5 User Experience Indicators and Models You Must Know When Doing Private Domain

How to differentiate in the "second half" of the private domain? The key lies in "user experience". Good user experience can bring trust and spontaneous dissemination to the brand, thereby helping companies reduce costs, gain traffic and increase conversions. The author of this article shares 5 indicators and models about user experience. Let's take a look.

Today, the private domain has entered a period of explosive growth. Various private domain channel constructions and private domain tools have become standard for companies to operate private domains. The market will inevitably fall into a vortex of homogeneous competition.

How to achieve differentiation in the "second half" of the private domain? The key lies in "user experience".

If private domain operations are likened to practicing martial arts, then the front-end traffic, new customer acquisition and operational methods are the "external skills", and user experience is the "internal skills" that truly determine the level of martial arts.

Good user experience can bring trust to the brand and promote spontaneous communication, thereby helping companies reduce costs, gain traffic and increase conversions.

As the saying goes, if you want to do your work well, you must first sharpen your tools. Proficiently mastering and using excellent tools can effectively understand user experience and take timely measures to address problems that arise.

Here are 5 indicators and models about user experience. Each of them has its own entry point and its own applicable scenario, and they are worth a look.

01 NPS user satisfaction index

NPS stands for Net Promoter Score, which is an index that reflects customer loyalty. It was first proposed by Fred Reichheld in Harvard Business Review in 2003.

NPS is usually used by companies to evaluate customer loyalty, recommendation and satisfaction, and is regarded as the golden indicator for measuring customer experience.

In the private domain, we can use questionnaire surveys, user interviews and other methods to calculate the NPS value, thereby obtaining the level of loyalty of private domain users.

First, divide users into three categories:

1. Promoters (scores between 9-10): are users who are extremely loyal to the product and will continue to buy and recommend it to others;
2. Passives (scores between 7-8): These are people who neither hate the product nor recommend it to others. They maintain a neutral attitude towards the product and are easily influenced by other factors to change their attitude;
3. Detractors (scores between 0-6): These users are those who are dissatisfied with the product or service. They are more likely to share negative reviews, which have a negative impact on the company's image.

Then calculate the score: NPS value = Promoter % – Detractor %.

The higher the NPS value, the higher the recommendation level. If the net recommendation value is between 70% and 80%, it proves that the company has a group of high-loyal customers, but it is usually necessary to formulate standards based on the actual situation of the industry.

The key is to formulate and take improvement actions after obtaining the score. The scores obtained from the NPS survey and user feedback (such as the reasons for the rating) can be used as a reference for key decisions to find the crux of the problem and develop more effective methods and strategies.

02 CSAT User Experience Metrics

CSAT (Customer Satisfaction), or customer satisfaction, is a very simple and effective customer experience indicator.

As the most classic measurement indicator, it is often seen in daily life, such as bank satisfaction ratings and Taobao shopping reviews.

CSAT requires users to rate their satisfaction with a specific event/experience, usually by rating the service on a scale of 1 to 5.

The options usually given are: very satisfied, satisfied, average, dissatisfied, and very dissatisfied.

The final CSAT value is obtained by calculating the proportion of users who selected 4 points and 5 points.

The advantages of CSAT are convenience and scalability, for example:

After users participate in a community promotion activity, they can set a CAST item for measurement. Note that the questions should be designed to be as simple and convenient as possible. It is best to design a welfare hook to express gratitude to participating users.

When analyzing the results, we need to think about the factors that may cause users to be satisfied or dissatisfied with each link of the activity? What are the relationships or weights between these factors? This can help us optimize and improve the process.

03 Customer Effort Index (CES)

CES is the abbreviation of Customer Efforts Score. This concept was first proposed in the Harvard Business Review in 2010.

It is used to assess the degree of effort customers put into using products and services. It is negatively correlated with customer loyalty. The lower the effort, the higher the loyalty.

