“You know how being at the concert and taking a picture of yourself at the concert takes you out of that experience? That’s how I feel about metrics.” — Shia LaBeouf
Shia, thank you for locking yourself in an elevator for 24 hours. You’ve given me a sudden burst of inspiration on a Friday afternoon.
Metrics are meaningful—there’s no denying that. But when it comes to creating digital experiences, sometimes metrics and experiences don’t match up. There is truth in numbers, of course. And numbers are often the determining factor when it comes to defining success. But Shia brings up a good point: only focusing on metrics can take away from the experience you’re trying to create.
My point is short and sweet: depending on your measurement of success, don’t sacrifice something awesome, unpredictable and/or impactful for the sake of a number (i.e., bounce rate). Don’t take yourself or your customer out of an experience just because best practices tell you to. Take a chance and enjoy the e̶l̶e̶v̶a̶t̶o̶r̶ ride.
Take a Bite is a series written by Heather that delivers bite-sized ramblings about all things UX, design and the like.