Lee Duddell, Founder of WhatUsersDo, shares the perils of relying on statistical data alone.

1. Data-Driven Nonsense
October 2013
Lee Duddell

2. It’s not what I think

3. This evening
• Data richness
• Incomplete, Incremental & Interpretation
• What you can do

4. Aren’t we rich?

5. BUT, they only answer…
•
•
•
•
•
What?
When?
Where?
How many?
For how long?

6. Three reasons why “Why?” matters

7. 1. Incomplete

8. 67%
of users start on
a SmartPhone
& finish on a
computer (Google)
• Because it’s hard to checkout
• Because they want the full experience

9. 2. Incremental
We deliver incredible results
Small conversion increase
Not sure why
Experiments are guesses
Made “Why?” central
Conversion up 39%
Sales up 10%

10. 3. Interpretation
62% base design decisions on hunches
and guesswork

11. Ditch Data for Insight
Incomplete
Incremental
Interpretation

13. How?
Use Livechat for one day on one page
Guerrilla usability test
Speak to your customer service staff

14. STOP guessing. Find out WHY.