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An international peer-reviewed journal

A Strategic Approach to Metrics for User Experience Designers

Carl W. Turner

Journal of Usability Studies, Volume 6, Issue 2, February 2011, pp. 52 - 59

Article Contents

An Application of Strategy to UX Metrics

The UX team at Autodesk, makers of the popular AudoCAD design software, was interested in determining their customers’ satisfaction, ease-of-use, and relevance of some of the important features in one of their software products, as well as overall product quality and value (Bradner, 2010). In addition to measuring customer satisfaction with the product, they also did something more. They included in their survey a question about whether the customer would recommend the product to a friend or colleague. This question is the basis of the Net Promoter score, a measure that is becoming widely recognized in marketing and sales departments as an important metric for customer satisfaction.

The Autodesk team correlated each individual score with the Net Promoter score to determine which aspects of which features or combination of features best predicted the Net Promoter score. They discovered that overall product quality, product value, and product usability were the “key drivers” of Net Promoter, rather than satisfaction with an individual feature. By tying their UX metrics to a metric that marketing and sales cared strongly about and educating their marketing and executive management about the connection between the two sets of metrics, the Autodesk team demonstrated to management the return on investment in their activities which helped themselves focus on those activities that improved their product’s overall value.

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