UX Metrics for Early Discovery: What to Measure Before Designs Exist

By Philip Burgess | UX Research Leader

When starting a new product or feature, it’s tempting to jump straight into designing screens and wireframes. But I’ve learned that measuring the right things before any design exists can save time, reduce costly mistakes, and guide the team toward building something users truly need. Early discovery is about understanding problems, behaviors, and opportunities before visuals take shape. In this post, I’ll share the key UX metrics you can track during this phase to make smarter decisions and build a stronger foundation.

Early Discovery

Understanding the Purpose of Early Discovery UX Metrics

Early discovery focuses on learning about users and their context. Since no designs exist yet, traditional usability metrics like task success or error rates don’t apply. Instead, you want to measure:

• User needs and pain points

• Market demand and interest

• User behaviors and motivations

• Potential value and impact

  
  

These metrics help validate assumptions and prioritize features before investing in design and development. Without this data, teams risk building solutions nobody wants or needs.

Metrics to Track Before Designs Exist

1. Problem Validation Rate

Before designing, confirm that the problem you want to solve is real and significant. This metric measures how many users recognize the problem as relevant to them.

How to measure:

Conduct interviews or surveys asking users if they face the issue and how often. For example, if you’re building a budgeting app, ask users how often they struggle to track expenses manually.

Example:

In one project, 85% of interviewees said they found expense tracking frustrating, confirming the problem’s importance.

2. User Interest Level

Gauge how interested users are in a potential solution. This helps prioritize ideas that excite your audience.

How to measure:

Present a simple concept or value proposition and ask users to rate their interest on a scale from 1 to 5. You can also track sign-ups for early access or newsletter subscriptions related to the idea.

Example:

A survey showed 70% of respondents were “very interested” in a meal planning tool that integrates with grocery delivery, guiding the team to focus on that feature.

3. Behavioral Frequency

Understand how often users perform the behavior your product aims to support. This reveals the potential usage volume and urgency.

How to measure:

Ask users how frequently they engage in the relevant activity. For instance, if you’re designing a fitness tracker, find out how many times per week users exercise.

Example:

Users reported exercising 3-5 times weekly on average, indicating a steady usage pattern for the app.

4. User Motivation and Barriers

Identify what drives users to solve the problem and what stops them. This qualitative insight shapes the product’s value proposition and feature set.

How to measure:

Use open-ended interview questions or diary studies to capture motivations and obstacles.

Example:

Users wanted quick, simple ways to log workouts but felt existing apps were too complicated. This insight led to focusing on ease of use.

5. Market Demand Indicators

Look beyond users to market signals that show demand for your solution.

How to measure:

Analyze search trends, competitor offerings, and social media discussions related to the problem area.

Example:

Google Trends data showed rising searches for “budgeting apps” over the past year, supporting investment in that space.

How to Collect These Metrics Effectively

• User interviews: One-on-one conversations uncover deep insights about problems and motivations.

• Surveys: Reach a larger audience quickly to quantify interest and behaviors.

• Diary studies: Ask users to log activities or feelings over time for richer context.

• Market research: Use tools like Google Trends, App Store data, and forums to spot demand.

  
  

Combining qualitative and quantitative methods gives a fuller picture.

Analyzing survey data and user feedback during early product discovery

Using Early Metrics to Guide Design Decisions

Once you have these metrics, use them to:

• Prioritize features that solve validated problems

• Focus on user motivations to create compelling value

• Avoid building features users don’t want or need

• Set realistic expectations for usage and engagement

  
  

For example, if user interest is low for a feature, consider dropping or redesigning it before investing in UI work. If barriers are high, plan to address them early with simple, clear solutions.

Final Thoughts on Measuring Before Designing

Tracking UX metrics during early discovery helps you build with confidence. It reduces guesswork and aligns your team around real user needs. I’ve seen projects saved from costly redesigns by investing time in this phase.

If you’re starting a new product or feature, focus on problem validation, user interest, behavior frequency, motivations, and market demand. Use interviews, surveys, and market data to gather this information. Then let these insights guide your design and development.

Taking these steps early means your designs will be grounded in evidence, not assumptions. That leads to better products and happier users.