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!
Duration
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.
In this video course, we’ll explore:
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.
Duration
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
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
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
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
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
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
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.
Duration
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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.
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.
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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!
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
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.
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 UX metrics for complex products, 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: Sep 15–29, 2026
(Can’t make it? Mark Jan–Feb 2027)
That’s what these wonderful people say about the course!
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Nathan Curtis
Design System Consultant
“In-depth shortcuts!”
Metrics are hard, and Vitaly’s teaching is an in-depth shortcut delivered warmly and positively as always. He makes sense of a wide landscape of options to help you choose the right metrics that fit into your work and organization’s culture.
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Tetyana Rozhkova
Product Designer, UBS
“Eye-opening insights!”
Vitaly is such an incredible speaker — super engaging, down-to-earth, and really knowledgeable. The course had so many eye-opening insights and practical tips that I can actually use in my everyday work! Definitely recommend it for anyone looking to level up their UX and design skills!
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Cassie Evans
Designer, Illustrator, Animator
“Ton of ’aha’-moments!”
As a developer, it’s so easy to get hyper-focused on the code itself and lose sight of the bigger picture. This friendly course provides a ton of “aha” moments that will help you make better decisions for the people using your sites.
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Christine Vallaure
Product Designer
“Simple and to the point!”
If you’re like me and mainly focus on the design side of UX, this course was the missing link for me to make my design more impactful and aligned with business goals. It made understanding metrics and KPIs so much easier with real-world examples and practical tips.
I loved that the videos break things down clearly — simple and to the point. I came away with new insights on connecting my design work to measurable outcomes, which I didn’t have before. It’s definitely worth it if you want to grow your UX skills!
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Pablo Stanley
Product Designer, Lummi
“Clear, actionable steps!”
This course simplifies UX metrics and shows how to link design work with business results. It offers practical insights with clear, actionable steps.
Whether you’re new to metrics or looking to improve, it’s full of useful information — stuff I honestly still struggle with! Also, Vitaly’s energy keeps it pretty engaging.
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Samantha Gordashko
Design System Consultant
“I am blown away!”
This course teaches designers how to understand what is important to business stakeholders and how to communicate the value that design brings to an organization from a data-driven perspective.
If you are struggling to get a seat at the table or being taken seriously by leadership, the strategies and tools in this course will help you become a more “business-savvy” designer.
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Malavika Mysore
Product Designer
“Eye-opening!”
Sometimes I get caught up in making things look good and forget the most important part: how users experience my design. This course is full of simple, eye-opening moments that explain how businesses make decisions, and how to communicate your design choices to stakeholders in a way that connects user needs with business goals.
Vitaly’s knowledge is incredible, and his energy for design is inspiring. He explains everything clearly and is always focused on helping you improve. Highly recommend!
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Slava Shestopalov
Design Manager, Wolters Kluwer
“Absolute game-changer!”
The versatility of the course truly stands out. Unlike many other resources on the subject, it’s highly applicable to B2B and enterprise software, addressing complex, non-linear workflows where traditional conversion metrics fall short.
I was particularly impressed by the depth of the material, thoughtfully packed into 8 hours of engaging video content. It’s an invaluable resource for anyone looking to be more intentional and systematic about user experience.
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Jon Yablonski
UX Engineer, Mixpanel
“Phenomenal!”
This practical guide for designers and managers on how to set up and track design success in your company is phenomenal! 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.
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Stéphanie Walter
UX Researcher, Strategist
“Bigger impact in your company!”
You know how everyone keeps saying “Designers need to understand the language of the business!” — and then you are “Okay, but, how?”. Well, Vitaly is teaching you exactly how to do that! This is a very practical course, full of great examples and tips, to help you understand different business and UX metrics.
This will help you measure design success, and have a bigger impact in your company! It’s a great course for anyone who wants to go beyond pixel pushing, into a more strategic role, but doesn’t know where to start.
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Marc Thiele
Incredibly kind human being
“Ton of practical tips and insights!”
