Dear Fellow UXers -
I've been talking with many of you lately, and I see that you are not keeping metrics. Your project goal setting is to make something better. That's it.
I sympathize, I really do. Your insight and your empathy magically push all those pixels together in a more pleasant, satisfying, wonderful experience that will compel all the users in the world to come back again and again. You close your eyes, and Steve Jobs floats in front you, waving an iPhone in benediction.
The Boom is over, children. While I whole-heartedly support more beauty and elegance in the world, it needs to support some goal. More traffic? Less phone calls? More times written on the blog? More people showing up to your cocktail party?
ROI got way overused in the boom, but I say it's time to bring it back. If you're not calculating some ROI for your website with both offline and online activities, you're just wasting your time. If your only metric is web traffic, you are excused from the discussion until you see the utter foolishness of the short one-time visit.
Check this for more detail on what you can measure. Read Marketing Sherpa religiously.
Then meld your great ideas and map them to measurable goals that translate into money and affinity. Just like all those sweaty guys from eCommerce.
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