SlideShare a Scribd company logo
1 of 78
Download to read offline
Beyond Measure
Erika Hall
Flickr/fungleo
[dramatisation]

Flickr/eskimo_jo
[a dramatization]

The Nourishing Home / Kelly Smith
?
luckyironfish.com
Stories
have
power
Flickr/ Billy Wilson
This is pretty
creepy when
you think
about it.
Flickr/ thevlue
2,500,000
000,000,
000,000
bytes
Flickr/ JD Hancock
90%
?
This is pretty
creepy when
you think
about it.
Flickr/ thevlue
Flickr/ cle0patra
Life,The Universe,
and Everything =?
7,500,000
years later...
42!
“It would have been
simpler to know
what the actual
question was.”
“Only when you
know the question,
will you know what
the answer means.”
Flickr/johnwiechecki
I am a
rational
biped.
Flickr/gabbahey
Lies,
Damn Lies,
and Statistics
Original image: Olly Moss
quantified-mind.com
A

B
Green

Yellow
Traffic

Quality
Attention

Cash
New!

Familiar
Safe

Exciting
More

Cheaper
Mine

Ours
$$$

Welcome
More

Enough
Yes
Flickr/ theloushe
What
ought to
be

What
is
Flickr/ joncandy
Human
problems
require illogical
approaches.
Isn’t it obvious?
We are blind
to our minds.
System

1

System

2
System

1

Fast
Intuitive
Emotional
Slow
Deliberative

Effortful

System

2
Data doesn’t
change
minds.
Related Experience

Feels Familiar

Feels True

Clear Display

Primed Idea

Good Mood

Daniel Kahneman

Ease

Feels Good

Feels Effortless
Feeling confident?
It’s not a good sign.
You might have a bad case of

Dunning-Kruger.

Flickr/ Bekah Stargazing
Our access to
data has
evolved, our
brains haven’t.
Data doesn’t
change
minds.
Math is
hard.
Stories are
easy.
We have to
account for
more than
we know.
The most
measurable
data is not
the most
valuable.
Obviously,
what I can
count should
count more.
Flickr/gabbahey
Know your
reason.

Flickr/johnwiechecki
What and Why

Flickr/johnwiechecki
luckyironfish.com

More Related Content

More from Erika Hall

Design with Words | Talkabot
Design with Words | TalkabotDesign with Words | Talkabot
Design with Words | TalkabotErika Hall
 
UX London Collaborative Research Workshop
UX London Collaborative Research WorkshopUX London Collaborative Research Workshop
UX London Collaborative Research WorkshopErika Hall
 
Beyond Measure | UX London
Beyond Measure | UX LondonBeyond Measure | UX London
Beyond Measure | UX LondonErika Hall
 
Collaborative Research The Conference by Media Evolution Malmö
Collaborative Research The Conference by Media Evolution MalmöCollaborative Research The Conference by Media Evolution Malmö
Collaborative Research The Conference by Media Evolution MalmöErika Hall
 
Collaborative Research | uxlx 2014
Collaborative Research | uxlx 2014Collaborative Research | uxlx 2014
Collaborative Research | uxlx 2014Erika Hall
 
Collaborative Research
Collaborative ResearchCollaborative Research
Collaborative ResearchErika Hall
 
Improve the Silence: Creating Effective Interface Language
Improve the Silence: Creating Effective Interface LanguageImprove the Silence: Creating Effective Interface Language
Improve the Silence: Creating Effective Interface LanguageErika Hall
 
Just Enough Research
Just Enough ResearchJust Enough Research
Just Enough ResearchErika Hall
 
Copy As Interface | Erika Hall | Web 2.0 Expo
Copy As Interface | Erika Hall | Web 2.0 Expo Copy As Interface | Erika Hall | Web 2.0 Expo
Copy As Interface | Erika Hall | Web 2.0 Expo Erika Hall
 
Erika Hall | Copy Is Interface @FOWA October 2007
Erika Hall  | Copy Is Interface @FOWA October 2007Erika Hall  | Copy Is Interface @FOWA October 2007
Erika Hall | Copy Is Interface @FOWA October 2007Erika Hall
 

