Getting data from the row key is fast in Hbase, but since values are not indexed, querying with a value filter is sloooooooooow. If the number of columns to be indexed is small you can consider reversed table index.
But if you want more things, like multi-criteria queries, you should have a look to elasticsearch and use it to store only the index on your columns and keep your data in hbase. Don't forget to disable the source store with "_source" : {"enabled" : false} when creating your index, all your data is already in hbase, don't waste your HDD :)