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Imagine that you’ve just received an invite to a new meeting. The description is a bit vague, but the title is sitting right there, with its heavy weight, making you a bit worried: design KPIs. Now, what do you think the meeting is going to be about?
It wouldn’t be surprising to hear about conversion rates, new A/B testing results and bounce rates; perhaps exit pages and SERPs and funnel drops. We might expect data from Google Analytics, and perhaps a report about generated leads.
What we expect to see are data points scattered across charts. Each of the data points represents a unique experience, and when put together, they represent an average behavior in our products. The average user doesn’t exist, of course, but the data helps us identify trends and changes over time. These trends are indeed valuable insights. But they also are only one part of the full story.