Our UX benchmarking process
With all our projects we start by listening, not only to learn more about your organisation but to clearly understand your goals and objectives. We then work together with your teams to understand your target audience and product usage. This helps us to define priority user actions and inputs towards creating a set of UX metrics that are tailored to your product.
Once specified, there are several ways to capture these UX metrics through UX research methods, including via surveys, usability testing, analytics or a combination of methods. Once the first set of benchmarking data has been collected and analysed, this then provides the ‘standard’ to be measured against.
Define our support
Depending on your product and market landscape, we may recommend competitive benchmarking. This consists of measuring competitor products using the same metrics to provide a market comparison of your product and gauge its relative performance.
Alternatively, we may suggest conducting a longitudinal benchmarking study. This would mean measuring your product both before and after design changes have been made as well as at regular intervals. We recommend longitudinal benchmarking to provide effective insight into performance and support improving the user experience over time. In some cases, both methods may be effective.
Real world measurements to effectively guide decision making
Understand current product performance
Metrics to help you focus UX spend on the areas with the most impact
What is benchmarking and why do it?
UX benchmarking is a method of evaluating your product’s user experience by capturing relevant and meaningful metrics and measuring this against a standard. Benchmarking collects quantitative data, and in some instances, sentiment is also gathered.
Conducting UX benchmarking provides an effective insight into your product’s user experience. This can be continually measured over time to track changes and, if required, support understanding of changes needed as a result.
What can you benchmark?
Most digital products can be benchmarked, however the metrics and methods used to capture results may differ. Examples of products include:
- Mobile apps
- Web apps
- SaaS platforms
- Internal platforms and websites
When can UX benchmarking be useful?
Benchmarking can be conducted throughout the product life cycle to provide useful results. However, it can be most effective to conduct benchmarking as part of a planned design process. This will provide the opportunity to implement changes based on recommendations from the benchmarking results and to measure the success of the changes.
How to use your UX benchmarking results?
Results from the benchmarking should be used to measure, compare and track your product experience. Once the benchmarking study has been conducted, we provide a report which includes results of the quantitative data collected and practical recommendations to support design improvements.
How often should we measure?
There’s no hard and fast rule as to how often benchmarking is conducted, but we recommend conducting the first benchmark prior to making design changes.
This first measurement forms the ‘standard’ which subsequent results can be measured against. Following this, we recommend the same benchmarking activities are conducted on a set cadence – this could be in line with sprint timings.