How to Measure UX and Design Impact (8h video + Live UX Training), with Vitaly Friedman

Get the course! 8h video + UX training
8h videos + live UX training
25 video lessons + live UX training.For senior designers, UX researchers and design leads.
Design decisions shouldn’t be guesswork. We can use reliable UX metrics to guide and shape our design work, measure its impact on business, and report design KPIs. This course helps with just that.
You’ll learn how to connect business goals with design initiatives, how to make sense of OKRs, MRR, CLTV, SUS, UMUX-Lite, TPI, KPI trees — and how to build UX scorecards in your company.
Jump to the table of contents ↓
Let’s kick off our journey! outlining all the fine details we’ll be going through. From design impact, business metrics and UX metrics to surveys and measuring UX in B2B and Enterprise. Let’s dive in!
We’ll explore how and where we, as UX designers, make an impact within organizations. We’ll explore where we fit in the company structure and how to communicate design value in business terms.
We’ll explore the key business terms and concepts related to measuring performance. We’ll dive into business strategy, and unpack the building blocks of OKRs, KPIs, SMART goals and metrics.
Businesses often speak of leading and lagging indicators — predictive and retrospective measures of success. Let’s explore how we can use them to understand the immediate and long-term impact of our UX work.
Good business models have self-reinforcing elements that create sustainable competitive advantage but also continuously amplify user value. We can tap into business flywheels to understand where we can have the highest leverage and make the highest impact.
A deep dive into most common business metrics, design metrics, leadings and lagging indicators, KPIs and plenty of abbreviations — from NSM, MRR, CLTV, NPS and CSAT to SUS, SUPR-Q, UMUX-Lite and Top Task Analysis.
We dive into business metrics that often find their way to the business dashboard of senior management. We’ll dive into the infamous NPS and how to argue about it — and how it relates to our UX work.
We’ll explore revenue-related metrics like Monthly Active Users (MAU), Monthly/Annual Recurring Revenue (MRR/ARR), Customer Lifetime Value (CLV) and churn rate. We’ll discuss how they are calculated and their importance in measuring customer experience.
We’ll learn a simple technique to transform qualitative user feedback into quantifiable data, allowing us to track UX improvements over time. Unlike NPS, which focuses on future behavior, feedback scoring looks at past actions and current perceptions.
We’ll explore the landscape of established and reliable UX metrics. From task success rate and time on task to System Usability Scale (SUS) to SUPR-Q to Accessible Usability Scale (AUS), with an overview of when and how to use each.
We’ll continue with useful options for quick email surveys or an in-app prompt — UMUX-Lite and SEQ. We’ll also explore the “big behemoths” of UX measurements — UEQ, Google’s HEART framework — and how to bring key metrics together in one simple UX scorecard tailored to your product’s unique needs.
The most impactful way to measure UX is to study how successful users are in completing their tasks. With top tasks, we focus on what matters, and explore task success rates and time on task. With 15–18 users participating in testing.
Designing good surveys is hard! We review best practices and a cheat sheet for better survey design — along with do’s and don’ts on question types, rating scales and survey pre-testing.
What if you don’t have access to any users? Let’s explore how to find a way around restrictive environments, how to engage with stakeholders, how to measure efficiency, failures — and how to set up UX KPI programs.
To visualize design impact, we need to connect high-level business objectives with specific design initiatives. To do that, we build up and present Design KPI trees. Let’s explore how it all works in action, and how you can use it in your work.
How do we choose the right metrics? Well, we don’t start with metrics. We start by identifying most critical user needs and assess the impact of meeting user needs well. We mapping critical user’s success moments with event storming.
For a given business objective, we need to choose design initiatives that are most likely to drive the impact that we need to enable with our UX work. We can gauge impact with a Kano model und a concept testing.
Let’s establish the entire workflow — from start to finish — on how to define UX metrics, how to connect them with business goals, how to prioritize most impactful tasks and how it all fits together in a design process.
To visualize how UX efforts influence business and user goals, we can use impact mapping to define the goals, the actors, the jobs, the pain points and connecting jobs to goals.
Should we rely on established UX metrics such as SUS, UMUX-Lite and SUPR-Q, or should we define custom metrics tailored to product and user needs? Let’s see how to find the balance between the two and what it depends on.
Different contexts will require different design KPIs. Let’s explore what design KPIs companies use, from search quality and error frequency to Time to Final Decision and Time to First Upgrade.
Establishing UX metrics doesn’t happen over night. You need to discuss and decide what you want to measure and how often it should happen. But also how to integrate metrics, evaluate data and report findings.
How do we define the notion of design success in a small and large organization? How do we keep track of the progress for a single department and for the entire organization? With a custom set of local and global Design KPIs.
Once you’ve established UX metrics, you will need to report them repeatedly to senior management. We explore Task Performance Indicator and how to to create a compelling report to highlight the value of your UX efforts to stakeholders.
To show the impact of our design work, we need to track UX snapshots. We study 4 states, mapped against touch poi