How to measure the impact of your product design stories: A comprehensive guide
UX Research
Maria Correa
May 15, 2024
This mindset, which is rooted in the creation of products driven by value, forms the very foundation of both product management and design. The importance of this approach cannot be overstated, as it is the key to delivering products that meet the needs of the users but also provide them with a memorable user experience.
I know for the very beginning of this product mindset you are asking yourself, well and how do I measure the success of my product design stories? We got you, and created this guide that explains to you how to measure the impact of your product design stories through strategic KPIs, business outcomes, storytelling, feedback, and data analysis. Just sit down, take notes and follow these steps.
Define Key Performance Indicators (KPIs)
Key Performance Indicators (KPIs) are vital in understanding user behavior and the success of your product design. These measurable values provide insights into how well your product is achieving its intended objectives, and also serve as a clear guide to understand where improvements and adjustments need to be made. KPIs, therefore, provide valuable data that can drive strategic decision making.
To effectively measure impact, it's essential to define KPIs that are SMART: Specific, Measurable, Achievable, Relevant, and Time-bound. For example:
Specific: Increase the conversion rate.
Measurable: By 10%.
Achievable: Through improved checkout design.
Relevant: To boost sales.
Time-bound: Within the next quarter.
Key Performance Iindicators depend 100% on your business goals, that means that these could range from increasing conversion rates and improving product discoverability to reducing customer support inquiries. By identifying the right KPIs, you create a focused lens to view your product's performance in the market.
Understanding Business Outcomes
Another way to measure the impact of your product design stories is aligning them with business success, focus on the following outcomes:
Acquisition: How effectively are you attracting customers to new features or products?
Activation: Once attracted, do customers engage with what you offer?
Retention: Are your designs compelling enough to keep users coming back?
Referral: Do users recommend your product to others?
Revenue: Ultimately, does your product design contribute to financial growth?
These outcomes offer a holistic view of your product's performance from discovery to loyalty and advocacy. This holistic view not only focuses on the long-term impact and the overall journey that your users take with your product. It's a way to understand the whole process of your user journey.
Storytelling with propose
Storytelling in product design is about creating a narrative that users can connect with on an emotional level. The story of the product can be communicated to the user in different formats such as user personas, scenarios, storyboards, slides, or live demos, your focus is to find a way to connect emotionally with your users. The art of storytelling in product design allows for a deeper connection, establishing a bond between the user and the product or service, which can lead to a more engaging and satisfying user experience.
A well-structured product story includes:
Exposition: Present the problem, hypothesis, or assumptions your design intends to address.
Conflict: Describe the challenges and obstacles faced by users.
Resolution: Show how your design helps users overcome these challenges to achieve their goals.
Selecting the right format — be it storyboards, animations, videos or live demos — depends on your audience, message, and resources available.
Collect Feedback
We live for Feedback. Why? Because feedback is a goldmine of insights into how your product is perceived and experienced by users. In essence, feedback is an indispensable tool in your design process that helps you to understand the strengths and weaknesses of your product from the user's point of view, enabling you to continuously refine and perfect your design.
You can collect feedback through usability tests, surveys, and direct user feedback, you gain a clearer understanding of what aspects of your design are hitting the mark and which ones need refinement.
A simple way to collect user’s feedback is told.club, a no-code in-app survey tool. This widget allows you to easily ask questions at any stage of your funnel.
Analyze the Data
With feedback in hand, the next step is to analyze the data. The purpose of this analysis is to recheck your previous assumptions and iteratively improve your product design. It is a process of refining and fine-tuning your design based on the insights gained from user feedback.
To assess the success of your product design, this analysis should be compared with your initially defined Key Performance Indicators (KPIs) and business outcomes. Such a comparison allows you to measure the efficacy and value of your product design stories.
Conclusion
Measuring the impact of your product design stories is a dynamic and continuous process. By defining clear KPIs, aligning with business outcomes, crafting engaging stories, collecting insightful feedback, and rigorously analyzing data, you can ensure that your product designs resonate with users and drive meaningful business results.
