How to Choose the Right UX Metrics for Your Product
When designing for the web, you can analyze usage data for your product and compare different interfaces in A/B tests. This is sometimes called “data-driven design”.
To make this work in practice it’s important to use the right ux metrics. Basic traffic metrics (like overall page views or number of unique users) are easy to track and give a good baseline on how your site is doing, but they are often not very useful for evaluating the impact of UX changes. This is because they are very general, and usually don’t relate directly to either the quality of the user experience or the goals of your project — it’s hard to make them actionable.
“If you want your produc’s design to be informed by large-scale data, it really helps to have the right metrics that reflect the quality of the user experience, and that map closely to your main goals.”
Kerry Rodden, Quantitative UX Researcher at YouTube, and her team, developed a couple of useful methods to help choose and define appropriate metrics that reflect the quality of user experience (the HEART framework) and the goals of the product or project (the Goals-Signals-Metrics process).