OKR: Should you use them for setting goals?
Trackable Footprints Come From User Observation
The best UX metrics we’ve ever found have all come from observing users. We see the users do something and ask *“How often does that happen in real life?”*This is how we’ve uncovered hidden treasure troves of millions of dollars in retail websites. We’ve also found under-read content on content marketing sites and under-utilized functionality in enterprise applications. We’ve found workflows that were super complicated and creating undue friction to helping the users achieve their objective.
When we’ve just drawn inferences from analytics, we end up chasing Woozles and getting nowhere. By starting with user observations and identifying footprints to build our UX metrics, we create powerful tools for measuring how our designs work.
UX Metrics: Identify Trackable Footprints and Avoid the Woozles
4 Steps to Defining GREAT Metrics for ANY Product - Hacker Noon
- Mapping the journeys: To begin, lets get an overview of piece the customer/s journey
- What does the customer experience? Outline each scenario.
- Through user research we can identify jobs to be done, that we are ignoring completely, or not satisfying properly.
- Value: This lets us explore in detail everything that the customer or customers are going through, what we have an impact on, what we dont, what we could have an impact on. Allowing us to make them our focus, and make sure we can tackle each part of their journey and make it as good as it can be, to give us the best chance of doing well as a business.
- **Responsibility: **Lets identify who is responsible for every aspect
- If our company has an impact at any point on the customer, which team or role is responsible for that impact? (Side note, is there a touchpoint where we have no impact that we could have?)
- Value: This will allow each role and team to be keenly aware of how they contribute
- **Measuring success: **It's hard to improve what we don't measure
- How do we measure success for our impact on a customer touchpoint?
- Quantitative metrics: an appropriate number to measure by, eg. "conversion rate"
- Qualitative metrics: could use Jared Spool's "frustration - usable - delightful" spectrum of user experience and associated principles. A job to be done we are not servicing at all, would be a point of frustration
- Value: This allows each role and team to tangibly track their impact, and be able to know how they're going, and what they should be aiming for
- Our trajectory:
- Past = Where were we before?
- Progress so far = Where are we at now?
- Goals = And where do we want to be in the future in terms of our measurements of success for each metric for the following parties:
- the business as a whole,
- each team/role,
- each customer,
- any other relevant segments
- Value: This lets us see tangibly in hard numbers, how far we've come, and get a sense of where we're at and clearly see where we need to go
- How would we prioritise all the opportunities to adjust how we impact a customer touchpoint? Is there a touchpoint that's doing really poorly, is there one we think we could drastically improve easily?
- Map out the opportunities in terms of potential value and difficulty