• Key Performance Indicators have a lot of influence over how teams prioritize, design and build features and products. Poorly defined KPIs could result in building a solution for the wrong problem which, in turn, dilutes a user’s experience with superficial engagement, leading to negative outcomes for the business.

Good design is not about higher CTRs (click-through-rates) or pageviews. It’s about delivering value to your business by serving your customers. Therefore, establish KPIs that align with the value you offer, instead of tracking superficial metrics.


  • To set value-driven KPIs:
  1. Clearly define user goals before determining the metrics.
  2. Identify user behaviors that signal the defined goals.
  3. From those signals, select key signals to measure.

One thing to remember: Defining the value-driven KPIs is not a solo job for designers. Product managers, marketing teams, and stakeholders at all levels should work together to build products/services that provide customer value to build a better business.

Translating UX Goals into Analytics Measurement Plans

Why designers should focus on KPIs

Google’s HEART Framework for Measuring UX


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