The Experience Quotient Tool (XQT) was born out of a frustration for there not being a reliable and standardised method for analysing and comparing user experience (UX) across websites.

Periodic experience reviews are an important exercise and a service championed by many digital agencies. They provide insight for understanding how existing users (customers) are currently interacting with their clients’ websites and this can provide invaluable guidance for recommended refinement and optimisation.

The first iteration of the XQT model was developed in 2015 at Brandwidth with the aim of removing bias and subjective opinion from the review process and providing a neutral basis from which to rationally compare user experience.

The latest version of the XQT now consists of over 500 criteria questions spread across 5 standard categories:

Compatibility – How available and accessible is content, and does the website or app comply with platform conventions?

Content – Does the website or app deliver the type of content expected by users?

Functionality – Does the website provide core functionality such as the ability to print, save, and share?

Usability – Has the website been designed and developed to be learnable and usable, encouraging interaction and nurturing engagement?

User Journey – Is the user’s journey to and through the content seamless and without blockers? Is there a clear onward journey?

As well as 1 variable category:

Feature – A specific area of focus for the client’s business objectives e.g. a sign-up form or a checkout process.

Experience Quotient Tool

For more information on the XQT and how it could help improve your website or app’s user experience please contact Brandwidth.