In modern times, it is a norm for brands to focus on the user experience and ease the process for a customer to purchase a product.
In this way, the company wants to measure how the product and brand enhance the customer experience. It includes the landing page where the product is sold, signing up and the onboarding process.
The user experience determines the user traffic on a mobile-friendly website, whether they turn into leads or churn. It is the job of the production team to enhance the UX of a product to bring in new leads.
Okay! Here lies the initial question: how the user experience measures the satisfaction rate?
That is through the UX benchmarking process.
Let’s know it.
WHAT IS THE UX BENCHMARKING PROCESS?
UX benchmarking process is the comparative analysis of the product’s performance in the market compared to the standard industry performance. The process aims to set the baseline or benchmark to develop a better product.
It is the process through which the product’s performance is evaluated, “Is the product good or bad?” to which the goals affirm for the further development of the commodity.
1. Types Of UX Benchmarks
The review of UX benchmarks goes through the UX metrics, which helps in tracking the product’s progress in the market.
As they are associated with metrics, let’s analyze two types of categories –
I. Qualitative Data
It includes data on sentiment, user loyalty, user satisfaction, and user experience. It measures the subjective data collected from the customer to understand the product’s progress.
For this, NPS (Net Promoter Score) captures customers’ sentiments and subjective viewpoints.
II. Quantitative Data
It includes measurable data like numbers and ratios, which can be easily analyzed to give a fruitful result. It is basically the objective data that customers answer on the landing page.
The collected data is measured time on task, as you can evaluate the data using time.
There are also other ways to collect data, as most companies use survey methods to gain data from the customer. A questionnaire is sent to the user to fill it, allowing the designer to view the success or failure.
2. Why is UX Benchmark Essential?
It is essential for the design as they have to evaluate the performance of the product or the service launched in the market if they want to measure the success or failure of the commodity.
The product’s performance will determine the goals and marking process for the company, industry, and competitors.
You can get an idea of why it is essential. Let’s know why they are crucial.
● Setting goals to beat the industry standard and set a new one
● It defines the business, conversation rate, user experience, and e-commerce engagement
● It helps in evaluating the UX Audit, i.e., quality assurance
● The requirement is omnipresent both at the beginning and the end of the product redesign
● Measures the UX KPIs (Key Performance Indicators) against the competitors
● Further, it helps in the research process in the early stages of designing a product If you are looking for a ux benchmarking process, you can opt for Make It Clear. They are brilliant at the benchmarking process.
Steps To Benchmark A Product’s UX
There should be steps to benchmark a product. Otherwise, how will you evaluate the credibility of the product? For example, let’s say, you are trying to measure the overall market performance of a mobile phone you have sold recently.
So, you can use the benchmark methodology for the same. And using different metrics can help you to know the progress of the commodity in the same context.
Therefore, there are steps to benchmark the product’s UX and increase customer usability.
Here are a few of them –
1. Choose What You Want To Measure
One of the evident questions that lie while setting the benchmark is –
● What are you looking for?
● What are the products or products you want to measure?
● Which user group do you want to target?
● What are the specifics (tasks or features) you want to evaluate?
These questions are fundamental in setting the expectations of the product. You will figure out what you are looking for in your commodity.
For this, you can use different metrics to find the user experience and their connection with the brand. You can use Net Promoter Score or Customer Effort Score to evaluate the satisfaction rate.
Metrics will help you understand your KPIs assigned against the product. This will assist you in redesigning and increasing the product’s usability or developing a new industry standard.
2. Figure Out How To Measure
You must decide on a process to measure the UX metrics of a product to get a clear overview of the product.
While measuring, you need to consider factors like –
Because collecting data can be hectic and time-consuming at the same time.
You can collect data objectively, subjectively, or use both to understand the product better.
Further, you also need to consider data from the external factors that affect the product’s performance. Factors can be –
● Industry-standard benchmark
● Stakeholder goals
Considering different factors will help you to redesign the product.
3. Redesign And Interpretation
After analyzing the data, you will get a clear view of the changes you can make to the product.
It is the part where the design team is most active, as they will look to make changes to the product. They can focus on packaging, product design, or certain product features.
Even after launching the product, you can focus on additional features as suggested by customers. Certain changes may need to be more pleasing to the customer. Ensure that you make the necessary changes again.
Well, only some metrics data give a larger interpretation of society. For this, use the statistical data to get a review of the product and the customer’s user experience.
Caution; Don’t rush to make the changes after the product relaunch. Be patient, and allow the customer to adapt.
Ending In The Right Process
Ultimately, it is the customer that decides the product’s usability and is crucial to the success of the product.
Keeping aside the external factors, you must focus on the product and add unique features and characteristics. This will ensure setting a new industry benchmark and cater to the users better.