UX STRAT 2013: Pamela Pavliscak, Why UX Needs Numbers

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UX Needs Numbers change sciences Pamela Pavliscak | @paminthelab WHY

description

Pamela Pavliscak's presentation at UX STRAT 2013

Transcript of UX STRAT 2013: Pamela Pavliscak, Why UX Needs Numbers

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UX Needs Numbers

change sciences Pamela Pavliscak | @paminthelab

WHY

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Among 15 travel sites, Site X was ranked #10

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And there was more data

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mean? What does it really

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1 Numbers Spark Curiosity

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We want to fill in the

_______

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We are pattern seekers We are pattern seekers

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Curiosity Test:

Does it foster

exploration??

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bullshit? Is it not

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2 Numbers Simplify

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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

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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

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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

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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

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Simplicity Test:

Does it reduce uncertainty??

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change? How can it create positive

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3 Numbers Motivate

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If you are here

You want to be here

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Motivation Test:

Does it prompt action??

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connections? How can it make

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4 Numbers Tell a STORY

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Story A:

We know our users?

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We are keepers of the real

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But, wait, data are

PEOPLE

98%

2% Personal

Business

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Story B:

This is the right direction?

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Story C:

Our site has improved?

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Story D:

We are

competitive?

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numbers You can’t tell these stories without

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Measure = 1 thing (success rate)

Metric/Score = 1 or more (Klout score)

KPI = metric with a target

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communicate? How can it better

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5 Numbers Translate

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Numbers are a common

language?

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The lingua franca of the C-Suite

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

Why Numbers?

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You are #1 with me!

@ paminthelab

changesciences.com

Pamela Pavliscak