Why UX Needs Numbers
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Transcript of Why UX Needs Numbers
UX Needs Numbers change sciences
Pamela Pavliscak | @paminthelab
WHY
data story It’s a
and a call to action!
It all starts with revealing a
number
Among 15 sites, Site X ranked
#10
Plus more data
1 Numbers Spark Curiosity
mean? What does it really
We want to fill in the
_______
We want to fill in the
_______ We are pattern seekers
“ Raw data is both an oxymoron and a bad idea.
-Geoff Bowker
Data + tools = patterns
but not always actionable insights
Curiosity Test:
Does it foster
exploration??
2 Numbers Simplify
bullshit? Is it not
We see complexity Customer service says there are tons of complaints about
the price slider
Usability tests indicate that search is not flexible enough, needs more testing
Focus groups liked the magazine idea
View Details button scheduled
for a/b test
WHY*&$%#$!!!!
Epic struggle over order of filters
Do people want alerts?
People said they were not
sure about pricing in a
survey
We get feedback on the site about lack of maps
Users (& the C-Suite) prefer
simplicity
ü Pressed for time ü Worried about $$$ ü Not likely to read much ü Pays attention to
numbers
C-Suite User ü Pressed for time ü Worried about $$$ ü Not likely to read much ü Pays attention to
numbers
But we treat them quite
differently
ü Long reports ü Budget requests ü Little proof
ü Fewer solutions
ü SCORN
C-Suite User ü Simplicity ü Clarity ü Beauty ü Fun
ü EMPATHY
Numbers help prioritize 54% success rate using price
slider, 28% for ages 60+
28% missed the search initially, 10% still didn’t find it after using the site for 5 minutes
2% clicked here 98% then clicked Back
96% noticed pricing
77% clicked on the image to get more detail
Simplicity Test:
Does it reduce uncertainty??
3 Numbers Motivate
change? How can we create positive
When we see a number, we get
competitive
If you are here
You want to be here
Motivation Test:
Does it prompt action??
4 Numbers Tell a STORY
connections? How can we make
“ Data needs stories but stories also need data.
-Om Malik
What story do we want to tell about
user experience?
Our favorite story:
We know our users?
We are keepers of the real
re41 are th3y?
Numb3rs are n0t
But, wait, data are
PEOPLE
98%
2% Personal
Business
Segments + Dimensions =
personas on data
Think experience maps plus numbers
But user experience also needs
stories about value
Story A:
This is the right direction?
If we change, can we determine the
impact?
Story B:
Our site has
improved?
How do we know if things got
better or worse?
Story C:
We are
competitive?
How well do we understand our
strengths and weaknesses?
numbers You can’t tell these stories credibly without
Objective Goal
KPI
Target
Segment
UX Strategy
Objective Goal
KPI
Target
Segment
Business/CX Strategy
Measure/Metric = 1 thing (count or ratio)
Score/Metric = More than 1 (compound metric)
KPI = metric with a target
Targets pinpoint success or failure
How do you connect numbers to
experience?
“ Friends don’t let friends measure page views. Ever.
-Avinash Kaushik
Map metrics to UX with a framework
Usability (success rate, fails, time on task)
Engagement (happiness rating, time exploring)
Conversion (trust rating, micro-conversions)
0
1
2
3
4
5 Aw
esom
e
See (conversation, applause, %new, happiness)
Think (click thru, page depth, video views, micro-conversions )
Do (abandonment, conversion, trust, loyalty)
Qualitative research fills in the gaps
Story Test:
Do we have a full picture??
5 Numbers Translate
communicate? How do we effectively
“ Once the measure is on the wall, the investment will follow.
-Seth Godin
The lingua franca of the C-Suite
Numbers are a common language?
Talk numbers, Think people
You are #1 with me!
@ paminthelab
changesciences.com
Pamela Pavliscak