Google Project:
HaT Survey
A Mini Case Study
My Role:
UXR, Project Manager
Who else was involved?
UXR
Team:
Ads Privacy & Safety Team
Intro
HaTS, or Happiness Tracking Surveys, is a framework for conducting in-product surveys that help the Ads UX Researchers measure user attitudes.
In this instance, we deployed HaTS to allow the User Experience Research (UXR) team gather qualitative findings from users for our new consumer-facing product, My Ad Center.
The ultimate goal of launching HaT Surveys was to provide a deeper understanding of the product’s performance.
Example. Not actual My Ad Center HaT Survey
Background
My Ad Center is a product the team had been working on since 2020. It launched to the public in October 2022 and we immediately began collecting data on how users were interacting with the product.
We measured users’ trust in the product, their comprehension of how the product works, how useful it was in helping them complete their goals, etc…
HaT Survey Metric Matrix
My Part
I was responsible for organizing, proof-reading, and setting up the surveys and their configurations in the system. My efforts enabled the team to gauge how much users agree or disagree with statements like, “I have control over the personal information Google’s ad business uses about me for ads.”
Impact
These surveys enabled the cross-functional team to understand who was using the product and how, enabling us to make decisions about next steps. Knowing the current user base is mostly high trusters led us to set our focus on medium trust users for the next iteration.
Conclusion
I didn’t have the opportunity to continue this project from the UXR perspective, but UX wanted to know: what is our baseline understanding of how users use / feel about the product, so we can prioritize the next iteration of improvements? I hosted a workshop to understand what answers UXD wanted to gain from the data. (See next case study!)