Why we have to have a change of HEART with UX metrics

The HEART framework revolutionised UX design, but it surely’s time for an improve.

By now, the HEART framework must be identified to each UX designer, because it reaches near a decade since Kerry Rodden, Hilary Hutchinson, and Xin Fu from Google’s analysis staff launched the framework to the group.

In a nutshell, the framework includes 5 classes: happiness (H), engagement (E), adoption (A), retention (R), and activity success (T), forming the phrase HEART. Every class additionally comes with three parameters: the objective (G) or goal, the sign (S) or proof of a consumer’s actions, and the quantifiable metrics (M). A UX practitioner then fills within the related info pertaining to the product they’re designing and tracks the outcomes accordingly.

Given its usefulness to help designers to focus on key aspects of design objectively, along with its catchy name, it’s no surprise that the HEART framework is a popular tool among designers. (image source: Nimblechapps) — Given its usefulness to assist designers to concentrate on key points of design objectively, together with its catchy title, it’s no shock that the HEART framework is a well-liked device amongst designers. (picture supply: Nimblechapps)

Given its usefulness to assist designers to concentrate on key points of design objectively, together with its catchy title, it’s no shock that the HEART framework is a well-liked device amongst designers. And whereas there are numerous different metrics, just like the pirate metrics (AARRR) and extra conventional measures like system usability scale (SUS), none sticks higher than the HEART metric.

But, I firmly consider we are able to nonetheless do higher as designers. Though it has helped us begin with capturing vital outcomes, there are points in its strategy, as shared by just a few critics.

1. Happiness (H) is daring however problematic as the primary success metric.

To guide with happiness first is a extremely desired consequence, however not a sensible one. Not solely are feelings subjective, they’re meaningless too. I’ll say that I’m pleased or upset, however my actions could not point out in any other case. As Anthropologist Margaret Mead put it,

“What individuals say, what individuals do, and what they are saying they do are solely various things.”

Putting happiness at first of the framework can be slightly unconventional. As one other saying goes, “Placing the cart earlier than the horse” means doing one thing within the improper order or out of the pure sequence of occasions. On this situation, how can we measure happiness earlier than the precise utilization? Maybe that is why notion metrics are sometimes on the finish of any expertise.

In this scenario, how do we measure happiness before the actual usage? Perhaps that’s why perception metrics are typically at the end of any experience. — On this situation, how can we measure happiness earlier than the precise utilization? Maybe that’s why notion metrics are sometimes on the finish of any expertise.

2. Likewise, inserting activity success (T) on the finish after retention is counterintuitive

The gradual build-up of engagement (E), adoption (A), and retention (R) creates a powerful, lasting measure that may resonate with even non-designers. Nonetheless, positioning activity success (T) because the epitomal second does appear to fall in need of being a larger consequence than retention.

Paradoxically, wouldn’t there be activity successes alongside each a part of the framework? Eradicating activity success nearly implies denying its presence elsewhere, which isn’t correct.

3. Then there are targets, alerts, and metrics (GSM)

Upon nearer inspection, they’re fairly just like John Doerr’s Goal and Key Outcomes (OKR). Doerr launched this philosophy to Google’s founders in 1999 at a ping-pong desk that doubled as a boardroom desk. Due to this fact, apart from a doable evolution from OKR to GSM, there isn’t a compelling purpose to alter an efficient methodology within the company world if it’s merely a reputation change.

4. Besides perhaps a brand new title must be the case.

Reminiscence serves us higher when a catchy acronym pertains to its key actions. That is by far probably the most compelling issue that many UX practitioners bear in mind about Google’s HEART framework. Simply pondering of a coronary heart brings to thoughts a pink, common form with two arches on the high and a pointy backside. Together with a recognisable analysis publication and Google as a model, that is basically why the HEART has been so profitable. However is it?

Tracing the root cause behind climate change, one would say it is largely due to our insatiable consumption culture. What’s worse is that, as designers, we are responsible for our ability to create the hedonistic treadmill of desire. (image source: mathenge) — Tracing the basis trigger behind local weather change, one would say it’s largely as a result of our insatiable consumption tradition. What’s worse is that, as designers, we’re chargeable for our potential to create the hedonistic treadmill of want. (picture supply: mathenge)

Consuming endlessly to our coronary heart’s want is feasible if all is effectively. Sadly, count on 2024 to be the primary 12 months to exceed 1.5°C above pre-industrial ranges for a lot of the 12 months. Secretary-Common of the World Meteorological Organisation, Celeste Saulo, made the next feedback about current occasions:

“The record-breaking rainfall and flooding, quickly intensifying tropical cyclones, lethal warmth, relentless drought, and raging wildfires that we’ve seen in several components of the world this 12 months are sadly our new actuality and a foretaste of our future.”

And but, we had seen comparable patterns from a long time earlier. Tracing the basis trigger behind local weather change, one would say it’s largely as a result of our insatiable consumption tradition. What’s worse is that, as designers, we’re chargeable for our potential to create the hedonistic treadmill of want. Sustainability pioneer Victor papanek as soon as stated,

“Promoting design, in persuading individuals to purchase issues they don’t want, with cash they don’t have, with the intention to impress others who don’t care, might be the phoniest subject in existence right now.”

