UX Metrics That Matter: A Guide To Design KPIs

Design KPIs.

There are, as it turns out, plenty of helpful design KPIs, but these are the ones that usually deserve special attention:

• top tasks completion rates,
• top tasks completion times,
• accuracy of data submitted by users,
• ratio of content vs. navigation (mobile/desktop),
• error frequency,
• error recovery rate (= quality of error messages),
• quality of leads,
• time to publish,
• time to release,
• time to first purchase,
• time to upgrade,
• conversion rate,
• carbon footprint impact,
• System Usability Scale Score (ideally over 75),
• accessibility score,
• web performance score.

Measuring Design KPIs #

Once we have defined the KPIs, how do we measure them? We can rely on Gerry McGovern’s Top Tasks approach and identify the most frequent tasks that users complete in a product. We conduct research to discover the most important tasks. We study search queries and server logs, run user interviews and workshops with stakeholders.