We have smart devices that record the number of steps we take, the GPS coordinates of a hike we walked, the depth and temperature of a dive we made. Cheap data storage allows us to accumulate this data, use it to plot our progress in charts and determine correlations. The cloud enables us to easily share our data with friends and like-minded strangers in order to compare achievements, harvest accolades and find new insights.
In the working environment, we measure things in order to make performance visible because we want to evaluate how well we’re doing, define targets and allocate resources for achieving those targets. Making performance visible means it can be managed objectively in order to uphold a certain standard or improve the bottom line. Performance measurement improves communications internally among employees, as well as externally between the organization and its customers.
So the question actually should not be ‘why measure user experience?’, it should be ‘why aren’t you measuring the user experience of your digital interface yet?‘