Download - Why UX Needs Numbers
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UX Needs Numbers change sciences
Pamela Pavliscak | @paminthelab
WHY
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data story It’s a
and a call to action!
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It all starts with revealing a
number
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Among 15 sites, Site X ranked
#10
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Plus more data
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1 Numbers Spark Curiosity
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mean? What does it really
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We want to fill in the
_______
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We want to fill in the
_______ We are pattern seekers
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“ Raw data is both an oxymoron and a bad idea.
-Geoff Bowker
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Data + tools = patterns
but not always actionable insights
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Curiosity Test:
Does it foster
exploration??
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2 Numbers Simplify
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bullshit? Is it not
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We see complexity Customer service says there are tons of complaints about
the price slider
Usability tests indicate that search is not flexible enough, needs more testing
Focus groups liked the magazine idea
View Details button scheduled
for a/b test
WHY*&$%#$!!!!
Epic struggle over order of filters
Do people want alerts?
People said they were not
sure about pricing in a
survey
We get feedback on the site about lack of maps
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Users (& the C-Suite) prefer
simplicity
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ü Pressed for time ü Worried about $$$ ü Not likely to read much ü Pays attention to
numbers
C-Suite User ü Pressed for time ü Worried about $$$ ü Not likely to read much ü Pays attention to
numbers
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But we treat them quite
differently
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ü Long reports ü Budget requests ü Little proof
ü Fewer solutions
ü SCORN
C-Suite User ü Simplicity ü Clarity ü Beauty ü Fun
ü EMPATHY
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Numbers help prioritize 54% success rate using price
slider, 28% for ages 60+
28% missed the search initially, 10% still didn’t find it after using the site for 5 minutes
2% clicked here 98% then clicked Back
96% noticed pricing
77% clicked on the image to get more detail
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Simplicity Test:
Does it reduce uncertainty??
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3 Numbers Motivate
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change? How can we create positive
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When we see a number, we get
competitive
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If you are here
You want to be here
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Motivation Test:
Does it prompt action??
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4 Numbers Tell a STORY
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connections? How can we make
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“ Data needs stories but stories also need data.
-Om Malik
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What story do we want to tell about
user experience?
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Our favorite story:
We know our users?
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We are keepers of the real
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re41 are th3y?
Numb3rs are n0t
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But, wait, data are
PEOPLE
98%
2% Personal
Business
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Segments + Dimensions =
personas on data
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Think experience maps plus numbers
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But user experience also needs
stories about value
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Story A:
This is the right direction?
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If we change, can we determine the
impact?
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Story B:
Our site has
improved?
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How do we know if things got
better or worse?
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Story C:
We are
competitive?
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How well do we understand our
strengths and weaknesses?
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numbers You can’t tell these stories credibly without
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Objective Goal
KPI
Target
Segment
UX Strategy
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Objective Goal
KPI
Target
Segment
Business/CX Strategy
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Measure/Metric = 1 thing (count or ratio)
Score/Metric = More than 1 (compound metric)
KPI = metric with a target
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Targets pinpoint success or failure
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How do you connect numbers to
experience?
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“ Friends don’t let friends measure page views. Ever.
-Avinash Kaushik
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Map metrics to UX with a framework
Usability (success rate, fails, time on task)
Engagement (happiness rating, time exploring)
Conversion (trust rating, micro-conversions)
0
1
2
3
4
5 Aw
esom
e
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See (conversation, applause, %new, happiness)
Think (click thru, page depth, video views, micro-conversions )
Do (abandonment, conversion, trust, loyalty)
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Qualitative research fills in the gaps
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Story Test:
Do we have a full picture??
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5 Numbers Translate
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communicate? How do we effectively
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“ Once the measure is on the wall, the investment will follow.
-Seth Godin
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The lingua franca of the C-Suite
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Numbers are a common language?
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Talk numbers, Think people
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You are #1 with me!
@ paminthelab
changesciences.com
Pamela Pavliscak