How to Conduct UX Benchmarking Studies

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How to Conduct UX
Benchmarking Studies with UserZoom
www.userzoom.com

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• Chat box is available if you have any questions
• There will be time for Q&A at the end
• We will be recording the webinar for future viewing
• All attendees will receive a copy of the slides/recording
Quick Housekeeping
Continue the discussion using: #LearnRemoteUX
How to Conduct UX Benchmarking Studies

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Meet Your Speaker
Ann Rochanayon
Sr. Director of CX / UX Research
UserZoom

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The #1 Platform to
Test, Measure & Monitor User Experience
Our all-in-one Enterprise solution make UX research & testing
cost-effective, agile and easy

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• What is UX Benchmark
• UX Benchmark Benefits
• How to set up a UX Benchmark study
– Define goals
– Determine the study design
– Determine the participant profile
– Define the Key Performance Indicators
– Set up a study in UserZoom
– Recruit participants
• Results
• Sneak-peek into UserZoom’s UX Benchmarking Solution –Xperience360
• Q&A
Agenda

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• Compare your site against competitor
sites OR against itself longitudinally
over time in relation to UX metrics
• Provides a snapshot of how your site is
doing compared to a particular standard
at a specific point in time
What is a UX Benchmark?

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UX Benchmark Benefits
Measure how well your site is meeting the
needs of your users
Understand how your site stacks up
against the competition
Gain competitive insights on what’s
working well for your competition & what isn’t
Determine strengths and weaknesses
of your site

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Define the goals
What do you want to learn from the benchmark?
What will you do with the research findings?
How to Benchmark
Determine the participant profile
What is the demographic profile of the target audience?
Will current customers or prospects be recruited?
Do you have profiling questions or a screener from prior research?
Will the data be segmented for further analysis?

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Determine the study design
What key tasks will be tested?
Which competitors should be tested?
What types of devices will be tested?
(e.g., desktop, smartphone, tablet)
What type of study design –
between or within subjects design?
How to Benchmark

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Study Design– Between Subjects
Participants will evaluate only one site
How to Benchmark
Screener
Task 1: Find a
product
Task 2: Customize
the product
Task 1: Find a
product
Task 2: Customize
the product
Initial
Questionnaire
Initial
Questionnaire
Final
Questionnaire
Final
Questionnaire
Screener
Task 1: Find a
product
Task 2: Customize
the product
Task 1: Find a
product
Task 2: Customize
the product
Initial
Questionnaire
Initial
Questionnaire
Final
Questionnaire
= Site A = Site B

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Study Design - Within Subjects
Participants will evaluate both sites
How to Benchmark
Screener
Task 1: Find a
product
Task 2: Customize
the product
Task 1: Find a
product
Task 2: Customize
the product
Initial
Questionnaire
Screener
Task 1: Find a
product
Task 2: Customize
the product
Task 1: Find a
product
Task 2: Customize
the product
Initial
Questionnaire
Final
Questionnaire
Task 1: Wrap-up
Task 2: Wrap-up
Final
Questionnaire
Task Wrap-up
Task Wrap-up
= Site A = Site B

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Define the Key Performance Indicators (KPIs)
What KPIs should be captured?
• Task success
• Time on task
• Ease of use
• Satisfaction
• Net Promoter Score (NPS)
• SUS (System Usability Scale)
What additional metrics
should be included?
• Brand perception
• Brand attributes
• Conversion / Call-to-action
How to Benchmark

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Setting up a Competitive
Benchmark Study in UserZoom

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Recruit participants
How to Benchmark
Invitation link in an email from a
panel provider
Allow 1 – 2 weeks depending on sample
size and demographic criteria
Intercept from a website
Timing depends on site traffic and desired
sample size
Monitor results during fielding
process

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Online Reporting in UserZoom

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UserZoom’s Xperience 360
Benchmarking

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The 1st turnkey solution to measure, benchmark
and monitor the experience consumers have with
your digital products over time, across devices,
channels and against your competitors.
Meet UserZoom’s Xperience 360!
Xperience 360 includes
 Measures of customized business-critical UX-
related KPIs
 Access to results based on direct user
behavior and feedback
 Monitored on a quarterly basis
 Unique online ‘in-the-wild’ UX research
method (unmoderated testing)

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Introducing UserZoom’s qX Score
• A single measure to
summarize overall quality of
user experience & usability.
• Quickly understand the User
Experience longitudinally
over time
• How you stack up against
your competitors
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qX Score
 Task effectiveness
 Task efficiency
 Net Promoter Score (NPS)
 Ease of use
 Pre and post brand perception
 Trust
 Etc.

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Q1
• Baseline qX
Score:
• Effectiveness &
Efficiency
• Satisfaction
• Conversion
Metrics
• NPS, Brand
Perception..
Q2
• Comparison qX
Score:
• Effectiveness &
Efficiency
• Satisfaction
• Conversion
Metrics
• NPS, Brand
Perception..
Q3
• Comparison qX
Score:
• Effectiveness &
Efficiency
• Satisfaction
• Conversion
Metrics
• NPS, Brand
Perception..
Q4
• Comparison qX
Score:
• Effectiveness &
Efficiency
• Satisfaction
• Conversion
Metrics
• NPS, Brand
Perception..
Measure, Benchmark & Monitor UX continuously
across devices - multichannel
& over various competitors
with your target audience
at scale with statistical significance

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Cost-effectively monitor company UX performance, manage change
Gain an independent perspective (direct from end users and
consumers) about how well your digital product performs over time
…As well as compared to other companies
Set performance expectations
Clearly identify specific areas of opportunity, prioritize improvement
Validate design assumptions
Benefits of Xperience 360

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Engagement Model & Pricing
We offer access to the data and reports through a yearly subscription.
UserZoom takes care of everything!
1. Creating the studies
2. Recruiting participants
3. Launching & collecting data
4. Analyzing results
5. Generating reports
Pricing varies according to scope. Starting at $55k
REQUEST
A SAMPLE
REPORT!

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6 Takeaways from today’s webinar
UX is more important than ever, now clearly associate with financial success.
But you must measure it in order to manage it
How do you measure UX? Competitive UX Benchmarking
With new cloud-based, online testing solutions and methodologies allow
cost-effective data collection
Brands can now measure, benchmark & monitor UX of their digital properties
continuously, across channels, and against top competitors
Competitive UX Benchmarking = HUGE competitive advantage
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Outranking Your Competition with UX Benchmark Studies
Questions

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Need more info?
More info, resources &
sample benchmarking studies
userzoom.com/ux-benchmarking-and-measurement
userzoom.com/competitive-ux-benchmarking
Contact us
UserZoom
1054 S. De Anza Blvd. Cupertino, CA
Toll free number: (866) 599 1550
www.linkedin.com/company/userzoom@UserZoomFollow us
For sample UX
Benchmarking reports, visit
Userzoom.com/request
-sample-report

How to Conduct UX Benchmarking Studies

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