Based on the article by Kerry Rodden
Measures of user attitudes, often collected via survey.
Level of user involvement.
Gaining new users of a product or feature.
The rate at which existing users are returning.
Efficiency, effectiveness, and error rate.
Identifying clear goals will help choose the right metrics to help you measure progress.
You may not realize that different members of your team have different ideas about the goals of your project. This process provides an opportunity to build consensus about where you're headed.
A common pitfall is to define your goals in terms of your existing metrics - "well, our goal is to increase traffic to our site."
Yes, everyone wants to do that, but how will the user experience help? Are you interested in increasing the engagement of existing users or in attracting new users?
Map your goals to lower-level signals.
There are usually a large number of potentially useful signals for a particular goal. Once you have generated some promising candidates, you may need to pause and do some research or analysis to choose.
If you're already collecting potentially useful signals, you can analyze the data you have and try to understand which signals seem to be the best predictors of the associated goal.
First, how easy or difficult is each signal to track? Is your product instrumented to log the relevant actions, or could it be? Second, you should choose signals you expect to be sensitive to changes in your design.
Refine those signals into metrics you'll track over time or use in A/B testing.
The specifics depend a lot on your particular infrastructure. But, as in the previous step, there may be many possible metrics you could create from a given signal.
You'll need to do some analysis of the data you've already collected to decide what's most appropriate.
Avoid the temptation to add "interesting stats" to your list. Will you actually use these numbers to help you make a decision? Do you really need to track them over time, or is a current snapshot sufficient? Stay focused on the metrics that are closely related to your goals to avoid unnecessary implementation effort and dashboard clutter.
*Remember, you only need to include the HEART categories relevant to your product.