Benchmark research12/28/2023 ![]() Their frequency may also depend on the methodologies you’re using. It’s up to your team to decide how often you conduct benchmarking studies. Benchmarking can happen at the end of one design cycle and before the next cycle begins.īenchmarking can happen at the end of one design cycle (for example, after the evaluate phase) and before the next cycle begins (for example, before the define phase). But you can think of a benchmarking study as a kind of snapshot in time, capturing the experience of a specific version of the product or service. Our designs are never really complete, we’re always improving them. Qualitative interviews and usability testing are frequently used for this purpose.īenchmarking is not formative it is a summative evaluation: in other words, it helps us assess the overall performance of a (sort of) complete design (a summary of its performance). That type of research is called formative evaluation - it helps us decide how to form or shape the design. You might be familiar with a type of UX research that helps us learn what works or doesn’t work about a design and figure out how to fix those problems. In addition, Jeff Sauro’s team at conducts industry-standard studies for major business sectors (for example, banking, airlines, hotels, etc.). Sometimes academic institutions will publish useful data. If you work in a very niche or private industry, it may be challenging to find the exact industry standards you want. There’s no reason you couldn’t compare against several of these reference points. When you take your first benchmarking metrics (often called the baseline), you won’t have data from earlier versions to compare against, so it’s good to compare against a competitor or industry standard at that point. Our eight-week retention rate is 8%, but we’re aiming for at least 15%. The average ease-of-use rating for that task in a study of the top 6 hotel websites was 6.5/7. ![]() The average ease-of-use rating for creating an account on our hotel’s website is 5.3/7. Our success rate for application completion is 86%, while our competitor’s is 62%. After our recent redesign, the average time to make a purchase is now 43 seconds. In 2019, the average time to make a purchase was 58 seconds. With benchmarking, you can compare your UX metrics against four different possible reference points.Īn earlier version of the product or service A single number is meaningless, since you have no idea whether it’s good or bad. ![]() Once you have those numbers, you have to compare them to something. You can also use customer-service data (for example, the number of support emails about a specific task). You can collect those UX metrics using potentially any quantitative methodology, but analytics, surveys, and quantitative usability testing are the three methods that often work best for benchmarking.
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