Get the course! 8h video + UX training

Get the course! 8h video + UX training

Get the course!

8h videos + live UX training

Starts at $250

A Practical Guide To UX Metrics & Design KPIs
8h Videos + Live Training

25 video lessons + live UX training.
For senior designers, UX researchers and design leads.

Jump to details ↓

How to measure UX and your design impact — from scratch.

Design decisions shouldn’t be guesswork. We can use reliable UX metrics to guide and shape our design work, measure its impact on business, and report design KPIs. This course helps with just that.

You’ll learn how to connect business goals with design initiatives, how to make sense of OKRs, MRR, CLTV, SUS, UMUX-Lite, TPI, KPI trees — and how to build UX scorecards in your company.

Jump to the table of contents ↓

Vitaly on stage, presenting at Nordic.js in 2019. Watch the intro + sample

In this video course, we’ll explore:

Lesson number:

Getting Started

Let’s kick off our journey! outlining all the fine details we’ll be going through. From  design impact, business metrics and UX metrics to surveys and measuring UX in B2B and Enterprise. Let’s dive in!

Free lesson preview 

Duration

Lesson number:

Design Impact

We’ll explore how and where we, as UX designers, make an impact within organizations. We’ll explore where we fit in the company structure and how to communicate design value in business terms.

Free lesson preview 

Duration

Lesson number:

OKRs, KPIs and Metrics

We’ll explore the key business terms and concepts related to measuring performance. We’ll dive into business strategy, and unpack the building blocks of OKRs, KPIs, SMART goals and metrics.

Duration

Lesson number:

Leading vs. Lagging Indicators

Businesses often speak of leading and lagging indicators — predictive and retrospective measures of success. Let’s explore how we can use them to understand the immediate and long-term impact of our UX work.

Duration

Lesson number:

Business Flywheels

Good business models have self-reinforcing elements that create sustainable competitive advantage but also continuously amplify user value. We can tap into business flywheels to understand where we can have the highest leverage and make the highest impact.

Duration

Lesson number:

What Companies Measure

A deep dive into most common business metrics, design metrics, leadings and lagging indicators, KPIs and plenty of abbreviations — from NSM, MRR, CLTV, NPS and CSAT to SUS, SUPR-Q, UMUX-Lite and Top Task Analysis.

Duration

Lesson number:

Business Metrics (NPS)

We dive into business metrics that often find their way to the business dashboard of senior management. We’ll dive into the infamous NPS and how to argue about it — and how it relates to our UX work.

Duration

Lesson number:

Business Metrics (CLV, Churn, CSAT)

We’ll explore revenue-related metrics like Monthly Active Users (MAU), Monthly/Annual Recurring Revenue (MRR/ARR), Customer Lifetime Value (CLV) and churn rate. We’ll discuss how they are calculated and their importance in measuring customer experience.

Duration

Lesson number:

Feedback Scoring and Gap Analysis

We’ll learn a simple technique to transform qualitative user feedback into quantifiable data, allowing us to track UX improvements over time. Unlike NPS, which focuses on future behavior, feedback scoring looks at past actions and current perceptions.

Free lesson preview 

Duration

Lesson number:

Design Metrics (TPI, SUS, SUPR-Q)

We’ll explore the landscape of established and reliable UX metrics. From task success rate and time on task to System Usability Scale (SUS) to SUPR-Q to Accessible Usability Scale (AUS), with an overview of when and how to use each.

Duration

Lesson number:

Design Metrics & UX Scorecards (UMUX-Lite, SEQ, UEQ)

We’ll continue with useful options for quick email surveys or an in-app prompt — UMUX-Lite and SEQ. We’ll also explore the “big behemoths” of UX measurements — UEQ, Google’s HEART framework — and how to bring key metrics together in one simple UX scorecard tailored to your product’s unique needs.

Duration

Lesson number:

Top Tasks Analysis

The most impactful way to measure UX is to study how successful users are in completing their tasks. With top tasks, we focus on what matters, and explore task success rates and time on task. With 15–18 users participating in testing.

Duration

Lesson number:

Surveys and Sample Sizes

Designing good surveys is hard! We review best practices and a cheat sheet for better survey design — along with do’s and don’ts on question types, rating scales and survey pre-testing.

