(From uie.com‘s All You Can Learn library)
Kate’s 3 languages:
- What are we trying to accomplish?
- Words
- What does that look like?
- Pictures
- How will we measure the work and track progress?
- Numbers
UX expertise horizons
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“Your metrics will be as unique as your business” —Josh Porter
Metrics
Number of downloads, average time on site, number of new sign ins etc are not the metrics we need
- They might be early indicators
- But they don’t actually answer the question of whether users find value in our product
These are the places we want to go looking for metrics for measurable value for our customers:
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Some metrics and analytics to consider:
- Click tracking
- Analytics packages
- A/B testing
- KPIs/OKRs
- Usage stats
- Conversion
Some frameworks:
PULSE metrics – mostly technical, a little old fashioned now
- Page views
- Uptime
- Latency
- Seven-day active users
- Earnings
PIRATES metrics – esp good for start-ups
- Acquisition
- Activation
- Retention
- Referral
- Revenue
HEART metrics – from Google research labs
- Happiness
- Engagement
- Adoption
- Retention
- Task success
Retention is the one common metric in the previous two frameworks. It’s not enough to get traffic through the funnel— people need to use the product
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Read Lean Analytics for the best book on this, but the authors believe:
- A good metric measures the usage of your product by a person
Criteria for a good metric:
- Clear and specific
- Know what interactions represent desired user behaviors
- Identify the specific interactions that support that behavior or action
- Find the numbers to track these interactions
- Normalized (rate or ratio)
- Percentages are inherently comparative
- They balance out big changes in total quantities
- Comparable
- Captured at regular intervals
- Directly comparable over a span of time
- Actionable
- Changes your behavior
- “Don’t just ask questions. Know how the answers will change your behavior”
Metrics vary in quality of information:
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Habitual usage is probably the most awesome things you can measure
So in this context:
- What does the user need to do?
- Where in the interface can they do that?
You can whiteboard the UX stack for this question:
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Everything above usage is about users, everything below is about product. Don’t get stuck too deeply on either side
Where the company purpose and uses intersect is your value proposition
The uses area is where thinking turns into practices and plans
“Your produce must be bridge between your customers and their dreams.”—Christina Wodke
For Facebook, here could be a sample stack:
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You can create these for multiple personas or scenarios, but all the teams must align on what the story of this stack is
Note your key use is at the Uses level.
- This is the area where you need to define your features around, instrument around and build your metrics around
- So ask, What can our customer do with our product that they can’t do without it?
- Use a mad-lib style diagram to answer that question:
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Draw that use case as a simple picture:
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Ask, Who’s our user? Where do they go and what do they do? What do they think/feel/say?
- Ideate multiple scenarios via 6-up
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Make sure to do this sketching as a team! Discuss and pick one winning scenario to take further as a SCAM artist
Then take that scenario and draw it out down to the interface level:
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Now add that with your key metrics to measure:
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Work with your product team to figure out what the key habituation moment is in your product and design to that. Samples:
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These habituation points (where users are more likely to continue use if they can get past this point) are leading indicators of your product’s long-term success
Metric systems
Funnels are one system
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Look to storyboards or hero stories our journey maps to find funnels
Then map the stories to the funnel:
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Measure these funnels over time
Instrumentation
Instrumentation is setting up the tech to capture that numbers that matter. Data can be gathered:
- Non-technical
- Technical by hand
- Instrumented with software
About Kate (from LinkedIn): Specialties: visual thinking, graphic recording and facilitation, sketchnoting, teaching/training, public speaking
Also skilled in Lean startup, entrepreneurship, UX for startups,
Seasoned UX generalist: User experience strategy & design, information architecture, interaction design, design research, business strategy & just enough tech to be dangerous.
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