Taken from the Future of Web Design, San Francisco 2015 Conference. https://futureofwebdesign.com/san-francisco-2015/
Site analytics. The quantified self. Big data. Human activity is creating more and more measurable data. But is more data really helping designers make better decisions? Human problems often require illogical approaches. In order to meet real human needs, we need to approach the data we collect with empathy and find the story in the facts.
79. 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?
113. 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.
116. 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".
118. “Changes in customers’
satisfaction levels explain less
than 1% of the variation in
changes in their share of
category spending.”
—MIT Sloan Management Review
119. “Customer-service scores have
no relevance to stock market
returns… the most-hated
companies perform better than
their beloved peers.”
—Bloomberg Businessweek
120. “Over a one year period 6% of
‘extremely satisfied customers’
closed their accounts whilst 5.8%
of ‘unsatisfied customers’ closed
their accounts.”
—HBR, 1995
121.
122.
123.
124.
125. Will the people I’m
surveying be willing and
able to provide a truthful
answer to my question?