{"id":777,"date":"2017-06-23T08:25:19","date_gmt":"2017-06-23T06:25:19","guid":{"rendered":"https:\/\/capturly.com\/blog\/?p=777"},"modified":"2021-10-15T08:41:57","modified_gmt":"2021-10-15T06:41:57","slug":"what-is-data-driven-ux","status":"publish","type":"post","link":"https:\/\/capturly.com\/blog\/what-is-data-driven-ux\/","title":{"rendered":"What is Data-driven UX?"},"content":{"rendered":"<p class=\"graf graf--h3\"><em class=\"markup--em markup--p-em\">When people hear the word \u201cdata\u201d , often the following things come to mind:<\/em><\/p>\n<ul class=\"postList\">\n<li class=\"graf graf--li\"><em class=\"markup--em markup--li-em\">the more is the better<\/em><\/li>\n<li class=\"graf graf--li\"><em class=\"markup--em markup--li-em\">objective judgement<\/em><\/li>\n<li class=\"graf graf--li\"><em class=\"markup--em markup--li-em\">numbers<\/em><\/li>\n<li class=\"graf graf--li\"><em class=\"markup--em markup--li-em\">not innovative<\/em><\/li>\n<\/ul>\n<p class=\"graf graf--p\">When taking the stereotypes mentioned above into web\/app development, you can often hear<\/p>\n<blockquote class=\"graf graf--blockquote graf--startsWithDoubleQuote\"><p>\u201cIt seems that we got the same conversion rate even after the new design.. according to the data.\u201d<\/p><\/blockquote>\n<p class=\"graf graf--p\">Then comes the worst case scenario \u201cA\u201d: Throw the new design into the trash and complain about how worthless and a waste of time this effort was.<\/p>\n<p class=\"graf graf--p\">The problem with this logic is that you act out of emotions. You&#8217;re upset because your fantastic design did not produce the expected results so you draw the hasty conclusion that it&#8217;s simply ineffective. Before you make such big decision, however, \u00a0it&#8217;s necessary to carry out plenty of tests; therefore, throwing your new design away just because you\u00a0did not experience any radical change\u00a0in the first few weeks would be a pretty foolish step.<\/p>\n<p class=\"graf graf--p\">The smart case scenario \u201cB\u201d: Ok we have the data, now let\u2019s hire an expert and figure it out what\u2019s going on.<\/p>\n<p class=\"graf graf--p\">With the help of the data you&#8217;ve collected, you can<\/p>\n<ul class=\"postList\">\n<li class=\"graf graf--li\"><em class=\"markup--em markup--li-em\">Prove <\/em>\u2014 that you\u2019re on track or not<\/li>\n<li class=\"graf graf--li\"><em class=\"markup--em markup--li-em\">Reveal<\/em>\u2014 future opportunities or pain-points, discover new patterns and trends<\/li>\n<li class=\"graf graf--li\"><em>Discover\u00a0\u2014 <\/em>new patterns and trends<\/li>\n<li class=\"graf graf--li\"><em class=\"markup--em markup--li-em\">Improve <\/em>\u2014 your design by adding objectivity<\/li>\n<\/ul>\n<p class=\"graf graf--p\">Keep in mind that the world is not just black-and-white where only ROI matters.<\/p>\n<blockquote class=\"graf graf--pullquote\"><p>It\u2019s not about pointing fingers but\u00a0thinking one step\u00a0ahead.<\/p><\/blockquote>\n<p class=\"graf graf--p\"><em>So what do you get if you &#8220;stay awhile and listen&#8221;?<\/em><\/p>\n<p class=\"graf graf--p\"><em class=\"markup--em markup--p-em\">The aim of this article is to give an overall view of data-driven design and reveal common misconceptions. You will understand\u00a0<\/em><\/p>\n<ul class=\"postList\">\n<li class=\"graf graf--li\">why data is essential for the design<\/li>\n<li class=\"graf graf--li\">how you can collect data<\/li>\n<li class=\"graf graf--li\">what is the right way is to use the data you&#8217;ve collected<\/li>\n<\/ul>\n<h2 class=\"graf graf--h4\">Common misconceptions:<\/h2>\n<h4 class=\"graf graf--h4\">&#8211; I know my\u00a0users<\/h4>\n<p class=\"graf graf--p\">It\u2019s a must when it comes to finding out what the target audience prefers; it&#8217;s \u00a0not an easy task and designers often overdo this part. The problems start with them willing to fulfill every single need and consider all the possible variables.