H.E.A.R.T
I decided to do a write up on UX metrics of products and features because in recent times there is a lot of struggle in demonstrating the performance of a product, feature or a company to a group of executives. Thanks to Google for introducing the H.E.A.R.T framework, well it really is a heartful framework that makes life easy for many Product Managers and UX Engineers to report to their executives.
Before I begin to explain the framework, I want to stress the importance of identifying metrics and using them to demonstrate reality. So this framework will help to think through which metrics are important for you. Also it acts as a guide to ensure that you are thinking through every aspect of a user journey or feature.
What exactly is H.E.A.R.T? Its an acronym and you as a product manager better love acronyms :D
So here’s what it stands for and what they mean.
Now that you know what H.E.A.R.T means, we can now move to the next stage where we have to workout on 3 important columns that will complete this framework. But before that I want to take an example case study which we can apply to this framework so I can derive examples to make you understand it better.
Everybody knows McDonalds and their Slushies. Let’s assume they recently introduced 3 new Minute Maid slushies' flavors.
let’s try to apply the framework for this simple example.
Goals
Set goals for each of the acronyms in this framework. Basically state what exactly do you want to happen.
Let’s list down the potential goals for our McDonald’s Slushies ordered through the mobile app.
Signals
Every goal is usually related to an action, hence we need to clearly define what we need to measure. What action will signal us that the goal has been met? You can use this to inform the engineers about your tracking requirements.
Let’s find out the Signals for our listed goals for McDonald’s Slushies.
Metrics
This is what you monitor and observe over a certain period. In other words this is the signal expressed over time. Be very cautious in defining your metrics as this is going to help you make decisions. Choose metrics that clearly help you to measure UX.
Here are some examples of metrics that we can track for our McDonald's Slushies'.
Alright now lets put these together and see how it looks…
The complete picture of the framework tells us what are the goals in terms of each of those acronyms, what signals those goals and what metrics are we using to measure. This way you know what you are doing and helps to demonstrate yourself confidently.
You can start using this framework on single features or a whole product itself. You have to start somewhere, you have to keep practicing and you will see yourself filling these columns with much ease.
Be mindful that you do not have to use them all. You can pick only the metrics that are required for your purpose. This framework is very flexible in that matter.
It is also important that you understand that this framework is not for exploration but used for reporting purposes. This is how you could easily demonstrate your work and achievements as an individual, team or a company.
There are more such frameworks used to track, report and analyze performances of products. One of the most popular framework used in the Silicon Valley is ‘AARRR!’ (That sounds like a roar doesn’t it) yes, probably that’s why it is also called The Pirate framework. I will do a separate article about some tricks and techniques about that framework.
Have you used this framework? Let me hear your story and approach to this.
