Watch The Benefits of Benchmarking Your Product's UX, 2 minute video with Simply put, it’s a process that has no boundaries. How to Interpret UX Numbers: Statistics for UX. Define basic metrics, such as average time on task or average number of visited pages, and run testing to get baseline usability metrics. A few examples of benchmarking. 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! Copyright © 1998-2020 Nielsen Norman Group, All Rights Reserved. What is your budget? Conducting System Usability Scale (SUS) surveys is also a handy way to quickly gauge the usability of a system through user feedback. 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. There’s a lot of value that benchmarking can provide to product or service teams. 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. It is really difficult to compare data if the interview script changes. The following are illustrative examples of benchmarking. If you are early in the process and continuously releasing updates/improvements, you will need to run more benchmarking studies. Our success rate for application completion is 86%, while our competitor’s is 62%. The Importance of Competitive Usability Benchmarking. Don’t give any hints or indications on how to actually complete the task. [If you’re interested in improving test prioritization with UX benchmarking, check out our Competitive UX Benchmarking Service] Competitive UX Benchmarking Matters and Can Help You Optimize. Some companies have their metrics online, so you can access their scores. An earlier version of the product or service. At Baymard, we’ve just released another major expansion to our 2020 Mobile UX research catalog, with the two main highlights being: a new 2020 mobile UX benchmark with 9,000+ new mobile best- and worst-practice examples. 1. ... To offer a completely new user experience (UX) or concept that will leave everyone blown away. May 3, 2020. 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. User research can be Behavioural and Attitudinal. 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. Our designs are never really complete, we’re always improving them. This book is for UX researchers, designers, product owners, or anyone who has a vested interest in improving the experience of websites and products. The hidden powers of benchmarking in UX design. That will completely skew the data. Risk of Copying Famous Companies' Designs. It is directly actionable and helpful for you on a strategic and tactical level. It might be that you can look at the same competitor sites for solutions to every challenge, in which case you should aim for at least 6 to study. We adapted our UX benchmarking survey, CUX, from the SUPR-Q: a comprehensive and proven measure of the quality of the website user experience.. There are general benchmarks companies should aim for, or should try to exceed. Qualitative-based user researchers, including myself, may look towards surveys to help add that quantitate spice. However, UX benchmarking is different. For example, if participants respond with a high confidence they successfully completed a task, yet the majority are failing, there is a huge discrepancy in how participants are using the product, which can lead to problems. For guidance and hands-on practice creating your own UX-benchmarking plan, check out our full-day course, Measuring UX and ROI. 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. There needs to be an action and final goal. We want to make the experience better (faster, easier, or more enjoyable). For help analyzing and interpreting quantitative data, check our full-day course, How to Interpret UX Numbers: Statistics for UX. Her research findings and recommendations are informed by her background in information theory and design, as well as her development experience. UX research is important. 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. As I mentioned, many benchmarking studies will consist of task-like questions, so it is very important to quantify these tasks. KPIs , on the other hand, are key figures that you can choose or define yourself which translate the success of a project – however it may be defined – into tangible figures. 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. David shared his perspectives on aligning UX and business goals by considering the global, industry, company, division, and project levels.. One key distinction that arose in the discussion was between the leader strategy and the follower strategy. There are many metrics to look at when conducting a benchmark study. That type of research is called formative evaluation — it helps us decide how to form or shape the design. The report includes the three key measures of usability — effectiveness, efficiency and satisfaction — and combines these into an overall benchmark score to track progress. To get more examples of the methodological approaches and different industries, download the compact UX Online Benchmarking Study now. 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.). And you can even take that a step further by using those metrics to calculate return on investment (ROI) — show stakeholders and clients exactly how much more they’re getting in return for what they paid. 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. The Different Types Of Benchmarking – Examples And Easy Explanations. On July 28th, we invited UX specialist David Juhlin to talk about the 5 levels of UX strategy. A single number is meaningless, since you have no idea whether it’s good or bad. 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. 1. With benchmarking, you can compare your UX metrics against four different possible reference points. Below are examples from MeasuringU: You can also find averages for your specific industry, either online or through your own benchmarking analysis. That way, you’ll have no problem arguing for more funding and bigger projects in the future. User research plays an essential part in UX, helping you understand users and assess how well you’re serving their needs. 