Using UX Metrics to Motivate Data-driven Decisions

The tutorial will review a wide range of UX metrics and provide UX professionals with a foundation for carrying out basic quantitative research.   It is presented by the authors of the highly regarded book "Measuring the User Experience: Collecting, Analyzing, and Presenting Usability Metrics".
The instructors will discuss the advantages and limitations of a wide range of different UX metrics, when to use (and not use) them, and how to present metrics in effective ways to help motivate appropriate decisions. Participants will have an opportunity to get their hands dirty with different types of UX data, learning some statistical tests, and experimenting with different visualizations. Participants will walk away with a practical understanding of how to incorporate quantitative data into their UX toolkit.
Topics include:
  • Performance metrics: success rates, task time, errors, efficiency, and learnability.
  • Self-reported metrics: a wide variety of ways to collect and analyze feedback coming directly from users.
  • Issues-based metrics: how to identify usability issues and assign severity ratings.
  • Derived metrics includes combining more than one type of metric to come up with a single usability score such as SUM
  • Web navigation metrics measuring click-through rates and abandonment rates. 
  • Observational metrics based on observations or measurements of user behaviour including eye-tracking, facial expressions, physiological responses and stress measures.
  • Group exercise to develop a usability research plan utilizing specific metrics.
  • Demonstration of different data analysis tools.