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Measuring What Matters: A UX Approach to Metrics :: UX Days Tokyo [April 2015]

This hands-on workshop guides participants through the process of defining a key use, identifying an actionable metric to measure and sketching out a plan to capture the data to measure progress over time. 5-hour workshop with handout templates.

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UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015
a UX Approach to Metrics
Measuring what Matters
Sunday, April 19, 2015 | Kate Rutter | @katerutter
UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015
Letʼs get to know each other
At each table...
* name
* role
* your favorite superpower
Hello!
5 min
UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015
@katerutter
tweet-friendly
UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015
UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015
UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015
I am not an expert on your business.
You are.
My goal is to help you explore
how to measure how well your product
serves real humans...
so you can use metrics to design & improve
the products you build.
What to expect...

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Measuring What Matters: A UX Approach to Metrics :: UX Days Tokyo [April 2015]

  • 1. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 a UX Approach to Metrics Measuring what Matters Sunday, April 19, 2015 | Kate Rutter | @katerutter
  • 2. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 Letʼs get to know each other At each table... * name * role * your favorite superpower Hello! 5 min
  • 3. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 @katerutter tweet-friendly
  • 4. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015
  • 5. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015
  • 6. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 I am not an expert on your business. You are. My goal is to help you explore how 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 Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 What to expect... We are going to be working fast.
  • 8. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 What to expect... There is a purpose to this. I will push you to get something down rapidly. In 1 day, youʼll learn how to create actionable, UX-centered metrics to track progress of your product. We are going to be working fast.
  • 9. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 What to expect... You will be working solo and in pairs. Note that these techniques are very powerful in teams. Weʼll keep talking to a minimum. (Happy to talk more after the workshop.)
  • 10. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 What to expect... You may not like the pace/process/ pressure/perspective, etc. etc. That is okay. All I ask is that you keep an open mind and try it.
  • 11. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 How do you measure UX now? 10 min
  • 12. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 UX + metrics = <3
  • 13. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 •Identify and design for key interactions that deliver measurable value to your users. •Have a clear set of numbers that indicate progress. •Know what interactions you need to track to measure user behaviors. Why?
  • 14. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 Why this matters: “Over 10,000 downloads!” “Avg time on site is 22 minutes!” “+450 new sign-ins this week!”
  • 15. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 Why this matters: “Over 10,000 downloads!” “Avg time on site is 22 minutes!” “+450 new sign-ins this week!” FAIL
  • 16. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 Why this matters: “Over 10,000 downloads!” “Avg time on site is 22 minutes!” “+450 new sign-ins this week!”is this good?
  • 17. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 Product (black box) Conversion Funnel Traffic
  • 18. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 Product (black box) Conversion Funnel Traffic
  • 19. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 ~ Alistair Croll Don’t just ask questions. Know how the answers to the questions will change your behavior.
  • 20. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 A good metric is... Clear & specific Comparative Rate/Ratio Changes your behavior
  • 21. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 What we will make Snapshot What people? What problems? What product? How will we track progress? Metric plan What can a user do with our product? Key use What metric matters? Key metric
  • 22. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 Make a product snapshot
  • 23. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 Letʼs get warmed up A product you work on An idea for a new product Pick an idea to use for the day 2 min Task-a- Doodle write it on a stickynoteor
  • 24. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 Create a Product Snapshot Snapshot What people? What problems? What product? What can a user do with our product? Key use How will we track progress? Metric plan What metric matters? Key metric
  • 25. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 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 4 19 2015 10 min Who are the people? (the users) What problems do they have? What is a proposed solution? Product Snapshot BE SPECIFIC
  • 26. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 Is it clear? Is it specific? What can be improved? Product Snapshot Share as a pair 5 min (each)
  • 27. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 What you have now... Snapshot What people? What problems? What product? What can a user do with our product? Key use How will we track progress? Metric plan What metric matters? Key metric
  • 28. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 the UX STACK
  • 29. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 How do I KNOW IT’S WORKING? I have a product. so...
