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Measure What Matters: Crafting UX Success Metrics [UX Lisbon 2019, workshop]

3-hr workshop for participants at UX Lisbon 2019. Deck includes templates and hands-on activities.

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UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019
Measure what Matters
Crafting UX Success Metrics
Wednesday, May 23, 2019 | Kate Rutter | @katerutter
UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019
Say “hi” and

introduce yourselves.
(These are the folks who will
make your work awesome.)
3 min
Let’s get to know each other.
Hello!
UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019
tweet-friendly
@katerutter
UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019
UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019
How do you
measure UX
now?
UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019
I am not an expert on your business.
You are.




Today’s goal is to help you explore

ways to measure how well your product
serves real humans...

so you can use metrics to design 

& improve the products you build.
What to expect...
Ad

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Measure What Matters: Crafting UX Success Metrics [UX Lisbon 2019, workshop]

  • 1. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 Measure what Matters Crafting UX Success Metrics Wednesday, May 23, 2019 | Kate Rutter | @katerutter
  • 2. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 Say “hi” and
 introduce yourselves. (These are the folks who will make your work awesome.) 3 min Let’s get to know each other. Hello!
  • 3. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 tweet-friendly @katerutter
  • 4. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019
  • 5. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 How do you measure UX now?
  • 6. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 I am not an expert on your business. You are. 
 
 Today’s goal is to help you explore
 ways to measure how well your product serves real humans...
 so you can use metrics to design 
 & improve the products you build. What to expect...
  • 7. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 It’s NOT about Right vs Wrong. 
 
 It’s about Weak ideas made Strong. What to expect...
  • 8. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 You may not like the pace/process/ pressure/perspective, etc. etc. That’s okay. All I ask is that you
 keep an open mind and try it. What to expect...
  • 9. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 Let’s get warmed up Pick an idea to use for the day Task-a- Doodle write it on a stickynote A product you work on An idea for a new product or Product • Feature • Interaction • Customer problem 1 min
  • 10. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 a mobile app for delegating tasks Working parents with with kids need to know when something’s done Too much to do, not enough time need to share tasks on the go Task-a-doodle 5 3 2017Who are the people? (the users) What problems do they have? What is a proposed solution? Product Snapshot BE SPECIFIC 2 min
  • 11. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 Our work today… •Choose your focus •Identify your customer •Envision a Key Use •Establish a Key Metric •Capture the data •Track over time •Tell the story meaningful… metrics…
  • 12. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 None of these numbers help us know
 our product is working for our users. “Over 10,000 downloads!” “Avg time on site is 22 minutes!” “+450 new sign-ins this week!” Nope.
  • 13. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 Surveys Usability Testing Interviews Observation Field research Metrics & Analytics Quantitative tells you what is happening Qualitative tells you why things happen Generative helps you come up with new ideas Evaluative helps you assess or validate something Big data? best source of possible metrics NUMBERS STORIESUser Research
  • 14. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 Metrics & Analytics • Click tracking • Analytics packages • A/B testing • KPIs / OKRs • Usage stats • Conversion
  • 15. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 DAU Daily Active Users MAU Monthly Active Users CPA Cost per Acquisition ARPDAU Average Revenue per Daily Active User Retention How long they stay & how 
 frequently they interact Churn How many users you lose vs. keep LTV LifeTime Value NPS Net Promoter Score Sketch via Build Better Products by Laura Klein, Rosenfeld Media Common metrics
  • 16. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 Product Traffic Retention
  • 17. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 Product Traffic Retention use
  • 18. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 Product Retention Product Level Feature Level Interaction Level
  • 19. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 “ ~ Joshua Porter Your metrics will be as unique as your business.
  • 20. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 Our work today… •Choose your focus •Identify your customer •Envision a Key Use •Establish a Key Metric •Capture the data •Track over time •Tell the story meaningful… metrics…
  • 21. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 Features Users Uses Product Needs Company Purpose sketches, prototypes, pixels UI via @luxrco UX Stack
  • 22. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 Who is our user?
 What do they think/ feel/say? What do they need? Ask:

  • 23. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 Features Users Uses Product Needs Company Purpose sketches, prototypes, pixels UI via @luxrco UX Stack
  • 24. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 Meet Mary, a working professional with two kids. Mary needs to share the load of household tasks with her family, and get help completing tasks. using the task scheduler, task sharer and done notifications. in a way that’s friendly, clear, visual, and fast. With Task-a-doodle, Mary can create tasks, share them with her spouse and kids, and know when something gets done Task-a-doodle
  • 25. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 5 min Who is this person?
 (name & picture) What is their story? What are their
 needs & goals? Customer Portrait BE SPECIFIC
  • 26. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 What can our customer do with our product that they can’t do without it? Ask:

