Is your app truly well-designed... or just loved because it's famous? (And vice-versa)
When asking users about their experience, their answers do not reflect UX alone: they are often influenced—sometimes unconsciously—by brand perception. To better understand this phenomenon, we conducted a large-scale quantitative study.
From May 7 to 15, 2025, 3,463 French respondents evaluated 40 apps and websites across 4 key sectors (e-commerce, banking, travel, media) based on 6 criteria:
- Visual identity
- Navigation flow
- Ease of finding information
- Content quality
- Relevance of recommendations (e.g., related articles, services, offers)
- Trust and security
We also measured their spontaneous brand perception, along with an UMUX-Lite score, a standardized usability metric.
In this white paper, we show you how we used a multivariate linear regression to neutralize the brand effect, calculate a "cleaned" score, and compare these results with standardized metrics. The takeaway: concrete methods to make your own evaluations more reliable.
How strong is this brand effect? How do you build an objective benchmark? How did we synthesize 24,000 qualitative insights? And what on earth is a Spearman correlation coefficient?
This white paper helps you make sense of it all—and determine the best way to measure your product performance!
