I struggle with schedules. It feels good to plan a daily schedule, but for me, it quickly falls apart in reality. I start to resent the structure after a while, and feel hostage to it. I don’t want to get up precisely at the same time everyday! What if I need a nap? What if I want to go for a long walk because it’s sunny today?
Note: This is a political post. I have tried to make this post as non-partisan as possible. Full disclosure: I volunteer with the Liberal Party of Canada.
Are you sick of this federal election yet?
It’s finally here: Election Day! The campaign was officially 78 days. To put it in perspective: I was wearing t-shirts and sandals in the sun when this started, and I wore a winter coat today.
This election felt more important than past ones to me. Maybe because I’m older, I pay more taxes, and I decided to make Canada my home for the long-term. But I think it’s more than that.
Aziz Ansari is a comedian and actor and he’s just written his first book, Modern Romance. I was about to dismiss it as another off-the-cuff, breezy autobiography that comedians tend to write – but it’s not that at all! It’s a real book. Based on research, and a little bit of science in the humanities. Crazy!
I don’t come from a political background or family, but I’m participating in the upcoming Canadian election like never before. I’m volunteering for a political party (full disclosure: Liberals), I’m obsessively researching MPs and their records, and I’m even reading books about the state of Canadian politics.
What do you consider your true work?
The answer for me is simple and elusive: Writing. Writing is my true work.
Side note: Why am I writing about this? I’m in a writing rut, so I’m doing a self-directed course where I respond to various writing prompts. The following is the personal draft of my response.
A couple years ago I saw Ayaan Hirsi Ali in The Unbelievers. She was well spoken in this documentary about science and reason, and I was intrigued by the circumstances that led her to reject her religion, Islam. I recently finished her first autobiography Infidel where she explores this topic in-depth.
Finishing a book was a struggle in the past three months. I put down four of the ten books I tried to read, which is rare for me. Many books I chose just didn’t live up to their hype. This post features only two non-fiction books I enjoyed recently – however, on the plus side, it’s an opportunity to explain why I loved them! The books cover two extreme topics, so get ready for death and happiness.
My goal is to read fifty books this year, and so far I’ve read twelve in three months. Almost on pace! Listed in this post are the ones I’ve enjoyed the most.
Erika Hall has a great write-up about the danger of using surveys, especially as a replacement to user research.
She hits many of the main problems I’ve experienced with surveys: people are not good at reporting what they like or don’t like, people can’t accurately predict their future behaviour, and not everything can be measured on a rating scale. To truly understand what customers are doing and their preferences you have to (gasp!) sit down and observe them.
Customer satisfaction is useless
The article also discusses the issues with tracking customer satisfaction scores. Erika suggests that businesses should be looking at more specific metrics that are tied to habits:
I want everyone to see customer loyalty for what it is — habit. And to be more successful creating loyalty, you need to measure the things that build habit.
The business world needs more examples of the critical numbers that measure habit, but one that comes to mind is Slack’s use of 2,000 messages as their critical number:
“Based on experience of which companies stuck with us and which didn’t, we decided that any team that has exchanged 2,000 messages in its history has tried Slack — really tried it,” Butterfield says. “It hit us that, regardless of any other factor, after 2,000 messages, 93% of those customers are still using Slack today.”
As soon as you have those numbers enshrined at your company, you can start working on innovative ways to move people toward those milestones — whether it’s email reminders, or prompting them to take new actions in the product. Because Slack knows 2,000 is its golden number, it can iterate on ways to get customers across that line.
This is a great example of how a specific customer habit can drive better decisions. User research comes in many forms, but the best research is specific, meaningful, and tied directly to what people are doing.