Understanding the Impact of NPS on User Experience Research

Philip Burgess
Jan 7
3 min read

User experience (UX) research aims to understand how people interact with products and services to improve satisfaction and usability. One tool that often appears in this field is the Net Promoter Score (NPS). While NPS is widely used to measure customer loyalty, its role in UX research is sometimes misunderstood or underestimated. This post explores what NPS really means for UX research and how it can shape the way we design better experiences.

Eye-level view of a digital dashboard showing customer feedback metrics — NPS

What is NPS and How Does It Work?

NPS is a simple metric that asks users one question: How likely are you to recommend this product or service to a friend or colleague? Respondents answer on a scale from 0 to 10. Based on their score, users fall into three groups:

Promoters (9-10): Loyal enthusiasts who will keep using and recommending the product.
Passives (7-8): Satisfied but unenthusiastic customers who are vulnerable to competitors.
Detractors (0-6): Unhappy users who can damage the brand through negative word of mouth.

The NPS is calculated by subtracting the percentage of detractors from the percentage of promoters. The result is a score between -100 and 100. A higher score indicates stronger customer loyalty.

Why NPS Matters in UX Research

NPS provides a quick snapshot of overall user sentiment. It helps UX researchers understand whether users feel positively enough about their experience to recommend it. This insight is valuable because:

It links experience to business outcomes. A high NPS often correlates with customer retention and growth.
It highlights user loyalty beyond satisfaction. Users might be satisfied but not enthusiastic enough to promote the product.
It offers a benchmark for improvement. Tracking NPS over time shows if UX changes impact user loyalty.

However, NPS alone does not explain why users feel a certain way. It needs to be combined with qualitative research to uncover the reasons behind the score.

Using NPS to Guide UX Improvements

To make the most of NPS in UX research, consider these practical steps:

Collect follow-up feedback. After asking the NPS question, include an open-ended prompt like What is the main reason for your score? This reveals specific pain points or highlights.
Segment users by score. Analyze the behaviors and feedback of promoters, passives, and detractors separately. For example, detractors might struggle with usability issues, while promoters appreciate certain features.
Track changes over time. Measure NPS before and after UX updates to see if improvements increase user loyalty.
Integrate with other metrics. Combine NPS with task success rates, time on task, or error rates to get a fuller picture of user experience.

Example: Improving a Mobile App with NPS Insights

A mobile app team noticed their NPS was low despite good usability scores. Follow-up comments revealed users loved the app’s design but found the onboarding confusing. The team redesigned the onboarding flow, then tracked NPS again. The score rose by 15 points, showing that addressing this specific UX issue boosted user loyalty.

Close-up view of a user interacting with a mobile app on a smartphone — User navigating a mobile app interface on a smartphone screen

Limitations of NPS in UX Research

While NPS is useful, it has limitations that UX researchers should keep in mind:

It is a single-question metric. NPS does not capture the full complexity of user experience.
It can be influenced by factors outside UX. Pricing, customer service, or brand reputation can affect scores.
It may not apply equally to all products. For example, niche or technical products might get lower NPS despite good UX.
It risks oversimplifying user sentiment. Relying solely on NPS can miss important nuances.

To avoid these pitfalls, use NPS as one part of a broader UX research toolkit.

Best Practices for Incorporating NPS in UX Research

Use NPS alongside qualitative methods. Interviews, usability tests, and surveys help explain the score.
Customize the timing of NPS surveys. Ask users after meaningful interactions to get relevant feedback.
Analyze trends, not just snapshots. Look for patterns over weeks or months to guide long-term UX strategy.
Communicate NPS results clearly. Share insights with design and product teams to align efforts.