UX Vision

Basics

UX factors

User experience can be broken down into clearly distinct quality aspects – so-called UX factors. They make tangible what you are working towards, and they can be measured with questionnaires.

Hands group sticky notes with descriptions into clusters on a table.
Photo: Marvin Kampermann Photography

What are UX factors?

One big term becomes tangible questions.

“User experience” is a holistic term that is hard for a team to make decisions about. UX factors, in contrast, each describe one clearly distinct aspect: how users perceive a specific part of using or designing a product.

You decide which factors to look at. In the UX Vision Canvas, they emerge in step 3 from your own descriptions – and may be named quite differently from any list.

Example

16 common UX factors

This selection is an example, not a complete or binding list. It helps you name your clusters and check whether anything important is missing. New products and forms of interaction, such as voice assistants, bring new factors.

Usefulness
Does using the product bring advantages? Does it save time and effort?
Efficiency
Can users solve their tasks without unnecessary effort? Does the product react fast?
Perspicuity
Is it easy to get familiar with the product and to learn how to use it?
Dependability
Do users feel in control of the interaction? Does the product react predictably and consistently?
Intuitive use
Can the product be used immediately without any training or help?
Clarity
Does the user interface look ordered, tidy and clear?
Adaptability
Can the product be adapted to personal preferences or working styles?
Quality of content
Is the information provided by the product always up to date and of good quality?
Trust
Do users think their data is in safe hands and not misused to harm them?
Value
Does the product design look professional and of high quality?
Aesthetics
Does the product look beautiful and appealing?
Novelty
Is the design of the product creative? Does it catch the interest of users?
Stimulation
Is it exciting and motivating to use the product? Is it fun to use?
Immersion
Do users forget time and sink completely into the interaction?
Identity
Does the product help users to socialise and to present themselves positively to others?
Loyalty
Do people stick with the product even if there are alternatives for the same task?

Measuring

Measuring UX factors – for example with the UEQ+

Only a measurement shows whether you reach your UX goals. Standardised questionnaires capture how users perceive your product – and they fit UX factors well, because their scales represent individual factors.

The UEQ+ is a modular questionnaire: you assemble it from the scales that match your UX factors. Each scale consists of four questions whose answers are summarised into one value. Use only the scales that really matter for your product, and the questionnaire stays short.

Visit the UEQ+
Example of a UX goal

Attractiveness ≥ 1.2

The attractiveness of our product should be rated good or better in the UEQ+ survey.

Other measurement instruments

Besides the UEQ+, there are other standardised questionnaires such as the UEQ, SUPR-Q or VisAWI. Metrics from your product, for example from web analytics, are a useful addition.

Depending on the product

Which factors matter depends on the product.

Different factors matter for different products. These examples show typical priorities:

  • Word processing, spreadsheet, programming tool, image processing

    Usefulness and dependability matter most, followed by efficiency, perspicuity and clarity.

  • Booking system, online banking

    Trust and dependability come first. Quality of content and clarity should not be neglected either.

  • Web shop, messenger, social network, video conferencing

    Trust is most important, along with dependability and intuitive use.

  • Learning platform, news portal, info web page

    Quality of content is clearly most important, plus clarity, intuitive use and perspicuity.

  • Video portal

    Only here does intuitive use come first, followed by immersion, stimulation and clarity.

  • Game

    Immersion and stimulation are the most important factors.

Show example values for 15 product categories

The table shows how important respondents rated the example factors for different product categories, from −3 (extremely unimportant) to +3 (extremely important). Use it as orientation: what counts for your product is what your users and your goals require.

