Andrew Malcolm, Skype
Andrew Korf, NativeX
A discussion of around different approaches to metrics driven design and UX - especially in the mobile context
3. What is UX?
âUser experience" (UX) encompasses all aspects of
the end-user's interaction with the company, its
services, and its productâ - Jakub
4. What are metrics?
âA method of measuring something,
and the results obtained from this activity.â
9. How we use metrics:
Do it like this!
Metrics
Design Decision
Nobody clicked!
Discover it wasnât right
Old way: 3 Weeks
New way: 3 Hours
10. What metrics do our
partners track?
A lot of them, starting
with:
â˘DAUsÂ
â˘MAUs
â˘ARPDAU
â˘Retention
â˘1 day
â˘3 day
â˘7 day
â˘Churn
â˘LTV
11. What Metrics do we
track?
A lot of them, starting
with:
â˘Revenue
â˘Hourly
â˘Daily
â˘Weekly
â˘AnnualÂ
â˘Volume
â˘Customer Satisfaction
â˘Net Promoter Score
â
Revenue
12. How do small metrics
affect big metrics?
Macro:
â˘Company valuation
â˘Company ďŹnancial performance
(trailing indicator of right strategy)
⢠Maketplace perception
â˘Platform performanceÂ
Micro:
â
Revenue
â˘predictive analytics
â˘better targeting
â˘higher eCPMs
â˘higher quality conversions
â˘Ad unit performance (many instances)
â˘Ad performance
13. Methodology for metrics
driven UX
â˘Identify business objectives, align UX strategy
with business strategy
â˘Map out UX life cycle of products or features
(what do we want users to do to achieve the
business goal?)
â˘Identify the metrics that support the business
goal (derived from UX lifecycle)
â˘Do continuous improvement (hypotheses, test,
measure, improve, repeat)
â
Revenue
18. Summary
â˘Design is never ďŹnished
â˘Small adjustments based on real data yields huge
improvements over time
â˘Optimize incrementally, innovate in big leaps
â˘Metrics are used to conďŹrm or deny hypotheses
not to drive themÂ
â˘If metrics are not actionable they probably aren't
useful
â
Revenue
19. How do you use metrics to
drive design decisions?
Others?
20. Thank You.
Andrew Korf ⢠@andrewkorf
andrew.korf@nativex.com
Credits: Josh Bokardo, Leo Ciu, Eric Reis, Jakub Nielsen,
Edward Deming, Kyle Steed