Andrew Malcolm, Skype
Andrew Korf, NativeX
A discussion of around different approaches to metrics driven design and UX - especially in the mobile context
9. How we use metrics:
Do it like this!
Metrics
Design Decision
Nobody clicked!
Discover it wasn’t right
Old way: 3 Weeks
New way: 3 Hours
10. What metrics do our
partners track?
A lot of them, starting
with:
•DAUs
•MAUs
•ARPDAU
•Retention
•1 day
•3 day
•7 day
•Churn
•LTV
11. What Metrics do we
track?
A lot of them, starting
with:
•Revenue
•Hourly
•Daily
•Weekly
•Annual
•Volume
•Customer Satisfaction
•Net Promoter Score
■
Revenue
12. How do small metrics
affect big metrics?
Macro:
•Company valuation
•Company financial performance
(trailing indicator of right strategy)
• Maketplace perception
•Platform performance
Micro:
■
Revenue
•predictive analytics
•better targeting
•higher eCPMs
•higher quality conversions
•Ad unit performance (many instances)
•Ad performance
13. Methodology for metrics
driven UX
•Identify business objectives, align UX strategy
with business strategy
•Map out UX life cycle of products or features
(what do we want users to do to achieve the
business goal?)
•Identify the metrics that support the business
goal (derived from UX lifecycle)
•Do continuous improvement (hypotheses, test,
measure, improve, repeat)
■
Revenue
18. Summary
•Design is never finished
•Small adjustments based on real data yields huge
improvements over time
•Optimize incrementally, innovate in big leaps
•Metrics are used to confirm or deny hypotheses
not to drive them
•If metrics are not actionable they probably aren't
useful
■
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