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Beyond Measure

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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! ¯\_(ツ)_/¯ !#!?&wtf!


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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 K N O W W H AT T H E A N S W E R M E A N S.


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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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Fe


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Kirk Siang/Flickr Flickr/fungleo


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Fe


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[dramatization] Flickr/eskimo_jo


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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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O H2C HO :N C O C OH O CH2 CH2 C CH2 H2C N: OH HO CH2 C O o


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Human problems require illogical approaches.


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Stories have power


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Only 12 people?!? Flickr/ Billy Wilson


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2,500,000 000,000, 000,000 bytes


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90% ?


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011010000110010101101 100011100000010000001 10110101100101 010010010010000001100 001011011010010000001 100010011001010110100 101101110011001110010 000001110111011000010 111010001100011011010 000110010101100100 011010000110010101101 100011100000010000001 10110101100101


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:-)


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$$$$$$$$$$$$$$$$$$$ 0110100001100101011 $$$$$$$$$$$$$$$$$$$ 0110001110000001000 $$$$$$$$$$$$$$$$$$$ 000110110101100101 $$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$ 0100100100100000011 $$$$$$$$$$$$$$$$$$$ 0000101101101001000 $$$$$$$$$$$$$$$$$$$ 0001100010011001010 $$$$$$$$$$$$$$$$$$$ 1101001011011100110 $$$$$$$$$$$$$$$$$$$ 0111001000000111011 $$$$$$$$$$$$$$$$$$$ 1011000010111010001 $$$$$$$$$$$$$$$$$$$ 1000110110100001100 $$$$$$$$$$$$$$$$$$$ 10101100100


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This is pretty creepy when you think about it. Flickr/ thevlue


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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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one line is definitely longer


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Original image: Olly Moss


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We are blind to our minds.


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System System System System 1 1 2 2


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System System 1 1 Fast Intuitive Emotional


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Slow Deliberative Effortful System 2


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Data doesn’t change minds.


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Related Experience Feels Familiar Clear Display Feels True Ease Primed Idea Good Mood Feels Good Feels Effortless


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26%


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Feeling confident?


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You might have a case of Dunning-Kruger


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“ The incompetent are often blessed with an inappropriate confidence, buoyed by something that feels to them like knowledge.” —David Dunning


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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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Qualitative Quantitative


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Quality Quantity


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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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Tight control. Flickr/ Billy Wilson


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banana 42! 672 37 Hi!


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No fishing trips.


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Know your POV first.


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Flickr/gabbahey


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Your glorious potential. The limit of split testing


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A B


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Push Push


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Traffic Quality


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Safe Exciting


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Attention $$$


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New Familiar!


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Mine Ours


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More Enough


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Yes


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What ought to be What is.


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?


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Deci sion Dec is s ions


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NCE IDE EV


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NCE IDE EV


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What should we do?


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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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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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“ Changes in customers’ satisfaction levels explain less than 1% of the variation in changes in their share of category spending.” —MIT Sloan Management Review


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“ Customer-service scores have no relevance to stock market returns… the most-hated companies perform better than their beloved peers.” —Bloomberg Businessweek


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“ Over a one year period 6% of ‘extremely satisfied customers’ closed their accounts whilst 5.8% of ‘unsatisfied customers’ closed their accounts.” —HBR, 1995


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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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Never ask people what they like.


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Never ask people to remember.


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Never ask people to predict.


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How likely are you to attend the opera? Very!


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How concerned are you about looking smart? Very!


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How likely is it you are telling the truth? Not Very!


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Lies Poppycock Irrelevancies


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Be Better


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ONLY WHEN YOU KNOW THE QUESTION, WILL YOU K N O W W H AT T H E A N S W E R M E A N S.


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“ At its core, all business is about making bets on human behavior.” —Ben Wiseman, WSJ


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Define success first.


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The most measurable data is not the most valuable.


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Get actionable insights.


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Get useful information.


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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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Know your reason.


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What and Why Flickr/johnwiechecki


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Thank you.


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