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Beyond Measure | UX London

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The dangers of relying on quantitative data to make decisions.

Published in: Design
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Beyond Measure | UX London

  1. 1. Beyond Measure @mulegirl 1
  2. 2. !#? !#? 2
  3. 3. :-) 3
  4. 4. DEEP THOUGHT, TELL US THE ANSWER… OK 4
  5. 5. 7,500,000 YEARS LATER… 5
  6. 6. ??? 42! 6
  7. 7. 42! !#!?&wtf! ¯_(ツ)_/¯ 7
  8. 8. IT WOULD HAVE BEEN SIMPLER TO KNOW THE ACTUAL QUESTION. 8
  9. 9. ONLY WHEN YOU KNOW THE QUESTION, WILL YOU KNOW WHAT THE ANSWER MEANS. 9
  10. 10. 10
  11. 11. I am a rational biped. All rational bipeds rule. So, I rule. 11
  12. 12. 12
  13. 13. :-) 13
  14. 14. :-( 14
  15. 15. We have to work together to make better decisions. 15
  16. 16. 16
  17. 17. 17
  18. 18. Quantitative approaches feel better, but are often actually worse. 18
  19. 19. We are imperfect humans designing things for other imperfect humans. 19
  20. 20. DON’T PANIC 20
  21. 21. 21
  22. 22. Fe 22
  23. 23. Flickr/fungleo Kirk Siang/Flickr 60% 23
  24. 24. Fe 24
  25. 25. Flickr/eskimo_jo [dramatization] 25
  26. 26. 26
  27. 27. [a dramatization] The Nourishing Home / Kelly Smith 27
  28. 28. [dramatization] 28
  29. 29. 29
  30. 30. Lucky! 30
  31. 31. luckyironfish.com 31
  32. 32. oo O O O O HO HO OH OH H2C H2C CH2 CH2 CH2C C CH2 C C :N N: 32
  33. 33. 33
  34. 34. Human problems require illogical approaches. 34
  35. 35. Stories have power 35
  36. 36. Flickr/ Billy Wilson Only 12 people?!? 36
  37. 37. 2,500,000 000,000, 000,000 bytes 37
  38. 38. 38
  39. 39. 39
  40. 40. 90%? 40
  41. 41. 011010000110010101101 100011100000010000001 10110101100101 010010010010000001100 001011011010010000001 100010011001010110100 101101110011001110010 000001110111011000010 111010001100011011010 000110010101100100 011010000110010101101 100011100000010000001 10110101100101 41
  42. 42. :-) 42
  43. 43. This is pretty creepy when you think about it. Flickr/ thevlue 43
  44. 44. 44
  45. 45. I am a rational biped. 45
  46. 46. Original image: Olly Moss 46
  47. 47. We are blind to our minds. 47
  48. 48. Ease Clear Display Related Experience Primed Idea Good Mood Feels True Feels Familiar Feels Good Feels Effortless Source: Daniel Kahneman 48
  49. 49. Data doesn’t change minds. 49
  50. 50. 50
  51. 51. 26% 51
  52. 52. Our access to data has evolved, our brains haven’t. 52
  53. 53. Data doesn’t have meaning. 53
  54. 54. 42 54
  55. 55. Obviously, what I can count should count more. 55
  56. 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. 57. DON’T PANIC 57
  58. 58. 58
  59. 59. QuantitativeQualitative 59
  60. 60. 60
  61. 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. 62. Usability Studies Field Studies Interviews Clickstream Analysis A/B Testing Surveys* 62
  63. 63. Are you a statistician? 63
  64. 64. Flickr/ Billy Wilson Tight control. 64
  65. 65. No fishing trips. 65
  66. 66. Surveys 66
  67. 67. Surveys are the most dangerous research tool. Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree 67
  68. 68. It is too easy to run a survey. 68
  69. 69. Easy feels true. 69
  70. 70. Bad surveys don’t smell bad. 70
  71. 71. 71
  72. 72. Lies Poppycock Irrelevancies 72
  73. 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. 74
  75. 75. [a dramatization] The Nourishing Home / Kelly Smith 75
  76. 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. 77. Customer satisfaction is a lie. 77
  78. 78. 78
  79. 79. 79
  80. 80. Will the people I’m surveying be willing and able to provide a truthful answer to my question? 80
  81. 81. ONLY WHEN YOU KNOW THE QUESTION, WILL YOU KNOW WHAT THE ANSWER MEANS. 81
  82. 82. “At its core, all business is about making bets on human behavior.” —Ben Wiseman, WSJ 82
  83. 83. Make better choices. 83
  84. 84. We are imperfect humans designing things for other imperfect humans. 84
  85. 85. The most measurable data may not be valuable. 85
  86. 86. Know your reason. 86
  87. 87. What and Why Flickr/johnwiechecki 87
  88. 88. 88
  89. 89. Thank you! erika@muledesign.com @mulegirl www.muledesign.com Brief books for people who make websites No. 9 JUSTENOUGH RESEARCH Erika Hall 89

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