ux-design-for-startups-marcin-treder

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them successful? I wouldn’t.The number of pageviews is a typical vanity metricfor almost all SaaS applications and many other webstartups. What’s a vanity metric? As Brad Smith nicelyput it: “Vanity metrics are things people love to quoteand obsess over, even though they’re almost entirelyuseless to your business.”Vanity metrics make the naive among us feel good,but at the same time they push the whole business intoan endless depression of idleness. Vanity metrics areabsolutely unactionable and therefore useless. They’re awaste of time that can destroy your startup.To give you a couple more examples: time on site is avanity metric, so is the average number of pageviewsper user, or the percentage of new visitors.Some vanity metrics are more tricky. In UXPin the“number of projects with comments” was one of them.It seems to be a reasonable behavioural metric thatwas supposed to let us check the engagement of users92growth and design hacking
in commenting on a feature. Well... it didn’t. Thenumber itself didn’t tell us anything. Some users don’thave people to share a project with, some rather like toexport a PDF and attach it to a project managementtool, etc. This metric couldn’t tell us about thosecases and overall it just failed to provide us with theappropriate knowledge to make any decisions. Wekilled it to stay focused on what’s really important.That’s my recommendation to you: keep up with theimportant metrics and kill the vanity ones. Less ismore.Do it over and over again!After several weeks of madness in UXPin we managedto get off our knees and start to properly measurethe right metrics. That was a relief! Finally, I didn’tfeel completely stupid and we started to learn fromour users. Great! We used Google Analytics andeverything that was important was right there; wegrowth and design hacking93
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UX DESIGNFOR STARTUPSMarcin Treder
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The real power of prototyping 71Ge
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I learn anything about their ideas,
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The ageof userexperiencedesign
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important to have a product with to
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design a couple of years before the
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magazines, webinars, courses... but
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doors will be able to perform the t
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our customers and check what troubl
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described the solution.Simple as th
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It’s divided into two parts: Prod
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Get to knowyour users
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Designer’s Desk. Photo by irrezol
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Remembering about the C-P-S triangl
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customers via Skype and till today
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disagreed with Krug. I believed tha
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community and we all know each othe
Page 42 and 43: which I strongly recommend, stopped
Page 44 and 45: and attention during the test. As s
Page 46 and 47: Skype as a research toolWhat if you
Page 48 and 49: All right, but how can you create a
Page 50 and 51: Set up a feedback forumWhat’s tha
Page 52 and 53: efficientdesigntechniques
Page 54 and 55: In my experience, only two things a
Page 56 and 57: However, before we talk about the a
Page 58 and 59: people consider UX designers as sor
Page 60 and 61: Before you start thinking about the
Page 62 and 63: Our success was possible because pe
Page 64 and 65: works of art, unless you plan to te
Page 66 and 67: epresentation.‘Representation’
Page 68 and 69: and fix interaction with an interfa
Page 70 and 71: A mockup is a visual representation
Page 72 and 73: Prototypes are often written in HTM
Page 74 and 75: Beware that prototyping is rather a
Page 76 and 77: use should leave you just enough sp
Page 78 and 79: growthand designhacking
Page 80 and 81: Despite all this experience, I stru
Page 82 and 83: level, successful UX designers do j
Page 84 and 85: valid conclusion?Make sure that you
Page 86 and 87: failure. The minimal amount of info
Page 88 and 89: Economic metricsThey must clearly s
Page 90 and 91: a new feature or product, consider:
Page 94 and 95: could see all the metrics with our
Page 96 and 97: work influences business. Metrics b
Page 98 and 99: at complex knowledge, but actionabl
Page 100 and 101: Economic and behavioral metrics•
Page 102 and 103: Get itoptimised
Page 104 and 105: work and a feeling of anxiety rathe
Page 106 and 107: this. We all live in an extraordina
Page 108 and 109: focused on user experience, it does
Page 110 and 111: Awesome, right?We implemented the w
Page 112 and 113: Then suddenly our sales dropped. We
Page 114 and 115: Enough is enoughFair enough, you ma
Page 116 and 117: The second step is to look for the
Page 118 and 119: Tools,tools,tools
Page 120 and 121: • Mockingbird http://gomockingbir
Page 122 and 123: Web Analytics:• Adobe Analytics h
Page 124 and 125: ClickTracking:• Clickheat http://
Page 126 and 127: • Morae http://www.techsmith.com/
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