HEART & AARRR frameworks in Product management

The PM Playbook
4 min readJun 26, 2023

In my last article, I talked about the product development process. Check out the article here!

The HEART framework is a user-centered framework for measuring the success of a product or feature. It stands for Happiness, Engagement, Adoption, Retention, and Task Success. Each of these categories is further broken down into goals, signals, and metrics.

  • Happiness measures how satisfied users are with the product. Goals could include increasing user satisfaction scores, reducing churn, or increasing the number of positive reviews. Signals could include user feedback, survey results, or social media mentions. Metrics could include Net Promoter Score (NPS), customer satisfaction (CSAT) scores, or churn rate.
  • Engagement measures how users interact with the product. Goals could include increasing the number of active users, increasing the average session length, or increasing the number of page views. Signals could include user behavior data, such as clickstream data or session recordings. Metrics could include active users, average session length, or page views per session.
  • Adoption measures how many users adopt the product. Goals could include increasing the number of new users, increasing the number of returning users or increasing the number of users who complete a specific task. Signals could include user behaviour data, such as the number of downloads or registrations. Metrics could include new users, returning users, or task completion rates.
  • Retention measures how long users stay with the product. Goals could include increasing the number of active users, increasing the average customer lifetime value (CLV), or reducing the churn rate. Signals could include user behaviour data, such as the number of days since the last login or the number of times a user has opened the app. Metrics could include active users, CLV, or churn rate.
  • Task Success measures how well users are able to complete their tasks. Goals could include increasing the number of tasks completed, reducing the number of errors, or increasing the user experience (UX) score. Signals could include user behavior data, such as the number of tasks completed or the number of errors made. Metrics could include tasks completed, errors made, or a UX score.

The HEART framework is a valuable tool for product managers because it helps them measure the success of their products from the user’s perspective. By focusing on these five key areas, product managers can ensure that their products are meeting the needs of their users and providing a valuable experience.

The AARRR framework is a set of five metrics that product managers use to measure the success of their products. It stands for Acquisition, Activation, Retention, Referral, and Revenue.

  • Acquisition measures how users first find out about your product. This could include channels such as social media, search engine optimization (SEO), or paid advertising.
  • Activation measures how users start using your product and how well they understand how to use it. This could include metrics such as the number of users who create an account, the number of users who log in, or the number of users who complete a specific task.
  • Retention measures how long users continue to use your product. This could include metrics such as the number of active users, the number of returning users, or the churn rate (the rate at which customers stop doing business with a company over a given period of time)
  • Referral measures how users tell their friends and colleagues about your product. This could include metrics such as the number of referrals, the number of new users who come from referrals, or the referral conversion rate.
  • Revenue measures how much money your product generates. This could include metrics such as the number of paying users, the average revenue per user, or the lifetime value of a customer.

Here are some of the benefits of using the AARRR & HEART framework:

  • It helps you to track the success of your product. The AARRR framework helps you to track the success of your product at each stage of the customer journey.
  • It helps you to identify areas for improvement. The AARRR framework can help you to identify areas where your product is not meeting the needs of your users.
  • It helps you to track your progress over time. The AARRR framework can help you to track your progress over time and to see how you are improving the success of your product.
  • It helps you to communicate with stakeholders. The AARRR framework can help you to communicate with stakeholders about the success of your product in a way that they can understand.

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The PM Playbook

Open to Freelancing: Graphic design, content writing, Off-page SEO, Product manager, UX/UI designer. Actively looking for product opportunities.