A brief overview of how inspiration/insight-driven design can and does work very well with data-driven design.

1. Inspiration and data
Yes, they work well together.
@gabiagu
gabiagux@gmail.com

2. Intuition driven design
versus
Data driven design

3. Intuition driven design
AND
Data driven design

4. Intuition driven design

5. Intuition driven design
• traditional agency approach

6. Intuition driven design
• traditional agency approach
• evolution in leaps

7. Intuition driven design
• traditional agency approach
• evolution in leaps
• radical innovation

8. Intuition driven design
• traditional agency approach
• evolution in leaps
• radical innovation
• based on experience/taste

9. “If I had asked
people what
they wanted,
they would
have said faster
horses.”
— Henry Ford
source: henryfordestate.org

10. source: forbes.com

11. Intuition can also be
(very) wrong

12. source: dokimos.org/ajff/

14. Intuition driven design
+ data
• analytics and research
• years of hard work and experience
• KPIs, goals, metrics

15. Data driven design

16. What most people think it’s like
as a designer in a data-driven
environment

17. source: spectrum.ieee.org/

18. What it’s really like as a designer
in a data-driven environment

20. What it’s really, really like as a
designer in a data-driven
environment

22. And every once in a
while…

24. Data driven design
• typical product

25. Data driven design
• typical product
• evolution in small steps

26. Data driven design
• typical product
• evolution in small steps
• data tells you what, but not why

27. Data driven design
• typical product
• evolution in small steps
• data tells you what, but not why
• failure is cheap

28. Data is never wrong.

29. Data does not design.

30. Data does not design.
Humans design.

31. “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

33. Data does not design.
Humans design.

34. 42.

35. 42% of users are
heavily influenced by
price.

36. Data driven design
+ intuition

37. Data driven design
+ intuition
• multiple “data” streams

38. Data driven design
+ intuition
• multiple “data” streams
• relies on years of experience

39. Data driven design
+ intuition
• multiple “data” streams
• relies on years of experience
• strategy and business priorities

40. Which one is
the right one?

41. Which one is
the right one?
!
Both.

42. Intuition and/or data
are tools.

43. Intuition and/or data
are tools.
Use both to build a
great product.

44. Intuition and/or data
are tools.
Trust your intuition,
and validate design choices
with data.

45. Let customer needs
and business results
drive design.

46. Thank you
@gabiagu
gabiagux@gmail.com