HFI Cert-UX Metrics

A Dashboard of UX Design Quality

Why You Need a Certified Metric in UX Design Quality

An independent metric can give you power to move your practice ahead and assure your customers of design quality.

  • Showcase your quality work to clients and executives
  • Document your improvements
  • Support marketing claims and press releases
  • Flag areas that need more investment in UX
  • Provide an objective metric for stopping release of new offerings based on UX quality
  • Support budget allocation for your UX team

Your Challenge with UX Metrics

You do Usability Testing

But, those tests never let you compare design quality BETWEEN design projects. If you find a system has a lower failure rate of tasks, it might just be an inherently easier type of system.

You can look at NPS or Conversion Rate

But, those are a function of LOTS of different teams including marketing, sales, offer design, innovation, and technology. Who gets the credit? AND, you also cannot compare between design projects. The design with a good NPS might just be inherently of greater value.

You do A/B Testing

If you measure results from a complete system comparison, that mixes up all the factors of technology, marketing interactions, and business rules. The improved result might just mean the latest marketing is in better sync with the new design. It may not be the result of the UX team’s effort.

If you just measure the impact of a small design change, then you can show incremental improvements. But, you can’t show that it is a best practice design and not just a little improvement that could be done by anyone (or an AI engine) just taking a guess.

You Ca’t Afford to Stop and Spend a Lot on Measurement

That is correct.

The Biggest Problem: Will it Happen?

We see teams plan for elaborate and carefully considered metrics programs. They spend hours defining and refining a dashboard. But then it never actually gets done. There is just no time.

The Second Biggest Problem: Will it Be Objective and A-Political?

We see internal teams that are influenced by pressure from friends or the organizational culture. It may not be conscious. But we can often see it in the data.

Internal Staff 34 Points Higher on 100 Point Scale

HFI Team
Client Team

Human Factors International offers The HFI Framework, a proven user-centered design methodology.

If You Can’t Measure it:

You Can’t Manage It

Today everyone from the CEO downwards is talking about designing systems to be “Customer Centric.” But how do you measure it? NPS or conversion rates are NOT just about design. They include the offer, marketing, and technology. How do you measure just UX Design?

They Won’t Budget for It

Today everyone is talking about user experience. But the real money goes to marketing and technology. The UX team gets a tiny part of what it needs. Why? Because there is no metric that lets executives
know they are winning.

It is Hard to Showcase and Sell

Customers now expect great user experiences. And you need to show them the great work you do. It is far easier to point to objective certified metrics than to quickly demo an application and hope the customer understands UX best practices. Press releases need metrics.

The HFI Metrics Service

We have decades of experience in completing UX metrics. We provide a cost effective and rapid service. A team of our trained and certified staff complete a review that evaluates the maturity of the design organization, the completeness of the UX process, and the adherence of the design to UX best practices. The design quality review is completed by three UX practitioners, with a senior expert to adjudicate discrepancies. Each review is delivered along with a presentation where we discuss the dimensions reviewed.

UX Metrics Dashboard

UX Metrics Dashboard

Pricing and Availability

Each review cycle will be completed within one week after the scheduled online briefing and access to the designed interface. Reviews are available in packs of 5 reviews for $32,500. We include an initial setup session with metrics experts who will adjust and customize your evaluation framework.


This specific service provides a source of summative metrics that are the result of a review by trained and certified UX practitioners. It does NOT provide formative evaluations intended to generate specific prioritized design changes. Human Factors International does provide a wide range of services, including formative expert reviews, staff training, UX certification, UX employment tests, and support for development of mature UX practices.

Metrics FAQs

What can we run metrics on?

These metrics can be created for any online offering or device. We require access to a working interface, which can be an operational prototype or working application. We can address any single online system. But for large and complex environments it might be best to do a separate analysis for each module of the system. Example: Do one metrics analysis for a mobile wallet. But, for a whole online banking site it might be better to do transactions, lending, etc.,separately.

What are you measuring?

