Title: Choosing the Right Metrics for User Experience
Context: Not everything that counts can be counted, and not everything that can be counted counts. Einstein said that. I just repeated it.
Synopsis: Analytics are easy, right? Just treat all of your end users like automatons and clock, count, and calculate each and every action they take while using your product and their underlying pleasures and pain points will emerge as a clear day does from a hazy dawn. Except, no. There is more to life—and indeed software—than can be represented to the nearest fourth decimal place. Humans—and indeed software—are not merely a calculation, there is a soul that must be accounted for and quantified by less precise means. This is not to say that truth cannot be found in the idiosyncratic behavior of our end user base, it is just to point out that not all of the relevant data will look like…well…data.
Best Bit: “It is tempting to measure everything and hope that insights will emerge on their own, but usually, they won’t.”
via uxmatters.com
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