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Establishment and Optimization of Google HEART Metrics Framework in Rapid Research

Dweebs Pink

This is ​evaluative, iterative strategic research completed at Dweebs Pink (a Dweebs Global Subsidiary). The high level objective of the study is to increase discoverability and adoption of subscription feature,  increase engagement with quiz feature and decrease time on various tasks to optimize current experience. Our team committed to designing from scratch as well as re-designing the existing landing page to qualify for Google's monthly AD grant program for non-profits.  

Background and Goals

Prior to the hire of a UXR team, Dweebs Pink's previous UX layout struggled to maintain and increase conversion rates (subscriptions and donations), struggled to maintain and increase engagement with certain features (quiz and forum) and struggled with optimization of task effectiveness. Thus, the team is committed to designing most pages from scratch and improving the UX of the previous landing page in order to increase conversion rates, engagement metrics and task effectiveness metrics.  

Design Research Goals

  • As the first Head of UXR, it was imperative to educate the team on the Laws of UX and apply them to the existing landing page. This will:

    • Increase likelihood of subscription, donation, quiz and forum discoverability.​

Generative Research Goals

  • Understand our user's mental models before designing quiz feature.

Figure 1: Outdated information architecture + navigation.

Recommendation for task efficiency:  Drop down menu to locate health resources easily.

Evaluative Research Goals

  • Obtain a baseline of these following HEART metrics:

    • Subscription rate (Adoption)​

    • Donation rate (Adoption)

    • Quiz usage (Engagement)

    • Forum usage (Engagement)

    • Task effectiveness for each metric

    • Success rate and time on task for obtainment of resources

  • Optimize these metrics in each design iteration.


  • Heuristic evaluation on landing page.

  • Card sort + tree test on landing page.

  • 3 Rounds of Usability Tests + User Interviews on subscription, donation, quiz and forum features 

  • A/B Test on landing page.

Crucial Insights

  • Heuristic evaluation revealed major UX violation. Recommendations provided after each design iteration improved discoverability of donation, quiz and forum features.

  • Teams' drafted information architecture was negated with card sort.

  • Modified information architecture was validated by tree test.​

  • Usability test revealed subscription feature should be place in "Contact" section and as a pop-up window.

  • User interviews revealed our quiz feature did not fit into user's existing mental model.

  • Progress bar is needed on donation feature.

For additional findings and learning, please contact

Research Impact

Strategic Impact

  • Established eligibility for Google's Non-profit AD grant.

  • Increase user's obtainment of educational resources about health conditions.

  • Increased subscriptions and donations.

  • Increased user involvement in forum and quiz feature.

  • Increased efficiency in completing tasks.

Stakeholder Collaboration Impact

  • Designed company-wide processes for XFN stakeholder collaboration.

  • UXR became strategic partner with the executive, co-founders and business team.

  • Established a design template that is currently being reused in various other Dweebs initiatives.

Product Impact

  • Designed company-wide research processes in stakeholder collaboration.

  • UXR became a strategic partner working directly with the executive, co-founders and business team.

  • Established a design template that is currently being reused in various other Dweebs initiatives.

My Learnings

  • Group workshops with executives, business and design teams are just as important as 1:1 meetings. 

  • It is important to relay information from 1:1 meeting with Leads to other Leads so we're all on the same page.

  • Consider communicating research insights in the stakeholder's native language. For example, use business acumen and quantitative/numerical language when speaking to the business team, etc.

  • Initial heuristics go a long way in design improvement; it is also less time consuming. 

Figure 2: Updated information architecture + navigation.

Outcome: Easy location of PCOS, POTS, Endometriosis resources.

Figure 3: Multiple rounds of scrolling does not help with "Donation"

feature discoverability.

Recommendation: Place donation button at top right or left of navigation-Serial Position Effect.


Figure 4: User easily finds "Donate" button because of location as well as button shape within menu.


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