  • 30. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 Who is it for? Why does it matter to them? What can they do that they couldnʼt do before? What features do they need to do that? How do those features fit together? Users Needs & goals Uses Features Product, brand & voice via @luxrco UX elements
  • 31. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 Users Needs & goals Uses Features Product, brand & voice Features Users Uses Product Needs via @luxrco UX stack via @luxrco
  • 32. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 Users Needs & goals Uses Features Product, brand & voice Features Users Uses Product Needs Company Purpose via @luxrco sketches, prototypes, pixels UI UX stack via @luxrco
  • 33. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 Envision a Key Use
  • 34. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 Envision a Key Use Snapshot What people? What problems? What product? What can a user do with our product? Key use How will we track progress? Metric plan What metric matters? Key metric
  • 35. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 via @luxrco Features Users Uses Product Needs Company Purpose via @luxrco sketches, prototypes, pixels UI UX stack
  • 36. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 An example from Foodspotting 6-up uses
  • 37. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 Envision 6 uses sketch! Task-a-doodle, Mary 4 19 2015
  • 38. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015
  • 39. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 30 sec
  • 40. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 Rapid Sketching Star people! People, Context & Emotion
  • 41. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 You can draw a person in 4 simple steps.... Star People
  • 42. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 Star People in context Use simple shapes to put a person in a place.
  • 43. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 smile frown up brows neutral down brows no brows add a mouth... add eyebrows... Expressions Matrix
  • 44. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 2 min Speed-sketch 10 star people!
  • 45. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 Key Uses 6-up OK to be obvious Task-a-doodle, Mary 4 19 2015 •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
  • 46. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 Key Use •This is info transfer; not a new idea •Make the sketch clean & clear Select one and redraw. 5 min Task-a-doodle, Mary 4 19 2015 Share tasks with others. What can someone DO with your product? OK to be obvious
  • 47. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 What you have now... Snapshot What people? What problems? What product? What can a user do with our product? Key use How will we track progress? Metric plan What metric matters? Key metric
  • 48. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 Lunch! http://www.g4tv.com/attackoftheshow/blog/post/715478/cutest-bento-boxes-for-geeks 1 hr
  • 49. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 Identify a Key Metric
  • 50. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 Identify a Key Metric Snapshot What people? What problems? What product? What can a user do with our product? Key use How will we track progress? Metric plan What metric matters? Key metric
  • 51. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015
  • 52. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 a good metric... a great metric... ...makes you look at all the other metrics and say “none of those other numbers matter if we donʼt get this right first.” ...measures the usage of your product by a person. The usage should be specific to features that deliver value to your user. vanity total number of registered users unhelpful sign-ups % of users who share a task 3+ times a day, per week awesomebetter % of users who sign in 3+ times a day, per week good % of new users per week Metrics checklist
  • 53. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 Brainstorm 5 ideas for metrics 5 min What could you count to make sure the Key Use is happening?
  • 54. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 Pick one to focus on 1 min
  • 55. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 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 5 min
  • 56. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 Share your work Review the snapshot & use. Take 3 minutes to confirm clarity Peers: make recommendations Share as a pair 5 min (each) Key Metric
  • 57. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 10 min Questions & Discussion
  • 58. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 % of users who wear a tie within one week of receiving it, per month. % users who wear a received tie 3+ times/week, per week. % users who purchase a tie 3 shipments in a row, per week.
