Here's my presentation from the Advanced Usability Testing class this week. In this, I talk about what could possibly go wrong while interpreting data collected from usability tests, how usability metrics should be categorized, why macro-metrics are more reliable than micro-metrics and how Google's HEART framework overcomes this problem.

1. Usability Metrics
max growth

3. Usability Metrics
Macro Metrics
Happiness level
Engagement
Task Success
Conversion
User satisfaction
Adoption
First Impression
Micro Metrics
Page Views
Scroll Rate
Number of clicks
Time on site
Success rate
Heatmaps
Total time reading

4. What different usability metrics could mean
Pageviews (High)
- High level of interest / engagement
- Confusion
No of clicks (High)
- High conversion rate
- Wrong terminology / interpretation
Eyetracking heatmaps (High density)
- Right affordance
- Obtrusive animation /colors
Time on site (High)
- Engagement
- Confusion / Distraction / Frustration

5. What can go wrong
- The signals that are easiest to track don’t show what is really important.
(eg: Pageviews)
- Signals can be ambiguous (eg: Time on site)
- Signals do not always map to design (eg: High Traffic)
- The right signals might not get captured at all

6. How usability metrics should be categorized

7. Recipe for the right usability test
- Know what you’re testing
- Allow the UX and Sales team to decide what to test
- Understand the context
- Connect interactions to understand context and behavior
- Follow the heart

8. Follow the HEART (Google’s framework designed to test usability)
Happiness
Engagement
Adoption
Retention
Task success
Method: Survey, Interview, Contextual Inquiry
Method: Time on page, Scroll Rate, Eyetracking, Pageviews
Example: Medium.com (Scroll Time + Subscription)
Method: Survey, Interview
Example: Modcloth: NPS, Product reviews, Social media posts
Method: IP tracking, Surveys
Example: Amazon: order history + prime subscription
Method: Usability tests, Video recording
Example: Intuit: successful tax filings + Time per task + Errors encountered

9. Thank You !