Metrics Driven UX: A Balanced Approach


Published on

Andrew Malcolm, Skype

Andrew Korf, NativeX

A discussion of around different approaches to metrics driven design and UX - especially in the mobile context

Published in: Business, Technology

Metrics Driven UX: A Balanced Approach

  1. 1. Metrics Driven UX A balanced approach
  2. 2. Introduction Well established Lots of users New Not a lot of users Revenue Users + $100M Paid Out + 100B New Users
  3. 3. What is UX? “User experience" (UX) encompasses all aspects of the end-user's interaction with the company, its services, and its product” - Jakub
  4. 4. What are metrics? “A method of measuring something, and the results obtained from this activity.”
  5. 5. Why metrics matter: “You can't manage what you don't measure.” - Edward Deming
  6. 6. Without metrics how do you decide what to do? “Prayer becomes the technique of choice with no clear metrics” - Josh Bokardo
  7. 7. Metrics are the key driver for Strategic UX Business Strategy Metrics UX Strategy
  8. 8. How metrics help us stay lean: The old way Metrics The new way
  9. 9. How we use metrics: Do it like this! Metrics Design Decision Nobody clicked! Discover it wasn’t right Old way: 3 Weeks New way: 3 Hours
  10. 10. What metrics do our partners track? A lot of them, starting with: •DAUs  •MAUs •ARPDAU •Retention •1 day •3 day •7 day •Churn •LTV
  11. 11. What Metrics do we track? A lot of them, starting with: •Revenue •Hourly •Daily •Weekly •Annual  •Volume •Customer Satisfaction •Net Promoter Score ■ Revenue
  12. 12. How do small metrics affect big metrics? Macro: •Company valuation •Company financial performance (trailing indicator of right strategy) • Maketplace perception •Platform performance  Micro: ■ Revenue •predictive analytics •better targeting •higher eCPMs •higher quality conversions •Ad unit performance (many instances) •Ad performance
  13. 13. Methodology for metrics driven UX •Identify business objectives, align UX strategy with business strategy •Map out UX life cycle of products or features (what do we want users to do to achieve the business goal?) •Identify the metrics that support the business goal (derived from UX lifecycle) •Do continuous improvement (hypotheses, test, measure, improve, repeat) ■ Revenue
  14. 14. Examples
  15. 15. Subway Surfers Small improvements to interaction design: + 250% higher conversions
  16. 16. My Singing Monsters Psychology based adjustments to ad unit: + 85% higher conversions
  17. 17. Lead Gen Form Simplify UX: + 35% completion & better quality leads
  18. 18. Summary •Design is never finished •Small adjustments based on real data yields huge improvements over time •Optimize incrementally, innovate in big leaps •Metrics are used to confirm or deny hypotheses not to drive them  •If metrics are not actionable they probably aren't useful ■ Revenue
  19. 19. How do you use metrics to drive design decisions? Others?
  20. 20. Thank You. Andrew Korf • @andrewkorf Credits: Josh Bokardo, Leo Ciu, Eric Reis, Jakub Nielsen, Edward Deming, Kyle Steed