Duration

Lesson number:

Measuring UX in B2B and Enterprise

What if you don’t have access to any users? Let’s explore how to find a way around restrictive environments, how to engage with stakeholders, how to measure efficiency, failures — and how to set up UX KPI programs.

Duration

Lesson number:

Design KPI Trees

To visualize design impact, we need to connect high-level business objectives with specific design initiatives. To do that, we build up and present Design KPI trees. Let’s explore how it all works in action, and how you can use it in your work.

Duration

Lesson number:

Event Storming

How do we choose the right metrics? Well, we don’t start with metrics. We start by identifying most critical user needs and assess the impact of meeting user needs well. We mapping critical user’s success moments with event storming.

Duration

Lesson number:

Kano Model and Kano Survey

For a given business objective, we need to choose design initiatives that are most likely to drive the impact that we need to enable with our UX work. We can gauge impact with a Kano model und a concept testing.

Duration

Lesson number:

Design Process

Let’s establish the entire workflow — from start to finish — on how to define UX metrics, how to connect them with business goals, how to prioritize most impactful tasks and how it all fits together in a design process.

Duration

Lesson number:

Impact Mapping

To visualize how UX efforts influence business and user goals, we can use impact mapping to define the goals, the actors, the jobs, the pain points and connecting jobs to goals.

Duration

Lesson number:

Choosing The Right Metrics

Should we rely on established UX metrics such as SUS, UMUX-Lite and SUPR-Q, or should we define custom metrics tailored to product and user needs? Let’s see how to find the balance between the two and what it depends on.

Duration

Lesson number:

Design KPIs Examples

Different contexts will require different design KPIs. Let’s explore what design KPIs companies use, from search quality and error frequency to Time to Final Decision and Time to First Upgrade.

Duration

Lesson number:

UX Strategy

Establishing UX metrics doesn’t happen over night. You need to discuss and decide what you want to measure and how often it should happen. But also how to integrate metrics, evaluate data and report findings.

Duration

Lesson number:

Defining Design Success

How do we define the notion of design success in a small and large organization? How do we keep track of the progress for a single department and for the entire organization? With a custom set of local and global Design KPIs.

Duration

Lesson number:

Reporting Design Success

Once you’ve established UX metrics, you will need to report them repeatedly to senior management. We explore Task Performance Indicator and how to to create a compelling report to highlight the value of your UX efforts to stakeholders.

Duration

Lesson number:

Target Times and States

To show the impact of our design work, we need to track UX snapshots. We study 4 states, mapped against touch points in a customer journey: baseline, current state, target state and industry benchmark. Let’s see how it would work in an actual project.

Duration

Lesson number:

Measuring Design Systems

How do we measure the health of a design system? Most teams track productivity and coverage, but we can also go beyond that by measuring relative adoption and efficiency gains. The best metric is how early the design system is involved in a conversation during design work.

Duration

Lesson number:

Measuring UX Research

Research insights often end up gaining dust in PDF reports stored on remote fringes of Sharepoint. To track the impact of UX research, we need to track outcomes and research-specific metrics. And most importantly: amplifying research where we expect the most significant impact.

Duration

Lesson number:

Next Steps

How do you get your UX metrics initiative off the ground? By following small steps heading in the right direction. Small commitments, pilot projects and design guilds will support and enable your efforts.

Duration

Lesson number:

Summary

Let's wrap up our journey and reflect what we have learned. What remains is the first next step: and that would be starting where you are and growing incrementally, by continuously visualizing and explaining your UX impact.

Duration

Simple prices, no surprises. Buy once, access forever.

← Check the packages

Get once, watch forever. New videos added yearly.

A growing library of video lessons & examples. With 25 lessons available now, and more added every year.

Ideal for product designers, senior UX professionals and design leads who’d love to establish UX metrics and the notion of design success for their UX efforts.

Table of Contents →

  1. Section Lesson number:

    Getting Started

    Let’s kick off our journey! outlining all the fine details we’ll be going through. From  design impact, business metrics and UX metrics to surveys and measuring UX in B2B and Enterprise. Let’s dive in!

    Free lesson preview 

  2. Section Lesson number:

    Design Impact

    We’ll explore how and where we, as UX designers, make an impact within organizations. We’ll explore where we fit in the company structure and how to communicate design value in business terms.