More from Erika Hall (10)

Design with Words | Talkabot
Design with Words | TalkabotDesign with Words | Talkabot
Design with Words | Talkabot
 
UX London Collaborative Research Workshop
UX London Collaborative Research WorkshopUX London Collaborative Research Workshop
UX London Collaborative Research Workshop
 
Beyond Measure | UX London
Beyond Measure | UX LondonBeyond Measure | UX London
Beyond Measure | UX London
 
Collaborative Research The Conference by Media Evolution Malmö
Collaborative Research The Conference by Media Evolution MalmöCollaborative Research The Conference by Media Evolution Malmö
Collaborative Research The Conference by Media Evolution Malmö
 
Collaborative Research | uxlx 2014
Collaborative Research | uxlx 2014Collaborative Research | uxlx 2014
Collaborative Research | uxlx 2014
 
Collaborative Research
Collaborative ResearchCollaborative Research
Collaborative Research
 
Improve the Silence: Creating Effective Interface Language
Improve the Silence: Creating Effective Interface LanguageImprove the Silence: Creating Effective Interface Language
Improve the Silence: Creating Effective Interface Language
 
Just Enough Research
Just Enough ResearchJust Enough Research
Just Enough Research
 
Copy As Interface | Erika Hall | Web 2.0 Expo
Copy As Interface | Erika Hall | Web 2.0 Expo Copy As Interface | Erika Hall | Web 2.0 Expo
Copy As Interface | Erika Hall | Web 2.0 Expo
 
Erika Hall | Copy Is Interface @FOWA October 2007
Erika Hall  | Copy Is Interface @FOWA October 2007Erika Hall  | Copy Is Interface @FOWA October 2007
Erika Hall | Copy Is Interface @FOWA October 2007
 

Recently uploaded

Best VIP Call Girls Noida Sector 47 Call Me: 8448380779
Best VIP Call Girls Noida Sector 47 Call Me: 8448380779Best VIP Call Girls Noida Sector 47 Call Me: 8448380779
Best VIP Call Girls Noida Sector 47 Call Me: 8448380779Delhi Call girls
 
Editorial design Magazine design project.pdf
Editorial design Magazine design project.pdfEditorial design Magazine design project.pdf
Editorial design Magazine design project.pdftbatkhuu1
 
SD_The MATATAG Curriculum Training Design.pptx
SD_The MATATAG Curriculum Training Design.pptxSD_The MATATAG Curriculum Training Design.pptx
SD_The MATATAG Curriculum Training Design.pptxjanettecruzeiro1
 
CALL ON ➥8923113531 🔝Call Girls Aminabad Lucknow best Night Fun service
CALL ON ➥8923113531 🔝Call Girls Aminabad Lucknow best Night Fun serviceCALL ON ➥8923113531 🔝Call Girls Aminabad Lucknow best Night Fun service
CALL ON ➥8923113531 🔝Call Girls Aminabad Lucknow best Night Fun serviceanilsa9823
 
VIP Call Girls Bhiwandi Ananya 8250192130 Independent Escort Service Bhiwandi
VIP Call Girls Bhiwandi Ananya 8250192130 Independent Escort Service BhiwandiVIP Call Girls Bhiwandi Ananya 8250192130 Independent Escort Service Bhiwandi
VIP Call Girls Bhiwandi Ananya 8250192130 Independent Escort Service BhiwandiSuhani Kapoor
 
Kurla Call Girls Pooja Nehwal📞 9892124323 ✅ Vashi Call Service Available Nea...
Kurla Call Girls Pooja Nehwal📞 9892124323 ✅  Vashi Call Service Available Nea...Kurla Call Girls Pooja Nehwal📞 9892124323 ✅  Vashi Call Service Available Nea...
Kurla Call Girls Pooja Nehwal📞 9892124323 ✅ Vashi Call Service Available Nea...Pooja Nehwal
 
Peaches App development presentation deck
Peaches App development presentation deckPeaches App development presentation deck
Peaches App development presentation decktbatkhuu1
 
