UIEtips: Unleashing the Power of a UX KPI

Jared Spool

May 23rd, 2012

Measuring is easy, but KPIs are hard. There are a ton of things we can measure about our
designs. We can measure the users’ satisfaction. We can measure whether they complete
tasks we assign them. We can measure how many instances of the letter ‘e’ appear on the

All of these measures tell us something, but is it something useful? Key performance
indicators (KPIs), on the other hand, are indeed useful. They tell us how our design
affects our business and, more importantly, whether design changes improve or degrade the
results we’re trying to get to.

But KPIs are hard to implement well. In today’s UIEtips, I look at how an unusual measure,
tool time, made its journey into becoming a useful UX KPI. I’m sure you’ll find it helpful
for thinking about your own KPIs.

Read the article: Unleashing the Power of a UX KPI

What have you used for your organization’s UX KPIs? How did you go about deciding that
would be a great choice? We’d love to hear your experiences below.

One Response to “UIEtips: Unleashing the Power of a UX KPI”

  1. Angela Colter Says:

    I think this is a great idea and am currently trying it out on one of my projects.

    As I’m deciding what counts as “goal time” vs. “tool time” I’m wondering how to count the time between when a user clicks on a submit button and when the system returns a result. I’d assume that would be counted as tool time. Is that what you do?

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