The Downloads Delusion – Why Metrics Don’t Make Great Products

Two decades in the design industry, and I’ve seen it all: gleaming pitches promising millions of downloads, heaps of marketing funds chasing clicks, and product teams scrambling to fill feature roadmaps. But amidst all the hype, a crucial question remains unanswered: are we truly building products that consumers will actually use and love?

For years, I’ve witnessed the consumer product industry dance to the tune of “downloads, downloads, downloads”. Companies throw money at brand marketing, and product marketing, assuming the flood of installs will wash away user experience concerns. But once that download happens, user concerns often get thrown into oblivion.

The allure of numbers is undeniable. Install counts and acquisition metrics paint a picture of explosive growth, feeding the insatiable hunger for investor applause. Yet, in the frenzy of chasing “bigger numbers,” a vital truth gets lost: product success is not just about quantity, but also quality.

Calling all product teams

I see product teams rushing to build feature after feature, fueled by the “ship fast, fail fast” mantra. But where is the “learn fast, iterate fast” framework?

I understand that PMs may not be built for ethnographic studies. But understanding user behaviour isn’t just for UX researchers.

Think of it like this: Would you build a house without understanding the needs of the people who live in it? User research and UX writing aren’t just buzzwords; they’re the blueprints for a product that resonates with a seamless user experience. Yet, I’ve seen them relegated to the back burner, dismissed as “nice-to-haves” in front of download numbers.

User behaviour isn’t just about clicks and conversions. It is more importantly about the emotions, frustrations, and desires that drive those actions. Analyzing call center reports, conducting user research, and observing user interactions — are gold mines for understanding your product’s true value.

The User Blind Spot:

I’ve witnessed the disconnect between acquisition and retention firsthand. Teams tirelessly pour resources into attracting users, only to neglect their needs once they’re onboarded. User research, once a beacon of insight, gets neglected to a checkbox exercise. Feedback loops become clogged, replaced by a relentless drive to ship features faster, not smarter.

The Case for User-Centricity:

Start-ups thrive on agility — but without user understanding, speed becomes a quicksand of failed iterations. Investing in user research, UX writing, and data-driven decision-making is not a luxury; it is the foundation of sustainable growth.

Here’s the stark truth:

• Support calls overflow with user frustrations. I’ve seen mountains of data begging to be heard, insights buried under spreadsheets. User research? Scarce to nonexistent.
• UX writing exists in a limbo of “nice-to-haves.” Clear, concise communication? Left behind in the “ship fast, fail fast” stampede.
• Designers become pixel pushers, churning out interfaces. No room for wireframes, for iterative refinement, for feedback beyond “make it prettier.” This leads to products that are visually stunning but functionally frustrating.

A much-needed paradigm shift

It is time for a paradigm shift. Let’s make user-centric design the foundation, not the afterthought. Let’s empower designers to ask “why?” before “how.” Let’s invest in research, UX writing and insights, not just marketing campaigns.

Imagine:

• Product Managers analysing user behaviour data alongside usage metrics, uncovering glaring needs and opportunities for improvement.
• Designers crafting interfaces informed by user research, not just stakeholder opinions, resulting in intuitive and delightful experiences.
• Feedback loops humming with structured critiques and data-backed decisions, propelling product evolution in the right direction.

How we can achieve this:

• Let’s listen to the data in customer support queues, research reports, and user interviews. Let them guide our roadmap, not just vanity metrics.
• Integrate user behaviour analysis into your workflow. Track, experiment, and iterate based on real-world feedback, not internal opinions.
• Empower designers with the tools they need — time for wireframes, structured feedback loops, for design decisions rooted in empathy, not just deadlines.

Conclusion

The true measure of success isn’t downloads — it is retention, engagement, and loyalty — it is a user’s smile, not a download count. Building great products requires us to listen, to understand, to iterate. Let’s stop chasing vanity metrics and start building experiences that truly serve our users. Let’s prioritize user needs, not just acquisition numbers.

Here’s the call to action for all of us:

• Leadership: Champion user-centric design, allocate resources for research, UX writing and hold teams accountable for user satisfaction.
• Product Managers: Integrate user behaviour analysis into our decision-making process. Use insights to inform feature development and experimentation.
• Designers: Advocate for user research, wireframing and apt UX writing. Push for structured feedback loops and user-centered decision-making.

Empower organizations with the tools and data they need to build products that truly resonate with users and shift the focus from downloads to delight. After all, the real measure of success is user satisfaction, not download numbers.