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. Kate Moran is a Senior User Experience Specialist with Nielsen Norman Group. Benchmarking can happen at the end of one design cycle and before the next cycle begins. Also, it helps uncover opportunities to create something even better. Comparing your business performance against certain reference points – is a popular and potentially powerful way to glean insights that can lead to improved performance. Quantitative usability testing can be very expensive and time-intensive, so maybe you’ll decide to perform a benchmarking study once per year. When comparing against a competitor, always remember you don’t really know their customer’s satisfaction with their product, so make sure to keep that in mind when drawing conclusions! the success rate or efficiency (refer to lesson 6 for usability metrics). Just make sure you can run more than one study, or the results will be wasted! You have to start with a conversation with your team, in order to agree on the goals and objectives of your benchmarking study. 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. The first time I was asked that question, I was tongue-tied. As you are writing and finalizing your script, it is a good idea to begin choosing and recruiting the target participants. If your product is, further along, you could set the benchmarking to quarterly. Testing your digital products and services with real users is crucial to ensuring success. Make sure you are testing with those users for the next round. 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. If you work in a very niche or private industry, it may be challenging to find the exact industry standards you want. 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. Pageviews- Number of pages viewed by a single user. Seven-day active … UX benchmarking refers to evaluating a product or service’s user experience by using metrics to gauge its relative performance against a meaningful standard. Unfortunately, it’s often perceived as “just another” way to test the usability of a product. These metrics are usually collected using quantitative usability testing, analytics, or surveys. User experience, web design, and development are no exceptions. It is an essential business activity that is key to understanding competitive advantages and disadvantages. Benchmarking is also a great method for proving the return on investment (ROI) of your UX efforts. Uptime- The percentage of time the website or application is accessible to users. This step should be backed by some other user research, such as observing data analytics results or a previous usability study. 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? 1. Problem 1 The user needs to register and / or create an account, which slows down the payment or even prevents him from buying. Because of its popularity, you can reference published statistics (for example, the average SUS score is 68). Determine with your team and executives the most impactful way to document these patterns and trends. You can reference published statistics (for example, the average SUS score is 68) because of its popularity. After our recent redesign, the average time to make a purchase is now 43 seconds. UX benchmarking refers to evaluating a product or service’s user experience by using metrics to gauge its relative performance against a meaningful standard. You can demonstrate the impact of your UX work in a concrete, unambiguous way. on SUS tests can be conducted on products, websites, apps or software and provide a scaled result regardless of the volume of feedback. Subscribe to our Alertbox E-Mail Newsletter: The latest articles about interface usability, website design, and UX research from the Nielsen Norman Group. She conducts research and leads training seminars to help digital product teams expand and improve their UX practice. Our eight-week retention rate is 8%, but we’re aiming for at least 15%. 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. For example: As you can notice, these tasks are extremely straightforward. ; 117 new mobile UX guidelines based on extensive mobile usability testing. If not, you will have to conduct your own benchmarking study on the competitors you are looking to compare your product to. You can also use customer-service data (for example, the number of support emails about a specific task). Benchmarking – i.e. Finally, you can compare yourself to a competitor and strive to meet or exceed on the key metrics mentioned above. While still useful, they’re lagging indicators of UX decisions.Common metrics include: 1. But you can think of a benchmarking study as a kind of snapshot in time, capturing the experience of a specific version of the product or service. First you need to decide what it is you want to find out about your competitors. Sometimes academic institutions will publish useful data. 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%. An example of a challenge might be getting users to sign up. Qualitative interviews and usability testing are frequently used for this purpose. 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. User-centered design focuses on satisfying the end needs of users. Measuring customer experiences. In conclusion, benchmarking is a process that should be incorporated into everything you do. UX benchmarking is the process of evaluating a product or service’s user experience by using metrics to gauge its relative performance against a meaningful standard. 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). It’s all about not reinventing the wheel. List out each segment’s unique goals, use cases, and preconceptions. Having multiple dimensions of data allows companies to innovate, and having a multidimensional strate… 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. If your project involves several quite dis… And the sooner you get started, the sooner you’ll be able to measure and … Or did you do some guerilla testing with students? Data – both quantitative and qualitative – informs decision-making for design direction. Summary: Quantitatively evaluate a product or service’s user experience by using metrics to gauge its relative performance against a meaningful standard. 2020-05-03 UX; 14 Min Read; 6th November 2018; Benchmarking in UX research. Ideally, you answer the following questions: Once you have your goals and objectives set out, you need to write the script for the interviews. For example, when you conduct UX benchmarking for an ecommerce website, you might want to focus on the checkout process. But benchmarking’s real power comes in when you show those results externally, for example, to stakeholders or clients. It’s helpful for reflecting on our process and design choices. Benchmarking is beginning to get more attention as part of UX research strategies. Once you have those numbers, you have to compare them to something. 