  • 59. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 Put it on your dashboard 1 min
  • 60. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 Pick another one 1 min
  • 61. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 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 5 min
  • 62. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 Put it on your dashboard
  • 63. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 Break! 15 min
  • 64. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 One more time 1 min
  • 65. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 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 5 min
  • 66. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 Share your work Review the snapshot & use. Take 3 minutes to confirm clarity Peers: make recommendations Share as a pair 5 min (each) Key Metric
  • 67. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 Put it on your dashboard 1 min Pick ONE to work on next
  • 68. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 What you have now... Snapshot What people? What problems? What product? What can a user do with our product? Key use How will we track progress? Metric plan What metric matters? Key metric
  • 69. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 Make a Plan
  • 70. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 Make a Metric Plan Snapshot What people? What problems? What product? What can a user do with our product? Key use How will we track progress? Metric plan What metric matters? Key metric
  • 71. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 Metrics Plan •Set a goal •Set a time span •Think about how to collect the data How will you track progress? % of users who share a task 3+ times a day, per week Capture clicks on “share now” - capture # of shares - timestamp each - capture by user ID (dump into raw data file) - use total # of users as base 1. Calculate by day, # of users with 3+ shares from 12:00am - 11:59pm 2. Use threshold of 3+ to order list 3. # of users above threshold / Total # of users x 100 = % Week starts Monday @ 12:00am, ends Sunday @ 11:59pm 30% 8 1 2015 5% 4 19 2015
  • 72. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 Metrics Plan •Set a goal •Set a time span •Think about how to collect the data How will you track progress? % of users who share a task 3+ times a day, per week Capture clicks on “share now” - capture # of shares - timestamp each - capture by user ID (dump into raw data file) - use total # of users as base 1. Calculate by day, # of users with 3+ shares from 12:00am - 11:59pm 2. Use threshold of 3+ to order list 3. # of users above threshold / Total # of users x 100 = % Week starts Monday @ 12:00am, ends Sunday @ 11:59pm 30% 8 1 2015 5% 4 19 2015 Capture clicks on “share now” - capture # of shares - timestamp each - capture by user ID (dump into raw data file) - use total # of users as base 1. Calculate by day, # of users with 3+ shares from 12:00am - 11:59pm 2. Use threshold of 3+ to order list 3. # of users above threshold / Total # of users x 100 = % Week starts Monday @ 12:00am, ends Sunday @ 11:59pm
  • 73. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 Three ways to gather data: • Non-technical • Technical “by hand” • Instrumented with software Instrumentation 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.
  • 74. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 Metrics Plan •Set a goal •Set a time span •Think about how to collect the data 20 min How will you track progress? % of users who share a task 3+ times a day, per week Capture clicks on “share now” - capture # of shares - timestamp each - capture by user ID (dump into raw data file) - use total # of users as base 1. Calculate by day, # of users with 3+ shares from 12:00am - 11:59pm 2. Use threshold of 3+ to order list 3. # of users above threshold / Total # of users x 100 = % Week starts Monday @ 12:00am, ends Sunday @ 11:59pm 30% 8 1 2015 5% 4 19 2015
  • 75. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 Pass your work 1-minute “quiet read” 5 minutes of questions to confirm clarity and then feedback. Peers: Offer help and advice. Share as a pair 15 min (total) Metrics Plan
  • 76. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 What you have now... Snapshot What people? What problems? What product? What can a user do with our product? Key use How will we track progress? Metric plan What metric matters? Key metric
  • 77. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 Tracking over time
  • 78. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 Track over time
  • 79. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015
  • 80. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015
  • 81. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 Pull it all together. Tell the story.
  • 82. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 via @luxrco Features Users Uses Product Needs Company Purpose via @luxrco sketches, prototypes, pixels UI UX stack
  • 83. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 What you have now... Snapshot What people? What problems? What product? What can a user do with our product? Key use How will we track progress? Metric plan What metric matters? Key metric
  • 84. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 This is [product name] . * Minimum Viable Product 10 minMetrics Gallery The metric & plan: The value: The idea...
  • 85. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 10 min Questions & Discussion
  • 86. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 Geek out & learn tons more
  • 87. UX Days Tokyo | Measuring What Matters | @katerutter | APRIL 19, 2015 Kate Rutter @katerutter http://intelleto.com Thanks!
  • 88. UX Days Tokyo | Measuring What Matters | @katerutter | April 2015 Handouts a UX Approach to Metrics Measuring what Matters
  • 89. UX Days Tokyo | Measuring What Matters | @katerutter | April 2015 Features Users Uses Product Needs Company Purpose sketches, prototypes, pixels UI UX Stack
  • 91. With _________________ , _________________ can... Key Uses 6-up sketches date / /
  • 93. 6 a great metric... ...makes you look at all the other metrics and say “none of those other numbers matter if we donʼt 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
  • 94. metric by Goal / / Notes Metrics Dashboard date / / To assess progress, we will measure these metrics: metric by Goal / / Notes metric by Goal / / Notes
  • 95. by Goal / / Key Metric plan date / / To assess progress, we will measure this metric: Measured Baseline Daily Weekly Monthly Hereʼs how weʼll collect the data: metric