Google UX HEART framework

在首次发布近十年后，Google 的HEART框架继续为衡量和改善用户体验提供有价值的见解。
Almost a decade after it was first published, Google’s HEART framework continues to offer valuable insights for measuring and improving the user experience.

HEART 首字母缩略词代表 5 种不同的 UX 指标：幸福感、参与度、采用率、保留率和任务成功率。这些指标共同在用户体验和收入驱动指标之间建立了独特的联系，帮助设计师、研究人员和产品团队获得可量化的结果。
The HEART acronym stands for 5 different UX metrics: happiness, engagement, adoption, retention, and task success. Together, these metrics create a unique connection between UX and revenue-driving metrics, helping to ground designers, researchers, and product teams in quantifiable results.

什么是 Google 的 HEART 框架，它如何帮助用户体验？
What is Google’s HEART framework and how does it help UX?

Google HEART 框架是一种衡量 UX 的方法，基于 Google 的用户体验研究而开发。
The Google HEART framework is a method for measuring UX, developed based on Google’s user experience research.


在内部团队意识到用户体验没有得到有效衡量后，谷歌首先设计了这个框架。当时，有很多有效的方法来衡量微观层面的用户体验——比如任务完成时间和任务完成率——但用户体验设计师并没有被他们的工作直接影响的宏观业务指标所束缚。
Google first devised the framework after internal teams realized that UX wasn’t being effectively measured. At the time, there were plenty of efficient ways to measure user experience on a micro-level—like time-on-task and task completion rate—but UX designers weren’t being held to the macro business metrics that their work directly influences.


HEART 框架在 2010 年填补了这一空白。即使在今天，使用数十种工具和最佳实践来衡量 UX 工作，HEART 框架仍然提供了一个易于理解的过程来帮助 UX 团队确定具体目标并衡量成功。

The HEART framework filled this gap in 2010. And even today, with dozens of tools and best practices to measure UX efforts, the HEART framework still provides an easy-to-understand process to help UX teams identify concrete goals and gauge success.


HEART 是如何测量的？How is HEART measured?
HEART 框架很灵活：它可以应用于您的应用程序中的少数功能或整个产品设计过程。值得注意的是，并非所有项目都需要所有 5 个指标——您选择跟踪的指标将取决于您的最终目标。例如，如果您想提高产品粘性，您可能会专注于参与度和任务成功。The HEART framework is flexible: It can be applied to a handful of features in your app or to your whole product design process. And it’s important to note that not all projects will require all 5 metrics—the metrics you choose to track will depend on your end goal. For example, if you want to improve product stickiness, you might focus on engagement and task success.



HEART 框架的 5 个要素如下：

幸福
Happiness
衡量用户态度或满意度的指标。幸福感最常通过用户调查和NPS 响应来衡量。
A measure of users' attitudes or satisfaction. Happiness is most often measured by user surveys and NPS responses.

参与度
Engagement
The level of use an average customer is getting from your product. Engagement is most often measured by looking at in-product analytics—including time spent in-app, number of sessions, or number of shares.
普通客户从您的产品中获得的使用水平。参与度通常通过查看产品内分析来衡量，包括在应用内花费的时间、会话数或分享数。

采用
Adoption
注册后采用您的产品的用户百分比和/或采用特定功能的用户百分比。采用率也通过产品内分析来衡量，但这一次，着眼于升级、新订阅和新购买。
The percent of users that adopt your product after signing up and/or the percent of users that adopt a specific feature. Adoption is also measured by in-product analytics, but this time, looking at upgrades, new subscriptions, and new purchases.


保留
Retention
返回您的产品的总用户的比率。留存率通常通过查看churn来衡量。
The rate of total users that are returning to your product. Retention is most often measured by looking at churn.

任务成功
Task Success
用户完成任务的能力。任务成功可以通过查看错误率和应用内任务完成来衡量。
The ability of users to complete a task. Task success can be measured by looking at error rates and in-app task completion.
在图中 signals可以看出 - 是针对软件产品的不同用户行为
对应不同的指标 -  goals和用户行为

HEART 框架如此有效的原因在于它包含微观和宏观测量，以帮助确定产品用户体验的影响。留存率与当前和未来的收入有着最直接的关系，而其他用户体验指标则对价值有影响。
What makes the HEART framework so effective is that 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 an influence over value.

