What is a common application of KPIs in UX research?

The common application of KPIs, or Key Performance Indicators, in UX research is to evaluate design effectiveness and make improvements. KPIs provide measurable values that help teams assess how well a design meets its intended goals and user needs. By tracking relevant KPIs, such as user satisfaction scores, task completion rates, or time on task, UX researchers and designers can identify areas where users may encounter difficulties or frustrations. This quantitative data can then inform design adjustments, ensuring that the product evolves to better serve its audience and enhance the overall user experience.

While applying KPIs can contribute to brand identity, evaluate product completion rates, and assist in marketing strategies, these are not the primary focus of KPIs in the context of UX research. The essential aim here is to leverage KPIs to refine and improve the user interface and interaction based on actual usage data and user feedback, leading to a more effective and user-centered design.