    Free lesson preview 

  3. Section Lesson number:

    OKRs, KPIs and Metrics

    We’ll explore the key business terms and concepts related to measuring performance. We’ll dive into business strategy, and unpack the building blocks of OKRs, KPIs, SMART goals and metrics.

  4. Section Lesson number:

    Leading vs. Lagging Indicators

    Businesses often speak of leading and lagging indicators — predictive and retrospective measures of success. Let’s explore how we can use them to understand the immediate and long-term impact of our UX work.

  5. Section Lesson number:

    Business Flywheels

    Good business models have self-reinforcing elements that create sustainable competitive advantage but also continuously amplify user value. We can tap into business flywheels to understand where we can have the highest leverage and make the highest impact.

  6. Section Lesson number:

    What Companies Measure

    A deep dive into most common business metrics, design metrics, leadings and lagging indicators, KPIs and plenty of abbreviations — from NSM, MRR, CLTV, NPS and CSAT to SUS, SUPR-Q, UMUX-Lite and Top Task Analysis.

  7. Section Lesson number:

    Business Metrics (NPS)

    We dive into business metrics that often find their way to the business dashboard of senior management. We’ll dive into the infamous NPS and how to argue about it — and how it relates to our UX work.

  8. Section Lesson number:

    Business Metrics (CLV, Churn, CSAT)

    We’ll explore revenue-related metrics like Monthly Active Users (MAU), Monthly/Annual Recurring Revenue (MRR/ARR), Customer Lifetime Value (CLV) and churn rate. We’ll discuss how they are calculated and their importance in measuring customer experience.

  9. Section Lesson number:

    Feedback Scoring and Gap Analysis

    We’ll learn a simple technique to transform qualitative user feedback into quantifiable data, allowing us to track UX improvements over time. Unlike NPS, which focuses on future behavior, feedback scoring looks at past actions and current perceptions.

    Free lesson preview 

  10. Section Lesson number:

    Design Metrics (TPI, SUS, SUPR-Q)

    We’ll explore the landscape of established and reliable UX metrics. From task success rate and time on task to System Usability Scale (SUS) to SUPR-Q to Accessible Usability Scale (AUS), with an overview of when and how to use each.

  11. Section Lesson number:

    Design Metrics & UX Scorecards (UMUX-Lite, SEQ, UEQ)

    We’ll continue with useful options for quick email surveys or an in-app prompt — UMUX-Lite and SEQ. We’ll also explore the “big behemoths” of UX measurements — UEQ, Google’s HEART framework — and how to bring key metrics together in one simple UX scorecard tailored to your product’s unique needs.

  12. Section Lesson number:

    Top Tasks Analysis

    The most impactful way to measure UX is to study how successful users are in completing their tasks. With top tasks, we focus on what matters, and explore task success rates and time on task. With 15–18 users participating in testing.

  13. Section Lesson number:

    Surveys and Sample Sizes

    Designing good surveys is hard! We review best practices and a cheat sheet for better survey design — along with do’s and don’ts on question types, rating scales and survey pre-testing.

  14. Section Lesson number:

    Measuring UX in B2B and Enterprise

    What if you don’t have access to any users? Let’s explore how to find a way around restrictive environments, how to engage with stakeholders, how to measure efficiency, failures — and how to set up UX KPI programs.

  15. Section Lesson number:

    Design KPI Trees

    To visualize design impact, we need to connect high-level business objectives with specific design initiatives. To do that, we build up and present Design KPI trees. Let’s explore how it all works in action, and how you can use it in your work.

  16. Section Lesson number:

    Event Storming

    How do we choose the right metrics? Well, we don’t start with metrics. We start by identifying most critical user needs and assess the impact of meeting user needs well. We mapping critical user’s success moments with event storming.

  17. Section Lesson number:

    Kano Model and Kano Survey

    For a given business objective, we need to choose design initiatives that are most likely to drive the impact that we need to enable with our UX work. We can gauge impact with a Kano model und a concept testing.

  18. Section Lesson number:

    Design Process

    Let’s establish the entire workflow — from start to finish — on how to define UX metrics, how to connect them with business goals, how to prioritize most impactful tasks and how it all fits together in a design process.

  19. Section Lesson number:

    Impact Mapping

    To visualize how UX efforts influence business and user goals, we can use impact mapping to define the goals, the actors, the jobs, the pain points and connecting jobs to goals.

