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Qual vs Quant
Using Better Data to Build Better Products
Laura Klein
laura@usersknow.com
@lauraklein
Who’s Tired Of Hearing
About Data?*
*be honest
A/B Testing
A/B Testing
Funnel 
Analysis
A/B Testing
Cohorts
Funnel 
Analysis
A/B Testing
Cohorts
Funnel 
Analysis
Blah
A/B Testing
Cohorts
Funnel 
Analysis
Blah
Blah
A/B Testing
Cohorts
Funnel 
Analysis
Blah
Blah
Blah
Sorry. I’m Going To Talk
About Data Some More.
Better Data
==
Better Products
Well…Sometimes
What Data Can’t Do
Replace Design
Replace Listening to Users
Tell Us What We Should Be Building
What Data Can Do
Inform Design
Inform Research
Tell Us What We Should Be Investigating
How About An Example?
A Funnel
A Checkout Funnel
Create Account
Select Plan
Payment Info
Address
Confirm
Thanks & Up Sell
A Leaky Checkout Funnel
100%
Create Account
Select Plan
Payment Info
Address
Confirm
Thanks & Up Sell
-20%
-10%
-50%
-33%
-25%
== ???
What That Means to You
100 Buyers
Create Account
Select Plan
Payment Info
Address
Confirm
Thanks & Up Sell
-20 Buyers
-8 Buyers
-36 Buyers
-12 Buyers
-6 Buyers
== 18 Buyers
100 To 18????
How Do We Fix This?
Identifying a Friction Point
100 Buyers
Create Account
Select Plan
Payment Info
Address
Confirm
Thanks & Up Sell
-20 Buyers
-8 Buyers
-36 Buyers
-12 Buyers
-6 Buyers
== 18 Buyers
Stop It
Quantitative Data Qualitative Data
Understanding the Friction Point
Quantitative Data
!
WHAT
Qualitative Data
!
WHY
How Can You Use 
Them Together?
Step 1: Identify the Biggest Problem
Step 1: Identify the Biggest Problem
Use Funnel Metrics
The Biggest Problem
100 Buyers
Create Account
Select Plan
Payment Info
Address
Confirm
Thanks & Up Sell
-20 Buyers
-8 Buyers
-36 Buyers
-12 Buyers
-6 Buyers
== 18 Buyers
Step 1: Identify the Biggest Problem
Use Funnel Metrics
 Quant
Step 1: Identify the Biggest Problem
Use Funnel Metrics
Step 2: Understand Why
Step 1: Identify the Biggest Problem
Use Funnel Metrics
Step 2: Understand Why
Observational Usability
Step 1: Identify the Biggest Problem
Use Funnel Metrics
Step 2: Understand Why
Observational Usability
Qual
Problem Possibilities
Create Account
Select Plan
Payment Info
Address
Confirm
Thanks & Up Sell
-36 People
• Didn’t have payment info
handy
• Confused by specific
question
• Looked for promo code
Step 1: Identify the Biggest Problem
Use Funnel Metrics
Step 2: Understand Why
Observational Usability
Step 3: Propose Solutions
Step 1: Identify the Biggest Problem
Use Funnel Metrics
Step 2: Understand Why
Observational Usability
Step 3: Propose Solutions
Create Solution Hypotheses
Solution Hypothesis
!
Problem 
People looked for a promo code.
Solution Hypothesis
!
Possible Solution 
Remove promo code entirely.
Solution Hypothesis
!
What Do We Think Would Happen?
An increase in conversion.
Solution Hypothesis
!
What Might Go Wrong?
A decrease in acquisition or revenue.
Step 4: Learn & Iterate*
*The last step is always learn & iterate!
Quant &
Qual
Learn…
!
How Would We Know We Were Right?
A/B test of the checkout flow with and
without the promo code.
What Really Happened?
Create Account
Select Plan
Payment Info
Address
Confirm
Thanks & Up Sell
Why Did It Happen?
Qual!
…And Iterate
!
Another Possible Solution 
Create custom landing pages rather than
promo codes.
Step 1: Identify the Biggest Problem
Use Funnel Metrics
Step 2: Understand Why
Observational Usability
Step 3: Propose Solutions
Create Solution Hypotheses
Step 4: Learn & Iterate!
Or…
Step 1: Identify the Biggest Problem
Step 1: Identify the Biggest Problem
Interview Current Users
Qual
Step 1: Identify the Biggest Problem
Interview Current Users
Step 2: Understand What
Step 1: Identify the Biggest Problem
Interview Current Users
Step 2: Understand What
Study Relevant Metrics
 Quant
But Why?
Step 1: Identify the Biggest Problem
Interview Current Users
Step 2: Understand What
Study Relevant Metrics
Step 3: Propose Solutions
Create Solution Hypotheses
Step 1: Identify the Biggest Problem
Look at Your Sales Pipeline
Step 2: Understand Why
Interview People Who Said No
Step 3: Propose Solutions
Create Solution Hypotheses
Step 4: Learn & Iterate*
*The last step is always learn & iterate!
Once Again…
Quantitative Data
!
WHAT
Qualitative Data
!
WHY
Better Data 
== 
Better Products
Questions?
Laura Klein
@lauraklein
laura@usersknow.com
The Velocity Conference

Santa Clara, May 27-29
Join us for 3 days of keynotes, sessions and
training and learn to optimize your business
end-to-end with speakers like Jez Humble, Gary
Gruver, Charity Majors & more.

Use discount code LKLEAN20 during
registration for 20% off All-access, 3-day &
2-day passes

http://velocityconf.com/
velocity2015

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