The UX KPI Tree is a simple framework that helps you link user needs, user behaviour, and business goals together.

Design is not just about aesthetics; it’s about solving real problems and creating meaningful experiences for users.
But, how do we know if our designs are truly achieving these goals?

The answer lies in measurement. Without data, design is simply decoration, an aesthetic layer without clear direction or impact. This is where the UX KPI Tree comes into play.

What Is the UX KPI Tree?

The UX KPI Tree is a simple framework that helps you link user needs, user behaviour, and business goals together. It helps track the impact of your design decisions, so you can see exactly how your work is making a difference.

Let’s break it down:

1️⃣ Business KPIs: The Big Picture

At the top of the tree are your business KPIs—these are the goals that the business wants to achieve. They’re usually big-picture numbers, like user retention, revenue growth, or daily active users (DAU). These goals set the direction for everything you do.

For example, a common business KPI for a social media app could be:

• Increase daily active users (DAU).

This helps set the context for the design efforts you’re about to make.

2️⃣ UX KPIs: Connecting the Dots

Once you have your business KPIs, the next step is to translate these goals into UX KPIs. These are the metrics that focus on user experience and behaviours that will help achieve the business goals.

For example, if the business goal is to increase DAU, a UX KPI might be:

• Increase user engagement with the app’s feed by 20%.

This focuses on how users interact with the app and supports the business goal of increasing DAU.

3️⃣ UX Metrics/Key Results: Measuring Progress

To track how well you’re doing, you need UX metrics or key results—the specific, measurable targets that show you’re making progress.

A key result for increasing engagement could be:

• Increase average time spent on the feed per session by 15%.

This tells you exactly how to measure success: if you hit this number, you know that engagement has improved.

4️⃣ UX Initiatives/Objectives: Taking Action

Once you have clear key results, it’s time to think about the UX initiatives—the actions or changes you need to make to achieve your goals.

For example, to improve engagement with the feed, you might decide to:

• Personalise the feed to show more relevant posts based on what users like or interact with.

• Improve the infinite scroll feature, making it smoother and more intuitive.

• Add a social sharing button, encouraging users to share content with their network.

These initiatives are the practical steps that will help achieve the key results and make the app more engaging.

5️⃣ User Need: The Core of UX

At the base of the tree is the user need. This is what keeps everything grounded. If your designs don’t address a real user need, then they’re just features for the sake of features.

In the case of a social app, the user need might be:

• “I want to find interesting content quickly and easily.”

This insight is what drives the design process and helps ensure that your work actually solves user problems.

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Two Approaches to Using the UX KPI Tree

There are two ways you can approach measuring UX: the Bottom-Up Approach and the Top-Down Approach. The right approach depends on who you’re talking to and the context of your project.

1️⃣ Starting with the User Need (Bottom-Up Approach)

👉 Best for UX teams, product teams, and user-focused discussions. This approach makes sure everything is driven by real user problems, and it helps UX teams advocate for their work.

How it works:

• Identify the user need (what problem you’re solving).

• Define a UX KPI that reflects user behaviour related to that need.

• Align the UX KPI with an OKR to set a goal.

• Connect it to a business KPI to show how solving the user problem will help the business.

When to use it:

• When you need to advocate for UX investment in a business context.

• When you want to ensure that UX work is tied back to business goals.

• When you need to prioritise based on real user needs.

2️⃣ Starting with the Business KPI (Top-Down Approach)

👉 Best for leadership, business strategy, and planning. This approach aligns UX with business goals, making it clear how UX work supports the company’s success.

How it works:

• Define a business KPI (e.g., increase DAU).

• Identify UX KPIs that will help achieve that goal.

• Set OKRs to track the improvements you’re making.

• Break down the UX initiatives based on the user needs that will drive those metrics.

When to use it:

• When you want to present UX impact to executives.

• When you need to make sure your priorities align with company goals.

Which Approach to Use?

✅ For UX decision-making and investment? → Start with User Needs.
✅ For business alignment and strategy? → Start with Business KPIs.
✅ For a balanced approach? → Use both, depending on your audience.

The key takeaway: Both approaches work. Choose the one that’s most suited to your audience and your goals. 🚀

The Bottom Line: Both Approaches Drive Results

Regardless of whether you start with user needs or business KPIs, the goal is the same: link design decisions to measurable outcomes. The UX KPI Tree is a simple but powerful framework that helps ensure your designs are solving real problems for users and driving success for the business.

By focusing on both user needs and business goals, you can create designs that truly make a difference. So, next time you’re working on a project, think about how you’re measuring success and make sure it’s not just decoration, but design that drives impact.

Design without data is just decoration. Using frameworks like the UX KPI Tree helps make sure that your design decisions are rooted in real data, giving you the proof you need to show that your work matters.

Want to learn more about measuring UX? Let’s connect and talk about how you’re tracking success in your own projects. If you’re looking to take your UX skills to the next level and integrate strategic thinking into your design process, check out our UX Strategy Program. It’s designed to help you develop a robust approach to UX that aligns with both user needs and business goals.