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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.