This view holds that instead of pleasing customers, it is better to reduce the energy customers spend in the consumption process and provide customers with products and services that save them time and effort. This is the main factor affecting customer loyalty.

The following figure is the more common 2.0 version:

The question asked was: To what extent do you agree with the following statement: The merchant solved my problem efficiently?

Customer options included: strongly disagree, disagree, somewhat disagree, neutral, somewhat agree, agree, and strongly agree.

Compared with other indicators, CES is more suitable for collecting feedback from new customers.

Because new customers are not familiar with products and services, they are more likely to encounter problems when using products or services. You can find some details that are usually difficult to notice and can be optimized to provide a better user experience.

Especially in private domain scenarios where service experience is the main focus, the evaluation effect is more significant.

It can reflect the customer’s direct feelings about the service itself, identify the customer’s pleasant and unpleasant experiences during the service process, and help companies more accurately predict customer retention and churn.

04 Kano Model

The KANO model was proposed by Noriaki Kano of Japan in 1984. It can predict people's satisfaction with a product design and can effectively enable people to judge the quality of a function or idea.

In the Kano model, the quality characteristics of products and services are divided into five types:

• Exciting attribute (A): unexpected for users. If this demand is not provided, user satisfaction will not decrease, but when this demand is provided, user satisfaction will be greatly improved.
• Desired attribute (O): When this requirement is met, user satisfaction will increase; when this requirement is not met, user satisfaction will decrease
• Essential attribute (M): When this requirement is optimized, user satisfaction will not increase; when this requirement is not provided, user satisfaction will be greatly reduced.
• Indifferent attribute (I): Whether this requirement is provided or not, user satisfaction will not change, and users do not care at all
• Reverse attribute (R): Users do not have this demand at all, and user satisfaction will decrease after providing it

In private domain operations, this model can be used to understand users' views on a new feature. By collecting users' evaluations of the features, you can start calculating the satisfaction and dissatisfaction coefficients.

Satisfaction coefficient = (A+O)/(A+O+M+I)

Dissatisfaction coefficient = -1*(O+M)/(A+O+M+I)

If the value does not meet the standard, it is necessary to consider redesigning this function.

05 HEART&GSM Model

The HEART model was published by Google in 2010 and is a user-centric measurement model. The starting point of the HEART model is to be a user-centric, user experience measurement method that can be used in a wide range of areas. It is divided into five dimensions:

1. Happiness: User’s subjective experience: Users feel that the product is helpful and easy to use, and they always feel happy when using the product or function.
2. Engagement: Users are interested in the product content and are willing to use it frequently.
3. Adoption: Users are willing to use new products or features when they see them.
4. Rentention: The amount of time a user is willing to come back and continue using a product or feature.
5. Task Success: Users are able to complete tasks efficiently and accurately.

The GSM model is a simple design achievement indicator definition method proposed by the Google User Experience Team. It can derive the evaluation indicators that need to be established from the design goals. Goal/goal, Signal/signal, indicator/metric, referred to as the GSM model.

• Goal: What you want to achieve through design and improvement
• Signal: What kind of phenomenon will occur after the design goal is achieved?
• Metric: Quantification and dataization of the phenomenon

The combination of the GSM model and the HEART model can effectively evaluate user satisfaction at various channel touchpoints in the private domain, such as mini programs.

From the model, we can see the goals, signals and indicators related to each measurement dimension, as well as the evaluation methods for obtaining these indicators. Therefore, the implementation of the model and the decomposition of the goals are inseparable.

06 Conclusion

There are many excellent models like the ones above, but the bottom line is to clearly understand the meaning of user experience.

In the current fierce market competition, the difference in user experience can sometimes be fatal to the company itself. Especially for the private domain itself, the purpose is to improve retention and activity. Brands must continue to create a better experience for users and truly be "user-centric" .

Author: Yan Tao San Shou; WeChat public account: Yan Tao San Shou;