Experience Design is fundamentally about changing what’s already there and improving it.
The improvement part requires first creating a baseline, then a hypothesis, a test and at the result of that test – a conclusion which will direct your next hypothesis to improve your current standing.
At the beginning of any project or activity you need to start with a simple question – what are we trying to achieve by doing this?
And by first creating a baseline, then running your activities and tests, you’ll be able to quantifiably measure that after you are indeed changing and improving your platform, product or service – or at least your knowledge about your platform, product or service’s users.
Noah Kagan @noahkagan says “Pick one metric at a time to focus on that will impact your product.”
I’d like to add – that the ‘time on site metric’ is one metric you can live without. With the advent of tabs and multiple browsing windows on devices and computers alike – it’s completely un-actionable.
Lean Analytics: making products better
The HEART framework by Google
While helping Google product teams define UX metrics, we noticed that our suggestions tended to fall into five categories:
Happiness: measures of user attitudes, often collected via survey. For example: satisfaction, perceived ease of use, and net-promoter score.
Engagement: level of user involvement, typically measured via behavioral proxies such as frequency, intensity, or depth of interaction over some time period. Examples might include the number of visits per user per week or the number of photos uploaded per user per day.
Adoption: new users of a product or feature. For example: the number of accounts created in the last seven days or the percentage of Gmail users who use labels.
Retention: the rate at which existing users are returning. For example: how many of the active users from a given time period are still present in some later time period? You may be more interested in failure to retain, commonly known as “churn.”
Task success: this includes traditional behavioral metrics of user experience, such as efficiency (e.g. time to complete a task), effectiveness (e.g. percent of tasks completed), and error rate. This category is most applicable to areas of your product that are very task-focused, such as search or an upload flow.
Also explained really well here:
And here’s a nice closer about growth.
Lecture 6 – Growth (Alex Schultz)
From the ‘How to start a Startup’ series from Stanford