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Data, taste & confidence
Data, taste & confidence
Data, taste & confidence
Data, taste & confidence
Data, taste & confidence
Data, taste & confidence
Data, taste & confidence
Data, taste & confidence
Data, taste & confidence
Data, taste & confidence
Data, taste & confidence
Data, taste & confidence
Data, taste & confidence
Data, taste & confidence
Data, taste & confidence
Data, taste & confidence
Data, taste & confidence
Data, taste & confidence
Data, taste & confidence
Data, taste & confidence
Data, taste & confidence
Data, taste & confidence
Data, taste & confidence
Data, taste & confidence
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Data, taste & confidence

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3 ingredients for good product decisions

3 ingredients for good product decisions

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  • 1. Data,Taste &ConfidenceLennart Schoors (Lensco) — IA day Gent 2012
  • 2. Data, taste & confidence3 ingredients for a good product decision
  • 3. 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
  • 4. 1. Data
  • 5. ResearchGood research consists of correctly interpretingsufficient, correct data.
  • 6. 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/
  • 7. ... 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
  • 8. Correct data‣ people dont like change‣ negative bias in user feedback
  • 9. Unhappy users write angry comments, join groups,sign petitions, vote in polls, …Happy users just use your product.
  • 10. 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
  • 11. 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
  • 12. 2. Taste
  • 13. Objective taste‣ basic principles of design‣ the mere fact that you follow a certain design direction‣ also: copy, usability, flow, interactions, customer relations, ...
  • 14. 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
  • 15. 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/
  • 16. 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
  • 17. “ 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
  • 18. 3. Confidence
  • 19. Confidence‣ in the product‣ in your decisions‣ give changes time to settle ...‣ ... but don’t be too late to admit defeat
  • 20. “ 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
  • 21. You can’t jump a twenty foot chasmin two ten foot leaps.
  • 22. Data,Taste &Confidence Lennart Schoors | http://lensco.be

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