Data in UX design

Terrific Minds Blogs - Data in UX design

“Without data, you’re just another person with an opinion.” – W Edwards Deming

The myth that design is just the creativity of designers is unclouded by the introduction of data into UX. UX is now getting complex as the tech world gets more sophisticated.

Given 15 minutes to consume content, two-thirds of people would rather read something beautifully designed than something plain. 39% of people will stop engaging with a website if images won’t load or take too long to load. This kind of data helps us create more intuitive designs that are useful.

The best-executed UX design is always backed with scientific findings. The three common buzzwords that fly around about data in design are “Data-driven”, “Data-informed” and “Data-aware”.

What exactly do these words mean?

  • Data-Driven: You are backed with the substantial data that you need to make a decision. Data driven emphasises the statement, “It will tell you exactly the answer you need to know in terms of what to do next.”
  • Data informed: The majority is aware of the product’s current performance and the reason behind its behavior to make optimization to your strategies.
  • Data-aware: This is mostly trend spotting. Here you understand the wide range and limitations of data collection and make decisions on which methodology is best on a problem by problem basis.
Terrific Minds Blogs - Data in UX design
Illustration from “Designing with Data” by King, Churchill, & Tan

Why are these important?

Making use of all three data mindsets will grow the number of insights you need to make a decision. The most crucial part is finding out when to use each technique so that the expected outcome is in-line with the data collected.

Data-driven insights might need more planning and custom implementations, while data-aware is more focused on giving provision to optimize things in the future. Whereas, if you are looking for inspiration, you may not get the exact information, but you will find out something that surprises you.

All the three mindsets do have their place, and once you figure out which one to use, it’s Yaay!

DATA SCIENCE + UX DESIGN = MORE CONVERSIONS

It is possible to build a website or application with UX design, which is equipped to capture the user info or convert them to make a purchase. In addition to that, If you are backed with relevant data matrices and a considerable volume of processed data, the design can be improvised to make it more functional and appealing. These are the Design components used to improvise UX design processes with data.

  1. Understanding the user personas from data – Using data the most while creating personas for background research, qualitative and quantitative research, and objective market research.
  2. Designing the task models – The comprehensive business and user information requirements being documented in a precise and consistent structure.
  3. Redesigning the UX – Understand and document the factors that worked or did not work well for the UX design process and perform an analysis supported by the data clustering or segmentation.
  4. Conducting Heuristic Evaluation with data – Heuristic Evaluation with qualitative data research to learn the why’s of user behavior using data.

To conclude, data merged with UX is essential for a design to be successful. This amalgam has the key to the user’s behavior and expectations. It’s always important to learn how to use it and to be aware of the potential pitfalls of data.