HEART is a framework for measuring and improving user experience, and each letter stands for a different user experience metric: Happiness, Engagement, Adoption, Retention, and Task Success.
Where did the HEART framework come from?
The framework was devised from Google user experience research after internal teams realized that UX wasn’t being measured effectively. At the time, there were plenty of effective ways to measure user experience on a micro level—such as time-on-task and task completion rate—but UX designers weren’t being held to the macro business metrics that they directly influence. So Google came up with HEART as a new framework for measuring user experience.
How is HEART measured?
|Happiness:||Satisfaction, likelihood of recommendation | via user surveys||User surveys|
|Engagement:||How much an average user is using your product (by time, sessions, etc)||Analytics|
|Adoption:||The percent of users that adopt your product after signing up (user onboarding), and/or the percentage of users that adopt a specific feature of your product||Analytics|
|Retention:||How many users are still present later||Analytics|
|Task Success:||Time to complete a task, error rate||User tests|
The HEART framework is great because it encompasses both micro and macro measurements to help determine the impact of a product’s user experience. Retention has the most direct relationship with current and future revenue, while the other UX metrics have influence over value.