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A five minute rant on the importance of letting data be your guide when making tactical design decisions. An introduction for managers of design teams who are driven from a heuristic, or "genius" perspective.

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Data-Driven Design (MX '10)

  1. 1. Show & Prove Balancing Data-Driven & ‘Genius’ Design Ryan Freitas March 8th, 2010
  2. 2. Five minutes of fury.
  3. 3. http://www.flickr.com/photos/brianoberkirch/116668136/ “So what?”
  4. 4. Creative freedom is not defined by getting to pick where the “sign up” button goes.
  5. 5. No genius required.
  6. 6. ‘Genius design’ should focus upon articulating the holistic experience.
  7. 7. It should build the novel, the elegant, and the compelling.
  8. 8. For all the rest, default to data.
  9. 9. What do you do with your data
  10. 10. How closely are you paying attention to the metrics of conversion, discovery and contribution?
  11. 11. “Metrics are people, too.”
  12. 12. Each of these data points tells a story about the success or failure of the experience you’ve built for your audience.
  13. 13. Each of these data points can be positively impacted by data- driven design decisions.
  14. 14. What role can data play in helping teams create better experiences for users?
  15. 15. http://www.flickr.com/photos/eirikso/3030099020/ “Removing risk!”
  16. 16. Data can empower user experience teams to design more creatively “risky” things than they believed to be possible.
  17. 17. They can implement the most audacious design decisions, while at the same time lowering the risk of those decisions.
  18. 18. http://www.flickr.com/photos/gigaom/3992167630/ “Try insane sh*t.”
  19. 19. How? By only showing 5% of your web audience.
  20. 20. Split testing is your new BFF.
  21. 21. Split testing and user surveys on live sites can move metrics quickly and effectively, with less expense than traditional user testing.
  22. 22. HiPPOs
  23. 23. Behavioral data will become the primary driver of tactical design decisions within your organization.
  24. 24. Identify, isolate, validate.
  25. 25. “Objectives & Key Results”
  26. 26. Track the lifespan of the design decisions you make.
  27. 27. Caveat tester: Don’t go overboard.
  28. 28. This isn’t about 41 shades of
  29. 29. Data liberates us from the illusion that we completely understand the needs and desires of our audience.
  30. 30. “But what should we test?” Why not start with page structure and messaging?
  31. 31. http://www.flickr.com/photos/gigaom/3992167630/ “You can’t test within the confines of a style guide.”
  32. 32. When we lack the resolve to experiment, we doom ourselves to a series of ongoing compromises.
  33. 33. Blow it up if you have to.
  34. 34. Iterate without sentimentality*
  35. 35. Iterate without sentimentality* * especially when you’re successful.
  36. 36. Thank you for your attention.
  37. 37. Thank you for your attention. You should follow me on Twitter: @ryanchris
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A five minute rant on the importance of letting data be your guide when making tactical design decisions. An introduction for managers of design teams who are driven from a heuristic, or "genius" perspective.

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