August 30, 2024
7 min

Measuring the impact of UXR: beyond CSAT and NPS

In the rapidly evolving world of user experience research (UXR), demonstrating value and impact has become more crucial than ever. While traditional metrics like Customer Satisfaction (CSAT) scores and Net Promoter Scores (NPS) have long been the go-to measures for UX professionals, they often fall short in capturing the full scope and depth of UXR's impact. As organizations increasingly recognize the strategic importance of user-centered design, it's time to explore more comprehensive and nuanced approaches to measuring UXR's contribution.

Limitations of traditional metrics

CSAT and NPS, while valuable, have significant limitations when it comes to measuring UXR impact. These metrics provide a snapshot of user sentiment but fail to capture the direct influence of research insights on product decisions, business outcomes, or long-term user behavior. Moreover, they can be influenced by factors outside of UXR's control, such as marketing campaigns or competitor actions, making it challenging to isolate the specific impact of research efforts.

Another limitation is the lack of context these metrics provide. They don't offer insights into why users feel a certain way or how specific research-driven improvements contributed to their satisfaction. This absence of depth can lead to misinterpretation of data and missed opportunities for meaningful improvements.

Alternative measurement approaches

To overcome these limitations, UX researchers are exploring alternative approaches to measuring impact. One promising method is the use of proxy measures that more directly tie to research activities. For example, tracking the number of research-driven product improvements implemented or measuring the reduction in customer support tickets related to usability issues can provide more tangible evidence of UXR's impact.

Another approach gaining traction is the integration of qualitative data into impact measurement. By combining quantitative metrics with rich, contextual insights from user interviews and observational studies, researchers can paint a more comprehensive picture of how their work influences user behavior and product success.

Linking UXR to business outcomes

Perhaps the most powerful way to demonstrate UXR's value is by directly connecting research insights to key business outcomes. This requires a deep understanding of organizational goals and close collaboration with stakeholders across functions. For instance, if a key business objective is to increase user retention, UX researchers can focus on identifying drivers of user loyalty and track how research-driven improvements impact retention rates over time.

Risk reduction is another critical area where UXR can demonstrate significant value. By validating product concepts and designs before launch, researchers can help organizations avoid costly mistakes and reputational damage. Tracking the number of potential issues identified and resolved through research can provide a tangible measure of this impact.

Case studies of successful impact measurement

While standardized metrics for UXR impact remain elusive, some organizations have successfully implemented innovative measurement approaches. For example, one technology company developed a "research influence score" that tracks how often research insights are cited in product decision-making processes and the subsequent impact on key performance indicators.

Another case study involves a financial services firm that implemented a "research ROI calculator." This tool estimates the potential cost savings and revenue increases associated with research-driven improvements, providing a clear financial justification for UXR investments.

These case studies highlight the importance of tailoring measurement approaches to the specific context and goals of each organization. By thinking creatively and collaborating closely with stakeholders, UX researchers can develop meaningful ways to quantify their impact and demonstrate the strategic value of their work.

As the field of UXR continues to evolve, so too must our approaches to measuring its impact. By moving beyond traditional metrics and embracing more holistic and business-aligned measurement strategies, we can ensure that the true value of user research is recognized and leveraged to drive organizational success. The future of UXR lies not just in conducting great research, but in effectively communicating its impact and cementing its role as a critical strategic function within modern organizations.

Maximize UXR ROI with Optimal 

While innovative measurement approaches are crucial, having the right tools to conduct and analyze research efficiently is equally important for maximizing UXR's return on investment. This is where the Optimal Workshop platform comes in, offering a comprehensive solution to streamline your UXR efforts and amplify their impact.

The Optimal Platform provides a suite of user-friendly tools designed to support every stage of the research process, from participant recruitment to data analysis and insight sharing. By centralizing your research activities on a single platform, you can significantly reduce the time and resources spent on administrative tasks, allowing your team to focus on generating valuable insights.

Key benefits of using Optimal for improving UXR ROI include:

  • Faster research cycles: With automated participant management and data collection tools, you can complete studies more quickly, enabling faster iteration and decision-making.

  • Enhanced collaboration: The platform's sharing features make it easy to involve stakeholders throughout the research process, increasing buy-in and ensuring insights are actioned promptly.

  • Robust analytics: Advanced data visualization and analysis tools help you uncover deeper insights and communicate them more effectively to decision-makers.

  • Scalable research: The platform's user-friendly interface enables non-researchers to conduct basic studies, democratizing research across your organization and increasing its overall impact.

  • Comprehensive reporting: Generate professional, insightful reports that clearly demonstrate the value of your research to stakeholders at all levels.

