Identifying and tracking UX performance indicators

Hira JavedSeptember 17th, 2015

About Me

Usability Specialist

@hirajaved10

linkedin.com/in/hirajaved

UX Instructor

The challenge with measuring UX

UX Key Performance Indicators

The HEART Framework and Goals-Signals-Metrics Process

Overview

How do you plan a road trip?

“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

What does success look like to you?

UX is about…

motivationattitudesexpectationsbehavioural patternsconstraints

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 performanceKey to the businessUnique to the businessEasy to measureDiagnostic

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 Framework

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

The HEART FrameworkDeveloped by Google’s research team.

Measures the quality of user experience.Can be applied to a specific feature or the whole product.

Happiness

Engagement

Adoption

Retention

Task 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

Lessons Learned• This is a lot harder than it looks!

• Not all elements of the HEART Framework will apply to you. Need to customize.

• Bridges the gap between product creators and product users. Creates empathy.

• Helps make direct connection between product KPI and UX strategy.

Thank you.

Questions?