  • 27. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 Features Users Uses Product Needs Company Purpose sketches, prototypes, pixels UI via @luxrco UX Stack
  • 28. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 using the task scheduler, task sharer and done notifications. in a way that’s friendly, clear, visual, and fast. Meet Mary, a working professional with two kids. Mary needs to share the load of household tasks with her family, and get help completing tasks. With Task-a-doodle, Mary can create tasks, share them with her spouse and kids, and know when something gets done Task-a-doodle
  • 29. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 An example from Foodspotting
  • 30. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 An example from Foodspotting
  • 31. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 rapid viz
  • 32. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 smile frown up brows neutral down brows no brows add a mouth... add eyebrows... sketch via @luxrco; also see @austinkleon Expressions Matrix
  • 33. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 You can draw a person in 4 simple steps.... Star People
  • 34. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 Speed-sketch
 5 star people! 1 min
  • 35. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 http://bit.ly/sketchingpeople Video examples here:
  • 36. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 Overhead gallery!
  • 37. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 Key Uses 6-up OK to be obvious 5 3 2017 •1 idea per panel •6 different ideas (not a sequence) •Sketch AND write What can someone DO with your product? - Solves the problem - Addresses a need 10 min Task-a-doodle, Mary
  • 38. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 Dot-vote top pick .5 min Pick one to focus on: use a colored dot
  • 39. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 Key Use • This is a key use for your product • Make the sketch clean & clear 1 min Task-a-doodle, Mary 5 3 2017 Share tasks with others. RE-Draw your key use OK to be obvious
  • 40. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 What you have now... What people? What problems? What product? Product Snapshot Who is your customer? User? Customer Portrait What can a user do with our product? Key Use Gives meaning to our metrics}
  • 41. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 Break! 30 min
  • 42. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 Our work today… •Choose your focus •Identify your customer •Envision a Key Use •Establish a Key Metric •Capture the data •Track over time •Tell the story meaningful… metrics…
  • 43. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019
  • 44. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019
  • 45. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 …measures the usage of your
 product by a person. a good metric… Clear & specific Comparative Normalized Actionable Changes
 your behavior
  • 46. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 • Know the desired user behaviors. • Know the specific interactions that support the action
 or behavior. • Know what numbers track 
 these interactions. Clear & specific share a task * a good metric…
  • 47. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 Normalized
 (rate or ratio) • Percentages are inherently comparative • They balance out big changes in total quantities. 782 total users 420 share a task 1,275 share a task 6,835 total users 18.6% 53.7% a good metric…
  • 48. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 Comparable
 (time-stamped) • Captured at regular intervals • Directly comparable over a span of time What?!?! 6 a good metric…
  • 49. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 Actionable, not vanity • Total number of users • Downloads • Page views • Likes • Funding press releases • Articles in media • etc… a good metric…
  • 50. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 “ ~ Alistair Croll
 with Ben Yoskovitz Don’t just ask questions. Know how the answers to the questions will
 change your behavior.
  • 51. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 vanity total number of registered users unhelpful sign-ups % of users who share a task 3+ 
 times a day,
 per week awesome better % of users who sign in 3+ times a day,
 per week good % of new users per week an awesome metric…
  • 52. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 So… How do we get our awesome metric?
  • 53. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 Brainstorm 3 ideas for metrics DONE! What could you count to make sure the Key Use is happening?
  • 54. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 Pick one to focus on .05 min
  • 55. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 3. Is there an object 
 basis?
 • “per user” [ ___/user] • “per user per week” (fancy!) • Examples: per user, per session, 
 or by interaction or item 
 (messages per file, emails 
 per thread) * not required, but super-helpful • “per week” [ ___/wk ] • “per month” [ ___/mo] 2. Is there a time basis?
 • “number of...” [ # ] • “average number of...” [avg ] • “percent of...” [ % ] 1. Does the metric 
 begin with a number?
 Make it awesome % of users who share a task 3+ 
 times a day,
 per week awesome better % of users who sign in 3+ times a day,
 per week good % of new users per week 5 min
  • 56. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 Share your work Review the snapshot
 & use. Peers: make
 recommendations Improve
 as a pair Key Metric 2 min
 each
  • 57. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 Put it on your dashboard .5 min
  • 58. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 Pick another one .05 min
  • 59. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 3. Is there an object 
 basis?
 • “per user” [ ___/user] • “per user per week” (fancy!) • Examples: per user, per session, 
 or by interaction or item 
 (messages per file, emails 
 per thread) * not required, but super-helpful • “per week” [ ___/wk ] • “per month” [ ___/mo] 2. Is there a time basis?
 • “number of...” [ # ] • “average number of...” [avg ] • “percent of...” [ % ] 1. Does the metric 
 begin with a number?
 Make it awesome % of users who share a task 3+ 
 times a day,
 per week awesome better % of users who sign in 3+ times a day,
 per week good % of new users per week 3 min
  • 60. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 Key Metric 2 min
 each Share your work Review the snapshot
 & use. Peers: make
 recommendations Improve
 as a pair
  • 61. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 .5 min Put it on your dashboard
  • 62. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 Homework Pick the third one
  • 63. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 .5 min Pick ONE to work on next
  • 64. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 Questions & Discussion
  • 65. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 So… now what?
  • 66. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 Three ways to gather data:
 • Non-technical
 • Technical “by hand”
 • Instrumented with software The process of setting up the technology to capture the numbers that matter to you. This often means using an analytics package or writing custom code. Instrumentation
  • 67. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 http://www.businessofapps.com/big-list-app-analytics-tools/ https://blog.bufferapp.com/social-media-analytics-tools Instrumentation
  • 68. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 UI Sketch
  • 69. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 1.Sketch the UI - simple is good! 2.Annotate interactions to capture 3.Make notes on how to calculate. Where in the UI can you capture data? UI Sketch Homework
  • 70. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 How do we track progress over time? Ask:

