Identifying and tracking UX performance indicators

Hira JavedJune 4, 2015

About Me

Usability Specialist

@hirajaved10

http://lnkd.in/HGSpHW

UX Instructor

The challenge with measuring UX

UX Key Performance Indicators

The HEART Framework and Goals-Signals-Metrics Process

Overview

What does success look like to you?

“User experience represents the perception left in someone’s mind following a series of interactions

between people, devices, and events – or any combination thereof.”

- Eric Reiss

UX = the sum of a series of interactions

UX is about…

motivation

attitudes

expectations

behavioural patterns

constraints

That’s hard to quantify.

In order to know whether something is working, you need a signal.

Metrics are the signals that show whether your UX strategy is working.

But…signals can be ambiguous.

Easily collected, yet not always important.

Measurable, yet not always informative.

Basic traffic metrics are easy to track and

give a good baseline on how your site is

doing, but they often aren’t very useful for

evaluating the impact of ux changes.

Effective UX KPIs are:

Behaviour based

Indicator of performance

Key to the business

Unique to the business

Easy to measure

Diagnostic

Source: http://www.uie.com/articles/power_of_ux_kpi/

Behaviour-based: Behavioural information is a critical indicator of user’s experience.

Performance indicators: A good KPI predicts an important change in the business, hopefully with enough of a lead time to react if necessary.

Key to the business: Five business goals KPIs can be related to:

1) increasing revenues 2) decreasing costs3) increasing market share 4) increasing revenue from existing

customers and 5) increasing shareholder value

Unique to the business: Generic KPIs produce generic results. KPIs should be specific to the how the business runs.

Easy to measure: KPIs are measured frequently, therefore they should be easy to track.

Diagnostic: KPIs should help identify what the problem is.

The HEART FrameworkBy: Kerry Rodden, Google Ventures

Source: http://www.gv.com/lib/how-to-choose-the-right-ux-metrics-for-your-product

The HEART Framework

Developed by Google’s research team.Measures the quality of user experience.Can be applied to a specific feature or the whole product.

HappinessEngagementAdoptionRetentionTask Success

Goals-Signals-Metrics Process

Source: http://www.gv.com/lib/how-to-choose-the-right-ux-metrics-for-your-product

Goals-Signals-Metrics Process

Articulate goals as a team.

Identify signals that indicate success of the

goal.

Build specific metrics to monitor the signals.

Putting it all together !

Goals Signals Metrics

Happiness Users share story page with their social networks

An increase in traffic from referral sites

Number of visitors from referral sites

Engagement Users spend more time on our website

The amount of content they consume

Number of stories they read per session

Adoption Users subscribe to CBC newsletters

Users visit the subscription page

Number of new subscribers

Retention Users check CBC news app frequently during the day

Users read the story whenever a notification is sent out

Number of pageviews on a story linked to a news alert

Task Success Users can comment on a story

Users complain about the commenting process

Number of complaints about commenting process

Thank you.

Questions?