Google is using HEART Framework, a special user experience metrics to find out more about their customers and their emotions. Here’s why you should too.
There’s no longer any doubt about what engages audiences or captures sales. Research proves purchasing decisions are based on not just planning and logic, but also on emotion.
How can you capture the emotions of your customers and turn them into sales? This is a question Google is answering with its HEART Framework, the very first User Experience (UX) tool combining ‘traditional’ metrics with emotion-led indicators.
The framework, pioneered by quantitative UX researchers at Google Ventures, looks at who’s using Google products and why. It’s about engagement, likes and dislikes, and about building and retaining audiences. If these principles are driving Google’s success, they can drive yours too.
How HEART Framework works
If you use Google products, you’ve probably seen HEART in action. The framework is user-centric: it studies emotions, engagement and context to put customers at the centre of the research to capture UX in the moment.
HEART is an acronym drawn from five elements. Together, they paint a picture of overall UX.
- Happiness: Customer surveys are used to gauge the emotional element of UX. Embedded into product pages and as pop-ups, they look at the attitudes and emotions of the customer. How happy are they? How does this happiness affect their behavior?
- Engagement: These metrics quantify interaction. They measure how long customers use a product or service. How many visits has a website received? How many times has a customer used a blog or purchasing portal?
- Adoption: This studies new customers. What counts as ‘adoption’ depends on the data you need. Does a user need to have bought a product or does simply visiting the website count? These metrics can gauge how quickly customers embrace new products. If uptake is slow, the data can guide change.
- Retention: Retention measures the rate of return of customers. Are customers planning to come back?
- Task success: Task success captures whether customers are able to achieve what they set out to do. Did they find what they wanted? How did they find navigation?
Why use the HEART Framework
Understanding who is using your business is important, as is understanding why they’re using it.
HEART goes further than Analytics to gauge both satisfaction and usage. It’s like a high-tech light version of a long paper-based feedback survey. It tells you what customers think, as well as how they behave. Analytics provides a snapshot, but it doesn’t bring emotional data to the table. It doesn’t explain why a customer used a product or whether they liked it.
There may be 1000 people visiting you on-line, but are they your target market? How many are happy? Will they come back? The researchers behind Google’s HEART Framework understand these are key parts of the UX puzzle.
Emolytics and HEART
Like Google, you need to find the right framework for your UX metrics to keep pace with your customers (and ahead of your competition). Emolytics adopts broadly the same user centric approach as the HEART sequences and integrates this concept into a feedback tool that provides tailored data for your business.
How Emolytics works:
- Happiness: Emolytics tracks empathy over time and in reference to specific topics. The feedback tool works with a range of KPIs to interpret data and pinpoint how customers feel. Your ‘Emoscore’ helps guide improvements.
- Engagement: Emolytics focuses on engagement using a 30-question library. Both returning users and new users are analyzed, as are intentions and completed actions. Multiple devices and marketing channels are studied. It also takes into account Analytics and metrics.
- Adoption: Emolytics provides metrics based on Google’s HEART Framework using questions focused on the products – it gauges the intention of the customer and conversion rates.
- Retention: Emolytics looks at how your business performs in the eyes of customers. Do you annoy or excite them? Do their attitudes differ across demographic bases? Do you offer value for money? This gauges intention to remain as a customer (or potential customer) as well as current attitudes.
- Task success: A range of KPIs determines a Customer Effort Score, and this is used to improve your task success metrics.
Using the HEART Framework in your business
To get the best out of HEART, it needs to be integrated into other KPI tools, such as CSAT, NPS, CES and Emoscore, which uses the Google concepts across its tool and dashboard.
It sounds obvious, but to get the right answers from your analysis, you need to ask the right questions. If you don’t know what you’re looking for, you won’t make sense of your metrics.
A good first step is to set business goals so you have points of comparison and strategic benchmarks. After pinpointing your objectives, you can work out how to achieve them.
Emolytics can identify the elements most useful to your business so you can hone in on the metrics that matter to you. After all, data that’s useful to one company may not be useful to another. Using Emolytics can help make it easier to pinpoint what you need to find out.
HEART and you
Understanding each element of Google’s HEART Framework can help you engage with your customer base and build on it. By combining Emolytics and Google Analytics, you have the capacity to measure the HEART Framework quickly and easily. Pinpointing what you need to get out of your metrics in this way takes the guesswork out of customer satisfaction. That leaves you more time and energy to build a bigger, stronger business.
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Google is using HEART Framework, a special UX metrics to find out more about their...