Do we measure something? Is it the right thing? What can we take from analytics and how to collect metrics? Get the insight into the process which starts with an observation and leads to the design decisions and find out the answers on all mentioned questions.

1. Metrics for design
decisions
Diana Prokusheva
UX designer SEMrush

2. Woozle effect
2
A Woozle is a claim made about research
which is not supported by original findings.

3. UX metrics = Woozles
1

4. Sales went down 5% last week.
4
Pushed a bad code change that is hurting conversion.
Something in your design is not working properly.
New competitor is entering your market.
Measurements were inaccurate and therefore the data is not reliable.
Fluctuations +/- 5% are normal.
Decision 1
Decision 2
Decision 3
Decision 4
Decision 5

5. 5
Observations
Conclusion
Decisions

6. 6
Time On Page is a good
thing, because we think it
says people spent a lot of
time looking around at all
our good stuff.
Time On Page is a bad
thing, because we think it
says people spent a lot of
time being really confused
about what’s on the page.

7. 7
Only 24% of respondents checked
both of the options for looking at
quant and qual research.
18% of respondents admitted that
they “don’t really know” whether or
not their design changes are
actually improvements.

8. Why?
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9. We are stuck in delivery mode because all we ever measure is shipping
9

10. The team is starting to measure positive difference to the impact our
feature have on the customer.
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11. Measure the number of people that
successfully connect against those that
drop out.
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Cluster 1 Cluster 2 Cluster 3
75% success
25% fail:

12. From the observation to
the design decisions
2

13. “ 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.
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14. 14
New version
New analytics
workflow
Quantitative
data
Qualitative
data
Insights
Make
changes

15. 15

16. 16
Which problem the product is trying
to solve?
Product helps to assess your backlink profile in order to find toxic backlinks that
affect your SEO rankings, and treat them by removing or disavowing them to avoid
penalties by the search engines.
FEATURE 1
Find toxic backlinks
FEATURE 2
Get rid of toxic backlinks
FEATURE 3
Monitor backlinks profile

17. Journey map
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18. Optimization
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19. 19
“To our existing users, stability in the design is a sign of quality.
When the things they’ve learned and mastered stop working,
they see us diminishing the product’s quality. ”

20. 20
Skype redesign is a radical change
Before After

21. Continuous deployment
Make lightweight, progressive changes that are similar to what the users are used to.
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22. What was it about
● do not measure the number of features, measure value for the user
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● make a conclusion based on research
● make changes by little steps
● concentrate on the problem that your service is solving
and why users come to you

23. Enjoy and share
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24. d.prokusheva@semrush.com
https://www.facebook.com/diana.prokusheva.7
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Thank you