Data helps developers and designers meet today’s audiences’ rapidly evolving needs and expectations. If you’re not using data in design to guide your decision-making and product development process, you are relying on assumptions, and assumptions are as good as gambling.
Let’s explore why data should be an integral component of your process.
The gap between designers and users is significant. You are not your customer, and therefore, any decisions you make about what your product needs and what it doesn’t are based on guesses and intuitions.
You can’t optimize your product and compete in a competitive landscape using guesses alone. To build genuinely user-focused products that lead to satisfying, personalized, and delightful experiences, you need to leverage the power of data.
Equipped with user insights and real-world information, teams are empowered to create innovative products that meet a market need. Here are three ways data is transforming the product design and development process
Imagine two tailors tasked with sewing a suit for a specific individual. One is given the person’s measurements, and the other is shown a photograph. Which suit is more likely to fit the customer? The one crafted by the tailor with measurements. The same logic applies to product development.
Data in development enables you to see your ideal customer in three dimensions. Your personas go deeper, transcending stereotypes, ensuring each design decision contributes to a tailored (pun intended), personalized user experience.
Speaking of UX, data is the cornerstone of effortless user experience. Your users’ habits, preferences, behaviors, and even demographics will influence how they interact with your product. Armed with a data-backed understanding of your audience, you can shape the user journey to meet specific needs, pre-empting roadblocks and barriers to entry every step of the way.
Your product aims to solve a problem, but unless you grasp the practicalities of your customers’ day-to-day needs, you can’t deliver niche capabilities that enhance the overall experience. Using data, you can refine your offerings and prioritize features and upgrades to better meet real-world requirements.
There are two types of data: quantitative and qualitative.
- Quantitative data is usually numerical. It gives you insight into what is happening. Most analytical tools give you quantitative data.
- Qualitative data isn’t numerical. It gives you insight into why something is happening.
Both types of data are essential to product discovery, design, and development, and you can follow several methodologies and techniques to collect and apply them. Let’s take a look at a few options.
As we mentioned, analytical tools generally give you quantitative data. For example, web analytics can reveal how many people landed on your site, how long they stayed, the pages they visited, and the links they clicked.
Other tools allow you to leverage things like eye-tracking and heat maps, which show you where users focus their attention.
Surveys, polls, user testing, and even social media can give you access to quantitative and qualitative data about your audience’s wants, needs, and preferences. Ensure surveys are well designed and optimized for completion (i.e., not too long).
A/B testing, sometimes called bucket testing, runs simultaneous experiments between two pages, interfaces, or screens to determine which design performs best. For example, you might test two registration forms with different calls to action to determine which delivers the highest conversion rate.
Using metrics and insights from various data sources to shape your product and optimize your design is key to unlocking your app’s potential. Our team can help you on your journey. So get in touch, and let’s discuss the path to excellence.