  • 71. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 •Set a goal •Set a time span •Think about how to collect the data How will you track progress? Metrics Plan
  • 72. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 •Set a goal •Set a time span •Think about how to collect the data How will you track progress? Metrics Plan Homework
  • 73. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 Track over time
  • 74. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 Track over time
  • 75. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 What you have now... measures meaningful metrics}Metric Tracker How will we track progress? Metrics UI Sketch Where is it in the UI? Key Metric Plan How will we get the data? Metrics Dashboard What metric matters?
  • 76. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 Tell the story
  • 77. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 4 Metrics Dashboard Put in this order: 1 Product Snapshot 2 Customer Portrait 3 Key Use 5 Metrics UI Sketch
  • 78. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 Geek out & learn more
  • 79. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 Questions & Discussion
  • 80. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 Kate Rutter @katerutter http://intelleto.com Thanks! Swearing, drinking & UX…give it a listen! http://bit.ly/whatiswrongwithux
  • 81. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) 2019 Handouts & Templates
  • 82. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) Kate Rutter Handouts Crafting UX Success Metrics Measure what Matters
  • 83. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) Kate Rutter Features Users Uses Product Needs/Goals Company Purpose sketches, prototypes, pixels UI UX Stack * Via Luxr, Janice Fraser
  • 84. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) Kate Rutter Product Snapshot people problem solution have addresses use Product name date / /
  • 85. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) Kate Rutter Their story... Meet Customer Portrait date / / Needs & goals...
  • 86. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) Kate Rutter With _________________ , _________________ can... Key Uses 6-up sketches date / /
  • 87. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) Kate Rutter With can... , Key Use date / /
  • 88. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) Kate Rutter Feature Set date / / To meet these needs, we have these features: feature Notes feature Notes feature Notes
  • 89. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) Kate Rutter a great metric... ...makes you look at all the other metrics and say “none of those other numbers matter if we don’t get this right first.” a good metric... ...measures the usage of the product by a person. The usage should be specific to features that deliver value to the user. Making metrics actionable vanity good betterunhelpful total number of registered users % of users who share a task 3+ 
 times a day,
 per week sign-ups awesome % of users who sign in 3+ times a day,
 per week % of new users per week Does the metric begin with a number? • “percent of...” [ % ] • “average number of...” [avg ] • “number of...” [ # ] Is there a time basis? Is it comparative? • “per week” [ ___/wk ] • “per month” [ ___/mo] Is there an object basis?
 * not required, but super-helpful • “per user” [ ___/user] • “per user per week” (fancy!) 1 Metrics Check 2 3
  • 90. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) Kate Rutter metric by Goal / / Notes Metrics Dashboard date / / To assess progress, we will measure these metrics: metric by Goal / / Notes metric by Goal / / Notes
  • 91. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) Kate Rutter Metrics UI Sketch date / / Here’s what we’ll collect and measure.
  • 92. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) Kate Rutter Metrics UI Sketch date / / Here’s what we’ll collect and measure.
  • 93. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) Kate Rutter by Goal / / Key Metric plan date / / To assess progress, we will measure this metric: Measured Baseline Daily Weekly Monthly Here’s how we’ll collect the data: metric
  • 94. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) Kate Rutter Metric Tracker start date / / by Goal / / Acquisition Monthly / weekly / / / / / / / / metric to end date / / as of Baseline / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / Activation Retention Referral Revenue
  • 95. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) Kate Rutter Metric Tracker
  • 96. UX Lisbon 2019 | Measure What Matters | @katerutter | May 23, 2019 | (c) Kate Rutter What behavior are you trying to introduce / increase / decrease / change? Analytics Strategy date / / What is the financial impact of the behavior? Who owns the financials for this behavior? Who else is involved?