Base design choices on user data and analytics to enhance effectiveness. This aligns with user behaviour, reduces guesswork and enhances impact
Without data, you’re just another person with an opinion.
- W. Edwards Deming
Why should you use data to make decisions?
- Objectivity: Data driven decisions are based on fact and not subjective opinions which will lead to more accurate outcomes. They also don’t simply align with the highest paid person’s opinion (HiPPO)
- Improved usability: Data can identify usability issues leading to a more intuitive product.
- Iterative improvements: Continuous data capture allows for iterative improvements, enhancing the product over time
- Risk mitigation: Basing decisions on data rather than assumption reduces the risks of expensive design mistakes and increases the chance of product success
How to make data driven decisions
- Define the objective: What does success look like and what do you want to achieve with your UX design?
- Collect relevant data: Collect information about user behaviour, preferences and pain points. Do what is possible within the limits of the ‘project’ – remembering that little is better than none. Where possible plan in advance what data will be useful to ensure a large enough data set is available for analysis.
- Analyse the data: Look for patterns, trends and insights that can inform the decisions making process. There are tools available that have dashboards such as Microsoft Clarity or putting the data in an AI tool and asking for insights
- Integrate, test and iterate: For example, create wireframes, then test them with users and collect feedback to make improvements.
- Collaborate and document: Share outcomes with stakeholders, emphasising the benefits of using data. Keep a record of methods used and share with others on similar projects.
