Figure 9-12. TradeYa monthly metrics from 2013 Lean Startup guru Eric Ries states that the real metrics are “actionable metrics that either confirm or refute a previously stated hypothesis (stated in customer discovery).” This means that you want to measure things that demonstrate your product is actually working and that the users are engaged. However, investors and stakeholders like totals and percentages, so a common trap is to look at page views or other vanity metrics that don’t represent anything more than your ability to buy or drive traffic to your landing pages. Vanity metrics only represent how many people have come to your front door. What really matters more is what percentage of those people opened it and began snooping around. It’s easy to get lost in all the data that can be captured or to measure the wrong things that mean nothing at all. Your focus needs to be on measuring true indicators or “key metrics” that signify that your value proposition is working. Investors and stakeholders want to know about percentages. Required Functionality The required functionality are the features and platforms (i.e., Twitter) that your team must enable and integrate for that level of the funnel to work from a UX perspective. Filling out this column is a shortcut to distilling the feature set for an MVP or beta version of a product. This feature set must work for an entire user journey and is absolutely critical to the product itself working. Each feature needs to be something that will make the product better and easier