How to measure the success of your UX
Taking your design to the next level
Seeing someone use a product you have designed will flag problems and design failures you would least expect, which is why it’s such an important task to do. Doing this, along with other ways of measuring the success of your UX is vital to your process in building a product.
The Heart Framework from Google
Google has created a framework to measure the success of your designs. It allows you to capture all the elements of the experience critical for both user happiness and business success.
The framework is set up to track 5 key measurements accross a product, or feature with a product. Not all of these measurements will be necessary in your product though, so it’s fine to not measure against all of them and just pick and choose how you like. The 5 key measurements include:
This is the emotional response from the user as they progress through a particular feature or product as a whole. This is often difficult to measure without actually sitting with users as they go through a particular feature. This will surface any subconscious emotional reactions which you can record, as well as there facial expressions. In addition to this, asking the user to fill out a short “satisfaction” survey including overall ease of use, satisfaction, and perceived amount of time, is a good way to measure the intangible elements.
This involves the level of user involvement to the feature or product. The most common way to measure this include is to track the amount of time spent using the feature or product, so you can compare the users against each other.
Defining an “active user” with this information can help you categorise some of the users down the line, so that you can try boost engagement.
This involves the amount of gained users over a period of time, and can also include the amount of users that take to a new feature release in a product.
This is the rate at which users are returning to the feature/product. Whilst similar to engagement, it is more of a measure of how frequently the user is active.
Largely in the realm of usability labs, task success includes efficiency, effectiveness and the error rate that the user has as they use a feature or product.
I’ve found the goals, signals and metrics part of the framework difficult to understand. In essence I believe it’s saying set a goal to compare against the measurements you will collect. Go out and collect all of the data. And finally having a way to visualise the data so the team can make sense of it moving forward.