Google 如何使用 HEART 提高用户幸福感How Google uses HEART to improve user happiness
幸福是对情绪的一种计算，因此很难优化。但是，通过NPS和用户调查可以很容易地衡量这种情绪。通过随着时间的推移跟踪幸福感，您可以更好地了解产品的方向是否满足用户的需求。
Happiness is a calculation of emotion, which makes it difficult to optimize. But, it can be easy to measure that emotion through NPS and user surveys. By tracking happiness over time, you can better understand if the direction of your product is meeting your users’ needs.



Here’s one way Google captures happiness data from its users:
Google 的开发者网站上有很多关于如何在他们的平台上构建应用程序的指南、资源和教程。这些是重要的、高风险的内容——一些错误可能会破坏开发人员的体验。
Google’s developer site is full of guides, resources, and tutorials on how to build apps on their platform. These are important, high-stakes pieces of content—a few mistakes can ruin a developer’s experience.


为了捕捉任何负面情绪的早期迹象，谷歌直接在他们的文档中嵌入了星级评级，以便开发人员可以提供实时反馈。与 Google 通过电子邮件发送相同的星级评级机制相比，这种页面评级最有可能获得更准确和周到的反馈。
To catch any early indications of negative sentiment, Google embeds a star rating directly in their documentation so developers can provide real-time feedback.  This on-page rating most likely captures more accurate and thoughtful feedback than if Google had sent the same star rating mechanism via email.



Google 如何提高用户参与度
How Google improves user engagement
谷歌在其最初的用户体验研究报告中将用户参与度定义为“用户对产品的参与程度”。另一种考虑参与度的方法是衡量习惯或习惯性使用，这是在用户采用产品之后出现的。
Google defined user engagement in their original user experience research report as, “the user’s level of involvement with a product.” Another way to think about engagement is as a measure of habit or habitual usage, which comes after a user adopts a product.


在一个分心的世界里，很难创造和增加对产品的习惯性使用。然而，谷歌是创造习惯的大师（想想我们经常使用多少谷歌产​​品）。 Creating and increasing habitual use of a product is hard to do in a distracted world. Google, however, is a master of habit creation (think of how many Google products we all use on a regular basis).


以下是 Google 用来提高用户参与度的几种策略。
https://www.appcues.com/blog/increase-user-engagement

跨平台推广Cross-platform promotion

谷歌经常鼓励桌面用户下载他们产品的移动版本。可以公平地假设这种行为会增加参与度，因为用户在多个设备上都拥有 Google 产品。
Google often encourages desktop users to download the mobile version of their products. It’s fair to assume this behavior increases engagement since users have Google products on multiple devices.

例如，在桌面上注册 Google 相册后，用户会收到一封欢迎电子邮件，提示他们下载移动应用程序。谷歌没有使用“在 Google Play 和 App Store 上找到我们”的标准消息，而是关注用户利益：备份手机上的所有照片。此消息直接将操作（下载应用程序）与价值（保存智能手机照片）联系起来。After signing up for Google Photos on a desktop, for example, users receive a welcome email prompting them to download the mobile app. Rather than use the standard message of “Find us on Google Play and the App Store,” Google focuses on the user benefit: backing up all the photos on their phone. This messaging directly relates the action (downloading the app) to value (saving smartphone photos).

跨产品推广 Cross-platform promotion

谷歌提高用户参与度的另一种方式是加强产品之间的集成。 Another way Google increases user engagement is by tightening the integration between their products.