The measure of UX design quality applies a set of proprietary reviews of adherence to UX best practices. These evaluations almost always include navigation, content, presentation, and interaction dimensions. Depending on your environment we may provide some additional dimensions of review (e.g., engagement, persuasion, etc.).

In addition to design quality, we check the process of the design being followed and the UX design maturity of the organization completing the work. These reviews are based on long standing review models developed by HFI (“Usability Quotient™” evaluates the process and the model for a “Certified Practice in Usability™”evaluates design maturity).

What are you certifying?

We provide certification only of the level of UX design quality. By this we mean adherence to UX design best practices. This is delivered as a percentage based on a weighted analysis of our review results against our proprietary framework for analysis. This indicates the extent that the offering design reflects best practices in the UX field.

How can I interpret the score?

We have been providing these types of reviews for over 20 years. To be clear there is not a reliable difference between a 55% and a 57% rating. But if you see a rating of 40% or less it is very much an indication of a serious problem in UX design quality. We would not recommend delivering a design that is below 30%. And, depending on the criticality of your situation you might not release designs that score below 40%.

A design of 70% or higher is an indication of good UX work being done. And any design over 85% represents excellence.

What is your review process?

We have three trained and certified UX practitioners review the briefing and complete the UX quality scoring process. We then review these independent ratings and a senior UX expert adjudicates any item where there is substantial disagreement between raters. If there is disagreement among the team members, the final rating is provided by Dr. Eric Schaffer. The process and organizational maturity rating is based on the self-report of the design team and is completed by a single rater.

What do we need to provide when doing a review?

To complete a review we will need:

  1. Access to your design.
  2. Participation in a 90 minute kickoff session outlining system objectives, users, and primary scenarios.
  3. Participation in an approximately 60 minute session to review the UX organizational capabilities and process completed.
  4. Access to an expert who can answer questions about the design and context of use that may come up in the review.

What do we get at the end of the a review?

You will receive a metrics dashboard (example shown previously). This dashboard indicates the overall weighted design quality and breaks that analysis down into dimensions such as navigation, content, presentation, and interaction. We also provide a separate metric for the maturity of the UX organization and the completeness of the user centric design process followed.

Can we get a customized set of dimensions for our special circumstances?

Generally, we expect to be able to apply our standard framework for your evaluation. However, in specialized circumstances we may not be able to complete an evaluation without developing a customized framework. If this requirement is unique we can create a project for you that develops metrics for your situation.

What if we do not agree with your score?

If you feel our scoring is not correct you may elect to run a second review of the same facility to check for reliability. You can use the higher of the two scores. However, our reputation hangs on our integrity around certifications and we do not adjust the result.

How may we use the score?

The review and certified level of UX quality can be used within your organization and publicly. It can be used in press releases and advertisements.

Why are you qualified to certify UX quality?

Human Factors International, Inc. is the largest training and certification organization in the UX field. We focus only on UX and date back to 1981. We are the largest certifier of UX professionals, and have been providing
that certification since 2002. We are the only organization that provides a certification of level of maturity of UX organizations. And we have been providing this type of review based metric for evaluation of systems
for over twenty years.

This metrics program is operated under Dr. Eric Schaffer, our CEO, who has over 40 years of professional experience in the UX field and authored the book “Institutionalization of UX.”

Rolta Accepting Level V Organizational Certification

Tell me again. How do we start?

First contact us and sign up for a metrics review package (+1-641-209-6825 or Judy@humanfactors.com). We will set up an initial call to understand your situation and ensure we can provide metrics in your environment.

Learn more about Human Factors International at www.humanfactors.com



Ask our UX expert

Privacy policy

Reviewed: 18 Mar 2014

This Privacy Policy governs the manner in which Human Factors International, Inc., an Iowa corporation ("HFI") collects, uses, maintains and discloses information collected from users (each, a "User") of its humanfactors.com website and any derivative or affiliated websites on which this Privacy Policy is posted (collectively, the "Website"). HFI reserves the right, at its discretion, to change, modify, add or remove portions of this Privacy Policy at any time by posting such changes to this page. You understand that you have the affirmative obligation to check this Privacy Policy periodically for changes, and you hereby agree to periodically review this Privacy Policy for such changes. The continued use of the Website following the posting of changes to this Privacy Policy constitutes an acceptance of those changes.


