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The HEART Framework

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written by Johannes Ippen. founder of Human Deluxe, @johannesippen

The HEART Framework

Good products deliver. They grow. They perform. Theny deliver measurable results. KPIs. Key performance indicators. But how do you make sure a KPI doesn’t ignore the user, the human being?

The HEART Framework was introduced by Kerry Rodden, Hilary Hutchinson and Xin Fu from the Google Research Team and is aimed at doing exactly that: Making sure that you don’t lose quality and perception of your product while optimising for data.

The framework is basically a board of statement and facts that define the goals, signals and metrics for five different factors of your product.

Goals should be set so that the whole team can identify with them. Signals give hints about whether the goals can be achieved. Metrics help to quantify these goals.

The five factors

Happiness: How happy is the user, when they deal with the brand or product? How does their feeling change over time?

Engagement: How much does the user interact with the product? How often do they come back?

Adoption: How successful does the product acquire new users? Will they keep using the product after onboarding?

Retention: How long do existing users stay on board? Is there a certain pattern of usage?

Task Success: Can the product help to solve problems? Is the product the best possible way to do this?

The easiest way to use the HEART framework is to gather your product team and answer these questions in a matrix form: What happiness goals do we have? What signals indicate happiness? How do we measure happiness? And so on.

A good start is to use our Google Doc template, which you can access here: http://toolbox.humandeluxe.com/heart

Author
written by Johannes Ippen. founder of Human Deluxe, @johannesippen