Magda Mihalache's Key Ideas from Measuring the User Experience
by William Albert, Thomas Tullis

Usability: the ability of a user to accomplish a task successfully

UX: entire interaction of a user using a product, including thoughts, feelings, perceptions

Metric - way of evaluating a particular phenomenon

Myths:

1. Too much time to collect data -> Data can be collected in a few extra mins during an interview or testing session
2. Too much money -> Even free tools offer reliable insights
3. Not useful when focusing on new improvements -> Improvements need to have a baseline when measured throughout the change
4. Data doesn't help understand causes -> It can if done properly with qualitative data

5.Too noisy -> You don't need to measure everything, only what is important

6.You can trust your gut -> No, you cannot, we are biased

7.They don't apply to new products -> They do because they set baselines for future improvements

8.No metrics for our specific issues -> There is a metric for everything

9.Not appreciated by management -> If presented properly it should be

10.Small sample size -> You don't need a big sample size to use UX metrics, even