Читать книгу Engaged - Amy Bucher - Страница 37

Measurement is not just for outcomes. It can also help you determine how to evolve your product over its lifetime. If your users aren’t achieving the results you’d hoped for, or they’re not doing the behaviors you expected them to do, it’s an opportunity to dig deeper and see how your product might be better able to meet their needs.

When your product is off track from the outcomes logic map you developed, it’s an opportunity for further research. You can run a survey to see what users think about their experience, or reach out to a handful of users for individual conversations. A focused review of your product from either internal team members or an external subject matter expert could also help identify areas that need improvement in order to achieve outcomes. To go back to the blood pressure example I’ve been using, if you tell people to take medication but don’t give them any information about how to get the medication, they may not be able to follow through. Identify the roadblocks that aren’t being overcome with your product and see what you can do about it.

It’s often a good idea to deliberately build test and learn cycles into your product development process. With digital products, the first release is rarely the full product vision; digital development lends itself to iterations. Whether you position the first release as a pilot or a milestone on a progressive roadmap, take the attitude that you will learn things from your users that lead to changes in the product.

There are many types of measurement that fit under the “evaluating for iteration” heading, but are outside the scope of this book to review in detail. These include desirability or usefulness research, which investigates whether a product is appealing to users and helps address their needs; usability research, which focuses on whether people can accomplish tasks within the product; and A/B testing to see which versions of a design are more effective with users. Whatever research methods are in your toolkit, they can probably be used with an outcomes logic map to continually improve your product.