Measuring Design Success — #IDFBLR
Workshop by Mr. Sameer Bhiwani
With over 17 years of experience in the field of user experience and design, Sameer believes in solving problems by applying design principles combined with a deep understanding of business and technology. Currently, he leads a design team at BlueJeans Network making video collaboration a great experience for business users. He also provides mentorship to young designers at DesignLab.
Event took place at awesome hangout place of Zeotap Bengaluru.
zeotap makes large-scale, deterministic data assets easily available in digital advertising and other industries using privacy-by-design technology.
You work hard on designing an interface, go through iterations, polishing, creating specs, development, testing and finally ship a product or a new feature out into the world.
What happens next?
- Are users noticing the nuances you spent sleepless nights toiling over?
- Is the ‘white-space’ you fought for giving the intended result?
- Which elements are they using the most? What is being ignored?
- What interface or flow tweaks can you make in the next release to help users maximise the value of this feature?
This workshop covered the following topics, and helped answer the above and more questions:
- Understanding user behavior with UI metrics
- Setting measurable success goals for your design
- Using a 4-point framework for measuring the success of your design
- Case studies and examples
A hands-on group activity in defining success metrics
Story of “a million dollar” Button
We started with the case study of “The 300 million dollar button” by Jared Spool. The checkout process of a major online retailer’s site was broken. Because of tracking, measurement and a simple change — they made 300 million dollars more in sales in one year.
Business and customers, both have different needs.
Design is the bridge between them.To know if the design is effective is meeting these needs, we must first get the facts and then measure, measure, measure!
Measuring Design Success
Having said that many questions may pop up — what, when and how do we measure design success, and more importantly what we should do with the measured results?
Sameer proposed a 4-Point Framework to measure success:
1. Define Goal
Why are you designing this solution? What is your target?
2. Define Success
How will you know you achieved your target?
3. Ask Questions
Which answers will confirm your success?
4. List Measurements
What do you need to measure to answer those questions?
We went through a BlueJeans product case study to see this framework in action.
Hands-on Activity
To solidify the learning, we next did a group activity — Measuring success of Facebook feature “Share an update” in which we mapped each clickable object in the UI to the users’ goal.
Result & Presentations
It was a great opportunity to present and get feedbacks on our findings.