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? 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). Map out the plan for UX benchmarking; And finally, calculate the ROI of UX; User research. 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. Although normal user research studies, such as qualitative interviews or usability testing generally call for fewer participants, it is important to realize we are working with hard numbers and quantitative data. How Benchmarking Works 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. A redesign is usually intended to produce a change in the user experience. In some cases, benchmarking results are also used in promotion and sales materials. The example below shows an example of this kind of benchmark report we did a while back for a web site. It’s up to your team to decide how often you conduct benchmarking studies. “Well, if we are doing what the user is telling us then, of course, it is improving.” Let me tell you, that didn’t cut it. 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? Many user researchers, especially those who focus on qualitative methods, are often asked about quantifying the user experience. Thank you for your interest in our study. No matter what changes you’re looking to measure, quantify, or report, benchmarking can help you find the data you’re looking for. 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! However, there is much more to quantitative data than mere surveys and, often times, surveys are not the most ideal methodology. The old paradigm of analytics is geared more towards measuring progress against business goals. There’s no reason you couldn’t compare against several of these reference points. Analytics can be much quicker for collecting benchmarking metrics, so maybe you’ll benchmark after each major product redesign. If you are testing with around 25 users each time, how many times can you realistically test with your budget? 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. 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 average ease-of-use rating for creating an account on our hotel’s website is 5.3/7. Benchmarking allows us to assess our impact and improvement. This script will be similar to how you write usability testing scripts, questions need to be focused on the most important and basic tasks on your website/app. Benchmarking is the process of comparing your results to peers in your industry. For example, we might collect any of the following UX metrics: You can collect those UX metrics using potentially any quantitative methodology, but analytics, surveys, and quantitative usability testing are the three methods that often work best for 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. Since you will be conducting studies on a regular basis, you don’t have to worry about going to the same group of users over and over again. The average ease-of-use rating for that task in a study of the top 6 hotel websites was 6.5/7. UX Benchmarking study is an effective means of quantifying user experiences; thus business goals and design decisions can be made based on real metrics rather than the mere opinions of business professionals, designers or developers. Quickly thereafter, I learned about benchmark studies. Example of Google Analytics’ behavioural flow diagrams. It would be beneficial to include some previous participants in new studies, but it is fine to supplement that with new participants. Essentially, benchmarking involves collecting quantitative data that describes the experience. In 2019, the average time to make a purchase was 58 seconds. This book is for UX researchers, designers, product owners, or anyone who has a vested interest in improving the experience of websites and products. SUPRQ: This questionnaire is ideal for benchmarking a product’s user experience. However, we’ve found that many places conduct benchmarking as an exercise almost for its’ own sake with no deeper understanding of why they should benchmark. 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? Please enter your e … Below are some effective and common ways to quantify tasks: Using a combination of these metrics can help you highlight high priority problem areas. 1. 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. It is a really good idea to set the total number of users to 25 or more. Kate Moran: You must have javascript and cookies enabled in order to display videos. Latency- The amount of time it takes data to travel from one location to another. SUPRQ: This questionnaire is ideal for benchmarking a product’s user experience. ; This article provides you with a short summary of our latest UX research initiatives. For example, this website could show you how your NPS compares to other similar companies. We are asked to include quantitative data to supplement quotes or video/audio clips. 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. 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. Credit Many user researchers, especially those who focus on qualitative methods, are often asked about quantifying the user experience. But better compared to what? Benchmarking will allow you to concretely answer that above question. Subscribe to the weekly newsletter to get notified about future articles. How CUX Surpasses the Industry Standard (SUPR-Q). At 25+ users, you can more easily reach a statistical significance and draw more valid conclusions from your data. A weekly, ad-free newsletter that helps designers stay in the know, be productive, and think more critically about their work. You need to derive some values to assess the current performance, e.g. Measure the benchmark state of each UX factor (see the steps 1-2 and 4-7 in the previous section about standard usability benchmarking). Their frequency may also depend on the methodologies you’re using. The figure shows an example of a benchmark usability report for a web site. Essential part in UX research initiatives behavioural flow diagrams beneficial to include quantitative data than mere surveys and, times... 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