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HFI is based, and this website is hosted, in the United States of America. If User is from the European Union or other regions of the world with laws governing data collection and use that may differ from U.S. law and User is registering an account on the Website, visiting the Website, purchasing products or services from HFI or the Website, or otherwise using the Website, please note that any personally identifiable information that User provides to HFI will be transferred to the United States. Any such personally identifiable information provided will be processed and stored in the United States by HFI or a service provider acting on its behalf. By providing your personally identifiable information, User hereby specifically and expressly consents to such transfer and processing and the uses and disclosures set forth herein.

In the course of its business, HFI may perform expert reviews, usability testing, and other consulting work where personal privacy is a concern. HFI believes in the importance of protecting personal information, and may use measures to provide this protection, including, but not limited to, using consent forms for participants or "dummy" test data.

The Information HFI Collects

Users browsing the Website without registering an account or affirmatively providing personally identifiable information to HFI do so anonymously. Otherwise, HFI may collect personally identifiable information from Users in a variety of ways. Personally identifiable information may include, without limitation, (i)contact data (such as a User’s name, mailing and e-mail addresses, and phone number); (ii)demographic data (such as a User’s zip code, age and income); (iii) financial information collected to process purchases made from HFI via the Website or otherwise (such as credit card, debit card or other payment information); (iv) other information requested during the account registration process; and (v) other information requested by our service vendors in order to provide their services. If a User communicates with HFI by e-mail or otherwise, posts messages to any forums, completes online forms, surveys or entries or otherwise interacts with or uses the features on the Website, any information provided in such communications may be collected by HFI. HFI may also collect information about how Users use the Website, for example, by tracking the number of unique views received by the pages of the Website, or the domains and IP addresses from which Users originate. While not all of the information that HFI collects from Users is personally identifiable, it may be associated with personally identifiable information that Users provide HFI through the Website or otherwise. HFI may provide ways that the User can opt out of receiving certain information from HFI. If the User opts out of certain services, User information may still be collected for those services to which the User elects to subscribe. For those elected services, this Privacy Policy will apply.

How HFI Uses Information

HFI may use personally identifiable information collected through the Website for the specific purposes for which the information was collected, to process purchases and sales of products or services offered via the Website if any, to contact Users regarding products and services offered by HFI, its parent, subsidiary and other related companies in order to otherwise to enhance Users’ experience with HFI. HFI may also use information collected through the Website for research regarding the effectiveness of the Website and the business planning, marketing, advertising and sales efforts of HFI. HFI does not sell any User information under any circumstances.

Disclosure of Information

HFI may disclose personally identifiable information collected from Users to its parent, subsidiary and other related companies to use the information for the purposes outlined above, as necessary to provide the services offered by HFI and to provide the Website itself, and for the specific purposes for which the information was collected. HFI may disclose personally identifiable information at the request of law enforcement or governmental agencies or in response to subpoenas, court orders or other legal process, to establish, protect or exercise HFI’s legal or other rights or to defend against a legal claim or as otherwise required or allowed by law. HFI may disclose personally identifiable information in order to protect the rights, property or safety of a User or any other person. HFI may disclose personally identifiable information to investigate or prevent a violation by User of any contractual or other relationship with HFI or the perpetration of any illegal or harmful activity. HFI may also disclose aggregate, anonymous data based on information collected from Users to investors and potential partners. Finally, HFI may disclose or transfer personally identifiable information collected from Users in connection with or in contemplation of a sale of its assets or business or a merger, consolidation or other reorganization of its business.

