6 HARMFUL AND VALUABLE METRIC FOR DESIGNER
Almost all major IT companies are trying to make a marketer out of a designer who creates a product that meets certain metrics.
The creator of Looi Design Studio, Arthur Arsenov, spoke at the QIWI Kitchen meeting. He told how to use metrics in product design so as not to kill the product.
This is one of the most harmful metrics for designers. In the pursuit of profit, product quality can be seriously affected.
Useful metrics regarding attracting profit – user engagement with the product and conversion rate.
They affect profits indirectly, and the designer does not need to think solely about reducing project costs and increasing profitability. If the designer is fixated on money, he will try to reduce the cost of creating the product, and this is not always justified.
For example, in industrial design the cost reduction of production entails a loss of quality. And this can reduce profits.
# 2 ROI, or return on investment
ROI is another metric that is difficult for a designer to work with. In 2015, a real boom began in Russia. One after another, studios appeared that claimed to be doing a ROI-oriented design.
But this is impossible if the studio’s area of responsibility is limited only by design development.
All business content in a convenient format. Interviews, cases, life hacks of the world – in our telegram channel. Join now!
It is impossible to guarantee a return on company investment if the contractor does not affect the business, the development of the customer’s portrait (customer development) and communication channels.
Not a single ROI-oriented studio has survived to this day in its original concept.
# 3 Conversion, or “selling site”
Focus on conversion when creating a product carefully.
When we make the form more conversion, aggressive monster sites are born that attack visitors with calls to buy something.
How to measure the effect of design at different stages of a project. 0
We lose user engagement and disrupt the emotional connection with the product.
Approach the metric in terms of morality. Think about the user after he completes the purchase. Facilitate the use of the site, help navigate. Do not press calls to buy the goods.
#4. HAU, or active users per hour
HAU (hourly active users) shows how many users per hour visit the resource. The indicator is relevant for social networks.
This is a valuable metric for the designer, which helps to increase the number of visitors and increase the return on investment in the product. It becomes clearer what needs to be improved so that the product is used more actively.
#5. Active users per day / month
DAU (daily active users) is used for services with which customers interact every day. For example, a website or email application, an online or mobile game.
MAU (monthly active users) is also not suitable for every resource. It makes no sense to use the metric for sites with a single user interaction.
This is activation of a loyalty card, monthly payment for a service, delivery of a declaration in a reporting program.
The analytics systems of these sites can record millions of visitors per month and hundreds of thousands of users per day. In addition, each individual user will perform the target action at best once a month.
# 6 Users of the new vs old version of the site
The metric evaluates the effectiveness of the redesign. To make it understandable, apply the user’s LTV (Lifetime Value). This is the total profit that the company received during the time the client used the product.
How to measure the effect of design at different stages of a project. 1
The ratio of the number of users of the new and old versions of the site can be calculated using the “switch to the old interface” button.
The same YouTube does not shock its audience with large-scale updates, but “rolls out” improvements gradually.
Do not rush to use all metrics at the same time – choose the right one for your product and development stage. Correct interpretation of the results will improve the user’s life and provide a quality new experience.