Introduction to the HEART Framework Leveraging the Google

Introduction to the HEART Framework Leveraging the Google* approach to determine meaningful UX metrics *Adapted from: Google HEART Framework

Introduction to the HEART Framework The HEART framework provides a method for defining user experience measures for a system, product, or feature. The following slides describe: • Dimensions represented in the HEART framework • Steps to apply the framework • HEART framework examples • Helpful tips for applying framework

HEART Framework for Measuring UX H Happiness Focuses on subjective aspects of a product or feature, like satisfaction, design appeal, and perceived usability. E AR Focuses on the initial uptake and continued use of a product or feature(s) over time. How quickly is the new product or feature used initially? Focuses on the frequency, intensity, and overall level of involvement with a product or feature(s). How deeply are users connected to the product or feature? How do you know users are satisfied? Adoption & Retention Engagement T Task Success Focuses on how efficiently, effectively, and successfully users accomplish key tasks using the product or feature(s). How effectively do users complete key activities? How is usage sustained over time? Based on: Google HEART Framework

The HEART Framework Process 1 Identify Goals 2 Determine Signals • Pick the HEART dimension(s) that are most relevant to the project • Determine which project goals rely strongly on the user experience • Map goals to the selected HEART dimension(s) • For each mapped goal, identify behavioral and/or attitudinal indicators of success (or failure) 3 Identify Metrics • Determine possible ways to measure the signals (i. e. the behaviors and attitudes) over time 4 Prioritize and Select Metrics • Review and prioritize metrics based on value and difficulty/feasibility. Based on prioritization, select metrics to be used.

HEART Example (1 of 3) This example shows how HEART could be used to identify a set of UX metrics for a new mobile app that enables "on the go" invoice approval for users in a large organization HEART Dimension Happiness Goals Signals Metrics • App serves as a trusted easy-to-use tool for invoice approval on the go • User perception • User satisfaction scores over time • Comparison of baseline and post implementation System Usability Scale (SUS) scores • App is perceived as valuable by all users despite varying number of invoices to approve • User perception • User satisfaction score trends over time for users with a large number of invoices compared with users with a small number of invoices

HEART Example (2 of 3) HEART Dimension Goals • App is utilized as an alternative to the laptop Adoption and Retention • Users recommend app to colleagues Signals Metrics • App downloads • Unique app installs over time • Continued app use • App deletion rates over time • App usage tracking over time • App usage • App launch frequency per day, week, month, etc. as compared to baseline of mobile app and laptop • Approvals performed on laptop vs app • Ratio of total invoices dispositioned on app vs. laptop over time • Net Promoter Score (NPS) for app • Relative change in NPS over time

HEART Example (3 of 3) HEART Dimension Task Success Goals • Users can effectively disposition invoices on app Signals Metrics • Complete disposition of individual invoices on app • Ratio of invoices dispositioned by user on the app v. laptop over time • Time taken to disposition an invoice once it arrives in inbox • Invoice disposition error rates • Error rate comparison of laptop v. mobile app

A Few Tips • This is a team activity – get the right people involved • The HEART Framework is a structured “thinking tool”. Specific signals and metrics need to be identified by the team • A “signal” is an indicator of what success or failure might look like in terms of user behaviors and/or attitudes • “Metrics” are the specific ways to measure the signal over time • When prioritizing and selecting metrics, aim for a final set of metrics that includes all the relevant dimensions of the HEART framework • Less is more. It’s better to aim for a fewer (more meaningful) metrics, based on the goals.