Metrics for Designers

A presentation at SoCal UX Camp in August 2017 in Irvine, CA, USA by Lex Roman

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Metrics for designers @calexity

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hi, I'm alexa roman

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product design growth

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product Designer who cares about growth

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alexaroman.com/speaking

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why should designers care about how their metrics work?

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''conversion is up.''

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''conversion is down.''

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''can you make this pretty?''

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

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does your work have impact?

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prove it!

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

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

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

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Acquisition Activation Retention Revenue Referral

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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

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define these moment to moment

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Acquisition # of new and unique sign-ups

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

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take it or leave it pirate metrics

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

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

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OR

  • OR OR = $$$

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blah blah blah

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choosing analytics tools

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Event-based boo ya!

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path-based hot damn!

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choosing A/B testing tools

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edit those visuals! say what!?

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see those results! money in the bank!

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

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

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question. your. data.

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dear god why!

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dig in

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first - technical questions

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is it instrumented correctly?

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might there be an error happening?

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are we tracking those errors?

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did i set up this report correctly?

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is this the right view?

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next - human questions

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what happens in between these actions?

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what's the user's mindset?

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what's on that screen?

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can I identify a specific population?

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are there any outside factors?

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take it or leave it question your data

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

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design is valuable

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design is valuable

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design is money

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your work is valued by its perceived impact

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so make the impact clear

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thank you