Inspiration and data-driven design. Yes, they work well together.
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Transcript of Inspiration and data-driven design. Yes, they work well together.
![Page 2: Inspiration and data-driven design. Yes, they work well together.](https://reader036.fdocuments.in/reader036/viewer/2022062615/547e4aa7b4af9fce158b5581/html5/thumbnails/2.jpg)
Intuition driven design versus Data driven design
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Intuition driven design AND Data driven design
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Intuition driven design
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• traditional agency approach
Intuition driven design
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• traditional agency approach • evolution in leaps
Intuition driven design
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• traditional agency approach • evolution in leaps • radical innovation
Intuition driven design
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• traditional agency approach • evolution in leaps • radical innovation • based on experience/taste
Intuition driven design
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“If I had asked people what they wanted, they would have said faster horses.” — Henry Ford
source: henryfordestate.org
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source: forbes.com
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Intuition can also be (very) wrong
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source: dokimos.org/ajff/
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• analytics and research • years of hard work and experience • KPIs, goals, metrics
Intuition driven design + data
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Data driven design
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What most people think it’s like as a designer in a data-driven environment
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source: spectrum.ieee.org/
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What it’s really like as a designer in a data-driven environment
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What it’s really, really like as a designer in a data-driven environment
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And every once in a while…
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• typical product
Data driven design
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• typical product • evolution in small steps
Data driven design
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• typical product • evolution in small steps • data tells you what, but not why
Data driven design
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• typical product • evolution in small steps • data tells you what, but not why • failure is cheap
Data driven design
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Data is never wrong.
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Data does not design.
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Data does not design. Humans design.
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“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
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Data does not design. Humans design.
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42.
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42% of users are heavily influenced by price.
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Data driven design + intuition
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• multiple “data” streams
Data driven design + intuition
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• multiple “data” streams • relies on years of experience
Data driven design + intuition
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• multiple “data” streams • relies on years of experience • strategy and business priorities
Data driven design + intuition
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Which one is the right one?
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Which one is the right one? !
Both.
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Intuition and/or data are tools.
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Intuition and/or data are tools. Use both to build a great product.
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Intuition and/or data are tools. Trust your intuition, and validate design choices with data.
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Let customer needs and business results drive design.