A redesign is usually intended to produce a change in the user experience. We want to make the experience better (faster, easier, or more enjoyable). But better compared to what? Establishing a UX benchmarking practice is a great way to make sure you’re moving in the right direction and that you have a clear reference point for any improvements.

UX benchmarking指通过使用指标来评估产品或服务的用户体验,以衡量其相对性能的针对有意义的标准。

基准如何工作

我们将基准标记为实践,因为,理想情况下,一旦您开始基准测试,您可以通过重新设计重新设计 - 它是一个正在进行的过程中的随着时间的推移 - 这是一个正在进行的过程的过程。

Essentially, benchmarking involves collectingquantitative描述经验的数据。例如,我们可能会收集以下任何一种UX指标:

  • Average time to make a purchase
  • Numbers of clicks on aSubmitbutton
  • Success rate for an application completion
  • Average ease-of-use rating for creating an account
  • Eight-week retention rate for an app (percentage of users continuing to use the app after eight weeks)

You can collect those UX metrics using potentially any quantitative methodology, butanalytics, surveys, and定量可用性测试是三种方法,通常最适合基准测试。您还可以使用客户服务数据(例如,关于特定任务的支持电子邮件的数量)。

Once you have those numbers, you have to compare them to something. A single number is meaningless, since you have no idea whether it’s good or bad. With benchmarking, you can compare your UX metrics against four different possible reference points.

Compare Against

例子

An earlier version of the product or service

In 2019, the average time to make a purchase was 58 seconds. After our recent redesign, the average time to make a purchase is now 43 seconds.

一个竞争对手

我们的申请完成成功率为86%,而我们的竞争对手是62%。

行业标准

在我们的酒店网站上创建帐户的平均易用评级为5.3 / 7。在第6位酒店网站研究中,该任务的平均易用评级为6.5 / 7。

A stakeholder-determined goal

Our eight-week retention rate is 8%, but we’re aiming for at least 15%.

没有理由你不能对股票进行比较eral of these reference points. When you take your first benchmarking metrics (often called the基线),您不会有早期版本的数据来比较,因此在该点的竞争对手或行业标准比较是很好的。

If you work in a very niche or private industry, it may be challenging to find the exact industry standards you want. Sometimes academic institutions will publish useful data. In addition, Jeff Sauro’s team atmeasurateu.com.为主要业务部门进行行业标准研究(例如,银行业,airlines,hotels, etc.).

When to Benchmark

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. That type of research is calledformative evaluation— it helps us decide how toform或塑造设计。定性访谈和可用性测试经常用于此目的。

基准不是形成性的;它是一个summative evaluation:in other words, it helps us assess the overall performance of a (sort of) complete design (asummary其性能)。我们的设计从未真正完成,我们总是在改善它们。但是,您可以将基准测试作为一种快照,捕获特定版本的产品或服务的经验。基准测试可以在一个设计周期结束时发生,然后在下一个周期开始之前发生。

设计过程:定义,分析,原型和测试,实施,评估
您的设计过程可能看起来不像这样。您的版本可能对组件或不同数量的步骤有不同的标签,但您可能正在进行这些活动的一些变体。
在评估和定义之间发生基准测试。
Benchmarking can happen at the end of one design cycle (for example, after the评估阶段)和在下一个循环开始之前(例如,之前定义phase).

It’s up to your team to decide您如何进行基准研究. Their frequency may also depend on the methodologies you’re using. Quantitative usability testing can be very expensive and time-intensive, so maybe you’ll decide to perform a benchmarking study once per year. Analytics can be much quicker for collecting benchmarking metrics, so maybe you’ll benchmark after each major product redesign.

为什么基准

基准允许我们评估我们的影响和改进。有助于反映我们的过程和设计选择。基准测试可以为产品或服务团队提供很多价值。

但是基准的真正力量在你的时候进来了show those results例如,外部,对利益相关者或客户。您可以展示UX工作以具体,明确的方式的影响。您甚至可以通过使用这些指标来进一步实现这一步骤来计算投资回报(ROI) — show stakeholders and clients exactly how much more they’re getting in return for what they paid. That way, you’ll have no problem arguing for more funding and bigger projects in the future.

For指导和实践实践creating your own UX-benchmarking plan, check out our full-day course,Measuring UX and ROI.

求助分析和解释定量数据,检查我们的全天课程,如何解释UX数字:UX的统计信息。