Measuring the User Experience

Measuring the User Experience

Collecting, Analyzing, and Presenting Usability Metrics

1st Edition - March 17, 2008

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  • Authors: Bill Albert, Tom Tullis
  • eBook ISBN: 9780080558264

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Measuring the User Experience provides the first single source of practical information to enable usability professionals and product developers to effectively measure the usability of any product by choosing the right metric, applying it, and effectively using the information it reveals. Authors Tullis and Albert organize dozens of metrics into six categories: performance, issues-based, self-reported, web navigation, derived, and behavioral/physiological. They explore each metric, considering best methods for collecting, analyzing, and presenting the data. They provide step-by-step guidance for measuring the usability of any type of product using any type of technology. This book is recommended for usability professionals, developers, programmers, information architects, interaction designers, market researchers, and students in an HCI or HFE program.

Key Features

• Presents criteria for selecting the most appropriate metric for every case
• Takes a product and technology neutral approach
• Presents in-depth case studies to show how organizations have successfully used the metrics and the information they revealed


Usability professionals, developers, programmers, information architects, interaction designers, market researchers, and students in an HCI or HFE program.

Table of Contents

  • CHAPTER 1 Introduction
    1.1 Organization of This Book
    1.2 What Is Usability?
    1.3 Why Does Usability Matter?
    1.4 What Are Usability Metrics?
    1.5 The Value of Usability Metrics
    1.6 Ten Common Myths about Usability Metrics

    CHAPTER 2 Background
    2.1 Designing a Usability Study
    2.2 Types of Data
    2.3 Metrics and Data
    2.4 Descriptive Statistics
    2.5 Comparing Means
    2.6 Relationships between Variables
    2.7 Nonparametric Tests
    2.8 Presenting Your Data Graphically
    2.9 Summary

    CHAPTER 3 Planning a Usability Study
    3.1 Study Goals
    3.2 User Goals
    3.3 Choosing the Right Metrics: Ten Types of Usability Studies
    3.4 Other Study Details
    3.5 Summary

    CHAPTER 4 Performance Metrics
    4.1 Task Success
    4.2 Time-on-Task
    4.3 Errors
    4.4 Efficiency
    4.5 Learnability
    4.6 Summary

    CHAPTER 5 Issues-Based Metrics
    5.1 Identifying Usability Issues
    5.2 What Is a Usability Issue?
    5.3 How to Identify an Issue
    5.3.1 In-Person Studies
    5.4 Severity Ratings
    5.5 Analyzing and Reporting Metrics for Usability Issues
    5.6 Consistency in Identifying Usability Issues
    5.7 Bias in Identifying Usability Issues
    5.8 Number of Participants
    5.9 Summary

    CHAPTER 6 Self-Reported Metrics
    6.1 Importance of Self-Reported Data
    6.2 Collecting Self-Reported Data
    6.3 Post-Task Ratings
    6.4 Post-Session Ratings
    6.5 Using SUS to Compare Designs
    6.6 Online Services
    6.7 Other Types of Self-Reported Metrics
    6.8 Summary

    CHAPTER 7 Behavioral and Physiological Metrics
    7.1 Observing and Coding Overt Behaviors
    7.2 Behaviors Requiring Equipment to Capture
    7.3 Summary

    CHAPTER 8 Combined and Comparative Metrics
    8.1 Single Usability Scores
    8.2 Usability Scorecards
    8.3 Comparison to Goals and Expert Performance
    8.4 Summary

    CHAPTER 9 Special Topics
    9.1 Live Website Data
    9.2 Card-Sorting Data
    9.3 Accessibility Data
    9.4 Return-on-Investment Data
    9.5 Six Sigma
    9.6 Summary

    CHAPTER 10 Case Studies
    10.1 Redesigning a Website Cheaply and Quickly, Hoa Loranger
    10.2 Usability Evaluation of a Speech Recognition IVR, James R. Lewis
    10.3 Redesign of the Website Robert Bailey, Cari Wolfson, and Janice Nall
    10.4 Usability Benchmarking: Mobile Music and Video, Scott Weiss and Chris Whitby
    10.5 Measuring the Effects of Drug Label Design and Similarity on Pharmacists’ Performance, Agnieszka Bojko
    10.6 Making Metrics Matter, Todd Zazelenchuk
    10.6.7 Acknowledgment
    10.6.8 Biography
    10.6.9 References

    CHAPTER 11 Moving Forward
    11.1 Sell Usability and the Power of Metrics
    11.2 Start Small and Work Your Way Up
    11.3 Make Sure You Have the Time and Money
    11.4 Plan Early and Often .
    11.5 Benchmark Your Products .
    11.6 Explore Your Data
    11.7 Speak the Language of Business
    11.8 Show Your Confidence
    11.9 Don’t Misuse Metrics
    11.10 Simplify Your Presentation

Product details

  • No. of pages: 336
  • Language: English
  • Copyright: © Morgan Kaufmann 2008
  • Published: March 17, 2008
  • Imprint: Morgan Kaufmann
  • eBook ISBN: 9780080558264

About the Authors

Bill Albert

Bill Albert
William (Bill) Albert is Senior Vice President and Global Head of Customer Development at Mach49, a growth incubator for global businesses. Prior to joining Mach49, Bill was Executive Director of the Bentley University User Experience Center (UXC) for almost 13 years. Also, he was Director of User Experience at Fidelity Investments, Senior User Interface Researcher at Lycos, and Post-Doctoral Researcher at Nissan Cambridge Basic Research. He has more than twenty years of experience in user experience research, design, and strategy. Bill has published and presented his research at more than 50 national and international conferences, and published in many peer-reviewed academic journals within the fields of User Experience, Usability, and Human-Computer Interaction. In 2010 he co-authored (with Tom Tullis and Donna Tedesco), “Beyond the Usability Lab: Conducting Large-Scale Online User Experience Studies,” published by Elsevier/Morgan Kauffman.

Affiliations and Expertise

Director, Design and Usability Center, Bentley University, USA

Tom Tullis

Tom Tullis
Thomas S. (Tom) Tullis retired as Vice President of User Experience Research at Fidelity Investments in 2017. Tom was also an Adjunct Professor in Human Factors in Information Design at Bentley University since 2004. He joined Fidelity in 1993 and was instrumental in the development of the company’s User Research department, whose facilities include state-of-the-art Usability Labs. Prior to joining Fidelity, he held positions at Canon Information Systems, McDonnell Douglas, Unisys Corporation, and Bell Laboratories. He and Fidelity’s usability team have been featured in a number of publications, including Newsweek, Business 2.0, Money, The Boston Globe, The Wall Street Journal, and The New York Times.

Affiliations and Expertise

Senior Vice President of User Experience, Fidelity Investments, USA

Ratings and Reviews

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  • Sha L. Wed Jan 02 2019

    So practical and helpful

    I m just at Page 27. But I already have learnt so much from the very detailed description of all the metrics and very importantly how to really apply it to my work. I just opened an excel and redo the case study on this book and felt totally absorbing the methodology and analytical skills! Thanks so much Tom and Bill!