Measure the letter the feature exists for

3.1aFive letters, one question eachsrc 01

The Google HEART · khung HEART framework names five things worth measuring about an experience. Each letter asks one question:

• Happiness. How do people feel about it? Surveys, ratings.
• Engagement. How much do they use it? Frequency, depth.
• Adoption. How many new people start using it, or a new part of it?
• Retention. How many are still there later?
• Task success. Did they get the thing done? Completion, time, errors.

The letters pull against each other. Faster task success means less time in the product, so Engagement can fall when the design gets better. Note too that ?Happiness is the letter people reportConfused: If Happiness is measured by asking, it is a 'say'. Why does the framework put its one stated letter first?; the other four are things they do.

3.1bThe ladder under each lettersrc 01

The letters are the easy half. The other half is !the ladder under each oneSurprising: I expected the five letters to be the framework. The ladder under them is, so a team can know all five letters and still count nothing useful. — the goals–signals–metrics · mục tiêu – tín hiệu – chỉ số process:

1. Goal. What should the person achieve? Finish checkout.
2. Signal. What behavior shows that? Reaching the receipt screen.
3. Metric. How do you count it? Completion rate; median time; errors per order.

The ladder works because a raw count moves for many reasons. Sessions rise when people like a change, and also when they are lost in it. The goal gives the number a direction; the signal ties it to one behavior you can see.

3.1cFour moves from a feature to one numbersrc 01

1. Finish one sentence first. "This exists so that people can ___." The letter that sentence belongs to is the one to measure, because it names what the feature is for. ★Write it before any metric.Actionable: Put the purpose sentence at the top of my next brief, above its success metric.
2. Pick one or two letters. Onboarding exists for Adoption and Task success. Checkout exists for Task success. Fewer letters keep attention on the ones the feature is judged by.
3. Write the ladder top-down. Goal, then signal, then metric. Starting from a chart you already have only measures what happens to be easy to count.
4. Ask whether more is good for the person. A tool people use all day may not want more Engagement at all. Check the direction before you set a target.

3.1dAt work: four situations

• "What did the redesign actually do?" A stakeholder wants one answer, and the answer starts from the goal the redesign was for. Name that letter, and report its metric first.
• The dashboard has thirty charts and has never changed a decision. Most of those charts have no goal above them. ★Ask which goal each chart serves.Actionable: Bring this to the next dashboard review, and archive every chart nobody can tie to a goal.
• A brief's success line says "improve the experience." That line is a wish. I ask what the person should be able to finish, and measure from there.
• "NPS went up." A survey score with no behavior under it. →Ask which signal it stands forConnection: Same test as the say–do gap: a score is a say until a behavior backs it., and check that the behavior moved too.

3.1eNetflix, 2017src 02

Netflix replaced its five-star ratings with a thumb in 2017. In a test with hundreds of thousands of new users, the thumb logged over 200 percent more ratings, and that settled the change. Todd Yellin, its vice president of product, argued that what people watch says more than the stars they give.