Beyond Measure | UX London
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The dangers of relying on quantitative data to make decisions.
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Beyond Measure | UX London
- 2. !#? !#? 2
- 3. :-) 3
- 6. ??? 42! 6
- 8. IT WOULD HAVE BEEN SIMPLER TO KNOW THE ACTUAL QUESTION. 8
- 9. ONLY WHEN YOU KNOW THE QUESTION, WILL YOU KNOW WHAT THE ANSWER MEANS. 9
- 10. 10
- 11. I am a rational biped. All rational bipeds rule. So, I rule. 11
- 12. 12
- 13. :-) 13
- 14. :-( 14
- 15. We have to work together to make better decisions. 15
- 16. 16
- 17. 17
- 18. Quantitative approaches feel better, but are often actually worse. 18
- 19. We are imperfect humans designing things for other imperfect humans. 19
- 20. DON’T PANIC 20
- 21. 21
- 22. Fe 22
- 24. Fe 24
- 26. 26
- 27. [a dramatization] The Nourishing Home / Kelly Smith 27
- 29. 29
- 30. Lucky! 30
- 33. 33
- 36. Flickr/ Billy Wilson Only 12 people?!? 36
- 38. 38
- 39. 39
- 40. 90%? 40
- 42. :-) 42
- 43. This is pretty creepy when you think about it. Flickr/ thevlue 43
- 44. 44
- 45. I am a rational biped. 45
- 46. Original image: Olly Moss 46
- 47. We are blind to our minds. 47
- 48. Ease Clear Display Related Experience Primed Idea Good Mood Feels True Feels Familiar Feels Good Feels Effortless Source: Daniel Kahneman 48
- 50. 50
- 51. 26% 51
- 52. Our access to data has evolved, our brains haven’t. 52
- 54. 42 54
- 55. Obviously, what I can count should count more. 55
- 56. 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, 56
- 57. DON’T PANIC 57
- 58. 58
- 60. 60
- 61. 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? 61
- 62. Usability Studies Field Studies Interviews Clickstream Analysis A/B Testing Surveys* 62
- 66. Surveys 66
- 67. Surveys are the most dangerous research tool. Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree 67
- 68. It is too easy to run a survey. 68
- 70. Bad surveys don’t smell bad. 70
- 71. 71
- 73. 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. 73
- 74. 74
- 75. [a dramatization] The Nourishing Home / Kelly Smith 75
- 76. 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". 76
- 77. Customer satisfaction is a lie. 77
- 78. 78
- 79. 79
- 80. Will the people I’m surveying be willing and able to provide a truthful answer to my question? 80
- 81. ONLY WHEN YOU KNOW THE QUESTION, WILL YOU KNOW WHAT THE ANSWER MEANS. 81
- 82. “At its core, all business is about making bets on human behavior.” —Ben Wiseman, WSJ 82
- 84. We are imperfect humans designing things for other imperfect humans. 84
- 85. The most measurable data may not be valuable. 85
- 88. 88
- 89. Thank you! erika@muledesign.com @mulegirl www.muledesign.com Brief books for people who make websites No. 9 JUSTENOUGH RESEARCH Erika Hall 89