Metrics are synthesized from the raw data gathered from research and used to inform both original designs and changes to new designs. Additionally, metrics are useful in showing how a particular change will benefit the users and stakeholders. Without metrics, it is difficult to determine the success of your product. Metrics can be beneficial in the beginning of your project, but they can continue to offer valuable information and insight throughout the project as well. I have been sent back to a dataset several times in order to glean more details so that the stakeholders would have more concrete insights to work with. Assumptions and observations are rarely effective in building a product that satisfies users and stakeholders. However, metrics offer reliable data that can provide a strong foundation for a successful product and unification between stakeholders, users, and developers.
The presentation of metrics is just as vital as the metrics themselves. It is unfortunate when key insights are wasted because they are lost in the numbers. Visualizations of data like graphs and infographics can be a great way of presenting metrics in a way that can be understood quickly. It may be helpful to simply write out what you found in a report. Even drawings can work if they are clear. Whatever the medium, the point is to quickly and effectively communicate the information that will move you towards the stakeholders' objective.
You might ask, “If metrics are so important, which ones should I keep track of?” Honestly, that is up to you, the UXer[AW1] . Stakeholders will tell you what they want, but you decide what information will help you achieve their vision. If you need examples to give you some ideas, here are a few common metrics:
- Customer satisfaction/ratings
- Usability
- Completion rate (how often does a user complete a task?)
- Time on task (how much time does a user spend attempting to complete a task?)
Whatever metrics you use, ensure that they are well-defined and understood. Metrics are only valuable if the team is unified with regards to what the metrics are saying. Have the stakeholders define what a successful outcome is and pick what metrics you want to focus on based on their recommendation. Numbers are great, but a straightforward statement of a successful outcome will keep things grounded when the wave of data rolls in. On a related note, don’t try to track too many metrics at the same time. As mentioned above, narrow down which metrics are the most important to discovering how to get what the stakeholders want.
Don’t let metrics overwhelm you. When you keep track of your metrics, they can be an essential tool in helping others understand the value of what you do as well as understand how they can benefit from it.
Sources:
Coronado, Jose. “Quick Resource Guide to UX Metrics – Jose Coronado – Medium.” Medium.com, Medium, 30 Jan. 2018, medium.com/@jcoronado1/quick-resource-guide-to-ux-metrics-a97cf7727b2b.