The Dual Metrics Model — an Approach to Product Design Metrics
Metrics aren’t just abstract numbers — they reflect real user experiences.
When users abandon tasks midway, it’s more than just a dip in completion rates — it’s a signal that something within the design is causing friction. Maybe the onboarding process is too complex, or perhaps critical features are hidden too deeply in the UI. Metrics help tell these stories, providing designers with concrete evidence to diagnose and address issues.
Despite their usefulness, metrics always come with risks. Focusing on the wrong metrics or over-optimizing based on chosen metrics can lead to unintended consequences.
Using the wrong metrics means that designers may optimize for outcomes that don’t actually matter to users or the business, especially if the chosen metric doesn’t align with the core goal of the project. For example, improving a minor feature’s engagement might come at the cost of neglecting more critical aspects of the user experience.
When design teams focus too heavily on a single metric, such as reducing bounce rates, they may miss the bigger picture, sacrificing user experience or brand identity. This is an example of over-optimizing for a metric. This tunnel vision can result in a product that meets specific…
