ux strat 2013: pamela pavliscak, why ux needs numbers
DESCRIPTION
Pamela Pavliscak's presentation at UX STRAT 2013TRANSCRIPT
UX Needs Numbers
change sciences Pamela Pavliscak | @paminthelab
WHY
Among 15 travel sites, Site X was ranked #10
And there was more data
mean? What does it really
1 Numbers Spark Curiosity
We want to fill in the
_______
We are pattern seekers We are pattern seekers
Curiosity Test:
Does it foster
exploration??
bullshit? Is it not
2 Numbers Simplify
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
ü Pressed for time ü Worried about
bottom line ü Not likely to read
much ü Pays attention to
numbers
C-Suite User ü Pressed for time ü Worried about
bottom line ü Not likely to read
much ü Pays attention to
numbers
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
Numbers simplify 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 Magazine 98% then clicked Back
96% noticed pricing
77% clicked on the image to get more detail
Simplicity Test:
Does it reduce uncertainty??
change? How can it create positive
3 Numbers Motivate
If you are here
You want to be here
Motivation Test:
Does it prompt action??
connections? How can it make
4 Numbers Tell a STORY
Story A:
We know our users?
We are keepers of the real
But, wait, data are
PEOPLE
98%
2% Personal
Business
Story B:
This is the right direction?
Story C:
Our site has improved?
Story D:
We are
competitive?
numbers You can’t tell these stories without
Measure = 1 thing (success rate)
Metric/Score = 1 or more (Klout score)
KPI = metric with a target
communicate? How can it better
5 Numbers Translate
Numbers are a common
language?
The lingua franca of the C-Suite
1. Curiosity 2. Clarity 3. Catalyst 4. Connections 5. Communication
Why Numbers?
You are #1 with me!
@ paminthelab
changesciences.com
Pamela Pavliscak