Data,Taste &ConﬁdenceLennart Schoors (Lensco) — IA day Gent 2012
Data, taste & conﬁdence3 ingredients for a good product decision
Data, taste & conﬁdence3 ingredients for a good product decisionor ...a bunch of experiences and observations from ﬁveyears as lead designer at Netlog, riddled with quotesfrom people smarter than me
ResearchGood research consists of correctly interpretingsuﬃcient, correct data.
Suﬃcient data: enough...“ Last week I tossed a coin a hundred times. 49 heads. Then I changed into a red t-shirt and tossed the same coin another hundred times. 51 heads. From this, I conclude that wearing a red shirt gives a 4.1% increase in conversion in throwing heads. Cennydd Bowles, Clearleft http://www.cennydd.co.uk/2009/statistical-signiﬁcance-other-ab-test-pitfalls/
... but not too much‣ lurking danger: A/B test everything! result: Frankenstein interfaces‣ Google testing 41 shades of blue http://www.nytimes.com/2009/03/01/business/01marissa.html?pagewanted=3
Correct data‣ people dont like change‣ negative bias in user feedback
Unhappy users write angry comments, join groups,sign petitions, vote in polls, …Happy users just use your product.
Unhappy users write angry comments, join groups,sign petitions, vote in polls, …Happy users just use your product.‣ measure user behavior as well as user feedback
Interpretation“ When a company is ﬁlled with engineers, it turns to engineering to solve problems. Reduce each decision to a simple logic problem. Remove all subjectivity and just look at the data. […] And that data eventually becomes a crutch for every decision, paralyzing the company and preventing it from making any daring design decisions. Doug Bowman, Twitter http://stopdesign.com/archive/2009/03/20/goodbye-google.html
Objective taste‣ basic principles of design‣ the mere fact that you follow a certain design direction‣ also: copy, usability, ﬂow, interactions, customer relations, ...
Good taste supports“ Problems with visual design can turn users oﬀ so quickly that they never discover all the smart choices you made with navigation or interaction design. Jesse James Garrett, Adaptive Path http://uxmyths.com/post/1161244116/myth-25-aesthetics-are-not-important-if-you-have-good-us
Good taste creates trust“ Good design at the front-end suggests that everything is in order at the back-end, whether or not that is the case. Dmitry Fadeyev http://www.usabilitypost.com/2010/03/24/value-of-good-design/
Good taste has to be ingrained“ The reason large companies with bad design are the way they are is because they are run poorly from the top, with philosophies that force the entire company to behave like its lowest common denominator. […] And if the company is being run by people who dont have taste, it gets stuck. Eventually, the companys brand suﬀers. Dustin Curtis http://dustincurtis.com/dear_dustin_curtis.html
“ Without a person at (or near) the helm who thoroughly understands the principles and elements of Design, a company eventually runs out of reasons for design decisions. With every new design decision, critics cry foul. Without conviction, doubt creeps in. Instincts fail. Doug Bowman, Twitter http://stopdesign.com/archive/2009/03/20/goodbye-google.html
Conﬁdence‣ in the product‣ in your decisions‣ give changes time to settle ...‣ ... but don’t be too late to admit defeat
“ I don’t mean this as a negative, but I don’t think of the audience at all. I don’t go to see a movie –a ﬁlmmaker’s vision– hoping to second-guess what I want. I go to see what he wants. [...] The day we start think about what the audience wants is the day we’re going to start making bad choices. Andrew Stanton, Pixar/Disney http://www.bigscreenanimation.com/2008/06/andrew-stanton-roundtable-discussion.html
You can’t jump a twenty foot chasmin two ten foot leaps.
Data,Taste &Conﬁdence Lennart Schoors | http://lensco.be
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