Beyond Measure | UX London

Beyond Measure

@mulegirl

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!#? !#?

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:-)

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DEEP THOUGHT,

TELL US THE ANSWER…

OK

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7,500,000 YEARS LATER…

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???

42!

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42!!#!?&wtf!

¯\_(ツ)_/¯

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IT WOULD HAVE BEEN SIMPLER TO

KNOW THE ACTUAL QUESTION.

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ONLY WHEN YOU KNOW THE

QUESTION, WILL YOU KNOW WHAT THE ANSWER MEANS.

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I am a rational biped. All rational bipeds rule.

So, I rule.

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:-)

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:-(

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We have to work together to make better decisions.

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Quantitative approaches feel

better, but are often actually worse.

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We are imperfect humans

designing things for other imperfect humans.

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DON’T PANIC

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Fe22

Flickr/fungleo

Kirk Siang/Flickr

60%

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Fe

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Flickr/eskimo_jo

[dramatization]

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[a dramatization]

The Nourishing Home / Kelly Smith

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[dramatization]

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Lucky!

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luckyironfish.com

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oo

O

O

O

OHO

HO

OH

OHH2C

H2CCH2

CH2CH2C

C

CH2 C

C

:N

N:

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Human problems require illogical

approaches.

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Stories have

power

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Flickr/ Billy Wilson

Only 12 people?!?

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2,500,000 000,000, 000,000 bytes

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90%?40

01101000011001010110110001110000001000000110110101100101

010010010010000001100001011011010010000001100010011001010110100101101110011001110010000001110111011000010111010001100011011010000110010101100100

01101000011001010110110001110000001000000110110101100101

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:-)

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This is pretty creepy when you think about it.

Flickr/ thevlue

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I am a rational biped.

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Original image: Olly Moss

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We are blind to our minds.

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Ease

Clear Display

Related Experience

Primed Idea

Good Mood

Feels True

Feels Familiar

Feels Good

Feels Effortless

Source: Daniel Kahneman

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Data doesn’t change minds.

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26%

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Our access to data has evolved,

our brains haven’t.

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Data doesn’t have meaning.

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42

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Obviously, what I can

count should

count more.

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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,

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DON’T PANIC

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QuantitativeQualitative

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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?

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Usability Studies Field Studies

Interviews

Clickstream Analysis A/B Testing

Surveys*

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Are you a statistician?

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Flickr/ Billy Wilson

Tight control.

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No fishing trips.

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Surveys

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Surveys are the most dangerous research tool.

Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree

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It is too easy to run a survey.

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Easy feels true.

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Bad surveys don’t smell bad.

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Lies Poppycock Irrelevancies

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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.

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[a dramatization]

The Nourishing Home / Kelly Smith

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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".

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Customer satisfaction is a lie.

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

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ONLY WHEN YOU KNOW THE

QUESTION, WILL YOU KNOW WHAT THE ANSWER MEANS.

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“At its core, all business is about making bets on human behavior.”

—Ben Wiseman, WSJ

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Make better choices.

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We are imperfect humans

designing things for other imperfect humans.

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The most measurable data

may not be valuable.

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Know your reason.

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What and Why

Flickr/johnwiechecki

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Thank you!

erika@muledesign.com @mulegirl www.muledesign.com

Brief books for people who make websites No.

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JUST ENOUGHRESEARCH

Erika Hall

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