Akkurat nok brukerinnsikt - Erika Hall

1. Beyond Measure @mulegirl

2. !#? !#?

3. :-)

4. DEEP THOUGHT, TELL US THE ANSWER… OK

5. 7,500,000 YEARS LATER…

6. ??? 42!

7. 42! !#!?&wtf! ¯_(ツ)_/¯

8. IT WOULD HAVE BEEN SIMPLER TO KNOW THE ACTUAL QUESTION.

9. ONLY WHEN YOU KNOW THE QUESTION, WILL YOU KNOW WHAT THE ANSWER MEANS.

10. I am a rational biped. All rational bipeds rule. So, I rule.

11. :-)

12. :-(

13. We have to work together to make better decisions.

14. Quantitative approaches feel better, but are often actually worse.

15. We are imperfect humans designing things for other imperfect humans.

16. DON’T PANIC

17. Fe

18. Kirk Siang/Flickr 60%

19. Kirk Siang/Flickr 70%

20. Kirk Siang/Flickr $1<

21. Fe

22. Flickr/eskimo_jo [dramatization]

23. [a dramatization] The Nourishing Home / Kelly Smith

24. [dramatization]

25. Lucky!

26. luckyironﬁsh.com

27. O O O O HO HO OH OH H2C H2C CH2 CH2 CH2C C CH2 C C :N N:

28. Human problems require illogical approaches.

29. Stories have power

30. Flickr/ Billy Wilson Only 12 people?!?

31. 2,500,000 000,000, 000,000 bytes

32. 90%?

33. 011010000110010101101 100011100000010000001 10110101100101 010010010010000001100 001011011010010000001 100010011001010110100 101101110011001110010 000001110111011000010 111010001100011011010 000110010101100100 011010000110010101101 100011100000010000001 10110101100101

34. :-)

35. This is pretty creepy when you think about it. Flickr/ thevlue

36. I am a rational biped.

37. Original image: Olly Moss

38. We are blind to our minds.

39. Ease Clear Display Related Experience Primed Idea Good Mood Feels True Feels Familiar Feels Good Feels Effortless

40. Data doesn’t change minds.

41. 26%

42. Our access to data has evolved, our brains haven’t.

43. Data doesn’t have meaning.

44. 42

45. Obviously, what I can count should count more.

46. We have a lot of data. We make a lot of decisions. We like stories. We aren’t good at math. The hard decisions aren’t math problems, anyway,

47. DON’T PANIC

48. QuantitativeQualitative

49. What is going on? How are people behaving? Why? What does it mean? What is the problem? Any ideas? Where? When?  How many? How much? How often? Which yields more?

50. Usability Studies Field Studies Interviews Clickstream Analysis A/B Testing Surveys*

51. Advantages of Qualitative Methods In-depth Quick revisions Captures human experience Powerful & compelling data

52. Perils of Qualitative Methods Dependent on personal skills Influenced by personal biases Time-consuming data analysis Confidentiality issues Hard to visualize

53. The Hawthorne Effect

54. Advantages of Quantitative Methods Control Cause & effect Ability to generalize Comparisons Distance

55. Perils of Quantitative Methods Misses context Inflexible Less detail on attitudes & motivation “Laboratory” results Statistical significance

56. Are you a statistician?

57. Flickr/ Billy Wilson Tight control.

58. THICK DESCRIPTION BIG DATASET

59. No fishing trips.

60. Know your POV first.

61. Flickr/gabbahey

62. The limit of split testing Your glorious potential.

63. A B

64. Push Push

65. Traffic Quality

66. Safe Exciting

67. Attention $$$

68. New Familiar!

69. Mine Ours

70. More Enough

71. Yes

72. What is. What ought to be

74. Questions

75. Practical Questions ? ? ? Specific Actionable

76. A bad question :-(How do we get Millennials to like us?

77. A better question :-)How do recent college graduates living in cities decide what to have for dinner?

78. The best question The unknown that carries the most risk. ? ? ?

79. Target customers don’t value product Customers need something else Business model doesn’t support it Organization can’t produce it Someone else is doing it better Project Risks !#? !#?

80. Research activities are simply ways to answer questions.

81. InterviewsInterviews Usability Testing A/B Testing Contextual Inquiry Literature Review SWOT Analysis Brand Audit Usability Testing Competitive Analysis Heuristic Analysis Descriptive Evaluative Evaluative Evaluative Analytic Analytic Generative Descriptive Competition Users ProductQuestions About Organization

82. InterviewsInterviews Usability Testing A/B Testing Contextual Inquiry Literature Review SWOT Analysis Brand Audit Usability Testing Competitive Analysis Heuristic Analysis Descriptive Evaluative Evaluative Evaluative Analytic Analytic Generative Descriptive Competition Users ProductQuestions About Organization Topic Purpose Time Money

83. What do we need to know about? What kind of decision will it inform? How long do we have? What is our budget? Research Activity

84. What do we need to know about? What kind of decision will it inform? How long do we have? What is our budget? Phone Interviews In-Person Interviews Contextual Inquiry Usability Testing Competitive Analysis

85. Dogma

86. Surveys

87. Surveys are the most dangerous research tool. Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree

88. It is too easy to run a survey.

89. Easy feels true.

90. Bad surveys don’t smell bad.

91. Lies Poppycock Irrelevancies

92. Direct interaction with users is prohibited by my organization, but I have been allowed to conduct a simple survey by email to identify usability issues.

93. [a dramatization] The Nourishing Home / Kelly Smith

94. My boss is a convert to Foresee. She was apparently very skeptical of it at first, but she's a very analytical person and was converted by its promise of being able to quantify unquantifiable data —like "satisfaction".

95. Customer satisfaction is a lie.

96. Will the people I’m surveying be willing and able to provide a truthful answer to my question?

97. Never ask people what they like.

98. Never ask people to remember.

99. Never ask people to predict.

100. How likely are you to attend the opera? Very!

101. How concerned are you about looking smart? Very!

102. How likely is it you are telling the truth? Not Very!

103. ONLY WHEN YOU KNOW THE QUESTION, WILL YOU KNOW WHAT THE ANSWER MEANS.

104. “At its core, all business is about making bets on human behavior.” —Ben Wiseman, WSJ

105. Selecting Metrics

106. Define success first.

107. The most measurable data is not the most valuable.

108. Vanity Metrics

109. Get actionable insights.

110. Get useful information.

111. Make better choices.

112. We are imperfect humans designing things for other imperfect humans.

113. The most measurable data may not be valuable.

114. Know your reason.

115. What and Why Flickr/johnwiechecki

116. Thank you! erika@muledesign.com @mulegirl www.muledesign.com Brief books for people who make websites No. 9 JUSTENOUGH RESEARCH Erika Hall

Akkurat nok brukerinnsikt - Erika Hall

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