Why Measure Experiences?

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How to Measure Experiences?

What is an Experience?

In general, an experience is simply how people feel when they engage with a product or service in every instance of that human-service interaction. On the other hand, user experience (UX) is a term that specifically refers to the experience of users when engaging with technology.

A person's experience perception can happen in 4 different moments:

1
Before usage (Anticipated UX)
The user has certain prior experience and expectations when he wants to use the product.
2
During usage (Momentary UX)
During use, pragmatic qualities and usability are perceived.
3
After usage (Episodic UX)
After use, the user reflects on the interaction that has taken place. The evaluation retakes spots directly after use and at a time interval.
4
Over time (Cumulative UX)
The overall evaluation of the product by the user is the sum of the individual experiences that have taken place over a more extended period.

Every strategy can be measured.

Is a usable experience sufficient for a good experience?

No! An experience is made up of a series of personal judgments grounded in a journey whereby a person discovers, purchases (or not), experiences, and takes part in a service. This journey creates in the user a feeling of how well a business or solution is meeting their needs. So, the user does not take only the interface quality into consideration when evaluating the quality of a solution. Nor does only evaluate the usability quality at the moment of interaction with the service or solution. There is a number of pragmatic and hedonic characteristics that dictate how a user perceives the quality of an experience. For that reason, usability is attitude (hedonic) plus action (pragmatic).

The result of an interaction, usage, and consumption always translates into an experience, a story of use, and a story of consumption that we can measure.

Why measure experience?

Measuring the user experience is seeing whether design efforts actually make a quantifiable difference over time. There are 3 reasons why you should measure an experience:

1
Obtaining a quantitative usability benchmark allows us to understand how to design and functional changes impacted the user experience.
2
User Experience benchmarking is an effective method for understanding how people use (pragmatic) and think (hedonic) about a digital solution.
3
UX Benchmark studies are most effective when conducted at regular intervals (e.g. annually or quarterly) when compared against competitors, earlier versions, or an industry standard.

Benefits of measuring experience

We measure experience to improve the old and build the new. This generates better design processes through data-driven decision-making. Having both quantitative and qualitative skills onboard give you an advantage over those business who can't combine both.

1
Provides an In-Depth Understanding of Users

Help C-level to see that UX has tangible consequences and benefits to their ROI.
Engage stakeholders and secure the buy-in of more data-driven stakeholders.

2
Establishing Brand Value and Memorability

Excellent ROI on correcting bad design choices.
Identify product strengths and weaknesses.
Inform better design decisions and validate designs against business objectives.

3
Establishing a Competitive Advantage

Higher customer satisfaction.
Mapping usability issues.
Map opportunities for higher user retention or feature adoption.
Direction for further product development.

User Experience at Scale

Investing in good UX design reduces support costs by up to 90%. And improves key performance indicators (KPIs) by up to 80%.

UX outcomes are an essential tool for showing the business value of delivering well-designed products and services.

Design Debt

What it is and how to you can overcome it

How to measure experiences

Measure and manage design performance with the same rigor as revenues and cost!