Measuring ROI
To obtain an ROI figure that is a direct result of usability testing, a variety of factors must be taken into account. It is important to gather data on pre- and post-design usability testing in order to generate measurements that can then be compared. To maintain pure data, it is also important to have consistent variables in each pre- and post- testing session: test similar users for both pre- and post- testing, observe the same tasks, and use the same metrics.
Metrics and Measurements
Metrics can be quantified in the following forms:
- Completion rate of tasks
- Time required to complete a task
- Frequency of “Help” used
- Error rate
- Subjective satisfaction measurements
These metrics, measured over a wide sampling of users, can reveal error patterns, design inconsistencies, and other stumbling blocks. Identification and eradication of these design flaws can bring some or all of the following results:
- More sales
- Fewer development costs
- Shorter development time
- Higher rate of customer acquisition
- Increased customer loyalty
- Increased productivity
- Stronger brand equity
Many of these improvements can be measured and translated into increased revenues, time saved, and productivity increases, which can then be used to calculate a usability ROI.