Another great course by Vitaly! What I like in all his courses is the clear, structured way of how Vitaly breaks down a longer course into many understandable steps. It is easy to follow and you can take a break whenever you want, without fearing to lose track, if you stop for a while.
In this course, you’ll get a ton of practical tips and insights. And this in Vitaly’s typical warm and friendly way. You can clearly see and feel his passion for the subject, and I am sure you’ll not just finish the course having more knowledge, but also entertained!
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Alma Hoffmann
Design teacher, Editor
“Commitment to quality!”
As usual, Vitaly shines in what he does best: being a wonderful teacher and thought leader in the field. Vitaly takes time to explain foundational concepts and moves us to more complex ideas and applications. Every lesson has a downloadable and gorgeous file to keep for reference.
The course is nicely divided in chunks, too. Short videos to help you move forward at your own pace. Lastly, in the time I have known Vitaly, I have never been disappointed with the content he produces and publishes. His commitment to quality is really admirable.
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Viktor Ponomariev
UX Designer
“The definition of quality!”
I believe that we’ve moved past the era when knowing a single skillset is enough. If you want to be above average, you must broaden your expertise across many areas.
Personally, I haven’t seen a course as detailed as this one, bridging the gap between business and design. The amount of information is enormous, turning you from just a designer into a unicorn who understands business needs better than the owners themselves.
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Danylo Sergienko
Product Designer, Raiffeisen Bank
“Completely transformed my design process!”
The course has completely transformed my design process! The clear, actionable insights make it so much easier to align business goals with design decisions. Highly recommend it to any team looking to elevate their UX strategy!
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Duygu Özgül
Design Lead
“Years of experience!”
This course is a great compilation of years of experience measuring, presenting, and advocating UX through the lens of Vitaly. I find his storytelling especially helpful in getting a sense of the reality and finding the right approach in complex, possibly frustrating scenarios.
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Arturas Leonovas
Product Designer, Eneba
“Easy to put into practice!”
If you’re looking to better understand how to measure your UX impact and get buy-in for your designs, Vitaly’s course is perfect. His wealth of experience shines through in every lesson, and the practical advice is easy to put into practice. Definitely recommend it to anyone wanting to sharpen their UX skills!
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Tejas Kumar
Front-End Engineer, DataStax
“Impactful course!”
The course on measuring UX is a yet another impactful course! It reconciles UX with business objectives in a novel yet much required manner, arming anyone interested in UX as a means to drive successful business outcomes — with every good and vetted tool there is to do exactly that. For anyone interested in this topic, this course is a must-have.
How To Measure UX and Design Impact, curated by yours truly alchemist in charge, Vitaly Friedman.
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.
Simple prices, no surprises.
Buy once, access forever.
-
Alchemist $250
- Practical real-life examples
- 25 video lessons (total 8h)
- New videos added annually
- Quality recordings (incl. English captioning)
- Life-time access to all videos, templates, slides, checklists
- Credit cards, PayPal, bank transfer
-
Wizard $495
- Practical real-life examples
- 25 video lessons (total 8h)
- New videos added annually
- Quality recordings (incl. English captioning)
- Life-time access to all videos, slides and checklists
- Live UX training (2 weeks) with hands-on UX challenges (next: Sep 15–29, 2026)
- Personal 1:1 feedback & Slack
- Answers to all your questions
- UX certification
- Credit cards, PayPal, bank transfer
-
UX Bundle Package (3× Video Courses) Save 30% off!
- 100s of real-life examples
- 40 video lessons (total 15h)
- New videos every year
- Quality videos + Eng subtitles
- Life-time access to all videos, slides and checklists
- Credit cards, PayPal, bank transfer, invoice
- Practical real-life examples
- 25 video lessons (total 8h)
- New videos every year
- Quality videos + Eng subtitles
- Life-time access to all videos, slides and checklists
- Credit cards, PayPal, bank transfer, invoice
- Practical real-life examples
- 35 video lessons (total 10h)
- New videos every year
- Quality videos + Eng subtitles
- Life-time access to all videos, slides and checklists
- Credit cards, PayPal, bank transfer, invoice
100-days money back. No ifs or buts.