<\/p>\n<blockquote class=\"graf graf--pullquote graf--startsWithDoubleQuote\"><p>\u201cBUT designers aren\u2019t\u00a0users!\u201d<\/p><\/blockquote>\n<p class=\"graf graf--p\">What does this mean? It means that <a href=\"https:\/\/www.invisionapp.com\/blog\/data-driven-design\/\">even the best designers in the world can\u2019t predict what users want<\/a>. Unless they have a giant crystal ball it\u2019s nearly impossible to nail everything. If you take 100 variables into consideration, Mother Nature will grant you plus one. This is a good thing because the world would be boring if you could just make decisions based on pure data.<\/p>\n<p><button style=\"background-color: #25b2fa; color: #ffffff; width: 290px; height: 60px; border-radius: 50px; outline: transparent; padding: 8px; border: none; font-size: 0.9em; font-family: Quicksand, Arial, sans-serif; cursor: pointer; display: block; margin: 0px auto; text-align: center;\" type=\"button\"><strong>I WANT TO KNOW MY USERS<\/strong><\/button><\/p>\n<h4 class=\"graf graf--h4\">&#8211; Data is for the managers<\/h4>\n<figure class=\"graf graf--figure\"><img decoding=\"async\" loading=\"lazy\" class=\"graf-image aligncenter\" src=\"https:\/\/cdn-images-1.medium.com\/max\/800\/1*8YNk3c9jQhuwhPZ0aGkSjw.png\" alt=\"e-commerce manager\" width=\"400\" height=\"300\" data-image-id=\"1*8YNk3c9jQhuwhPZ0aGkSjw.png\" data-width=\"400\" data-height=\"300\" \/><figcaption class=\"imageCaption\">\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0by <a class=\"markup--anchor markup--figure-anchor\" href=\"https:\/\/dribbble.com\/Glauzer\" target=\"_blank\" rel=\"contact noopener\" data-href=\"https:\/\/dribbble.com\/Glauzer\">Oleg\u00a0Miller<\/a><\/figcaption><\/figure>\n<p class=\"graf graf--p graf--hasDropCapModel graf--hasDropCap\"><span class=\"graf-dropCap\">S<\/span>ome people tend to assume that a designer makes user testing useless; it&#8217;s thought that s\/he is a sorcerer who sits in front of a PC and a couple of months later rainbow bursts out of the screen and the servers crash due to the incoming traffic.\u00a0In other words, the general belief is that the designer will eventually come up with something super that the users will surely like.<\/p>\n<blockquote class=\"graf graf--blockquote\"><p>Obviously\u2026not.<\/p><\/blockquote>\n<p class=\"graf graf--p\">Data is essential for a successful design and you should be aware of this, regardless of being a designer or just someone who wants to hire one. As I mentioned previously, you are not the user. However, by studying your target group, you can get as close to them as Icarus was to the Sun. (without burning yourself, of course). To succeed, you have to investigate how they interact with the service or product. Figure out what they like or dislike, etc.; this helps your design team to get to know and understand the users.<\/p>\n<blockquote class=\"graf graf--pullquote graf--startsWithDoubleQuote\"><p>\u201cA lot of times, people don\u2019t know what they want until you show it to them.\u201d\u200a\u2014\u200aSteve\u00a0Jobs<\/p><\/blockquote>\n<p class=\"graf graf--p\">You might be thinking, ok that\u2019s Apple, but this works quite well when you\u2019re about to show something new to the world, like the Fidget Spinner. In case you wish to improve an existing design, brand etc. just test it and be patient. Sometimes moving forward a bit slower can take you further. If you have a big project or a complete overhaul on a website, try to segment it into smaller portions.<\/p>\n<blockquote class=\"graf graf--blockquote\"><p>Set up milestones and experiment with smaller changes rather than throwing it all to the target group and expect that they\u2019ll love it.<\/p><\/blockquote>\n<h4 class=\"graf graf--h4\">&#8211; Just stick to the best practices<\/h4>\n<blockquote class=\"graf graf--blockquote graf--startsWithDoubleQuote\"><p>\u201cThere is no need to reinvent the wheel.