

This allows us to collect a set ideal benchmarks. After collecting the business' measure of success and considering that along with how users define success, my team finalizes a set of KPIs that we track over time. Tactically, this shows up for us in data collection from our various products, from the App Store and Play Store, and from our partners apps. 

A fictitious example of one KPI that could drive designs is:

  • Measurement: Percentage of 4 and 5 star ratings on a completed navigation route.
  • KPI: 10% increase in in 4 and 5 star ratings on a completed navigation route over a 6 month period.
  • Design impact: Research what makes a good navigation experience, specific word choices, information shown, and how incremental improvement impact a percentage increase.

You are exactly right that UX teams need to quantify their impact on the business. Doing so helps show the importance of UX work and ultimately helps the bottom line.

Cheers - Caitlin

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