Carmel Hassan


Carmel Hassan

Product Designer / UX Lead


Visualizing User Experience Data (Part I)

January 14, 2019

January 14, 2019

Ebury Online is a platform that allows users to do international payments quickly, securely and efficiently. Using data analytics it’s an important part of Ebury’s design process.

We, as product designers, need to have a great understanding of data in order to make informed decisions that will impact both on the business and the user experience (UX).

Services like Google Analytics or Hotjar facilitate the exploration and understanding of how websites are navigated. However, in 2017 and 2018, only 1 in 3 designer-related roles use any experience monitoring tool.

At Ebury, we think that data can certainly help us to find answers to questions like ‘who is our audience?’, ‘what do they do?’, ‘how do they perceive and experience the product?’ and ‘how good is that for the business?’.

As shown in the image below, data is collected directly from our Online platform using the huha.js library, sent through Segment and shared to different end-points, which will facilitate smart analytics.

UX Data Tools
Tool framework to collect UX metrics

Among all the tools available in the market, we have selected a subset where Google Data Studio plays an important role helping to connect, visualise and share data insights coming from multiple sources, both to monitor and to proactively look for answers.

Defining a UX Metric Framework

Before jumping into the first dashboard with Data Studio, we need to understand what information will be represented as a User Experience Key Performance Indicator (KPI).

We are defining KPIs like Goals, Signals and Metrics, as per the HEART framework which is intended to provide guidance on how to measure through automation the user experience at scale.

Adoption and Retention

Adoption measures how many new users interact with your product. It seems fair to consider that this metric is fundamental. But getting new users is as important as keeping them for ‘x’ amount of time. This is called Retention.

Both Adoption and Retention represent how successful your product attracts and retain users during a timeframe.


The engagement metric measures user interaction. A reasonable ratio will depend on the type of your product. You won’t have the same rates of engagement with a social network app than with a billing platform.

Viewing Engagement metrics alongside Adoption and Retention metrics will allow us to compare the level of involvement of new and existing users.

Task Performance

The HEART framework defines a metric called Task Success, which we have renamed it to Task Performance.In addition to Results (effectiveness of a task), we have extended it to include efficiency metrics like Time on task, Effort and Errors.

We’ll design a dashboard to allow seamless analysis of task performance for different segments and cohorts of users. For example, we can filter down metrics to show task performance of ‘production users based in the UK’ as well as for ‘users who only do payment authorisations’.


Happiness is meant to measure user attitudes and perceived satisfaction. We’re measuring happiness based on the result of usability surveys. In the future, we expect to include data from inline feedback forms.


The HEART Framework helps us to define easily a set of metrics that will inform our design process. Although metrics about the audience are not part of the initial framework, getting to know how customers are distributed based on different traits such as language, location, or activity time can give us additional information to add context to our data.

Defining a relevant framework of user experience metrics is the first step before deciding how to collect and visualise them.

In the next post, I’ll share how to use Google Data Studio to create reports and facilitate the data analysis.

Design/UX, Events

The best of Generate Conference – 2018

November 12, 2018

November 12, 2018

Last month, the Ebury team attended Generate, a conference dedicated to designers who are looking to improve the user experience (UX) of their websites. We’ll be talking through what we learned, how we’ll be applying our new knowledge to our UX, but most importantly, what you can take away to apply yourself.

The opening talk was presented by Sarah Parmenter who spoke about the importance of digital marketing strategies that can be easily applied by anyone. Parmenter shared key rules that can be applied today to help decide the best media tool to distribute your company’s message: First, think about your Product, then the client Experience, and then the Story. Only then, you can choose the right media outlet.

Our tip for you: If you decide to do a video, make sure you include subtitles, as 85% of all videos are played without sound.

Do you struggle to get your videos noticed? Try Hashtagify to find the best hashtags to get your content noticed.

The closing talk was presented by Sara Soueidan, a front-end UI developer who talked through how cascading style sheets (CSS) and scalable vector graphics (SVG) can be used for better usability and accessibility. One takeaway we gathered from this was to make sure that you integrate these inclusive design practices as part of your natural design and development process.

While CodePen’s senior software engineer Cassidy Williams impressed attendees by coding an image chosen at random found on Dribbble, designer and developer, Ricardo Cabello, demoed Three.js library to demonstrate how you can create WebVR interfaces with the library available on that platform.

UX consultant Trine Falbe talked through the importance of ethics when designing, highlighting the importance of how the data generated by users is looked after. In an age where data is the new oil, this is to consider for data-driven teams.  

Probably one of the most interesting talks of the day was presented by Andrew Godfrey, Senior Design Specialist at Invision, on Design Systems fails. Godfrey exposed some of the goals a successful design system has, such as:

  • Improved consistency
  • Efficient time on task
  • Efficiency reuse
  • Inclusive design (accessibility)
  • Reduction of defects
  • Improved UX
  • Strong design community

Godfrey also highlighted common failures that need to — and can easily — be avoided, such as:

  • Low adoption by internal staff
  • Low understanding by internal staff
  • Mismanaged content
  • Scale system difficulty
  • Lack of support
  • Missing the bigger picture (not just in UI components)
    • Lack of style guides
    • Unclear visual components
    • Unclear standards
    • Accessibility
    • Animation
    • Information architecture

Godfrey advocates considering Design Systems as a core project inside the business, which means adopting processes such as:

  • A plan, strategy, and process
  • A roadmap and priorities
  • Scaling up when validating
  • Incorporating ways of measuring and sharing success
  • Creating prototypes that can be validated
  • Assigning a ‘person of expertise’, that knows the system well
  • Effectively calculating design debt


For us at Ebury, Design Systems are one of the key tools to create and maintain a good user experience across all of our services. This is the key principle behind Ebury Chameleon and the reason why we’ll continue investing and improving our processes to ensure high-quality products and services.

Design/UX, Development

Ebury Chameleon as an example of a Design System

March 16, 2018

March 16, 2018

How to build a design language that works across teams and platforms

Invision acquired, UXPin released Systems, and Uber, IBM, and Salesforce are examples of companies who have decided to change the way of designing digital products.

They all have one thing in common: using Design Systems as a way of creating outstanding user experiences.
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Personas are just an excuse

June 30, 2017

June 30, 2017

How we make User Research at Ebury

If you have ever worked with a team of UX Designers, I’m sure you have heard about the term Persona. A Persona is simply a semi-fictional character that stereotypes your user. It doesn’t sound that useful, does it? Indeed, personas are fairly irrelevant but we still need to talk about them because they are the perfect excuse to drive effective User Research.

At Ebury we use Personas not just to understand how our current users are, but also to create solutions for the potential customer. This is why we take advantage of the Persona modelling process, as it gives us a better understanding of our customers’ needs.

Ebury's persona model
Ebury’s persona model

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