By leveraging the Optimal Workshop, you're not just improving your research processes – you're positioning UXR as a strategic driver of business success. Our platform's capabilities align perfectly with the advanced measurement approaches discussed earlier, enabling you to track research influence, calculate ROI, and demonstrate tangible impact on key business outcomes.

Ready to transform how you measure and communicate the impact of your UX research? Sign up for a free trial of the Optimal platform today and experience firsthand how it can drive your UXR efforts to new heights of efficiency and effectiveness. 

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Workspaces delivers new privacy controls and improved collaboration

Improved organization, privacy controls, and more with new Workspaces 🚀

One of our key priorities in 2024 is making Optimal Workshop easier for large organizations to manage teams and collaborate more effectively on delivering optimal digital experiences. Workspaces is going live this week, which replaces teams, and introduces projects and folders for improved organization and privacy controls. Our latest release lays the foundations to provide more control over managing users, licenses, and user roles in the app in the near future.

More control with project privacy 🔒

Private projects allow greater flexibility on who can see what in your workspace, with the ability to make projects public or private and manage who can access a project. Find out more about how to set up private projects in this help article.

What changes for Enterprise customers? 😅

  • The teams you have set up today will remain the same; they are renamed workspaces.
  • Studies will be moved to a 'Default project' within the new workspace, from here you can decide how you would like to organize your studies and access to them.

  • You can create new projects, move studies into them, and use the new privacy features to control who has access to studies or leave them as public access.

  • Optimal Workshop are here to help if you would like to review your account structure and make changes, please reach out to your Customer Success Manager.

Watch the video 🎞️

What changes for Professional and Team customers? 😨

Customers on either a Professional or Team plan will notice the studies tab will now be called Workspace. We have introduced another layer of organization called projects, and there is a new-look sidebar on the left to create projects, folders, and studies.

What's next for Workspaces? 🔮

This new release is an essential step towards improving how we manage users, licenses, and different role types in Optimal Workshop. We hope to deliver more updates, such as the ability to move studies between workspaces, in the near future. If you have any feedback or ideas you want to share on workspaces or Optimal Workshop, please email product@optimalworkshop.com; we'd love to hear from you.

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1 min read

Making the Complex Simple: Clarity as a UX Superpower in Financial Services

In the realm of financial services, complexity isn't just a challenge, it's the default state. From intricate investment products to multi-layered insurance policies to complex fee structures, financial services are inherently complicated. But your users don't want complexity; they want confidence, clarity, and control over their financial lives.

How to keep things simple with good UX research 

Understanding how users perceive and navigate complexity requires systematic research. Optimal's platform offers specialized tools to identify complexity pain points and validate simplification strategies:

Uncover Navigation Challenges with Tree Testing

Complex financial products often create equally complex navigation structures:

How can you solve this? 

  • Test how easily users can find key information within your financial platform
  • Identify terminology and organizational structures that confuse users
  • Compare different information architectures to find the most intuitive organization

Identify Confusion Points with First-Click Testing

Understanding where users instinctively look for information reveals valuable insights about mental models:

How can you solve this? 

  • Test where users click when trying to accomplish common financial tasks
  • Compare multiple interface designs for complex financial tools
  • Identify misalignments between expected and actual user behavior

Understand User Mental Models with Card Sorting

Financial terminology and categorization often don't align with how customers think:

How can you solve this? 

  • Use open card sorts to understand how users naturally group financial concepts
  • Test comprehension of financial terminology
  • Identify intuitive labels for complex financial products

Practical Strategies for Simplifying Financial UX

1. Progressive Information Disclosure

Rather than bombarding users with all information at once, layer information from essential to detailed:

  • Start with core concepts and benefits
  • Provide expandable sections for those who want deeper dives
  • Use tooltips and contextual help for terminology
  • Create information hierarchies that guide users from basic to advanced understanding

2. Visual Representation of Numerical Concepts

Financial services are inherently numerical, but humans don't naturally think in numbers—we think in pictures and comparisons.

What could this look like? 

  • Use visual scales and comparisons instead of just presenting raw numbers
  • Implement interactive calculators that show real-time impact of choices
  • Create visual hierarchies that guide attention to most relevant figures
  • Design comparative visualizations that put numbers in context

3. Contextual Decision Support

Users don't just need information; they need guidance relevant to their specific situation.

How do you solve for this? 

  • Design contextual recommendations based on user data
  • Provide comparison tools that highlight differences relevant to the user
  • Offer scenario modeling that shows outcomes of different choices
  • Implement guided decision flows for complex choices

4. Language Simplification and Standardization

Financial jargon is perhaps the most visible form of unnecessary complexity. So, what can you do? 

