UX STRAT 2013: Pamela Pavliscak, Why UX Needs Numbers

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Pamela Pavliscak's presentation at UX STRAT 2013

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UX STRAT 2013: Pamela Pavliscak, Why UX Needs Numbers

  1. 1. UX Needs Numbers change sciences Pamela Pavliscak | @paminthelab WHY
  2. 2. Among 15 travel sites, Site X was ranked #10
  3. 3. And there was more data
  4. 4. mean? What does it really
  5. 5. 1Numbers Spark Curiosity
  6. 6. We want to fill in the _______
  7. 7. We are pattern seekersWe are pattern seekers
  8. 8. Curiosity Test: Does it foster exploration??
  9. 9. bullshit? Is it not
  10. 10. 2Numbers Simplify
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. Simplicity Test: Does it reduce uncertainty??
  16. 16. change? How can it create positive
  17. 17. 3Numbers Motivate
  18. 18. If you are here You want to be here
  19. 19. Motivation Test: Does it prompt action??
  20. 20. connections? How can it make
  21. 21. 4Numbers Tell a STORY
  22. 22. Story A: We know our users?
  23. 23. We are keepers of the real
  24. 24. But, wait, data are PEOPLE 98% 2% Personal Business
  25. 25. Story B: This is the right direction?
  26. 26. Story C: Our site has improved?
  27. 27. Story D: We are competitive?
  28. 28. numbers You can’t tell these stories without
  29. 29. Measure = 1 thing (success rate) Metric/Score = 1 or more (Klout score) KPI = metric with a target
  30. 30. communicate? How can it better
  31. 31. 5Numbers Translate
  32. 32. Numbers are a common language?
  33. 33. The lingua franca of the C-Suite
  34. 34. 1. Curiosity 2. Clarity 3. Catalyst 4. Connections 5. Communication Why Numbers?
  35. 35. You are #1 with me! @ paminthelab changesciences.com Pamela Pavliscak

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