\u201d<\/p><\/blockquote>\n<p class=\"graf graf--p\">This is partially right; however, if everyone thought\u00a0this way, there would be no need for new designs and eventually everything would look linear. Sounds boring. How can Data-driven design offer more than best practices?<\/p>\n<p class=\"graf graf--p\">The implementation of a data-driven design can help. <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/www.invisionapp.com\/blog\/ab-testing-beginners-guide\/\" target=\"_blank\" rel=\"noopener\" data-href=\"https:\/\/www.invisionapp.com\/blog\/ab-testing-beginners-guide\/\">Conduct A\/B tests<\/a>, surveys, consumer research. <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/www.invisionapp.com\/blog\/ab-testing-beginners-guide\/\" target=\"_blank\" rel=\"noopener\" data-href=\"https:\/\/www.invisionapp.com\/blog\/ab-testing-beginners-guide\/\">Site analytics is another way to gather valuable data<\/a>\u00a0that get\u00a0you through the design process. With quality insights into your visitors&#8217; behaviour, you\u2019ll be more than just another drop in the mainstream. Users value this better.<\/p>\n<h4 class=\"graf graf--h4\">&#8211; Innovation and data: the odd\u00a0combo<\/h4>\n<figure class=\"graf graf--figure\"><img decoding=\"async\" loading=\"lazy\" class=\"graf-image aligncenter\" src=\"https:\/\/cdn-images-1.medium.com\/max\/800\/1*c6kWBd_J7vqYvAjfQ6XX1g.jpeg\" alt=\"data-driven UX: innovation and data\" width=\"400\" height=\"300\" data-image-id=\"1*c6kWBd_J7vqYvAjfQ6XX1g.jpeg\" data-width=\"400\" data-height=\"300\" \/><figcaption class=\"imageCaption\">\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0by <a class=\"markup--anchor markup--figure-anchor\" href=\"https:\/\/dribbble.com\/aliciacarvalho\" target=\"_blank\" rel=\"contact noopener\" data-href=\"https:\/\/dribbble.com\/aliciacarvalho\">Alicia<\/a><\/figcaption><\/figure>\n<blockquote class=\"graf graf--blockquote\"><p>Or is it?<\/p><\/blockquote>\n<p class=\"graf graf--p\">The data-driven thinking is often considered a conservative way which is\u00a0against innovation. Statistics and users never suggest anything innovative; as Henry Ford, the famous American industrialist said once: \u201cIf I had asked people what they wanted, they would have said faster horses\u201d. However, the world has changed and also the world of UX. Now we live in a world where information goes back and forth and it\u2019s not just a linear process anymore. Take a look\u00a0at Japan, for an example; important business decisions related to manufacturing and design are often born on lower levels of the corporate hierarchy.<\/p>\n<h4 class=\"graf graf--h4\">So how can you get\u00a0started?<\/h4>\n<p class=\"graf graf--p\">Collecting data can be quite overwhelming. Especially if you don\u2019t know where to start. If you have set milestones and segmented your project, the next step is to prioritize. Check which points are the most important in the design phase. Ask questions such as:<\/p>\n<ul class=\"postList\">\n<li class=\"graf graf--li\">Is the development environment agile or waterfall type?<\/li>\n<li class=\"graf graf--li\">What are the deadlines?<\/li>\n<li class=\"graf graf--li\">What\u2019s your\u00a0budget?<\/li>\n<li class=\"graf graf--li\">How much data is there to process at a time?<\/li>\n<\/ul>\n<p class=\"graf graf--p\">Analyze the customers you currently have; there are tons of tools out there to gather valuable data. Look for certain patterns in the user flow; if you find any behavior that can lead to conversion drops, try to reproduce\u00a0the symptoms.