There is little doubt that closely watched metrics tend to improve over time while metrics that are either uninteresting, or hard to collect tend to get ignored, and often get worse.
Web developers and operations professionals have many tools available to understand and improve the overall performance and health of their websites. Tools that tell us how fast our site is, what the bounce, or conversion rate is, whether any links resulted in a 404, and more. All these tools focus on making development more efficient and reducing errors.
When we focus only on improving raw numbers, we forget that there’s a human on the other end who can become frustrated with an overall bad experience and not just the numbers we’re looking at.
In this talk we will look at how to collect, analyse, and act on a few metrics that tell us more about how our user feels when using the site. We can trend how these metrics change over a user’s browsing experience, and we can improve over time the metric that really matters: user happiness.
Some of the metrics we’ll look at are:
* Rage clicks, missed clicks, and dead clicks
* Cursor thrashing
* LD50 (median lethal dose)
We’ll try and correlate these metrics with things that are easy to improve developmentally, like smoothness, jank, visible transitions, and more.
At the end of this talk you will understand which metrics are useful to measure, how to measure them, and how to tie them in to your development goals.
for Happy Users
How does your site make your users feel?
Blog Post: https://tech.bluesmoon.info/2020/11/understanding-emotion-for-happy-users.html
Principal RUM Distiller @ Akamai
Author of the OpenSource boomerang RUM
twitter:@bluesmoon ⦿ github:@bluesmoon
Our Journey Today...
★ How is your site perceived?
★ How do we measure emotion?
★ Frustration Index
Rage Against The Machine
● 36% of Americans with computer issues reported that they had
screamed, yelled, cursed, or physically assaulted their computers
● 40% of Brits reported that they had become physically violent
toward their computers
How do users feel when using your site?
A 500ms connection speed delay resulted in
up to a 26% increase in peak frustration
and up to an 8% decrease in engagement.
Tammy Everts – The impact of network speed on emotional engagement
The average rise in mobile users' heart rates caused
by delayed web pages — equivalent to the anxiety
of watching a horror movie alone.
Ericsson ConsumerLab neuro research 2015
● Perceptual Dissonance
Unexpected outcomes of common actions
● Survivorship Bias
We only measure users who can reach our
site. Very slow is better than unreachable.
● Negativity Bias
Bad experiences must be balanced with
more intense good experiences
Boston Shipyard Artist’s Community
Acknowledging when you didn’t meet the
user’s expectations can alleviate negative
Practice Active Listening
● Ask the user
● Affective Computing
● Business Metrics
● Behavioural Metrics
● Frustration Index
Methods of measuring Emotion
Perceived UX Quality By Wikipedia
with improved performance
Analyzing Wikipedia Users’ Perceived Quality Of Experience: A Large-Scale Study — Salutari et al, 2020
Rage Clicks occur when users rapid-ﬁre click
(or tap) on your site or app.
Rage clicking is the digital equivalent of
cursing to release frustration.
People who are angry are more likely to use the mouse in
a jerky and sudden, but surprisingly slow fashion.
People who feel frustrated, confused or sad are less
precise in their mouse movements and move it at
Cursor Thrashing/Wild Mouse
Users who are confused or lost on your
site may hit the back button to get back to
a safe anchor point.
LOADING A WEBPAGE
0.3% 9% 57%
WHEN DO USERS INTERACT WITH A SITE?
Temporal Distribution of RAGE
The horizontal axis on this chart is time as a relative percent of the full page load time. -50 indicates half of the page load time while +50 is 1.5x the page
load time. The vertical axis indicates intensity of rage while point radius indicates probability of rage clicks at that time point. The coloured bars indicate
25th to 75th percentile ranges for the particular timer relative to full page load with the line going through indicating the median.
Correlating Rage & Frustration
The Median Lethal Dose of your page or site indicates
the point at which 50% of users decide to leave!
Correlating Frustration & BUSINESS
Patience is also a cultural thing
People from diﬀerent parts of the
world have a diﬀerent threshold
So how fast should our site be? How
do we set our performance budget?
A ﬁnal question...
Will adding a new feature delight
or frustrate the user?
● Computer Rage on Wikipedia
● The Psychology of Computer Rage
● A third of Americans confess to verbal or physical abuse
of their computers
● Computer Rage affects more than half of Britons
● Social and Psychological Inﬂuences on Computer User
● The impact of network speed on emotional engagement
● Ericsson ConsumerLab neuro research 2015
● Negativity Bias on Wikipedia
● The fastest way to pinpoint frustrating user experiences
● The 7 best reasons for swearing
● Emotional Design
● Frustration Index
● Page Weight Matters
● Improving UX through Front End Performance
● Guide to understanding frustrating user experiences
● Toward a more civilized design: studying the effects of
computers that apologize
● Websites could read emotions by seeing how fast you
move your mouse
● Your users are frustrated
● Patterns of cursor movement for different devices
● Wikipedia Paper on User Satisfaction v/s Performance
● Strengthening the Link between Site Speed and Business
● Web page usability matters