Leave No Stone Unturned: Solving the Problem of Vanity Metrics

By John Imburgia
Experience Designer
projekt202
  1. Empathize with end users to determine why they aren’t signing up for the newsletter.
  2. Define the problem that they aren’t seeing the signup form because it’s buried in the footer of their website.
  3. Iterate possible solutions, from raising the form above the fold to throwing up modals on the site.
  4. Build a lightweight prototype and test it with users.
  5. Charge your development team with the task of implementing the takeover modal solution that users said would lead to signup.

WHAT ARE VANITY METRICS?

AS DESIGNERS, WE NEED TO ABC: ALWAYS BE CURIOUS

THE STRATEGIC QUESTION: “SO WHAT?”

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