UEQ: Customer Experience Questionnaire

What is UEQ?

UEQ (User Experience Questionnaire) is a tool for evaluating the user experience of products or services. It consists of a series of questions aimed at exploring various aspects of user interaction with a product, including usability, attractiveness, efficiency, and emotional perception.

The UEQ questionnaire covers a wide range of user experience aspects, divided into categories such as:

• Attractiveness: The initial perception and emotional response to the product, as well as the user’s assessment of its quality.
• Clarity: How intuitive the product is at first glance, ease of learning, and how simple it is to start using.
• Efficiency: The product’s ability to support task completion with minimal user effort.
• Dependability: User expectations regarding the product’s stability and reliability under various conditions.
• Stimulation: The product’s ability to evoke interest and maintain the user’s desire to continue interaction.
• Novelty: The sense of newness, uniqueness, and advanced features of the product in the eyes of the user.

Using UEQ allows developers and designers to gather valuable feedback from users, which can be used to improve the product. The questionnaire provides quantitative data that can be analyzed to identify strengths and weaknesses of the user experience, as well as for benchmarking against competing products.

UEQ is widely used in UX research for websites, mobile apps, software, and other digital products. It can be adapted to specific research needs and target audiences, making it a versatile tool in UX studies.

UEQ Procedure

The UEQ procedure includes several key steps to ensure reliability and representativeness of the collected data. Below is an overview of the main steps:

1. Clearly define what you want to learn about the user experience with your product.
2. Use the standard UEQ question set or adapt it to your specific needs.
3. Select a participant group representing your target audience.
4. Explain the study goals and questionnaire process to participants.
5. Ensure participants are familiar with the product before filling out the questionnaire.
6. Provide the questionnaire in a convenient format for participants.
7. Allow enough time for completion and collect responses.
8. Process and analyze data, highlighting key findings and areas for improvement.
9. Based on analysis, propose specific actions to improve user experience.
10. Develop and implement necessary product changes based on recommendations.
11. Conduct follow-up UEQ surveys after improvements to assess their impact.

Instructions

Participants are presented with 26 pairs of product attributes to evaluate. They rate each pair on a seven-point scale from -3 to +3, where the extreme ends represent opposite qualities. Here are the pairs categorized:

Attractiveness:

• unattractive – attractive
• poor quality – good quality
• unpleasant – pleasant
• annoying – enjoyable
• ugly – beautiful
• unfriendly – friendly

Clarity:

• confusing – clear
• complicated – simple
• inefficient – efficient
• difficult to learn – easy to learn

Efficiency:

• slow – fast
• ineffective – effective
• unpleasant – pleasant
• cluttered – organized

Dependability:

• unpredictable – predictable
• hindering – supportive
• unreliable – reliable
• does not meet expectations – fully meets expectations

Stimulation:

• ordinary – innovative
• boring – exciting
• not motivating – motivating
• monotonous – varied

Novelty:

• uninspired – original
• old-fashioned – pioneering
• banal – advanced
• unremarkable – unique

Note that the order of attribute pairs is randomized; sometimes the negative quality appears on the left, sometimes on the right. This prevents habituation effects and automatic responses, ensuring more thoughtful answers.

Answer Analysis

For each category, calculate the mean rating from each participant. Then aggregate these means across all respondents to get the overall average score per category. For example, the stimulation category may have an average of 1.3, while dependability could be -2.7, and so on.

What is a Normal UEQ Score?

Attractiveness:

• Excellent: 1.86
• Good: 1.60
• Above average: 1.19
• Below average: 0.70

Clarity:

• Excellent: 2.03
• Good: 1.77
• Above average: 1.25
• Below average: 0.75

Efficiency:

• Excellent: 1.90
• Good: 1.50
• Above average: 1.06
• Below average: 0.60

Dependability:

• Excellent: 1.70
• Good: 1.47
• Above average: 1.15
• Below average: 0.78

Stimulation:

• Excellent: 1.70
• Good: 1.35
• Above average: 1.01
• Below average: 0.50

Novelty:

• Excellent: 1.61
• Good: 1.14
• Above average: 0.75
• Below average: 0.25

When interpreting results, consider the context of product use and the specifics of the target audience. For example, for innovative products or those designed to meet unique needs, lower scores might be acceptable at early stages, reflecting initial user challenges with new interaction types.

Overall, aim for scores above +1 for most aspects of user experience. Also, compare results with similar products and industry benchmarks to better understand your product’s market position.