\u00a0Just imagine this process as a car that needs\u00a0reparation. When you take it to the mechanic, the first things he\u2019ll want to know about are the symptoms. The next thing will be the test drive to\u00a0gather more information (just like you would collect data), then he\u2019ll try to reproduce\u00a0the problems. Start looking for &#8220;leaks&#8221; in your conversion funnel. In marketing, the funnel describes the\u00a0user journey through an application or a website\/webshop.\u00a0<img decoding=\"async\" loading=\"lazy\" class=\"wp-image-954 aligncenter\" src=\"\/blog\/wp-content\/uploads\/2017\/06\/funnel-300x300.jpg\" alt=\"image_conversion_funnel\" width=\"465\" height=\"465\" srcset=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2017\/06\/funnel-300x300.jpg 300w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2017\/06\/funnel-150x150.jpg 150w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2017\/06\/funnel-768x768.jpg 768w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2017\/06\/funnel.jpg 800w\" sizes=\"(max-width: 465px) 100vw, 465px\" \/><\/p>\n<p class=\"graf graf--p\">The funnel shape &#8211; like shown on the image above &#8211;\u00a0comes from the fact that on every stage the company loses a certain amount of users as they proceed through. The marketer&#8217;s duty to bring more visitors to the top of the funnel. However, when it comes to increasing the efficiency of the different levels, marketers and designers have to work together.\u00a0After you\u2019ve collected the necessary amount of information and have a rough idea what\u2019s going on in the user\u2019s mind, you can proceed to fine-tune\u00a0the structure of your design.<\/p>\n<h4 class=\"graf graf--h4\">Predictive personas<\/h4>\n<p class=\"graf graf--p\">If you just dive into the world of User Experience design, I\u2019m sure one of the first things that you\u2019ll learn is the word \u201c<a class=\"markup--anchor markup--p-anchor\" href=\"http:\/\/blog.invisionapp.com\/design-teardown-designing-for-personas-with-usertesting\/\" target=\"_blank\" rel=\"noopener\" data-href=\"http:\/\/blog.invisionapp.com\/design-teardown-designing-for-personas-with-usertesting\/\">Persona<\/a>\u201d. In one of my previous articles, I described it as:<\/p>\n<blockquote class=\"graf graf--blockquote graf--startsWithDoubleQuote\"><p>\u201cPersonas are fictional characters who describe the real characteristics of your targeted individuals. Your goal here is to understand their motives and fears as much as you can. Once you\u2019ve created a persona, try to draw a background. You don\u2019t have to overthink this part and grab your crayons. Just imagine what you would\u00a0do if you were that person with that background, who is about to fill a form on a website.\u201d<\/p><\/blockquote>\n<figure class=\"graf graf--figure\"><img decoding=\"async\" loading=\"lazy\" class=\"graf-image aligncenter\" src=\"https:\/\/cdn-images-1.medium.com\/max\/800\/1*lAXFalbJzIXH_1KU9hXLyQ.png\" alt=\"how to predict buyer personas\" width=\"800\" height=\"600\" data-image-id=\"1*lAXFalbJzIXH_1KU9hXLyQ.png\" data-width=\"800\" data-height=\"600\" \/><figcaption class=\"imageCaption\">\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0by <a class=\"markup--anchor markup--figure-anchor\" href=\"https:\/\/dribbble.com\/Rahulbhadauria\" target=\"_blank\" rel=\"contact noopener\" data-href=\"https:\/\/dribbble.com\/Rahulbhadauria\">Rahul Bhadauria<\/a><\/figcaption><\/figure>\n<p class=\"graf graf--p\">You can use them during the wireframing or prototyping. This is a great way to get started with your data gathering process since it will narrow the field of your view down. Also, it is a great idea to use them as you have the first final version of the new design.<\/p>\n<blockquote class=\"graf graf--pullquote graf--startsWithDoubleQuote\"><p>\u201cYour persona should reflect people you can find in the\u00a0wild.\u201d<\/p><\/blockquote>\n<blockquote class=\"graf graf--blockquote\"><p>But what makes them predictive?