Example values: rated importance of the UX factors per product category, scale −3 to +3. Outlined: the five most important factors per category.
Product categoryUsefulnessEfficiencyPerspicuityDependabilityIntuitive useClarityAdaptabilityQuality of contentTrustValueAestheticsNoveltyStimulationImmersionIdentityLoyalty
Word processinge.g. Word, LibreOffice Writer+2.45+2.31+1.91+2.60+1.60+2.00+1.07+0.10+1.26+0.84−0.67−1.54−0.76−1.63−2.48−0.16
Spreadsheete.g. Excel, OpenOffice Calc+2.53+2.33+2.00+2.53+1.29+1.98+0.91−0.05+1.23+0.88−0.81−1.61−0.76−1.75−2.52−0.16
Programming toole.g. Visual Studio, Eclipse+2.52+2.41+1.83+2.69+1.00+1.86+2.38+1.11+1.31+1.21−0.26−1.09+0.38+0.35−2.11+0.50
Image processinge.g. Photoshop, Gimp+2.34+2.22+1.79+2.43+1.14+1.88+2.00+0.36+1.02+1.33+0.31−0.89+0.70+0.41−2.22+0.63
Booking systeme.g. Bahn.de, Booking.com+1.55+2.14+1.97+2.47+1.74+2.03−0.24+2.44+2.70+1.71−0.07−1.00−0.78−1.62−2.44−0.60
Online bankinge.g. your bank’s portal+1.59+1.84+1.79+2.83+1.83+2.02−0.86+2.68+2.98+2.10−0.79−1.71−1.61−2.02−2.620.00
Web shope.g. Amazon, eBay+0.96+1.47+1.97+2.17+1.93+2.07−0.69+2.42+2.62+1.98+1.59+0.60+0.70+0.40−2.00+0.45
Messengere.g. WhatsApp, Snapchat+0.60+1.98+1.95+2.09+2.28+1.45+0.03+0.93+2.67+0.60+0.50−0.02+0.51−0.65+1.75+0.58
Social networke.g. Facebook, LinkedIn−0.27+1.00+1.55+1.91+1.66+1.26+0.69+1.67+2.66+0.90+1.31+0.84+1.65+0.58+2.39+1.19
Video conferencinge.g. Skype+1.64+1.86+1.48+2.07+1.67+1.36+0.16+1.05+2.24+0.66−0.05−0.78−0.14−0.76+1.04−0.13
Learning platforme.g. Moodle+2.05+1.78+1.95+1.53+1.55+1.97+1.05+2.53+1.56+1.36+0.90+0.38+1.43+0.70+0.08−0.04
News portale.g. Spiegel.de, Zeit.de+0.30+0.66+0.98+0.43+1.23+1.50−0.46+2.88+0.39+1.14+0.66+0.12+0.42+0.27−1.85−0.07
Info web pagee.g. club or hometown website+0.56+0.79+0.97+0.41+0.86+1.60−1.33+2.41+0.35+0.60+0.64−0.07+0.11−0.36−1.37−0.75
Video portale.g. YouTube, Netflix−0.43+0.65+1.00+0.72+1.28+1.16−0.33+1.12+1.07+0.50+0.93+0.53+1.14+1.22−0.33+0.02
Gamee.g. Minecraft, World of Warcraft−1.94+1.02+1.53+1.82+1.48+0.81+0.47+0.04+0.56+0.67+2.38+2.33+2.84+2.84+0.50+1.06

Scroll the table sideways to see all factors.

Applying it

How to use the factors

  • Clustering in the canvas

    In step 3 of the UX Vision Canvas, you group your descriptions into clusters. The example factors help you name the clusters and spot gaps.

    Read the instructions

  • Selecting factors

    Decide on three to five factors. What users don’t mention can still be decisive for your product goals.

  • Rating features

    With UX Poker, you estimate how user stories affect your selected factors.

    About UX Poker

Descriptions and example values based on Schrepp et al. (2023) and Winter, Schrepp & Thomaschewski (2015).

Support

Want to use the canvas with your team?

I support you in running it. Send me a short note about what you are working on and who will take part.

  • Workshop facilitation

    I facilitate your workshop with the UX Vision Canvas – from what you know about users to measurable UX goals.

  • One-day training

    Your team learns what UX visions are, applies several techniques for developing them to examples and discovers what else a UX vision can be used for.

Request support

or write directly to dominique.winter@designik.de