  20. Section Lesson number:

    Choosing The Right Metrics

    Should we rely on established UX metrics such as SUS, UMUX-Lite and SUPR-Q, or should we define custom metrics tailored to product and user needs? Let’s see how to find the balance between the two and what it depends on.

  21. Section Lesson number:

    Design KPIs Examples

    Different contexts will require different design KPIs. Let’s explore what design KPIs companies use, from search quality and error frequency to Time to Final Decision and Time to First Upgrade.

  22. Section Lesson number:

    UX Strategy

    Establishing UX metrics doesn’t happen over night. You need to discuss and decide what you want to measure and how often it should happen. But also how to integrate metrics, evaluate data and report findings.

  23. Section Lesson number:

    Defining Design Success

    How do we define the notion of design success in a small and large organization? How do we keep track of the progress for a single department and for the entire organization? With a custom set of local and global Design KPIs.

  24. Section Lesson number:

    Reporting Design Success

    Once you’ve established UX metrics, you will need to report them repeatedly to senior management. We explore Task Performance Indicator and how to to create a compelling report to highlight the value of your UX efforts to stakeholders.

  25. Section Lesson number:

    Target Times and States

    To show the impact of our design work, we need to track UX snapshots. We study 4 states, mapped against touch points in a customer journey: baseline, current state, target state and industry benchmark. Let’s see how it would work in an actual project.

  26. Section Lesson number:

    Measuring Design Systems

    How do we measure the health of a design system? Most teams track productivity and coverage, but we can also go beyond that by measuring relative adoption and efficiency gains. The best metric is how early the design system is involved in a conversation during design work.

  27. Section Lesson number:

    Measuring UX Research

    Research insights often end up gaining dust in PDF reports stored on remote fringes of Sharepoint. To track the impact of UX research, we need to track outcomes and research-specific metrics. And most importantly: amplifying research where we expect the most significant impact.

  28. Section Lesson number:

    Next Steps

    How do you get your UX metrics initiative off the ground? By following small steps heading in the right direction. Small commitments, pilot projects and design guilds will support and enable your efforts.

  29. Section Lesson number:

    Summary

    Let's wrap up our journey and reflect what we have learned. What remains is the first next step: and that would be starting where you are and growing incrementally, by continuously visualizing and explaining your UX impact.

1 | 29

8h Video, Real-Life Examples, Checklists & Live Sessions.

A deep-dive with practical examples, guidelines, gotchas, checklists and practical takeaways — applicable to your project right away.

Get a sample!

Download the first 3 videos!

Add-on: Live UX training. Deep-dive sessions with 1:1 feedback & UX certification.

In a 2-weeks sprint, you’ll learn how to deal with real-life UX challenges from the ground up. You’ll be designing complex interfaces, receive feedback and work with Vitaly and people around the world.

Twice a year, we’ll host Live UX Training with sessions on:

  • How to set up UX metrics from scratch,
  • Full design workflow, from start to finish,
  • Real-life case studies and examples,
  • UX deep dives and case studies,
  • Design reviews and revisions
  • Personal 1:1 feedback with Vitaly.

You’ll have enough time to ask all your questions and learn at your own pace. And: you can get a UX certificate as well. Check the next UX training.

Next UX training: Dec 4–12, 2024 
(Can’t make it? Mark April 2025)

Sneak peek into the video training sessions. What's live UX training like?

That’s what these wonderful people say about the course!

How To Measure UX and Design Impact, curated by yours truly alchemist in charge, Vitaly Friedman.

Vitaly sitting at a computer desk with a cup of coffee

My name is Vitaly, and over the last 19 years, I’ve been working with small and large companies to improve efficiency, accuracy and user’s success rates. I was honored to be involved in design and testing first-hand, studying approaches that worked well or failed miserably. All these learnings and insights from all these years are now collected in this video course.

Over the years, I was wearing many hats, as designer and as developer, being involved in UX, interface design, usability testing and performance optimization.

I love our wonderful community, and so love writing articles about the web, speaking, workshopping and teaching. I’m the editor-in-chief and creative lead of Smashing Magazine. In my spare time, I’m a front-end & UX consultant in Europe and abroad, working with big and small companies and organizations, such as European Parliament, Haufe-Lexware, Axel-Springer and others.

Jump to Linkedin

vitaly@smashingconf.com

Simple prices, no surprises.
Buy once, access forever.