How to Make Design Decisions that are Data-Driven, User-Centric, and Stakeholder-Influenced

Analytics and data-driven decision making have a distinct appeal in today’s digital landscape. We have more information than ever before about how people engage with our social media posts, our digital ads, and our websites. And yet, every website redesign project starts with a list of user pain points, and everyone wants to design a human-centric experience. And sometimes a single stakeholder comes along and makes a decision that isn't related to either data science or user research.

Somehow, in designing user experiences, in deciding on the information architecture for a new website, or what content to prioritize on the homepage, we have to have a way of making decisions that take into account all the useful inputs. It’s helpful to know which metrics to focus on and how to use different methods of making different types of decisions.

In this session, we’ll talk about:

User research techniques - how much testing and interviewing do we need to inform decisions?
The benefits and pitfalls of allowing analytics to dictate design and content decisions
Recommendations about KPIs to focus on, to make using your analytics data less overwhelming
Getting the most value out of stakeholder input and the dangers of design by committee
Combining different research and requirements gathering methods into a coherent web strategy

Suzanne Dergacheva

Drupal is a registered trademark of Dries Buytaert.