Key Performance Indicators (KPIs) used to be interesting for the corporate development or analysis department. But in times of data-driven design, metric-driven development is already attractive from the concept phase of a product. Design decisions are based on the fact that the product fulfils the KPIs set by yourself.
Therefore, it is not uncommon for people to forget who our product is actually for: people.
Product developers, designers or branding experts all too easily fall into the trap of a blind data focus: the abundance of analytical information often makes you forget the purpose of a product. And furthermore, KPIs are easily confused with success factors. Data-driven design fails when you lose sight of the actual product- or service-design's intent.
The HEART-Framework is supposed to provide a remedy for this situation. Its aim is to keep the consumer centricity in mind. They should focus on the significant ones, despite the many ways to capture data. Measuring the user's experience from multiple angles (HEART) is the big benefit of the framework. This helps to find negative or positive synergies between several metrics.
The data that UX and product teams will generate over time using the HEART framework can uncover valuable insights about which of these five elements most significantly and consistently leads to increased revenue.