Measuring the User Experience

Measuring the User Experience

Collecting, Analyzing, and Presenting Usability Metrics

2nd Edition - May 23, 2013

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  • Authors: Bill Albert, Tom Tullis
  • eBook ISBN: 9780124157927

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Measuring the User Experience was the first book that focused on how to quantify the user experience. Now in the second edition, the authors include new material on how recent technologies have made it easier and more effective to collect a broader range of data about the user experience. As more UX and web professionals need to justify their design decisions with solid, reliable data, Measuring the User Experience provides the quantitative analysis training that these professionals need. The second edition presents new metrics such as emotional engagement, personas, keystroke analysis, and net promoter score. It also examines how new technologies coming from neuro-marketing and online market research can refine user experience measurement, helping usability and user experience practitioners make business cases to stakeholders. The book also contains new research and updated examples, including tips on writing online survey questions, six new case studies, and examples using the most recent version of Excel.

Key Features

  • Learn which metrics to select for every case, including behavioral, physiological, emotional, aesthetic, gestural, verbal, and physical, as well as more specialized metrics such as eye-tracking and clickstream data
  • Find a vendor-neutral examination of how to measure the user experience with web sites, digital products, and virtually any other type of product or system
  • Discover in-depth global case studies showing how organizations have successfully used metrics and the information they revealed
  • Companion site,, includes articles, tools, spreadsheets, presentations, and other resources to help you effectively measure the user experience


Usability and User Experience practitioners, human factor professionals, and market researchers, business analysts, interaction and visual designers, information architects, managers within technology companies, students/ instructors in Human Factors/ HCI

Table of Contents

  • Dedication

    Preface to the Second Edition



    Chapter 1. Introduction

    1.1 What is User Experience

    1.2 What are User Experience Metrics?

    1.3 The Value of UX Metrics

    1.4 Metrics for Everyone

    1.5 New Technologies in UX Metrics

    1.6 Ten Myths about UX Metrics

    Chapter 2. Background

    2.1 Independent and Dependent Variables

    2.2 Types of Data

    2.3 Descriptive Statistics

    2.4 Comparing Means

    2.5 Relationships Between Variables

    2.6 Nonparametric Tests

    2.7 Presenting your Data Graphically

    2.8 Summary

    Chapter 3. Planning

    3.1 Study Goals

    3.2 User Goals

    3.3 Choosing the Right Metrics: Ten Types of Usability Studies

    3.4 Evaluation Methods

    3.5 Other Study Details

    3.6 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. Issue-Based Metrics

    5.1 What is a Usability Issue?

    5.2 How to Identify an Issue

    5.3 Severity Ratings

    5.4 Analyzing and Reporting Metrics for Usability Issues

    5.5 Consistency in Identifying Usability Issues

    5.6 Bias in Identifying Usability Issues

    5.7 Number of Participants

    5.8 Summary

    Chapter 6. Self-Reported Metrics

    6.1 Importance of Self-Reported Data

    6.2 Rating Scales

    6.3 Post-Task Ratings

    6.4 Postsession 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 Unprompted Verbal Expressions

    7.2 Eye Tracking

    7.3 Measuring Emotion

    7.4 Stress and Other Physiological Measures

    7.5 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 Summary

    Chapter 10. Case Studies

    10.1 Net Promoter Scores and the Value of a Good User Experience

    10.2 Measuring the Effect of Feedback on Fingerprint Capture


    10.3 Redesign of a Web Experience Management System

    10.4 Using Metrics to Help Improve a University Prospectus


    10.5 Measuring Usability Through Biometrics


    Chapter 11. Ten Keys to Success

    11.1 Make Data Come Alive

    11.2 Don’t Wait to be Asked to Measure

    11.3 Measurement is Less Expensive than You Think

    11.4 Plan Early

    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: 320
  • Language: English
  • Copyright: © Morgan Kaufmann 2013
  • Published: May 23, 2013
  • Imprint: Morgan Kaufmann
  • eBook ISBN: 9780124157927

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

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  • KatharineGlasgo Mon Feb 10 2020

    Practical Guide to Research

    Very practical information. Good book for UX research skills