Chapter 19_DDA_TOD Policy_First Draft 2012.pdf
Chapter 19_DDA_TOD Policy_First Draft 2012.pdfChapter 19_DDA_TOD Policy_First Draft 2012.pdf
Chapter 19_DDA_TOD Policy_First Draft 2012.pdfParomita Roy
 
(AISHA) Ambegaon Khurd Call Girls Just Call 7001035870 [ Cash on Delivery ] P...
(AISHA) Ambegaon Khurd Call Girls Just Call 7001035870 [ Cash on Delivery ] P...(AISHA) Ambegaon Khurd Call Girls Just Call 7001035870 [ Cash on Delivery ] P...
(AISHA) Ambegaon Khurd Call Girls Just Call 7001035870 [ Cash on Delivery ] P...ranjana rawat
 
Booking open Available Pune Call Girls Nanded City 6297143586 Call Hot India...
Booking open Available Pune Call Girls Nanded City  6297143586 Call Hot India...Booking open Available Pune Call Girls Nanded City  6297143586 Call Hot India...
Booking open Available Pune Call Girls Nanded City 6297143586 Call Hot India...Call Girls in Nagpur High Profile
 
Call Girls in Kalkaji Delhi 8264348440 call girls ❤️
Call Girls in Kalkaji Delhi 8264348440 call girls ❤️Call Girls in Kalkaji Delhi 8264348440 call girls ❤️
Call Girls in Kalkaji Delhi 8264348440 call girls ❤️soniya singh
 
CBD Belapur Individual Call Girls In 08976425520 Panvel Only Genuine Call Girls
CBD Belapur Individual Call Girls In 08976425520 Panvel Only Genuine Call GirlsCBD Belapur Individual Call Girls In 08976425520 Panvel Only Genuine Call Girls
CBD Belapur Individual Call Girls In 08976425520 Panvel Only Genuine Call Girlsmodelanjalisharma4
 
Nepali Escort Girl Gomti Nagar \ 9548273370 Indian Call Girls Service Lucknow...
Nepali Escort Girl Gomti Nagar \ 9548273370 Indian Call Girls Service Lucknow...Nepali Escort Girl Gomti Nagar \ 9548273370 Indian Call Girls Service Lucknow...
Nepali Escort Girl Gomti Nagar \ 9548273370 Indian Call Girls Service Lucknow...nagunakhan
 
Top Rated Pune Call Girls Saswad ⟟ 6297143586 ⟟ Call Me For Genuine Sex Serv...
Top Rated  Pune Call Girls Saswad ⟟ 6297143586 ⟟ Call Me For Genuine Sex Serv...Top Rated  Pune Call Girls Saswad ⟟ 6297143586 ⟟ Call Me For Genuine Sex Serv...
Top Rated Pune Call Girls Saswad ⟟ 6297143586 ⟟ Call Me For Genuine Sex Serv...Call Girls in Nagpur High Profile
 
Punjabi Housewife Call Girls Service Gomti Nagar \ 9548273370 Indian Call Gir...
Punjabi Housewife Call Girls Service Gomti Nagar \ 9548273370 Indian Call Gir...Punjabi Housewife Call Girls Service Gomti Nagar \ 9548273370 Indian Call Gir...
Punjabi Housewife Call Girls Service Gomti Nagar \ 9548273370 Indian Call Gir...nagunakhan
 
VIP Call Girl Amravati Aashi 8250192130 Independent Escort Service Amravati
VIP Call Girl Amravati Aashi 8250192130 Independent Escort Service AmravatiVIP Call Girl Amravati Aashi 8250192130 Independent Escort Service Amravati
VIP Call Girl Amravati Aashi 8250192130 Independent Escort Service AmravatiSuhani Kapoor
 
Verified Trusted Call Girls Adugodi💘 9352852248 Good Looking standard Profil...
Verified Trusted Call Girls Adugodi💘 9352852248  Good Looking standard Profil...Verified Trusted Call Girls Adugodi💘 9352852248  Good Looking standard Profil...
Verified Trusted Call Girls Adugodi💘 9352852248 Good Looking standard Profil...kumaririma588
 
