inspiration and data-driven design. yes, they work well together
DESCRIPTION
A brief overview of how inspiration/insight-driven design can and does work very well with data-driven design.TRANSCRIPT
Intuition driven design versus Data driven design
Intuition driven design AND Data driven design
Intuition driven design
• traditional agency approach
Intuition driven design
• traditional agency approach • evolution in leaps
Intuition driven design
• traditional agency approach • evolution in leaps • radical innovation
Intuition driven design
• traditional agency approach • evolution in leaps • radical innovation • based on experience/taste
Intuition driven design
“If I had asked people what they wanted, they would have said faster horses.” — Henry Ford
source: henryfordestate.org
source: forbes.com
Intuition can also be (very) wrong
source: dokimos.org/ajff/
• analytics and research • years of hard work and experience • KPIs, goals, metrics
Intuition driven design + data
Data driven design
What most people think it’s like as a designer in a data-driven environment
source: spectrum.ieee.org/
What it’s really like as a designer in a data-driven environment
What it’s really, really like as a designer in a data-driven environment
And every once in a while…
• typical product
Data driven design
• typical product • evolution in small steps
Data driven design
• typical product • evolution in small steps • data tells you what, but not why
Data driven design
• typical product • evolution in small steps • data tells you what, but not why • failure is cheap
Data driven design
Data is never wrong.
Data does not design.
Data does not design. Humans design.
“Yes, it’s true that a team at Google couldn’t decide between two blues, so they’re testing 41 shades between each blue to see which one performs better.”
http://stopdesign.com/archive/2009/03/20/goodbye-google.html
Data does not design. Humans design.
42.
42% of users are heavily influenced by price.
Data driven design + intuition
• multiple “data” streams
Data driven design + intuition
• multiple “data” streams • relies on years of experience
Data driven design + intuition
• multiple “data” streams • relies on years of experience • strategy and business priorities
Data driven design + intuition
Which one is the right one?
Which one is the right one? !
Both.
Intuition and/or data are tools.
Intuition and/or data are tools. Use both to build a great product.
Intuition and/or data are tools. Trust your intuition, and validate design choices with data.
Let customer needs and business results drive design.
