beyond measure | ux london
TRANSCRIPT
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!
[email protected] @mulegirl www.muledesign.com
Brief books for people who make websites No.
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JUST ENOUGHRESEARCH
Erika Hall
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