Personal Information as Provided by User

If a User includes such User’s personally identifiable information as part of the User posting to the Website, such information may be made available to any parties using the Website. HFI does not edit or otherwise remove such information from User information before it is posted on the Website. If a User does not wish to have such User’s personally identifiable information made available in this manner, such User must remove any such information before posting. HFI is not liable for any damages caused or incurred due to personally identifiable information made available in the foregoing manners. For example, a User posts on an HFI-administered forum would be considered Personal Information as provided by User and subject to the terms of this section.

Security of Information

Information about Users that is maintained on HFI’s systems or those of its service providers is protected using industry standard security measures. However, no security measures are perfect or impenetrable, and HFI cannot guarantee that the information submitted to, maintained on or transmitted from its systems will be completely secure. HFI is not responsible for the circumvention of any privacy settings or security measures relating to the Website by any Users or third parties.

Correcting, Updating, Accessing or Removing Personal Information

If a User’s personally identifiable information changes, or if a User no longer desires to receive non-account specific information from HFI, HFI will endeavor to provide a way to correct, update and/or remove that User’s previously-provided personal data. This can be done by emailing a request to HFI at hfi@humanfactors.com. Additionally, you may request access to the personally identifiable information as collected by HFI by sending a request to HFI as set forth above. Please note that in certain circumstances, HFI may not be able to completely remove a User’s information from its systems. For example, HFI may retain a User’s personal information for legitimate business purposes, if it may be necessary to prevent fraud or future abuse, for account recovery purposes, if required by law or as retained in HFI’s data backup systems or cached or archived pages. All retained personally identifiable information will continue to be subject to the terms of the Privacy Policy to which the User has previously agreed.

Contacting HFI

If you have any questions or comments about this Privacy Policy, you may contact HFI via any of the following methods:
Human Factors International, Inc.
PO Box 2020
1680 highway 1, STE 3600
Fairfield IA 52556
(800) 242-4480

Terms and Conditions for Public Training Courses

Reviewed: 18 Mar 2014

Cancellation of Course by HFI

HFI reserves the right to cancel any course up to 14 (fourteen) days prior to the first day of the course. Registrants will be promptly notified and will receive a full refund or be transferred to the equivalent class of their choice within a 12-month period. HFI is not responsible for travel expenses or any costs that may be incurred as a result of cancellations.

Cancellation of Course by Participants (All regions except India)

$100 processing fee if cancelling within two weeks of course start date.

Cancellation / Transfer by Participants (India)

4 Pack + Exam registration: Rs. 10,000 per participant processing fee (to be paid by the participant) if cancelling or transferring the course (4 Pack-CUA/CXA) registration before three weeks from the course start date. No refund or carry forward of the course fees if cancelling or transferring the course registration within three weeks before the course start date.

Cancellation / Transfer by Participants (Online Courses)

$100 processing fee if cancelling within two weeks of course start date. No cancellations or refunds less than two weeks prior to the first course start date.

Individual Modules: Rs. 3,000 per participant ‘per module’ processing fee (to be paid by the participant) if cancelling or transferring the course (any Individual HFI course) registration before three weeks from the course start date. No refund or carry forward of the course fees if cancelling or transferring the course registration within three weeks before the course start date.

Exam: Rs. 3,000 per participant processing fee (to be paid by the participant) if cancelling or transferring the pre agreed CUA/CXA exam date before three weeks from the examination date. No refund or carry forward of the exam fees if requesting/cancelling or transferring the CUA/CXA exam within three weeks before the examination date.

No Recording Permitted

There will be no audio or video recording allowed in class. Students who have any disability that might affect their performance in this class are encouraged to speak with the instructor at the beginning of the class.

Course Materials Copyright

The course and training materials and all other handouts provided by HFI during the course are published, copyrighted works proprietary and owned exclusively by HFI. The course participant does not acquire title nor ownership rights in any of these materials. Further the course participant agrees not to reproduce, modify, and/or convert to electronic format (i.e., softcopy) any of the materials received from or provided by HFI. The materials provided in the class are for the sole use of the class participant. HFI does not provide the materials in electronic format to the participants in public or onsite courses.