When numbers are tricky

May 30, 20180 likes115 views

Business likes numbers, so UX professionals are eager to translate user experience into data. This is done in order to find common ground with business, but also in order to measure the effectiveness of their work. However, shallow interpretation of data can lead to false conclusions and wrong design decisions.

WHEN
NUMBERS
ARETRICKY
Anna Jozanis
Designer’s point of view on data

Test name: Result: Reference range: Unit:
9,50 <7,8 mmol/lBlood glucose
(1 hour after glucose load)

The designers most
important tool is
the question.
ERIKA HALL

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Summary
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Go to checkout
Purchase
DESKTOP MOBILE WEB
disclaimer:All data in the presentation is fake and used only to demonstrate the topic.

Add to cart
Summary
Delivery form
Go to checkout
Purchase
disclaimer:All data in the presentation is fake and used only to demonstrate the topic.

Add
to
cart
Summary
Delivery form
Go
to
checkout
Purchase
Log in

Add to cart
to buy now
for later
to buy in
a different channel

Add to cart Log in
to buy now
for later
to buy in
a different channel
saving password
resetting password
guest checkout

DATA
lower mobile conversion rates
RESEARCH
switching channels
forgetting passwords
mobile laziness

You can’t interpret
data correctly without
understanding
the story behind it.

Home
Purchase Conﬁrmation
Offer Page
Listing
Delivery Form
Purchase
A B
disclaimer:All data in the presentation is fake and used only to demonstrate the topic.

disclaimer:All data in the presentation is fake and used only to demonstrate the topic.
Home
Purchase Conﬁrmation
Offer Page
Listing
Delivery Form
Purchase

NEW OFFER PAGE
1
2
10
9
3 5
4 6
7
8
DELIVERY
COST

OLD OFFER PAGE
1
2
9
3 5
4 6
7
8
10
DELIVERY COST

PURCHASE CONFIRMATION
1
2
9
3
4
7
10
DELIVERY COST

Offer page performs better
RESEARCH
People can’t ﬁnd all details
on offer page
People abandon checkout
DATA

Don’t stop exploring
what’s beneath the data
even if it looks like
you did a good job.

Good designers want
to be proved wrong,
bad designers hope
to be proved right.
ANDY BUDD

NET PROMOTER SCORE
0 1 2 3 4 5 6 7 8 9 10
DETRACTORS PASSIVES PROMOTERS
% - % =NET PROMOTER SCORE

NetPromoterScore
Users of
Payment
Method #1
Users of
Payment
Method #2
Users of
Payment
Method #3
Users of
Payment
Method #4
disclaimer:All data in the presentation is fake and used only to demonstrate the topic.

CSAT
Search
Comparing Offers
Offer Selection
Checkout and Payment
How would you rate the recent product experience?

Search
Average Payment Method #4 users
Comparing
Offers
Offer
Selection
Checkout and
Payment
disclaimer:All data in the presentation is fake and used only to demonstrate the topic.

All users
Payment Method #4 users
Average age People under 30
disclaimer:All data in the presentation is fake and used only to demonstrate the topic.

NetPromoterScore
Users
over 30
Users
under 30
Users of Payment
Method #4
disclaimer:All data in the presentation is fake and used only to demonstrate the topic.

Never consider
data alone to avoid
spurious correlation.

The best designers
never stop at
the ﬁrst inference.
JARED SPOOL

INSIGHT-DRIVEN
anna.jozanis@allegro.pl
linkedin.com/in/jozanka
START BEING

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When numbers are tricky

1. WHEN NUMBERS ARETRICKY Anna Jozanis Designer’s point of view on data

3. DATA-DRIVEN

4. DATA-DRIVEN EVERYTHING

5. TOO MUCHTRUST

6. Test name: Result: Reference range: Unit: 9,50 <7,8 mmol/lBlood glucose (1 hour after glucose load)

7. DATA IS NOT ENOUGH

8. ?QUESTIONS

9. The designers most important tool is the question. ERIKA HALL

10. . TRUST

11. Add to cart Summary Delivery form Go to checkout Purchase DESKTOP MOBILE WEB disclaimer:All data in the presentation is fake and used only to demonstrate the topic.

12. Add to cart Summary Delivery form Go to checkout Purchase disclaimer:All data in the presentation is fake and used only to demonstrate the topic.

13. Add to cart Summary Delivery form Go to checkout Purchase Log in

14. Add to cart to buy now for later to buy in a different channel

15. Add to cart Log in to buy now for later to buy in a different channel saving password resetting password guest checkout

16. DATA lower mobile conversion rates RESEARCH switching channels forgetting passwords mobile laziness

17. You can’t interpret data correctly without understanding the story behind it.

18. A B

19. Home Purchase Conﬁrmation Offer Page Listing Delivery Form Purchase A B disclaimer:All data in the presentation is fake and used only to demonstrate the topic.

20. disclaimer:All data in the presentation is fake and used only to demonstrate the topic. Home Purchase Conﬁrmation Offer Page Listing Delivery Form Purchase

21. NEW OFFER PAGE 1 2 10 9 3 5 4 6 7 8 DELIVERY COST

22. OLD OFFER PAGE 1 2 9 3 5 4 6 7 8 10 DELIVERY COST

23. PURCHASE CONFIRMATION 1 2 9 3 4 7 10 DELIVERY COST

24. Offer page performs better RESEARCH People can’t ﬁnd all details on offer page People abandon checkout DATA

25. Don’t stop exploring what’s beneath the data even if it looks like you did a good job.

26. Good designers want to be proved wrong, bad designers hope to be proved right. ANDY BUDD

27. NET PROMOTER SCORE 0 1 2 3 4 5 6 7 8 9 10 DETRACTORS PASSIVES PROMOTERS % - % =NET PROMOTER SCORE

28. NetPromoterScore Users of Payment Method #1 Users of Payment Method #2 Users of Payment Method #3 Users of Payment Method #4 disclaimer:All data in the presentation is fake and used only to demonstrate the topic.

29. CSAT Search Comparing Offers Offer Selection Checkout and Payment How would you rate the recent product experience?

30. Search Average Payment Method #4 users Comparing Offers Offer Selection Checkout and Payment disclaimer:All data in the presentation is fake and used only to demonstrate the topic.

31. All users Payment Method #4 users Average age People under 30 disclaimer:All data in the presentation is fake and used only to demonstrate the topic.

32. NetPromoterScore Users over 30 Users under 30 Users of Payment Method #4 disclaimer:All data in the presentation is fake and used only to demonstrate the topic.

33. CORRELATION ≠ CAUSATION

34. Never consider data alone to avoid spurious correlation.

35. The best designers never stop at the ﬁrst inference. JARED SPOOL

36. DNADATA

37. MORE AND MORE DATA

38. DISTRACTION

39. GOOD METRICS

40. SIMPLE

41. COMPARABLE SIMPLE

42. ACTIONABLE COMPARABLE SIMPLE

43. VANITY

44. JOURNEY