Top Rated Pune Call Girls Koregaon Park ⟟ 6297143586 ⟟ Call Me For Genuine S...
Top Rated  Pune Call Girls Koregaon Park ⟟ 6297143586 ⟟ Call Me For Genuine S...Top Rated  Pune Call Girls Koregaon Park ⟟ 6297143586 ⟟ Call Me For Genuine S...
Top Rated Pune Call Girls Koregaon Park ⟟ 6297143586 ⟟ Call Me For Genuine S...Call Girls in Nagpur High Profile
 
The_Canvas_of_Creative_Mastery_Newsletter_April_2024_Version.pdf
The_Canvas_of_Creative_Mastery_Newsletter_April_2024_Version.pdfThe_Canvas_of_Creative_Mastery_Newsletter_April_2024_Version.pdf
The_Canvas_of_Creative_Mastery_Newsletter_April_2024_Version.pdfAmirYakdi
 
Stark Industries Marketing Plan (1).pptx
Stark Industries Marketing Plan (1).pptxStark Industries Marketing Plan (1).pptx
Stark Industries Marketing Plan (1).pptxjeswinjees
 

Recently uploaded (20)

Best VIP Call Girls Noida Sector 47 Call Me: 8448380779
Best VIP Call Girls Noida Sector 47 Call Me: 8448380779Best VIP Call Girls Noida Sector 47 Call Me: 8448380779
Best VIP Call Girls Noida Sector 47 Call Me: 8448380779
 
Editorial design Magazine design project.pdf
Editorial design Magazine design project.pdfEditorial design Magazine design project.pdf
Editorial design Magazine design project.pdf
 
SD_The MATATAG Curriculum Training Design.pptx
SD_The MATATAG Curriculum Training Design.pptxSD_The MATATAG Curriculum Training Design.pptx
SD_The MATATAG Curriculum Training Design.pptx
 
CALL ON ➥8923113531 🔝Call Girls Aminabad Lucknow best Night Fun service
CALL ON ➥8923113531 🔝Call Girls Aminabad Lucknow best Night Fun serviceCALL ON ➥8923113531 🔝Call Girls Aminabad Lucknow best Night Fun service
CALL ON ➥8923113531 🔝Call Girls Aminabad Lucknow best Night Fun service
 
VIP Call Girls Bhiwandi Ananya 8250192130 Independent Escort Service Bhiwandi
VIP Call Girls Bhiwandi Ananya 8250192130 Independent Escort Service BhiwandiVIP Call Girls Bhiwandi Ananya 8250192130 Independent Escort Service Bhiwandi
VIP Call Girls Bhiwandi Ananya 8250192130 Independent Escort Service Bhiwandi
 
Kurla Call Girls Pooja Nehwal📞 9892124323 ✅ Vashi Call Service Available Nea...
Kurla Call Girls Pooja Nehwal📞 9892124323 ✅  Vashi Call Service Available Nea...Kurla Call Girls Pooja Nehwal📞 9892124323 ✅  Vashi Call Service Available Nea...
Kurla Call Girls Pooja Nehwal📞 9892124323 ✅ Vashi Call Service Available Nea...
 
Peaches App development presentation deck
Peaches App development presentation deckPeaches App development presentation deck
Peaches App development presentation deck
 
Chapter 19_DDA_TOD Policy_First Draft 2012.pdf
Chapter 19_DDA_TOD Policy_First Draft 2012.pdfChapter 19_DDA_TOD Policy_First Draft 2012.pdf
Chapter 19_DDA_TOD Policy_First Draft 2012.pdf
 
(AISHA) Ambegaon Khurd Call Girls Just Call 7001035870 [ Cash on Delivery ] P...
(AISHA) Ambegaon Khurd Call Girls Just Call 7001035870 [ Cash on Delivery ] P...(AISHA) Ambegaon Khurd Call Girls Just Call 7001035870 [ Cash on Delivery ] P...
(AISHA) Ambegaon Khurd Call Girls Just Call 7001035870 [ Cash on Delivery ] P...
 
