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1. Telling your UX Metrics Story:
The 21st Century Metrics Model
Asha Fereydouni & Kuldeep Kelkar
September 2018

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3. c
c
I. Existing design & business frameworks
II. 21st Century Metrics model – hybrid of design & business
III. Real World Examples
IV. Putting things into action: Benchmarking, MVR
V. Insights for UserZoom clients
VI. Q/A
Today’s Webinar:

4. Everyone’s got a Framework

5. 2002: Jesse James Garret, Co-Founder Adaptive Path,
“Elements of UX”

6. 2007: AARRR Metrics: From 500 Startups

7. 2009: 5 Whys, AKA Root Cause analysis,
AKA Laddering enters mainstream UX Publications

8. For users to
feel like the
site is unique.
For users to keep
discovering more
content.
For users to use
the site or app.
For users to
continue to use
the site or app.
For users to
accomplish their
goal.
A satisfaction
rating from a
survey.
The amount of
time people
spend viewing
from analytics.
The number of
signups per day
from analytics.
The number of
return customers
from customer
data.
The number of
successful
completes from
a study.
- Satisfaction
- Perceived ease of
use
- Net Promoter Score
- Number of videos
watched/user/week.
- Number of uploads.
- Number of shares.
- Upgrades to latest
version.
- New subscriptions.
- Purchases by users.
- Number of active users.
- Renewal rate.
- Repeat purchases.
- Search result success.
- Time to upload.
- Profile creation,
completion.
2010: Google’s HEART Framework

9. 2011: Lean Startup & Others

10. Frameworks are
business OR design-based

11. Leads to Name-calling:
HiPPO In Charge

12. It’s all about the HiPPO
Actual Decision-making process:

13. Without actionable insights presented well...
the HiPPO will consume everything

14. Everything

15. Really… Everything

16. But what’s that..

17. Finding Balance

18. To the rescue: 21st Century
Metrics Model

19. Level 1
Level 3
All-Enterprises - GAAP Metrics:
Revenue | Margin | Cash Flow | Quarterly Results Announcements |
Product-level Metrics:
Acquisition Funnel | Customer feedback | A/B Tests| Intercept/VOC
Surveys| Twitter, FB, etc. Social metrics |
Level 4
UX Metrics : Behavioral & Attitudinal
UX Metrics (task-completion, time-on-task, product NPS, SUPR-Q, etc.) |
QA data (Bug Count, back-end efficiency gains/loss, implementation
hurdles, etc.)
YOUR Enterprise’s key-metrics:
Attitudinal | Behavioral
Daily/Monthly active users | Brand-level NPS/CSAT |
Transaction Volume | Churn |
Level 2
21 st Century Metrics Model

20. Level 1
Level 3
All-Enterprises - GAAP Metrics:
Revenue | Margin | Cash Flow | Quarterly Results Announcements |
Product-level Metrics:
Acquisition Funnel | Customer feedback | A/B Tests| Intercept/VOC
Surveys| Twitter, FB, etc. Social metrics |
Level 4
UX Metrics : Behavioral & Attitudinal
UX Metrics (task-completion, time-on-task, product NPS, SUPR-Q, etc.) |
QA data (Bug Count, back-end efficiency gains/loss, implementation
hurdles, etc.)
YOUR Enterprise’s key-metrics:
Attitudinal | Behavioral
Daily/Monthly active users | Brand-level NPS/CSAT |
Transaction Volume | Churn |
Level 2
21 st Century Metrics Model

21. Level 1
Level 3
All-Enterprises - GAAP Metrics:
Revenue | Margin | Cash Flow | Quarterly Results Announcements |
Product-level Metrics:
Acquisition Funnel | Customer feedback | A/B Tests| Intercept/VOC
Surveys| Twitter, FB, etc. Social metrics |
Level 4
UX Metrics : Behavioral & Attitudinal
UX Metrics (task-completion, time-on-task, product NPS, SUPR-Q, etc.) |
QA data (Bug Count, back-end efficiency gains/loss, implementation
hurdles, etc.)
YOUR Enterprise’s key-metrics:
Attitudinal | Behavioral
Daily/Monthly active users | Brand-level NPS/CSAT |
Transaction Volume | Churn |
Level 2
21 st Century Metrics Model

22. Level 1
Level 3
All-Enterprises - GAAP Metrics:
Revenue | Margin | Cash Flow | Quarterly Results Announcements |
Product-level Metrics:
Acquisition Funnel | Customer feedback | A/B Tests| Intercept/VOC
Surveys| Twitter, FB, etc. Social metrics |
Level 4
UX Metrics : Behavioral & Attitudinal
UX Metrics (task-completion, time-on-task, product NPS, SUPR-Q, etc.) |
QA data (Bug Count, back-end efficiency gains/loss, implementation
hurdles, etc.)
YOUR Enterprise’s key-metrics:
Attitudinal | Behavioral
Daily/Monthly active users | Brand-level NPS/CSAT |
Transaction Volume | Churn |
Level 2
21 st Century Metrics Model

