How 58.com Revamped Experience Evaluation with QMD 3.0
This article explains how 58.com’s UX design team built and iterated the Quality Measure Driven (QMD) evaluation framework, aligning metrics with business value, customizing indicator composition and description, introducing weightings, and establishing a closed‑loop validation process to make experience assessment actionable across diverse product lines.
QMD Overview
Following the core value of “user first,” 58.com’s design team created an evaluation mechanism called QMD (Quality Measure Driven) that uses basic experience metrics to assess product scenarios and improve business lines.
QMD launched in Q3 2020, supported over ten business lines, and was iterated in early 2022 to meet rapid growth demands.
Why Redesign the Metrics?
Product owners and designers often struggled to quantify experience levels, compare against competitors, and measure designers’ contributions.
The original QMD 1.0 helped teams view user experience globally and drove design quality, but its fixed indicator set did not align with business value, leading to low adoption and unclear conclusions.
QMD 3.0 Goals
The new version aims to integrate business value with user experience, focusing on the intersection of the two as the evaluation starting point.
Metrics are now scoped to high‑value areas, shifting from a “one‑size‑fits‑all” approach to a more refined, business‑centric model.
Metric Structure and Description
QMD 3.0 introduces flexible metric composition: a combination of core baseline metrics and customizable business‑specific metrics, allowing each product line to select and define indicators that reflect its unique goals.
Metric descriptions are co‑created with designers and product managers, enabling contextual adjustments while maintaining consistency.
Prioritization and Weighting
Each business scenario receives a weight based on its impact on overall metrics; individual metric weights reflect their importance within the scenario, enabling adaptable scoring for different product stages.
Validation Loop
The framework now includes a full closed‑loop process: define metrics → conduct evaluation → observe outcomes → verify metric rationality, with built‑in error‑prevention mechanisms to ensure reliable results.
Key Takeaways
Identify root causes of low adoption – misaligned metric design.
Design metrics that align with business goals, evaluation targets, and priority weighting.
Introduce validation mechanisms to guarantee metric soundness.
QMD 3.0 demonstrates that the best metric system is the one most suitable for the business, continuously supporting experience improvement.
58UXD
58.com User Experience Design Center
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