Gmail 是 Google 最受欢迎的产品之一，可以说是其业务工具套件的中心。以下是 Google 如何推动其现有的 Gmail 用户群下载其他应用程序的示例：Gmail is one of Google’s most popular products and is arguably the hub of their business tool suite. Here’s an example of how Google pushes their existing user base of engaged Gmail users to download their other apps:

此幻灯片向 Gmail 用户展示了在 3 个不同的应用程序中打开 Google 文档链接是多么容易。谷歌本可以使用已经下载的兼容应用轻松自动打开链接。相反，他们使用这个空间向用户展示他们已经拥有哪些应用程序，以及他们可以下载哪些应用程序以获得最佳体验。
This slideout shows Gmail users how easy it is to open a Google Docs link in 3 different apps. Google could have easily opened the link automatically with an already-downloaded, compatible app. Instead, they use this real estate to show users which apps they already have—and which ones they could download for an optimal experience.


Google 如何提高用户采用率 How Google improves user adoption
产品采用可以适用于单个功能或功能集，也可以适用于整体采用产品的新用户。尽管这些实例可能看起来不同，但在向用户介绍新功能的方式和他们加入新产品的方式方面有很多共同点。
Product adoption can apply to a single feature or feature set, or to new users adopting a product as a whole. Although those instances may seem different, there’s a lot in common with the way users are introduced to a new feature and the way they are onboarded to a new product.

用户入职User onboarding
谷歌应用了各种技术——从工具提示到电子邮件入职系列——来提高其产品的采用率。以下是他们的产品之一，谷歌表单，如何通过导游引导新用户： Google applies a variety of techniques—ranging from tooltips to an email onboarding series—to increase adoption in their products. Here’s how one of their products, Google Forms, onboards new users with a guided tour:

本演练向用户介绍 UI，并向他们展示首次构建表单时要执行的操作以及单击的位置。Google 表单的体验相当简单，可以肯定地说，大多数用户会在几分钟的修改后弄清楚这些步骤。This walkthrough introduces users to the UI and shows them what actions to take and where to click  when building a form for the first time. The Google Forms experience is fairly simple and it’s safe to say that most users would figure out the steps after a few minutes of tinkering.


但是，请记住：这次巡演不仅仅是关于新用户的入门。这也与采用有关，因此 Google 肯定会指出更微妙的 Google Forms 功能，例如自定义主题或启用测验功能。But, remember: This tour isn’t just about onboarding new users. It’s also about adoption, so Google is sure to point out the more subtle Google Forms features, like customizing a theme or enabling quiz features.

新功能发布和产品重新设计New feature releases and product redesigns
谷歌采用类似的方法来提高功能采用率。他们使用从模式到滑出到工具提示的所有内容来向现有用户宣布新功能。 Google follows a similar approach to improve feature adoption. They use everything from modals to slideouts to tooltips to announce new features to existing users.


当功能发布特别激烈时，谷歌甚至使用全屏接管，就像他们在更新的谷歌地球体验中所做的那样： When feature releases are especially drastic, Google even uses full-screen takeovers like they did with the updated Google Earth experience:

当用户首次启动更新后的 Google 地球体验时，他们可以跳过演练或点击 5 个屏幕，其中包含描述新变化的视频。 When users launch the updated Google Earth experience for the first time, they can either skip the walk-through or click through 5 screens with videos that describe the new changes.

谷歌很少使用全屏方法——他们通常使用模式和工具提示来巧妙地吸引用户对新功能的注意。然而，在这种情况下，谷歌地球的主要功能已经被添加和更新，所以谷歌想要提醒和教育用户。 The full-screen approach is rare for Google—they typically use modals and tooltips to subtly draw users’ attention to the new feature. However, in this case, major Google Earth features had been added and updated, so Google wanted to both alert and educate users.


Google 如何提高用户留存率How Google improves user retention
留存率是任何企业收入的重要驱动力，因此谷歌在留存工作上投入巨资也就不足为奇了。当他们在 2014 年收购 Nest 时，谷歌也获得了它的用户——并且需要逐月留住他们。
Retention is an important driver of revenue for any business, so it’s no wonder that Google invests heavily in retention efforts. When they acquired Nest in 2014, Google also acquired its users—and the need to retain them month over month.

