11:FS Pulse, how we score
A team of in-house UX experts provide the scoring and analysis for each user journey.
Each expert has their own product “domain” to focus on and score – for example, “Business Banking”. They familiarise themselves with the vast amount of brands, journeys and features within their specialism, which in turn provides them with the ideal experience to interpret and apply this scoring sheet to journeys within their domain.
The scoring sheet itself is heavily influenced by the principles of the Nielsen Norman Group, which emphasises the importance of utility, usability and visual design when it comes to evaluating user experiences.
Below you’ll find the 11:FS ratings breakdown for utility, usability, and visual design. These three metrics are combined to form the overall rating for each score with the following weighting: utility (40%), usability (40%), visual design (20%). This weighting has been chosen to reflect the greater importance of utility and usability over visual design.
Utility
How advanced is the feature and is it fit for purpose?
5 / 5
The journey is more advanced than the market standard for the intended function.
4 / 5
The journey goes beyond the market norm for the intended function.
3 / 5
The journey performs the intended function as expected, and is in line with the market.
2 / 5
The journey performs the intended function a little worse than the market norm.
1 / 5
The journey does not perform the function it is intended to.
Usability
Is the journey easy and fast to complete?
5 / 5
The journey is easy to complete and extremely efficient in terms of cognitive load etc.
4 / 5
The journey goes beyond the market norm for the ease-of-use and efficiency.
3 / 5
The journey is efficient and complete enough to match market standards.
2 / 5
The journey is not efficient or easy, but can be completed.
1 / 5
The journey is very difficult to complete and inefficient.
Visual Design
Is the design in-line with current trends and consistent across the journey?
5 / 5
This journey goes beyond current trends in design, creating a journey that is very attractive and modern.
4 / 5
This journey contains above-average visual design.
3 / 5
The app is standard for the market in terms of visual design.
2 / 5
The journey is a little dated and contains inconsistent use of typography, colour, and design.
1 / 5
The journey is extremely dated and is not visually appealing.