UX Deep Dive Mini-Series: Part 3 - Net Promoter Score (NPS)
Quantifying Design: Key Data for Evaluating Your Work
Happy Tuesday, design friends!
Welcome to UX Deep Dive, part of my newsletter Above the Fold. Each week, I dive into the most requested topics in UX and Product Design, helping aspiring designers grow and thrive.
With a focus on startups, I bring a hands-on, entrepreneurial approach to identifying opportunities, solving complex problems, and driving impact. I work closely with leadership to influence strategy at all levels, ensuring alignment across teams.
If you find these insights valuable, consider sharing, liking, or pledging a subscription to support the work that goes into Above the Fold!
UX Deep Dive Mini-Series: Part 3 - Net Promoter Score (NPS)
How do you know if users really love your product? Tracking clicks and conversions tell you a small part of the story, but it doesn’t tell you how they really think about your product. Net Promoter Score (NPS) is a simple yet powerful metric that goes beyond numbers to measure user satisfaction and loyalty.
NPS doesn’t just tell you what users think; it tells you how they feel, and whether they’d recommend your product to others.
What is Net Promoter Score (NPS)?
Definition: Net promoter score (NPS) is a market research metric that is based on a single survey question asking respondents to rate the likelihood that they would recommend a company, product, or a service to a friend or colleague. (Source: Wikipedia)
Scoring:
Users respond on a scale of 0 to 10:
Promoters (9–10): Loyal users who love your product and are likely to recommend it.
Passives (7–8): Satisfied but unenthusiastic users.
Detractors (0–6): Unhappy users who may discourage others from using your product.
How is it calculated?
Example:
If 50% of users are Promoters and 20% are Detractors, your NPS is +30.
Why do we use Net Promoter Score in UX?
NPS is often regarded as just a marketing metric but it’s also used in UX frequently. It’s a window into how users feel about the product and the long-term impact of your designs. It allows you to understand the following:
Measures Loyalty: NPS reflects how much users trust and value your product, helping you gauge long-term retention.
Highlights Experience Quality: A low NPS often indicates possible issues related to usability, functionality, or overall user experience.
Drives Referrals: Promoters are more likely to recommend your product, fueling organic growth and reducing acquisition costs.
Common Problems That Affect NPS
When users don’t feel enthusiastic about your product, it often comes down to key design and experience issues:
Inconsistent Usability: Clunky workflows or confusing designs lead to frustration.
Unmet Expectations: If the product doesn’t deliver on its promise, users lose trust.
Lack of Support: Poor onboarding or unresponsive customer support can alienate users.
Performance Issues: Slow load times or frequent bugs create negative perceptions.
These are not the only reasons or causes that will impact NPS but are issues that are normally associated with low NPS.
Conversion case study:
Improving NPS for a Popular Shipping Product
Problem:
A mobile app for a popular shipping service struggled with a low NPS of +10. While the service and product delivered strong functionality, users frequently expressed frustration over complex workflows that didn’t reflect the true need from a mobile perspective.
Solution:
The team tackled these issues by redesigning the user experience:
1️⃣ Simplified Workflows:
Streamlined and simplified key tasks like tracking shipment, shipping quotes, and customs clearing process.
2️⃣ Enhanced Onboarding:
Added interactive tutorials and tooltips to guide users through features.
Implemented a quick-start guide for new users.
3️⃣ Improved Feedback Channels:
Introduced an in-app feedback system to address issues faster with AI.
Regularly surveyed users to understand pain points and expectations.
Result:
NPS improved from +10 to +45, with more users becoming Promoters.
Churn rate decreased by 15%, and customer support tickets dropped by 20%.
User sentiment highlighted the improved ease of use and responsiveness to feedback.
How to Measure and Act on NPS
1️⃣ Gather Data
Use tools like Qualtrics, Delighted, or SurveyMonkey to collect NPS responses.
Segment NPS by user type, geography, or feature usage for deeper insights.
2️⃣ Analyze Responses
Look beyond the score to understand why users gave their ratings.
Identify common themes in Promoter, Passive, and Detractor feedback.
3️⃣ Take Action
Address issues raised by Detractors to reduce churn.
Double down on features or experiences that Promoters love.
Boosting NPS
1️⃣ Focus on First Impressions:
Work with your growth team and ensure a smooth and intuitive onboarding experience for your users.
2️⃣ Address Usability Issues:
If you are not doing this already… conduct regular usability testing to identify and fix pain points.
3️⃣ Communicate Value Clearly:
Collaborate with product marketing and content managers to reinforce your product’s benefits through in-app messaging and updates.
4️⃣ Engage with Feedback:
Thank users for their input and show them how their feedback drives improvements.
5️⃣ Build Emotional Connections:
It’s extra rewarding when customers react positively towards a feature or solution based on their feedback! You build trust and loyalty which is key to building a user-centric product experience.
Limitations of NPS
While NPS is a widely used metric for measuring customer loyalty and satisfaction, several limitations can hinder its effectiveness as a standalone tool.
1️⃣ Lack of Specificity
NPS tells you what users think, but not why they feel that way.
Example: A low score doesn’t specify if the problem is UX-related, tied to pricing, or due to customer support issues.
2️⃣ Limited Context
NPS doesn’t account for situational factors, like temporary frustrations (e.g., a slow support response) that may not reflect the overall product experience.
Example: There is a temporary outage in the system, preventing the user from saving their entries. If they responded immediately based on this experience, it wouldn’t be a good assessment of the true sentiments on the product.
3️⃣ Bias in Responses
Responses are often skewed toward extreme experiences (very positive or very negative), with passive or neutral users underrepresented.
4️⃣ Anonymous Feedback
When feedback is anonymous, it’s hard to follow up or connect insights to specific user segments or behaviors.
5️⃣ Overemphasis on a Single Number
Focusing solely on the score can obscure deeper, actionable insights. Two companies with the same NPS might have vastly different reasons for their scores.
Follow and subscribe as we continue to dive in and explore ways we can overcome the limitations and fully maximize the impact of NPS.
Your NPS score is more than a number—it’s a reflection of the emotional connection users have with your product. By improving usability, building trust, and acting on feedback, you can turn loyal users into brand advocates.
Above the Fold is a reader-supported newsletter packed with actionable strategies, practical tips, and real-world examples from my journey as a designer and mentor. If you find these posts helpful, consider sharing, liking, or pledging a subscription to support the work that goes into them!