What if I say there’s truly a method to make a change, such that it requires just a few small tweaks to the prevailing HEART framework? Let’s face it, not all ought to go to waste. As a substitute, we may retain some very sturdy factors and additional reinforce them with the next adjustments:

1. Begin with a transparent, unmistakable imaginative and prescient.

A imaginative and prescient surpasses any objective or goal. And when linked to values and ideas, imaginative and prescient supplies an invisible momentum that drives the need for constructive change. Jim Collins reveals the three primary components to a imaginative and prescient:

a company’s basic purpose for existence past simply earning money (typically referred to as its mission or objective)
its timeless, unchanging core values
large and audacious — however in the end achievable — aspirations for its personal future

As soon as we’ve the weather, the subsequent step could be to decide on a greater imaginative and prescient. Miraculously, shifting the H in HEART proper to the again of the acroymn types a extra significant phrase—EARTH, and what higher method than to recollect the one spaceship we’re at present residing on?

Miraculously, shifting the H in HEART right to the back of the acroymn forms a more meaningful word — EARTH — Engagement, Adoption, Retention, Total Returns and Happiness — Miraculously, shifting the H in **HEART** proper to the again of the acroymn types a extra significant phrase — **EARTH — Engagement, Adoption, Retention, Whole Returns and Happiness**

Add just a few extra strains to substantiate what your design or actions imply to the planet. For instance, is what you might be designing going to assist Earth ecologically, elevate social fairness, or present new worth to all shareholders, together with nature?

2. Double down on measurable behaviours that present varied types of currencies

Not like happiness, which tends to come back as opinions from fast surveys, currencies present tangible proof of metrics. This offers you the peace of mind that your efforts are certainly paying off.

So what’s a foreign money? Whereas we regularly consider foreign money as cash, which is undeniably a strong medium, there are many different currencies, equivalent to time, info, and energy. (such theories aren’t new, as Lean Startup creator Eric Ries additional particulars)

To place it one other method, these efforts and time can scale back conventional processing prices. Plus, with correct knowledge safety and consent, you possibly can trade info for one thing worthwhile.

Nonetheless, simply as vital is the behavioural response that comes with the foreign money. It is a good alternative to conduct UX analysis to raised perceive the connection between the consumer and their digital life-style or to conduct product testing to see if what they use will ultimately fall throughout the EARTH framework. By observing and interviewing, or by offering design diaries for them to report throughout a time frame, designers may determine the patterns early on with out making wild guesses on the later levels.

3. Exchange Process success (T) with Whole returns (T)

As a substitute of viewing profitable activity completion as the last word objective, let’s elevate the idea by specializing in returns. In monetary providers, a return is the revenue you achieve from an funding. This must be a key measure as a result of it displays prospects’ willingness to pay for added advantages.

Moreover, returns give a way of placing one thing again to it’s authentic state. What higher method to acknowledge the return of Earth’s assets, particularly when they’re on the finish of their lifecycle? If we do not responsibly flow into our output, some byproducts will solely additional injury the local weather.

Earth as a shareholder is a pivotal concept that challenges the notion of “going public” by opting for “going purpose” instead. Patagonia’s founder made the decision to transfer ownership to two newly created entities: the Patagonia Purpose Trust and the Holdfast Collective. (image source: Patagonia) — Earth as a shareholder is a pivotal idea that challenges the notion of “going public” by choosing “going objective” as a substitute. Patagonia’s founder made the choice to switch possession to 2 newly created entities: the Patagonia Objective Belief and the Holdfast Collective. (picture supply: Patagonia)

We could be custodians of accountable returns by designing our merchandise with the next measures:

1. Carbon credit to income ratio 
2. % of constructive vitality generated from web constructive buildings 
3. Biodiversity conversion from profitable gross sales 
4. Round useful resource ratio 
5. In direction of a Zero landfill operation 
6. Water replenishment targets 
7. Reforestation efforts with variety of timber planted 
8. % of gross sales given again to Earth 
9. Product takeback charges 
10. Common product lifespan

4. And lastly, measure Happiness (H) on the finish to find out whether or not the actions taken by the consumer are memorable

Drawing from Daniel Kahneman’s remembering self idea, we are able to measure happiness after an expertise by counting on our recollections to determine the most effective and worst components of our design journey. We will additionally analyse and examine whether or not the opposite metrics alongside EARTH relate to the consumer’s remembering self, utilizing this chance to recall and immediate for additional insights.

The web promoter rating, which measures a buyer’s willingness to suggest an expertise to new customers, can be associated to happiness. This completes the cycle of happiness, bringing the EARTH framework into play for each repeated and new customers from suggestions. Over time, these actions convey us nearer to realising the imaginative and prescient of whole returns, with Earth as a significant shareholder in our designs.

The HEART framework revolutionised UX design by specializing in happiness and engagement, but it surely’s time for an improve. The EARTH framework introduces sustainability and tangible returns, urging designers to rethink priorities and metrics. By embracing this modification, we are able to design for a greater future—each for customers and the planet.

References

Collins, J. (2000, June). Jim Collins — Articles — Aligning Motion and Values. Www.jimcollins.com. https://www.jimcollins.com/article_topics/articles/aligning-action.html

Doerr, J. (2018). Measure What Issues. Penguin.

Ries, E. (2009). Enterprise ecology and the 4 buyer currencies. Startuplessonslearned.com. https://www.startuplessonslearned.com/2009/12/business-ecology-and-four-customer.html

Rodden, Okay., Hutchinson, H., & Fu, X. (2010). Measuring the consumer expertise on a big scale. Proceedings of the twenty eighth Worldwide Convention on Human Components in Computing Programs — CHI ’10, 2010. https://doi.org/10.1145/1753326.1753687

World Meteorological Group. (2024, November 8). 2024 is on monitor to be hottest 12 months on report as warming briefly hits 1.5°C. World Meteorological Group. https://wmo.int/information/media-centre/2024-track-be-hottest-year-record-warming-temporarily-hits-15degc