What gets measured, gets done.
We need to measure for outcomes, not outputs.
The measures we choose will become goals for our organization.
We need to be thoughtful and careful.
We've identified four categories of UX Metrics.
UX Success Metrics
Based on our UX Outcomes.
If we do a great job on our design, how do we improve someone's life?
Tell us the precise moment when we've improved someone's life with our design work.
UX Progress Metrics
Tells us the progress we're making towards our UX Success Metrics.
(We'll talk more about UX Progress Metrics in next week's call topic, when we discuss Progress Frameworks.)
UX Problem-Value Metrics
Tells us the progress we're making eliminating obstacles that prevent our users from reaching their UX Outcomes.
Example: The $300 Million Button
UX Value Discovery Metrics
Tells us how we can integrate the data we've collected to improve our users' experiences.
(We'll go into depth on all of these in our upcoming 5-day intensive on Persuasive UX Metrics.)
There's no way to identify meaningful UX Metrics without a mature user research capability.
Maturity of User Research:
Stage 0: No user research at all
Teams are focused only on business and technology needs.
Stage 1: Basic usability testing
Teams conduct usability tests where tasks are derived from function points in the product, service, or feature.
Stage 1.5: Basic usability testing with tasks from customer support
Teams start to integrate task scenarios from problems customers call in with.
Stage 2: Interview-based task usability testing
Teams use tasks that come from user research to validate the design.
Stage 3: Basic field research
Teams go into the users' environments to learn more about how users integrate the product, service, or feature.
Stage 4: Focused field research
Teams seek out users and environments to fill in gaps in the team's knowledge.
Stage 5: Longitudinal studies
Teams conduct in-depth research into the lives of users; before, during, and after their use of the product, service, or feature.
Stage 6: Strategic user research
Teams conduct research that directs where the organization's product and service strategies should go.
To identify effective UX Metrics, the team has to reach a minimum of Stage 4: Focused field research.
June 8: How Progress Frameworks will jumpstart your UX metrics strategy
June 15-19: 5-day Intensive: Persuasive UX Metrics
How you'll focus your organization on your user's needs and promote the power of UX.