A continuación, te explicamos cómo puedes articular las métricas de éxito de tu proyecto de investigación de UX en una entrevista.

Everyone involved in the process will benefit from achieving measurable goals, so consult with your team to find out what success looks like for them. Defining clear goals could be as simple as making sure that design, content, and product partners all have their questions answered. Go next-level by consulting senior leadership and establishing some of the long-term product goals.

Clear goals are the UX research roadmap. We aimed to boost our e-commerce platform's conversion rate. By setting a SMART goal (increase by 15% in 3 months by fixing checkout issues), we aligned research with business needs. This focused our efforts and ensured measurable impact.

To articulate success metrics for your UX research projects in an interview, focus on both quantitative and qualitative measures. Share specific examples of how your research led to improved user satisfaction, increased conversion rates, or reduced task completion times. Explain how you align research objectives with key business metrics and track progress against them. Highlight your communication skills by discussing how you presented findings to stakeholders and influenced design decisions, showcasing the impact of your work.

When running usability studies, there are typically 3 metrics that can be measured and aligned back to your research goals. First metric is "effectiveness", how accurately or thoroughly it helps the user to complete the task. Second metric is "efficiency", how much effort was required of the user to complete the task. Third metric is "satisfaction", how the user feels about their experience. While you can expand further to tailor these metrics to your research, they can easily be used to ensure your research outcomes align with the research goals.

In my experience, defining a successful user experience often starts with general aspirations such as making the interface 'easy to use,' 'enjoyable,' or 'quick to learn.' While these are commendable objectives, they tend to be too abstract to effectively measure the user experience. A more productive approach involves recognizing the trade-offs involved and seeking ways to optimize resources. By focusing on specific, quantifiable goals, such as reducing task completion time or increasing the accuracy of user inputs, we can establish clearer benchmarks for success.

Even though you're measuring the success of a given design, your team will gain the most by finding the points of failure. Consider including metrics like "number of issues identified" to incentivize the team to embrace a problem-solving mentality.

Measuring Success: Proving Research Impact To measure our checkout improvement, we conducted A/B tests on two checkout flows. We tracked cart abandonment rates, purchase completion rates, and average order value. By focusing on metrics directly tied to our conversion goal, we quantified the research's impact. A 12% drop in cart abandonment rate confirmed the checkout redesign's success.

Uncovering Insights: Data Analysis Diving into the data was like finding gold. We used heatmaps, user flow analysis, and survey responses to understand user behaviour. By identifying drop-off points and common pain points, we uncovered a pattern: complex navigation was causing frustration. Armed with these insights, we recommended simplifying the menu structure and adding clear breadcrumbs. This data-driven approach led to a 20% increase in page views.

Stakeholders often appreciate a straightforward presentation that is relevant to their own needs, so consider creating tailored reports for each audience. For instance, executives love a big-picture takeaway or two, product managers love prioritized lists, and designers and content designers love action items and recommendations they can use.

Many stakeholders will have follow-up questions to your research. By answering them, you can start building an understanding of what you can improve for your next project. Every question gives a clue about the kinds of information the organization needs.