The Design Leader’s Role in Measuring User Experience

Design with Achievable Analytics in Mind (Before It’s Too Late)

  • How do you know how many users have registered?
  • Where do users abandon the form?
  • How often do they encounter error messages?
  • Which option do they choose on the success screen?
  • How do you iterate without these answers?
  • How do you know if this redesign has increased sales or strengthened customer loyalty?
  • How do you know if something is broken?
  • How do you know if this redesign has increased registration count? If it hasn’t, why not?

Identify Who Else in Your Organization Can Support UX Measurement

Be on the Lookout for These Other Common Measurement Pitfalls

  • You assume you can measure retroactively. It’s common to take for granted that if you have some analytics in place, you can go back and analyze specific data later. Many metrics cannot measure anything prior to when they were set up, so they need to be in place at launch in order to deliver the full picture of your new experience. In general, metrics work best when they are planned out ahead of development.
  • You expect to measure everything. There are an infinite number of ways you could measure the experience of your site or product, and it’s impossible to track everything. This means you need to prioritize which metrics will provide the most value for the work it takes to implement and measure them. Then, add metrics as needed over time.
  • You take for granted that metrics will be intuitive. Any analytics setup beyond the most basic metrics will require some planning in order to ensure that the data can be analyzed in a useful way. This means you should make sure that you can categorize button or page interactions based on relevant experience or business goals. An analyst will struggle to build these metrics in a cohesive manner without clear direction from the team that will track these goals.
  • You assume that existing analytics will work properly after launch. Let’s say you are in the fortunate position of having someone build a robust and reliable set of metrics for a current design. Any major redesign is likely to result in significant changes, such as buttons being removed or moved, changing over to a new CMS or platform, or any number of updates. All of these changes have the potential to break existing metrics. Make sure you plan for this before launching a redesign or pushing out new changes.

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