Booking open Available Pune Call Girls Nanded City 6297143586 Call Hot India...
Booking open Available Pune Call Girls Nanded City  6297143586 Call Hot India...Booking open Available Pune Call Girls Nanded City  6297143586 Call Hot India...
Booking open Available Pune Call Girls Nanded City 6297143586 Call Hot India...
 
Call Girls in Kalkaji Delhi 8264348440 call girls ❤️
Call Girls in Kalkaji Delhi 8264348440 call girls ❤️Call Girls in Kalkaji Delhi 8264348440 call girls ❤️
Call Girls in Kalkaji Delhi 8264348440 call girls ❤️
 
CBD Belapur Individual Call Girls In 08976425520 Panvel Only Genuine Call Girls
CBD Belapur Individual Call Girls In 08976425520 Panvel Only Genuine Call GirlsCBD Belapur Individual Call Girls In 08976425520 Panvel Only Genuine Call Girls
CBD Belapur Individual Call Girls In 08976425520 Panvel Only Genuine Call Girls
 
Nepali Escort Girl Gomti Nagar \ 9548273370 Indian Call Girls Service Lucknow...
Nepali Escort Girl Gomti Nagar \ 9548273370 Indian Call Girls Service Lucknow...Nepali Escort Girl Gomti Nagar \ 9548273370 Indian Call Girls Service Lucknow...
Nepali Escort Girl Gomti Nagar \ 9548273370 Indian Call Girls Service Lucknow...
 
Top Rated Pune Call Girls Saswad ⟟ 6297143586 ⟟ Call Me For Genuine Sex Serv...
Top Rated  Pune Call Girls Saswad ⟟ 6297143586 ⟟ Call Me For Genuine Sex Serv...Top Rated  Pune Call Girls Saswad ⟟ 6297143586 ⟟ Call Me For Genuine Sex Serv...
Top Rated Pune Call Girls Saswad ⟟ 6297143586 ⟟ Call Me For Genuine Sex Serv...
 
Punjabi Housewife Call Girls Service Gomti Nagar \ 9548273370 Indian Call Gir...
Punjabi Housewife Call Girls Service Gomti Nagar \ 9548273370 Indian Call Gir...Punjabi Housewife Call Girls Service Gomti Nagar \ 9548273370 Indian Call Gir...
Punjabi Housewife Call Girls Service Gomti Nagar \ 9548273370 Indian Call Gir...
 
VIP Call Girl Amravati Aashi 8250192130 Independent Escort Service Amravati
VIP Call Girl Amravati Aashi 8250192130 Independent Escort Service AmravatiVIP Call Girl Amravati Aashi 8250192130 Independent Escort Service Amravati
VIP Call Girl Amravati Aashi 8250192130 Independent Escort Service Amravati
 
Verified Trusted Call Girls Adugodi💘 9352852248 Good Looking standard Profil...
Verified Trusted Call Girls Adugodi💘 9352852248  Good Looking standard Profil...Verified Trusted Call Girls Adugodi💘 9352852248  Good Looking standard Profil...
Verified Trusted Call Girls Adugodi💘 9352852248 Good Looking standard Profil...
 
Top Rated Pune Call Girls Koregaon Park ⟟ 6297143586 ⟟ Call Me For Genuine S...
Top Rated  Pune Call Girls Koregaon Park ⟟ 6297143586 ⟟ Call Me For Genuine S...Top Rated  Pune Call Girls Koregaon Park ⟟ 6297143586 ⟟ Call Me For Genuine S...
Top Rated Pune Call Girls Koregaon Park ⟟ 6297143586 ⟟ Call Me For Genuine S...
 
The_Canvas_of_Creative_Mastery_Newsletter_April_2024_Version.pdf
The_Canvas_of_Creative_Mastery_Newsletter_April_2024_Version.pdfThe_Canvas_of_Creative_Mastery_Newsletter_April_2024_Version.pdf
The_Canvas_of_Creative_Mastery_Newsletter_April_2024_Version.pdf
 
Stark Industries Marketing Plan (1).pptx
Stark Industries Marketing Plan (1).pptxStark Industries Marketing Plan (1).pptx
Stark Industries Marketing Plan (1).pptx
 

Beyond Measure: Stories Have Power