• Like
  • Save
Why UX Needs Numbers
Upcoming SlideShare
Loading in...5
×
 

Why UX Needs Numbers

on

  • 1,644 views

UX strategy starts with learning about people and technology. It’s messy, it’s complicated, it’s fascinating. The problem is how to communicate this complexity simply. And how to frame it in ...

UX strategy starts with learning about people and technology. It’s messy, it’s complicated, it’s fascinating. The problem is how to communicate this complexity simply. And how to frame it in terms of business impact.

As a discipline, UX has shied away from numbers, focusing mostly on qualitative insights and design. In order to make it to the boardroom, UX strategy has to embrace numbers. Numbers communicate the most important information at a glance. Numbers can marry data with insights. Numbers gives strategists a way to track improvements and setbacks over time and across iterations. Without numbers, there is no meaningful way to compare the user experience of websites, mobile apps, or other technologies. And without comparing, UX strategists are working in a vacuum.

Statistics

Views

Total Views
1,644
Views on SlideShare
1,618
Embed Views
26

Actions

Likes
6
Downloads
24
Comments
0

4 Embeds 26

https://twitter.com 20
https://www.linkedin.com 3
http://www.linkedin.com 2
http://www.spundge.com 1

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Why UX Needs Numbers Why UX Needs Numbers Presentation Transcript

    • UX Needs Numbers change sciences Pamela Pavliscak | @paminthelab WHY
    • data story It’s a and a call to action!
    • It all starts with revealing a number
    • Among 15 sites, Site X ranked #10
    • Plus more data
    • 1Numbers Spark Curiosity
    • mean? What does it really
    • We want to fill in the _______
    • We want to fill in the _______ We are pattern seekers
    • Raw data is both an oxymoron and a bad idea. -Geoff Bowker
    • Data + tools = patterns but not always actionable insights
    • Curiosity Test: Does it foster exploration??
    • 2Numbers Simplify
    • bullshit? Is it not
    • 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
    • Users (& the C-Suite) prefer simplicity
    • 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
    • But we treat them quite differently
    • 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 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
    • Simplicity Test: Does it reduce uncertainty??
    • 3Numbers Motivate
    • change? How can we create positive
    • When we see a number, we get competitive
    • If you are here You want to be here
    • Motivation Test: Does it prompt action??
    • 4Numbers Tell a STORY
    • connections? How can we make
    • Data needs stories but stories also need data. -Om Malik
    • What story do we want to tell about user experience?
    • Our favorite story: We know our users?
    • We are keepers of the real
    • re41are th3y? Numb3rs are n0t
    • But, wait, data are PEOPLE 98% 2% Personal Business
    • Segments + Dimensions = personas on data
    • Think experience maps plus numbers
    • But user experience also needs stories about value
    • Story A: This is the right direction?
    • If we change, can we determine the impact?
    • Story B: Our site has improved?
    • How do we know if things got better or worse?
    • Story C: We are competitive?
    • How well do we understand our strengths and weaknesses?
    • numbers You can’t tell these stories credibly without
    • Objective Goal KPI Target Segment UX Strategy
    • Objective Goal KPI Target Segment Business/CX Strategy
    • Measure/Metric = 1 thing (count or ratio) Score/Metric = More than 1 (compound metric) KPI = metric with a target
    • Targets pinpoint success or failure
    • How do you connect numbers to experience?
    • Friends don’t let friends measure page views. Ever. -Avinash Kaushik
    • 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 5Awesome
    • See (conversation, applause, %new, happiness) Think (click thru, page depth, video views, micro-conversions ) Do (abandonment, conversion, trust, loyalty)
    • Qualitative research fills in the gaps
    • Story Test: Do we have a full picture??
    • 5Numbers Translate
    • communicate? How do we effectively
    • Once the measure is on the wall, the investment will follow. -Seth Godin
    • The lingua franca of the C-Suite
    • Numbers are a common language?
    • Talk numbers, Think people
    • You are #1 with me! @ paminthelab changesciences.com Pamela Pavliscak