What behaviour reveals.
WHAT DATA CAN TELL YOU
What people do Where they stop What they never find How behaviour changes after a release
WHAT IT CANNOT TELL YOU
Why.
WHY THAT LIMIT MATTERS
Data identifies where to look; conversations explain what you found.
WHAT TO COMBINE
Quantitative measurement with qualitative conversation.
WHAT TO MEASURE
Completion of key tasks Where people abandon a process Time taken Repeat usage
WHAT A HIGH ABANDONMENT POINT INDICATES
Something confusing, broken or unwanted at that step.
WHAT TO DO ABOUT IT
Watch someone attempt it.
WHY WATCHING
It reveals in minutes what analysis suggests in weeks.
WHAT SESSION RECORDING PROVIDES
Observation of real use.
WHAT IT REQUIRES
Care with privacy, and exclusion of sensitive fields.
WHAT TO BE CAREFUL WITH
Drawing conclusions from small numbers Measuring what is easy rather than what matters Optimising a metric at the expense of the outcome
WHAT THAT LAST FAILURE LOOKS LIKE
Increasing engagement by making the product harder to leave.
WHY IT IS A FAILURE
It improves the number and damages the business.
WHAT TO ESTABLISH
That metrics serve the outcome, not replace it.
WHAT TO REVIEW
Whether your measures still reflect what you care about.
