SlideShare a Scribd company logo
Beyond
Measure
@mulegirl
!#? !#?
:-)
DEEP
THOUGHT,
TELL US THE
ANSWER…
OK
7,500,000
YEARS LATER…
???
42!
42!
!#!?&wtf!
¯_(ツ)_/¯
IT WOULD HAVE
BEEN SIMPLER TO
KNOW THE ACTUAL
QUESTION.
ONLY WHEN YOU
KNOW THE
QUESTION, WILL YOU
KNOW WHAT THE
ANSWER MEANS.
Akkurat nok brukerinnsikt - Erika Hall
I am a rational biped.
All rational bipeds rule.
So, I rule.
Akkurat nok brukerinnsikt - Erika Hall
:-)
:-(
We have to work together
to make better decisions.
Akkurat nok brukerinnsikt - Erika Hall
Akkurat nok brukerinnsikt - Erika Hall
Quantitative
approaches feel
better, but are often
actually worse.
We are
imperfect
humans
designing things
for other
imperfect
humans.
DON’T
PANIC
Akkurat nok brukerinnsikt - Erika Hall
Fe
Kirk Siang/Flickr
60%
Kirk Siang/Flickr
70%
Kirk Siang/Flickr
$1<
Fe
Flickr/eskimo_jo
[dramatization]
Akkurat nok brukerinnsikt - Erika Hall
[a dramatization]
The Nourishing Home / Kelly Smith
[dramatization]
Akkurat nok brukerinnsikt - Erika Hall
Lucky!
luckyironfish.com
O
O
O
O
HO
HO
OH
OH
H2C
H2C
CH2
CH2
CH2C
C
CH2 C
C
:N
N:
Akkurat nok brukerinnsikt - Erika Hall
Human problems
require illogical
approaches.
Stories
have
power
Flickr/ Billy Wilson
Only 12
people?!?
2,500,000
000,000,
000,000
bytes
Akkurat nok brukerinnsikt - Erika Hall
Akkurat nok brukerinnsikt - Erika Hall
90%?
011010000110010101101
100011100000010000001
10110101100101
010010010010000001100
001011011010010000001
100010011001010110100
101101110011001110010
000001110111011000010
111010001100011011010
000110010101100100
011010000110010101101
100011100000010000001
10110101100101
:-)
This is pretty
creepy when you
think about it.
Flickr/ thevlue
Akkurat nok brukerinnsikt - Erika Hall
I am a rational biped.
Original image: Olly Moss
We are blind to
our minds.
Ease
Clear Display
Related Experience
Primed Idea
Good Mood
Feels True
Feels Familiar
Feels Good
Feels Effortless
Data doesn’t
change minds.
Akkurat nok brukerinnsikt - Erika Hall
26%
Our access to data
has evolved,
our brains haven’t.
Data doesn’t
have meaning.
42
Obviously,
what I can
count
should
count more.
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,
DON’T
PANIC
Akkurat nok brukerinnsikt - Erika Hall
QuantitativeQualitative
Akkurat nok brukerinnsikt - Erika Hall
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?
Usability Studies
Field Studies
Interviews
Clickstream Analysis
A/B Testing
Surveys*
Advantages of Qualitative Methods
In-depth
Quick revisions
Captures human experience
Powerful & compelling data
Perils of Qualitative Methods
Dependent on personal skills
Influenced by personal biases
Time-consuming data analysis
Confidentiality issues
Hard to visualize
The
Hawthorne
Effect
Advantages of Quantitative Methods
Control
Cause & effect
Ability to generalize
Comparisons
Distance
Perils of Quantitative Methods
Misses context
Inflexible
Less detail on attitudes & motivation
“Laboratory” results
Statistical significance
Are you a
statistician?
Flickr/ Billy Wilson
Tight
control.
THICK
DESCRIPTION
BIG
DATASET
No fishing trips.
Know your POV
first.
Flickr/gabbahey
Akkurat nok brukerinnsikt - Erika Hall
The limit of
split testing
Your glorious
potential.
A B
Push Push
Traffic Quality
Safe Exciting
Attention $$$
New Familiar!
Mine Ours
More Enough
Yes
What is.
What
ought to
be
?
Akkurat nok brukerinnsikt - Erika Hall
Questions
Practical
Questions
?
?
?
Specific
Actionable
A bad question
:-(How do we
get Millennials
to like us?
A better question
:-)How do recent college
graduates living in
cities decide what to
have for dinner?
The best question
The unknown that
carries the most risk.
? ? ?
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
!#?
!#?
Research activities
are simply ways to
answer questions.
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
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
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
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
Dogma
Surveys
Surveys are the most
dangerous research tool.
Strongly disagree
Disagree
Neither agree nor disagree
Agree
Strongly agree
It is too easy
to run a
survey.
Easy feels
true.
Bad surveys don’t
smell bad.
Akkurat nok brukerinnsikt - Erika Hall
Lies Poppycock Irrelevancies
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.
Akkurat nok brukerinnsikt - Erika Hall
[a dramatization]
The Nourishing Home / Kelly Smith
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".
Customer satisfaction
is a lie.
Akkurat nok brukerinnsikt - Erika Hall
Akkurat nok brukerinnsikt - Erika Hall
Will the people I’m
surveying be willing and
able to provide a truthful
answer to my question?
Never ask people
what they like.
Never ask people
to remember.
Never ask people
to predict.
How likely are you to
attend the opera?
Very!
How concerned are you
about looking smart?
Very!
How likely is it you are
telling the truth?
Not Very!
ONLY WHEN YOU
KNOW THE
QUESTION, WILL YOU
KNOW WHAT THE
ANSWER MEANS.
“At its core, all business is
about making bets on
human behavior.”
—Ben Wiseman, WSJ
Selecting Metrics
Define
success
first.
The most
measurable data
is not the most
valuable.
Vanity Metrics
Get
actionable
insights.
Get
useful
information.
Make better
choices.
We are
imperfect
humans
designing things
for other
imperfect
humans.
The most
measurable data
may not be
valuable.
Know your
reason.
What and Why
Flickr/johnwiechecki
Akkurat nok brukerinnsikt - Erika Hall
Thank you!
erika@muledesign.com
@mulegirl
www.muledesign.com
Brief books for people who make websites No.
9
JUSTENOUGH
RESEARCH
Erika Hall

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