MozCon 2017: Data-Driven Design
Oli Gardner, Co-founder of Unbounce, spoke on making decisions based on trends and not data. “Being trendy doesn’t make it right,” he explained. He went on to talk about a process that could help make decisions based on data.
Before we jump into his design process, Gardner conducted a survey of 700 people who work on marketing teams. Here’s what he found:
- 67% of marketers said they don’t have enough data to do their job effectively
- 81% of designers have to start their design work before they receive the copy
- 98% of marketers said they are responsible for giving design feedback to designers
- 87% of marketers who give design feedback believe they are qualified to do so
This process will not only help you collect data for your designs, it will also help your team work together effectively.
Data-Driven Design Process:
1) Consult 3D Playbook
The first step in the process is creating a lookup chart for your marketing team. Take your overwhelming amount of data and narrow it down to types, sources, and formats that are relevant to what you’re working on.
2) Collect Data
Next step, it’s time to collect data. Gardner said, “Collecting data is equal part art, science, and fun.” He also explained that this step in the process would create working relationships that remove the frustrations marketers, designers, and copywriters often feel.
3) Make Observations
After collecting the data, gather your team together and review (session recordings, usability tests, scroll maps, click maps, lead data). Gardner explained that this is the step in the process that develops empathy and better digital experiences.
4) Design Card Mockups
The last step in the process is what Gardner likes to call the “MacGyver phrase.” As a team, use your observations and understanding of the user experience to sketch before and after ways to solve each problem.
Instead of doing it because it’s trendy, give this process a try and determine your design decisions based on data.