Metrics for designers @calexity

hi, I'm alexa roman

product design growth

product Designer who cares about growth

alexaroman.com/speaking

why should designers care about how their metrics work?

''conversion is up.''

''conversion is down.''

''can you make this pretty?''

''i don't want to waste more time on design.''

does your work have impact?

prove it!

what to track Where to put it how to act on it

what to track Where to put it how to act on it @calexity

how do you know your business is solving problems for people?

Acquisition Activation Retention Revenue Referral

Acquisition # of new and unique sign-ups Activation

of people who click book

Retention

of return bookings per guest

Revenue

of bookings and total booking revenue

Referral

of sign-ups from referral links

define these moment to moment

Acquisition # of new and unique sign-ups

activation # of people who click book AND potential booking $ revenue

take it or leave it pirate metrics

what to track Where to put it how to act on it @calexity

2 analytics tools + 1 A/B Testing = $$$

OR

OR OR = $$$

blah blah blah

choosing analytics tools

Event-based boo ya!

path-based hot damn!

choosing A/B testing tools

edit those visuals! say what!?

see those results! money in the bank!

take it or leave it + 2 analytics tools 1 A/B Testing tool = $$$

what to track Where to put it how to act on it @calexity

question. your. data.

dear god why!

dig in

first - technical questions

is it instrumented correctly?

might there be an error happening?

are we tracking those errors?

did i set up this report correctly?

is this the right view?

next - human questions

what happens in between these actions?

what's the user's mindset?

what's on that screen?

can I identify a specific population?

are there any outside factors?

take it or leave it question your data

what pirate metrics Where 2 analytics tools + 1 A/B Testing tool = $$$ how question your data

design is valuable

design is money

your work is valued by its perceived impact

so make the impact clear

thank you

Metrics for designers @calexity