COVID-19 Update: We are currently shipping orders daily. However, due to transit disruptions in some geographies, deliveries may be delayed. To provide all customers with timely access to content, we are offering 50% off Science and Technology Print & eBook bundle options. Terms & conditions.
Measuring the User Experience - 1st Edition - ISBN: 9780123735584, 9780080558264

Measuring the User Experience

1st Edition

Collecting, Analyzing, and Presenting Usability Metrics

Authors: William Albert Thomas Tullis
eBook ISBN: 9780080558264
Paperback ISBN: 9780123735584
Imprint: Morgan Kaufmann
Published Date: 17th March 2008
Page Count: 336
Sales tax will be calculated at check-out Price includes VAT/GST
Price includes VAT/GST

Institutional Subscription

Secure Checkout

Personal information is secured with SSL technology.

Free Shipping

Free global shipping
No minimum order.

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


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.


No. of pages:
© Morgan Kaufmann 2008
17th March 2008
Morgan Kaufmann
eBook ISBN:
Paperback ISBN:


"If Tom and Bill could convince me, perhaps the world’s biggest fan of qualitative testing, that usability metrics are really valuable—which they have, in this wonderful book—then there’s no doubt they’ll convince you. I loved reading this book, because it was exactly like having a fascinating conversation with a very smart, very seasoned, and very articulate practitioner. They tell you everything you need to know (and no more) about all the most useful usability metrics, explain the pros and cons of each one (with remarkable clarity and economy), and then reveal exactly how they actually use them after years and years of real world experience. Invaluable!" Steve Krug, author of Don’t Make Me Think: A Common Sense Approach to Web Usability

"This book is a great resource about the many ways you can gather usability metrics without busting your budget. If you’re ready to take your user experience career to the next level of professionalism, Tullis and Albert are here for you and share generously of their vast experience. Highly recommended."
Jakob Nielsen, Principal, Nielsen Norman Group, author of Usability Engineering and Eyetracking Web Usability

"If you do any type of usability testing, you need this book. Tullis and Albert have written a clear and comprehensive guide with a common-sense approach to usability metrics."
Ginny Redish, President of Redish and Associates, Inc., author of Letting Go of the Words

Ratings and Reviews

About the Authors

William Albert

William Albert

Bill Albert is Director of the Design and Usability Center at Bentley University. Prior to joining Bentley, Bill was Director of User Experience at Fidelity Investments, Senior User Interface Researcher at Lycos, and Post-Doctoral Research Scientist at Nissan Cambridge Basic Research. Bill is an Adjunct Professor in Human Factors in Information Design at Bentley University and a frequent instructor at the International Usability Professional’s Association Annual Conference. Bill has published and presented his research at more than thirty national and international conferences. He is coauthor (with Tom Tullis) of Measuring the User Experience and Beyond the Usability Lab. He is on the editorial board for the Journal of Usability Studies.

Affiliations and Expertise

Director, Design and Usability Center, Bentley University, USA

Thomas Tullis

Thomas Tullis

Tom Tullis is Vice President of Usability and User Insight at Fidelity Investments and Adjunct Professor at Bentley University in the Human Factors in Information Design program. He joined Fidelity in 1993 and was instrumental in the development of the company’s usability department, including a state-of-the-art Usability Lab. 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