<\/p><\/blockquote>\n<p class=\"graf graf--p\">Imagine the predictive persona as a tool which allows you to identify factors\u00a0such as whether the member of the target group will be your customer or not. This helps a lot when you&#8217;re creating a new <a href=\"https:\/\/www.unitedsol.net\/\">website design<\/a> for your current group of users or trying to convince a new group of people to use your product. Needless to say, this process is extremely data-driven. Once you have enough data gathered and selected to create a predictive persona, you can say you have an accurate overview of your users&#8217; needs. This will help you get through the design process\u00a0and as a result, you will have a great user experience and satisfied customers.<\/p>\n<h3 class=\"graf graf--p\">Case Study<\/h3>\n<p class=\"graf graf--h4\">To wrap things up, allow me to demonstrate the power of data in the world of design with Liligo travel app example. The app was redesigned by <a href=\"https:\/\/uxstudioteam.com\/\">UX agency<\/a> through continuous research and testing. The basic method they chose as follows:<\/p>\n<ul>\n<li>Research and Exploration &#8211; this involved building different user journeys for Liligo personas<\/li>\n<li>Sketching and Prototyping &#8211; coming up with as many different ideas as possible<\/li>\n<li>Designing Solutions and Testing them &#8211; user interviews, AB testing, <a href=\"https:\/\/capturly.com\/blog\/website-analytics-from-the-basics-to-heatmaps-and-session-replay\/\">heatmaps<\/a>, user and guerilla testing were used in order to sort out best designs<\/li>\n<li>Features and Detailed Design &#8211; summarizing testing results and develop the optimal design for better user experience<\/li>\n<\/ul>\n<p class=\"graf graf--h4\">New features such as easy search flow, sorted results, grouping results, filtering options, journey details were the results of the redesigning process.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-3019 size-full\" src=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2017\/06\/Liligo.jpg\" alt=\"Liligo\" width=\"960\" height=\"540\" srcset=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2017\/06\/Liligo.jpg 960w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2017\/06\/Liligo-300x169.jpg 300w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2017\/06\/Liligo-768x432.jpg 768w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/p>\n<h4 class=\"graf graf--h4\">Conclusion:<\/h4>\n<p class=\"graf graf--p\">There are common misconceptions that consider UX as pure art. But there is a lot more involved. Understanding\u00a0how to collect and process data is one of the key tasks you have to face as a UX designer. Just think about this when experimenting with Predictive personas. So should you slash your research budget and put everything towards hiring a world-class designer? <strong>Absolutely not<\/strong>.<\/p>\n<blockquote>\n<p class=\"graf graf--p\" style=\"text-align: center;\">What are your thoughts on the topic? Are you passionate about what can be done with the help of data? Please share your ideas in the comment section below!<\/p>\n<\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>When people hear the word \u201cdata\u201d , often the following things come to mind: the more is the better objective judgement numbers not innovative When taking the stereotypes mentioned above into web\/app development, you can often hear \u201cIt seems that we got the same conversion rate even after the new design.. according to the data.\u201d<\/p>\n","protected":false},"author":5,"featured_media":778,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[21,79,7,11,9,15],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.13 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What is Data-driven UX? - Capturly Blog<\/title>\n<meta name=\"description\" content=\"Understanding how to collect and process data is one of the key tasks you have to face as a UX designer. 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