Success Metrics & Signals
Defining a shared understanding of Success Metrics is a vital step in the Design Sprint for the team to effectively problem solve together. Does your team have agreed-upon success metrics or signals? If yes, remind everyone of the goals. If not, use this time to list and agree on success metrics and signals. What is the difference between success metrics and signals? Signals relate to the general presence of a behavior that is desirable. Metrics are quantifiable, numeric outputs with regards to the desired behavior.
Google often uses the HEART method, which breaks down the process of creating metrics. It encourages the consideration of five categories when developing goals and corresponding metrics. These categories are: Happiness, Engagement, Acquisition, Retention, and Task completion.
Directions
- GOAL: Start by thinking about the big picture: What are you trying to help users do? What problem are you trying to solve?
- SIGNAL: Next, consider what change in user behavior or opinion would indicate you have been successful in your goals. There may be multiple signals for each of your goals.
- METRIC: Finally, determine how to measure the size of any change in user behavior or opinion. This could be through surveys or log analysis.
- Example: ADOPTION
Goal -> Users start using “smart pay” to pay their bills
Metric -> Proportion of clicks on action to pay that result in a paid bill
Signal -> User clicks on the action to pay
