Vol. II UX y Marketing

The HEART framework for UX metricsIgnacio Valdés@diestronosoy

Ignacio ValdésUX Manager en Irox IT

Líder y Mentor del Prototyping Lab en Tec Lean Accelerator

Docente en la Escuela de Arquitectura y Diseño del ITESM León

Iterar

Goals-Signals-Metric

process

the HEART framework

Este framework realiza una convención sobre las métricas que pueden evaluar la experiencia de usuario.

the HEART framework

– Kerry Rodden, User Experience Researcher at YouTube and Google.

“I’m part of a group of quantitative UX researchers at Google, and we like to think of large-scale data analysis as

just another UX research method.”

UX

MKTUX

Captar Retener Fidelizar

MKTUX

HAPPINESS ENGAGEMENT ADOPTION RETENTION TASK SUCCESS

SATISFACCIÓN RELACIÓN NUEVOS USUARIOS REGRESO COMPLETAR

Category Metric Tracking Plan

Happiness Number of content shared

https://goo.gl https://bitly.com http://blog.hubspot.com/marketing/what-are-utm-tracking-codes-ht#sm.000182qfppiqlfqxvd91di5oqz63p

Engagement User activity: If user plays a new session after one

https://mixpanel.com/?from=adwords_mobile&gclid=CL6R3O3Ehc4CFYGHaQodfL4FMg https://www.google.com/analytics/mobile/

AdoptionDAU: If user uses everyday temperature and electricity sessions https://www.google.com/analytics/mobile/

Retention WAU https://www.google.com/analytics/mobile/

Task Succsess Time, completed task, errors https://www.intercom.io

Ejemplo

Documentation

https://goo.gl/c8KZeV

¡Gracias!