SUPR-Q: User Experience Quality Metric

What is SUPR-Q?

SUPR-Q (Standardised Usability Percentile Rank Questionnaire) is a tool used to measure the quality of user experience on websites and applications. It is a short questionnaire that helps assess overall site or app usability, users’ trust, aesthetic appeal, and loyalty.

SUPR-Q consists of several questions rated on a Likert scale. The results are converted into a percentile rank, allowing comparison of the site’s or app’s usability against a database of hundreds of other sites. This helps organizations see how their product stacks up against competitors and identify areas for improvement.

SUPR-Q also includes a module for measuring Net Promoter Score (NPS), which gauges the likelihood of users recommending the site or app to others. Using SUPR-Q can be a valuable resource for organizations aiming to enhance user experience and increase customer satisfaction.

SUPR-Q Procedure

The SUPR-Q survey process involves key steps to evaluate the user experience quality of a website or mobile app. General steps include:

1. Clearly define what you want to learn with SUPR-Q and identify your target audience.
2. Include the standard SUPR-Q questions and add specific items if needed. Pilot test the questionnaire on a small group.
3. Publish the survey and invite participants via available channels, offering incentives.
4. Process collected data, compare results with the SUPR-Q database, and highlight key findings.
5. Based on analysis, identify priority improvement areas and develop a plan.
6. Implement suggested product or service changes.
7. Regularly repeat the survey to monitor improvements and adapt to user needs and expectations.

Instructions

Participants express their agreement on seven items, divided into four categories, using a scale from "strongly disagree" (1) to "strongly agree" (5). An eighth question measures Net Promoter Score (NPS) with responses from 0 to 10:

Usability:

• Perceived ease of use of the site/app.
• Assessment of navigation simplicity within the site/app.

Trust:

• Comfort level when making purchases through the site/app.
• Confidence in interacting with the site/app.

Loyalty:

• Likelihood to recommend the company to friends or colleagues (NPS question).
• Willingness to revisit the site or use the app again.

Visual Design:

• Attractiveness of the site/app design.
• Clarity and ease of information layout on the site.

If a separate NPS survey is already conducted, the fifth item can be excluded.

Answer Analysis

To calculate the SUPR-Q index, compute the average score across all questionnaire items. To equalize scoring scales, the NPS score is halved. SUPR-Q scores are also calculated separately for each category: usability, trust, loyalty, and visual appeal.

Conducting these assessments regularly, for example quarterly, helps effectively monitor shifts in customer perception and prevent deterioration of user experience quality.

What is a Normal SUPR-Q Score?

SUPR-Q scores are interpreted via percentile ranks indicating how a website or app compares to others in the SUPR-Q database. Normal scores depend on context and industry, but general guidelines are:

• 50th percentile is average — your UX is better than 50% of sites in the database.
• Above 50th percentile means your product’s UX is better than average compared to other sites.
• 75th percentile and above is very good, indicating your UX significantly outperforms most other sites.
• Below 50th percentile suggests UX improvements are needed, as your site’s experience is worse than most in the database.

“Normal” values may vary by industry and audience. For example, highly competitive or UX-demanding sectors (e-commerce, finance) often require above-average scores for competitive advantage.

Thus, when defining a “normal” SUPR-Q score for your site or app, consider your specific context and aim for continuous improvement to meet or exceed user expectations.