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Pictures of Success Measurement and Monitoring
ОглавлениеMind Your Research P’s and Q’s
The Upshot: Metrics Tell Your Story
Cynthia Castro Sweet and Pragmatic Scientific Rigor
How do you know if your product works? You measure! Measurement is critical for any sort of design, and even more so for behavior change design. The process of measurement is front-loaded, which is why I’m putting it at the front of this book. It requires detailed, thoughtful planning early in the product development process. It may feel like it’s taking a lot of time—perhaps too much time. But if you do the planning well, then you will avoid all sorts of missteps down the road. You’ll make better design decisions early in the process, saving expensive and time-consuming rework later. And you’ll save time when you’re actually collecting outcomes data; it’s a matter of executing to your plan. This chapter focuses on the preparatory work that goes into measuring and monitoring the performance of a digital product.
Behavior change designers must think not just about the typical metrics associated with digital products (like registrations and revenue), but also the long-term outcomes associated with getting people to do something differently over time. A corollary to how long it takes for behavior change to happen is that it also takes a long time—weeks, months, or even years—to measure the most meaningful outcomes and get them into shape to share. But never fear, there are plenty of indicators available earlier in the process that can help you gauge a product’s success.
Measurement isn’t just for proving the effectiveness of your product. It can also help you figure out how to improve it over time. By monitoring the right data, you can identify opportunities to build new features or content that helps users achieve their behavior change goals. You can also see if there are any clunkers in your product—features that are unloved, unused, or unneeded.
