UX Needs Numbers

change sciences Pamela Pavliscak | @paminthelab

WHY

Among 15 travel sites, Site X was ranked #10

And there was more data

mean? What does it really

1 Numbers Spark Curiosity

We want to fill in the

_______

We are pattern seekers We are pattern seekers

Curiosity Test:

Does it foster

exploration??

bullshit? Is it not

2 Numbers Simplify

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

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

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 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

Simplicity Test:

Does it reduce uncertainty??

change? How can it create positive

3 Numbers Motivate

If you are here

You want to be here

Motivation Test:

Does it prompt action??

connections? How can it make

4 Numbers Tell a STORY

Story A:

We know our users?

We are keepers of the real

But, wait, data are

PEOPLE

98%

2% Personal

Business

Story B:

This is the right direction?

Story C:

Our site has improved?

Story D:

We are

competitive?

numbers You can’t tell these stories without

Measure = 1 thing (success rate)

Metric/Score = 1 or more (Klout score)

KPI = metric with a target

communicate? How can it better

5 Numbers Translate

Numbers are a common

language?

The lingua franca of the C-Suite

1. Curiosity 2. Clarity 3. Catalyst 4. Connections 5. Communication

Why Numbers?

You are #1 with me!

@ paminthelab

changesciences.com

Pamela Pavliscak