他们这样做的一种方法是向 Nest Thermostat 用户发送其能源使用情况的每月数据摘要：  
One way they do this is by sending Nest Thermostat users a monthly data summary of their energy usage:  

在最基本的层面上，这封电子邮件会更新用户他们的智能恒温器在上个月使用了多少能量。在更深层次上，这封邮件提醒用户产品的价值。看到使用量逐月减少是一种验证和奖励。
At the most basic level, this email updates users on how much energy their smart thermostat used in the last month. At a deeper level, this email reminds users of the product’s value. It’s validating and rewarding to see that usage number decrease month over month.


Nest 还向用户展示了他们在能源效率方面与所在地区其他用户的比较，这为更新增加了竞争元素，并激励用户在下个月获得更多“叶子”（节能温度的指示）。Nest also shows users how they compare in energy efficiency to other users in their area, which adds an element of competition to the update and motivates users to earn even more “leaves” (an indication of energy-efficient temperature) next month.



Google 如何提高任务成功率 How Google improves task success

用户体验设计师可以做几件事来提高任务的成功率——例如启用或显示通用流程，以便用户可以更快地执行给定任务。尽管很难发现提高任务成功率的努力，但 Google 确实结合了微妙的 UI 模式来引导用户使用可提高效率的有用特性和功能。
There are several things a user experience designer can do to increase task success— such as enabling or surfacing common flows so users can execute faster on a given task. Although efforts to increase task success can be difficult to spot, Google does incorporate subtle UI patterns to guide users to useful features and functionalities that improve efficiency.

以 Google Docs 中的这个例子为例：

谷歌可能知道它的客户正在使用第三方语法助手来编辑他们在谷歌文档中的工作。知道这种体验可以简化，他们引入了内置的语法建议，这些建议会在用户键入时出现。Google was probably aware that its customers were using third-party grammar assistants to edit their work in Google Docs. Knowing that this experience could be streamlined, they introduced built-in grammar suggestions that appear as users type.


Google 使用工具提示做了两件事：提醒用户注意此功能并向他们显示功能所在的位置（在“工具”菜单下），以便他们可以随时编辑设置。Google used a tooltip to do 2 things: alert users of this feature and show them where the functionality lives (under the “Tools” menu), so they can edit the settings whenever they want.


Creating a product-led UX with HEART
使用 HEART 创建以产品为主导的 UX

谷歌利用多种沟通方式来吸引用户。他们将电子邮件、反馈表、工具提示和模式结合起来，以增加其产品的核心，并为世界上最有价值的公司之一带来更多收入。Google takes advantage of many means of communication to engage their users. They combine email, feedback forms, tooltips, and modals to increase the HEART of their products and drive even more revenue into one of the most valuable companies in the world.

HEART 框架的根本成功在于它能够帮助企业专注于创造以产品为导向的用户体验。以产品为主导的方法通过将公司的精力集中在改善产品体验上，而不是过度依赖销售、营销和支持来扩大规模，从而使平衡向有利于用户的方向转变。 The underlying success of the HEART framework comes from its ability to help businesses focus on creating a product-led user experience. A product-led approach shifts the balance in favor of the user by focusing company efforts on improving the product experience, instead of over-relying on sales, marketing, and support to scale.

接受这种新思维方式需要时间、精力和承诺，这也是我们创建产品导向增长飞轮的部分原因——这是一个通过投资于用户体验来发展业务的框架。Flywheel 与 Google 的 HEART 框架完全兼容——采用一个框架的原则将帮助您在另一个框架中取得成功。 It takes time, energy, and commitment to embrace this new mindset That’s part of the reason we created the Product-Led Growth Flywheel—a framework for growing your business by investing in the user experience. The Flywheel is wholly compatible with Google’s HEART framework—adopting the principles of one framework will help you achieve success with the other.

因为事实是，公司不会在一夜之间变成以产品为主导的。但是，通过遵循 Google 的 HEART 框架以及 Appcues Product-Led Growth Flywheel，您可以向提供用户（和您的企业）应得的产品体验迈出重要的一步。 Because the fact is, companies don’t become product-led overnight. But by following Google's HEART framework along with the Appcues Product-Led Growth Flywheel, you can be one important step closer to delivering the product experience your users (and your business) deserve.

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