Starting point against “guesswork”
Another important point of Data-Driven Design is the union between professionals and knowledge, which leads to the construction of new and better practices, especially when it comes to having information to guide the work of a multidisciplinary team throughout a project.
Each niche, each market, each audience is unique. It is not enough to use the trends highlighted in various lists and think that a solution based solely on aesthetics will do. It is necessary to direct the insights that come from within the audience to build the user experience.
One of the best examples is the A/B Test carried out in the 2007 campaign that led Obama to the US presidency in 2008. The objective was to raise argentina mobile database funds for the electoral campaign and an experiment was carried out testing the featured image and the CTA label on the website.
obama website
With 4 different buttons and 6 different media types, 24 combinations were tested. Success was defined by the registration rate, calculated by dividing the number of registrations by the website impressions.
obama website
With a total of 310,382 visitors, each variation was seen by approximately 13,000 people.
The winning variation had an 11.6% higher sign-up rate when compared to the original page, which had a base of 8.26%. This represents an improvement of 40.6%. Translated into registered emails, there were 2,880,000 more on the final list, which when activated brought in $60 million more in donations. Curious to know which version was the winner? See below.
obama website home
One of the biggest battles in the digital environment is the company's goals versus the real needs of users. Lead generation is a very real example. There are several ways to attract people and make them part of your email database. However, those who don't understand or don't offer a positive/painless experience for the user lose out.
Decisions that put people first are more effective and have high conversion rates. If the experience is easy, educational, and intuitive, your users will be more engaged.
Data and innovation go hand in hand
Data is often seen as an inhibitor of creativity and innovation. But the problem is not the data itself, but how it is used. That is why communication between professionals on the same team must be essential. Data interpretations must be clear enough to illuminate the path when it comes to gaining insights and ideas. Often, the cloudiness of data lies in the teaching methods and communication between teams of Analysts and Designers.
The designer's role can and should be that of a provocateur of challenging changes. And the fact that data is used to guide Design is directly related to the universe of information that the professional will have to start and develop any project. It is not just about quantity, but how the relationship between data as a mirror of reality helps us identify problems and face the challenges of building increasingly better experiences for our clients.