Pamela Pavliscak's presentation at UX STRAT 2013

1. UX Needs Numbers
change sciences
Pamela Pavliscak | @paminthelab
WHY

2. Among 15 travel sites, Site X was ranked
#10

3. And there was more data

5. mean?
What does it really

6. 1Numbers Spark Curiosity

7. We want to fill in the
_______

8. We are pattern seekersWe are pattern seekers

9. Curiosity Test:
Does it foster
exploration??

10. bullshit?
Is it not

11. 2Numbers Simplify

12. 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

13. ü Pressed for time
ü Worried about
bottom line
ü Not likely to read
much
ü Pays attention to
numbers
C-Suite User
ü Pressed for time
ü Worried about
bottom line
ü Not likely to read
much
ü Pays attention to
numbers

14. 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

15. Numbers simplify
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 Magazine
98% then clicked Back
96% noticed pricing
77% clicked on the image to
get more detail

16. Simplicity Test:
Does it reduce
uncertainty??

17. change?
How can it create positive

18. 3Numbers Motivate

19. If you are here
You want to be here

20. Motivation Test:
Does it prompt
action??

21. connections?
How can it make

22. 4Numbers Tell a STORY

23. Story A:
We know our
users?

24. We are keepers of the real

25. But, wait, data are
PEOPLE
98%
2% Personal
Business

26. Story B:
This is the right
direction?

27. Story C:
Our site has
improved?

28. Story D:
We are
competitive?

29. numbers
You can’t tell these stories without

30. Measure = 1 thing
(success rate)
Metric/Score = 1 or more
(Klout score)
KPI = metric with a target

31. communicate?
How can it better

32. 5Numbers Translate

33. Numbers are a
common
language?

34. The lingua franca of the C-Suite

35. 1. Curiosity
2. Clarity
3. Catalyst
4. Connections
5. Communication
Why Numbers?

36. You are #1 with me!
@ paminthelab
changesciences.com
Pamela Pavliscak