XM IOS Minimum Measurement Plan
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3 Problems, 7 Primary Metrics and a few Secondary Metrics
Through our research with customers, we formed 3 high level problem areas for users around the expensing process. By mapping these problems to metrics, we can get additional insight into whether we are indeed solving these problems for our users.
Doing Expenses is a Cumbersome Process
Top pain point, and top focus is to simply make expensing easier and faster
Primary Metric: “Minutes Per Expense”
Success means quick expense creation
How to calculate: Total App Minutes / Total Expenses Submitted
The KPI of minutes spent per X activity is extremely common for enterprise software applications.
Employees have a “Friday = expense day” Mentality
To avoid the build up of expenses, Get-in, get-out “micro” experiences are front and center in the design strategy
Primary Metric: “Avg. Expense Create Latency”
Expenses are created and submitted closer to the actual date of the expense.
How to calculate: ∑ (Expense Date — Expense Create Date) / Total Expenses
Secondary Metric: “Non-Friday Creation Rate”
Success means app expenses are created on the go, during the week, and not on Fridays.
How to calculate: Expenses created on Monday-Thursday / All Expenses
Tertiary Metric: “Sessions per Expense Creates”
Success means the same amount of creates, spread across more frequent, shorter sessions.
How to calculate: Sessions / Expense Creates
If you think about it, this is an explicit way measuring H&L’s Mobile Strategy’s mission — to be “only, exactly what the user needs, every time.”
Employees don’t know all the rules
Can XM IOS help teach you to make less errors?
Primary Metric: “Validation Errors Per Create”
Success means less validation errors while creating expenses.
How to calculate: Validation Errors / Expenses Created
Secondary Metric: “Submission Rejection Rate”
Success means less expense rejections by the approval center and therefore roundtrips for an expense to be approved.
How to calculate: Expenses Rejected / Expenses Submitted
Active Rate, Retention Rate and more…
If more and more expenses are being created in XM IOS …then we know users are seeing value. These are metrics not tied to a specific problem.
Primary Metric: “Active Rate”
Success means visitors who login are likely to create their first couple expenses in the IOS app.
How to calculate: Users who Signed in / Users who became Active. Current “Active Users” means the user has submitted 2 expenses in the recent month.
Primary Metric: “Retention Rate”
Success means visitors who sign up or make their first expense stay engaged and continue to make expenses.
How to calculate: Broken down by Months since first Active; Currently Active Users / Users who were once Active
Primary Metric: “Native Mobile Rate”
Success means a good percentage of their expenses are being used via the app.
How to calculate: Native Mobile Expenses Submitted Volume / *All Ecosystems Expenses Submitted Volume
*Note: It is best to use the actual via a 360 view across IOS and Desktop, but an estimation may provide value in the short-term.
Secondary Metric: “Organic Growth”
Success means that people are finding out about the app from their colleagues.
How to calculate: Count of Active users via Organic. Organic will be classified as New downloads not referred by email blasts or not happening in close proximity to the date of email blasts.
We hypothesize that achieving any early Organic growth will be a harbinger for future success. We believe these users will be more qualified and have a higher “Native Mobile Rate” and “Retention Rate.”