23. Level 1
Level 3
All-Enterprises - GAAP Metrics:
Revenue | Margin | Cash Flow | Quarterly Results Announcements |
Product-level Metrics:
Acquisition Funnel | Customer feedback | A/B Tests| Intercept/VOC
Surveys| Twitter, FB, etc. Social metrics |
Level 4
UX Metrics : Behavioral & Attitudinal
UX Metrics (task-completion, time-on-task, product NPS, SUPR-Q, etc.) |
QA data (Bug Count, back-end efficiency gains/loss, implementation
hurdles, etc.)
YOUR Enterprise’s key-metrics:
Attitudinal | Behavioral
Daily/Monthly active users | Brand-level NPS/CSAT |
Transaction Volume | Churn |
Level 2
21 st Century Metrics Model

24. Focused View: Level 3 & 4

25. Level 3
Product-level Metrics:
Acquisition Funnel | Customer feedback | A/B Tests| Intercept/VOC
Surveys| Twitter, FB, etc. Social metrics |
Level 4
UX Metrics : Behavioral & Attitudinal
UX Metrics (task-completion, time-on-task, product NPS, SUPR-Q, etc.) | QA
data (Bug Count, back-end efficiency gains/loss, implementation hurdles,
etc.)
21 st Century Metrics Model

26. In use: Real and Hypothetical Examples

27. Level 1: All enterprises
GAAP Metrics:
Level 3: Product-level
Metrics:
Revenue per user
% of videos completed per user |
A/B Tests of homepage and video flow |
Use of key features (e.g. search, “stars) |
Level 4: UX Metrics :
Time-on-task for key tasks (e.g. finding a video
to watch, upgrading account) | NPS |
Intercept/VOC Surveys | Content selection
satisfaction |
% monthly subscribers renewing |
% monthly subscribers upsold |
% subscribers churning ea month|
Level 2: YOUR
Enterprise’s key-
metrics:
Real and Hypothetical Examples
Netflix Large Health InsurerB2C & B2B Examples
Revenue growth from existing HR
Advisors, Buyers
Brand-level NPS of Health
insurance tool, as rated by current
corporate HR advisors & buyers
Customer Feedback | Time-spent on site |
Product-level NPS | Product’s
appropriateness for the workplace |

28. Level 1: All enterprises
GAAP Metrics:
Level 3: Product-level
Metrics:
Revenue per user
% of videos completed per user |
A/B Tests of homepage and video flow |
Use of key features (e.g. search, “stars”) |
Level 4: UX Metrics :
Time-on-task for key tasks (e.g. finding a video
to watch, upgrading account) | NPS |
Intercept/VOC Surveys | Content selection
satisfaction |
% monthly subscribers renewing |
% monthly subscribers upsold |
% subscribers churning ea month|
Level 2: YOUR
Enterprise’s key-
metrics:
Real and Hypothetical Examples
Netflix Large Health InsurerB2C & B2B Examples
Revenue growth from existing HR
Advisors, Buyers
Brand-level NPS of Health
insurance tool, as rated by current
corporate HR advisors & buyers
Customer Feedback | Time-spent on site |
Product-level NPS | Product’s
appropriateness for the workplace |

29. Level 1: All enterprises
GAAP Metrics
Level 3: Product-level
Metrics:
Revenue per user
% of videos completed per user |
A/B Tests of homepage and video flow |
Use of key features (e.g. search, “stars”) |
Level 4: UX Metrics :
Time-on-task for key tasks (e.g. finding a video
to watch, upgrading account) | NPS |
Intercept/VOC Surveys | Content selection
satisfaction |
% monthly subscribers renewing |
% monthly subscribers upsold |
% subscribers churning ea month|
Level 2: YOUR
Enterprise’s key-
metrics
Real and Hypothetical Examples
Netflix Large Health InsurerB2C & B2B Examples
Revenue growth from existing HR
Advisors, Buyers
Brand-level NPS of Health
insurance tool, as rated by current
corporate HR advisors & buyers
Customer Feedback | Time-spent on site |
Product-level NPS | Product’s
appropriateness for the workplace |

30. Satisfied HiPPO

31. Moment for Q/A: Try with yours

32. L3 & L4 In Practice: QX Score

33. UX KPIs
BEHAVIORAL (WHAT THEY DID) ATTITUDINAL (WHAT THEY SAY)
Ease of Use
Trust & Credibility
Appearance
Loyalty, NPS
Task Success
Task Time
Task Page Views, Clicks
Problems & Frustrations
qxScore

34. Putting things into action
Small Scale UX
Research:
MVR
Moving The
Needle With UX
Benchmarking
userzoom.com/blog/what-sample-size-do-you-
really-need-for-ux-research/
userzoom.com/webinar/moving-the-needle-with-
ux-benchmarking/
1 2

35. What this means for you:
Specific insights for UserZoom Clients

36. Specific insights for UserZoom Clients
I. Understand the L2, L3, L4 metrics of your
organization.
II. Use that understanding as you research and design
new or existing products.
III. Use that understanding to defend your research and
designs when working with other teams or
management.

37. Q&A

38. marketing@userzoom.com Main HQ: +1 866-599-1550
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