  • Develop and enforce a simplified language style guide
  • Create a financial glossary integrated contextually into the experience
  • Test copy with actual users, measuring comprehension, not just preference
  • Replace industry terms with everyday language when possible

Measuring Simplification Success

To determine whether your simplification efforts are working, establish a continuous measurement program:

1. Establish Complexity Baselines

Use Optimal's tools to create baseline measurements:

  • Success rates for completing complex tasks
  • Time required to find critical information
  • Comprehension scores for key financial concepts
  • User confidence ratings for financial decisions

2. Implement Iterative Testing

Before launching major simplification initiatives, validate improvements through:

  • A/B testing of alternative explanations and designs
  • Comparative testing of current vs. simplified interfaces
  • Comprehension testing of revised terminology and content

3. Track Simplification Metrics Over Time

Create a dashboard of key simplification indicators:

  • Task success rates for complex financial activities
  • Support call volume related to confusion
  • Feature adoption rates for previously underutilized tools
  • User-reported confidence in financial decisions

Where rubber hits the road: Organizational Commitment to Clarity

True simplification goes beyond interface design. It requires organizational commitment at the most foundational level:

  • Product development: Are we creating inherently understandable products?
  • Legal and compliance: Can we satisfy requirements while maintaining clarity?
  • Marketing: Are we setting appropriate expectations about complexity?
  • Customer service: Are we gathering intelligence about confusion points?

When there is a deep commitment from the entire organization to simplification, it becomes part of a businesses’ UX DNA. 

Conclusion: The Future Belongs to the Clear

As financial services become increasingly digital and self-directed, clarity bcomes essential for business success. The financial brands that will thrive in the coming decade won't necessarily be those with the most features or the lowest fees, but those that make the complex world of finance genuinely understandable to everyday users.

By embracing clarity as a core design principle and supporting it with systematic user research, you're not just improving user experience, you're democratizing financial success itself.

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Dive deeper into participant responses with segments

Our exciting new feature, segments, saves time by allowing you to create and save groups of participant responses based on various filters. Think of it as your magic wand to effortlessly organize and scrutinize the wealth of data and insight you collect in your studies. Even more exciting is that the segments are available in all our quantitative study tools, including Optimal Sort, Treejack, Chalkmark, and Questions.

What exactly are segments?

In a nutshell, segments let you effortlessly create and save groups of participants' results based on various filters, saving you and the team time and ensuring you are all on the same page. 

A segment represents a demographic within the participants who completed your study. These segments can then be applied to your study results, allowing you to easily view and analyze the results of that specific demographic and spot the hidden trends.

What filters can I use?

Put simply, you've got a treasure trove of participant data, and you need to be able to slice and dice it in various ways. Segmenting your data will help you dissect and explore your results for deeper and more accurate results.

Question responses: Using a screener survey or pre - or post-study questions with pre-set answers (like multi-choice), you can segment your results based on their responses.

URL tag: If you identify participants using a unique identifier such as a URL tag, you can select these to create segments.

Tree test tasks, card sort categories created, first click test and survey responses: Depending on your study type, you can create a segment to categorize participants based on their response in the study. 

Time taken: You can select the time taken filter to view data from those who completed your study in a short space of time. This may highlight some time wasters who speed through and probably haven’t provided you with high-quality responses. On the other hand, it can provide insight into A/B tests for example, it could show you if it’s taking participants of a tree test longer to find a destination in one tree or another.

With this feature, you can save and apply multiple segments to your results, using a combination of AND/OR logic when creating conditions. This means you can get super granular insights from your participants and uncover those gems that might have otherwise remained hidden.

When should you use segments?

This feature is your go-to when you have results from two or more participant segments. For example, imagine you're running a study involving both teachers and students. You could focus on a segment that gave a specific answer to a particular task, question, or card sort. It allows you to drill down into the nitty-gritty of your data and gain more understanding of your customers.

How segments help you to unlock data magic 💫

Let's explore how you can harness the power of segments:

Save time: Create and save segments to ensure everyone on your team is on the same page. With segments, there's no room for costly data interpretation mishaps as everyone is singing from the same hymn book.

Surface hidden trends: Identifying hidden trends or patterns within your study is much easier.  With segments,  you can zoom in on specific demographics and make insightful, data-driven decisions with confidence.

Organized chaos: No more data overload! With segments, you can organize participant data into meaningful groups, unleashing clarity and efficiency.

How to create a segment

Ready to take segments for a spin?  To create a new segment or edit an existing one, go to  Results > Participants > Segments. Select the ‘Create segment’ button and select the filters you want to use. You can add multiple conditions, and save the segment.  To select a segment to apply to your results, click on ‘All included participants’ and select your segment from the drop-down menu.  This option will apply to all your results in your study. 


We can't wait to see the exciting discoveries you'll make with this powerful tool. Get segmenting, and let us know what you think! 

Help articles

How to add a group tag in a study URL for participants

How to integrate with a participant recruitment panel

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