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Where Product Heart Lives: Metrics for Measuring Happiness

HEARTFramework is not a new hit, but metrics for analyzing happiness.

Was it easy for the user how many times he went to the site and how many friends he brought.
A good product at several stages should calculate how and how many users interacted with a new product. Find out in the article which metrics to use to make a new product even better or how to upgrade an old one. Already consider the "happiness" of the user or not?

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Each product can be counted in metrics for money and conversion, or for simple user happiness



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Google employees proposed a simple framework to calculate such numbers and called it HEARTFramework, in which each letter means specific metrics.

Happiness - the user's happiness, which is measured in three metrics:

  • user satisfaction - service ratings;
  • feeling that the product is easy to use;
  • Net Promoted Score - how much the user is ready to recommend the service to his friends.

The next letter of the framework opens Engagement - user engagement. Historically, the better the service, the more often users will return to it, therefore, the involvement is measured:

  • the number of user visits per week;
  • the number of photos uploaded by the user per day - specific target actions, whether the user uses the service for its intended purpose;
  • the number of likes and shares - whether users share product information.

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The second block of the framework tells how long the user’s relationship with the product will be.

Adoption is measured in:

  • updates to the new version: people are waiting for the product to be updated if they like it;
  • subscriptions created by the user;
  • purchases made by new users in the app or on the site.

The penultimate “lucky” indicator - Retention (returnability) - is measured in:

  • the number of users who are active, for example, after 2 months;
  • Churn - in the outflow of customers;
  • repeat purchases.

Beginners often confuse repeat purchases with involvement, but if you dig up, the user first enters the service again, the purchase becomes a consequence.

How to measure a weightless indicator like “the feeling that the product is easy to use”?


For example, the Yandex.Picture service considers this: after a minute, a plate with a question “Do you find what you were looking for?” Is displayed on the service to a certain percentage of users. If a person puts a rating of “5”, then this means that he was able to find the necessary picture and it was convenient for him to work with the service, and if “1” - the service needs to be further developed.

The last letter of the Task Success framework means whether the product fulfills its task. The success of key tasks include:

  • successful searches;
  • photo upload time - did the user wait for the image to load, did they use it after that;
  • percentage of profile completion.

For example, in Skyeng, all key tasks are related to money. Even if the team looks at student performance indicators, it analyzes how this will affect profits in the future. Skyeng has a lesson with a teacher and homework. The team looks at the percentage of people who begin to do DZ, and tries to increase it.

Key tasks and money depend on the company and its growth point. At the starting stage, the user base and usefulness of the product may be more important.

It is tacitly accepted that engagement metrics can be measured by the volume of services consumed, because where there is one good product, the user will come and try the second one.

And the favorite question of a good product: “Was it easy for you?”

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CES is considered as follows: from the percentage of users who answered “Easy”, the percentage of those who answered “Difficult” is deducted.

This survey shows whether people are able to use your service and whether he is happy about it. The main thing in these metrics is to recognize a fall, which can be considered a signal to action.

Goals-Signals-Metrics

HEART helps out when the team is at a standstill with product goals.

The signal in this case is the amount of time that users interact with the service. Metric measures minutes per user.

With HEART, you can understand how to make a product better for users.

A personal professional feedback within the team is one of the components of the product’s happiness: the user is easily conveyed the feeling when the creator himself is “rushing”, but we will talk about this in another article.

Do not forget that your product depends on the health of internal processes. They deserve the attention of the whole team.

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