HEART Framework

I am back with my views and learning about HEART Framework. What it means and why it is so important for any company to realize the power of this framework. HEART framework was designed by Kerry Rodden, Hilary Hutchinson and Xin Fu, from Google’s research team. The overall goal of this framework is to create a standardize metrics system based on quantitative analysis for any product to grow and sustain. Based on these metrics one can deliver the best user experience and can focus on the product development process effectively.

“What gets measured gets managed” said by Peter Drucker. As a product manager, Data is very essential to track the health of a product. Let’s say we already collected the data but not sure what to do next. This is why metrics system is very important to understand. HEART framework system comes handy to cover most of the aspects for tracking purposes. In real world metrics measurements are not easy but at the same time it’s the simplest way to keep an eye on each aspect of product development process and measure the user experience. HEART framework provides a way to measure user/client experience with your product over a span of time. Based on the threshold and baseline criteria, engineers, designer and product managers can all together take effective decisions for the next steps. Here are the key components of HEART Metrics:

1. Happiness: Measurement of user happiness. Metrics: User Rating, Reviews, Surveys etc

2. Engagement: How often user come back to your platform. Metrics: Number of site visits, likes, comments, number of views per week, time spent on website page, average orders etc

3. Adoption: Number of new users in certain period of time or existing users adopting new services.

4. Retention: Number of users come back to your platform to use the service again. Retention can be measured over different period of time such as daily, weekly, monthly etc.

5. Task Success: Last but not the least. Number of task completed successfully in a certain period of time.

All these metrics can be calculated using actual numbers or % as long as we know the underlying criteria and our measurement system. This metric system is mostly for reporting purposes and to take key decisions effectively and efficiently. We need to keep in mind that every organization has different goals or objectives, so based one’s end goal, HEART framework metrics could be utilized.

Now, when we know the basics about HEART metrics, the next question comes in mind about how to make effective decisions using HEART. Firstly, you need to have a specific goals to measure the success. Once decided, you can create different metrics to quantify the signals.

1.GOALS: The ultimate goal of your product. Was user able to finish the task successfully? One thing to note here is that success (Goals) for a team could be different from the company.

2.SIGNALS: Changes in user behavior or opinion that indicate you’ve been successful/satisfactory/fail in your goals. Multiple signals can be received for each goals.

3.METRICS: Finally, the mathematical formula or something which measures the change. If it is important to be able to compare your product to others, you may need to track additional metrics from the standard set used by those products.

The order to follow the HEART metrics in terms of how a customer uses a product is –

1. Adoption 2. Engagement 3. Task Success 4. Happiness 5. Retention

These metrics should be: — Mutually exclusive, collectively exhaustive — Should be in a ratio format

Any comments or suggestions are highly appreciated. Thank you and looking forward.

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