Let’s look at what makes up each circle.
Data
Data on its own is pretty much useless, I would even argue that results from A/B tests on their own only give directional information. You need the insights from data to create meaningful product experiences, so an amazing product analyst is a must. Data can be anything from conversion, engagement, time spent in product, feature usage, net promoter scores (NPS) and so on. Whenever you are designing an experience you need to ensure you know what data point you are optimising for and if it is a leading or trailing metric. You should only try to optimise for one metric, but you should also monitor other secondary metrics in your product. Again, the key is getting customer insights from your data.
Internally at Atlassian, we get a bunch of data, one of these sources is NPS. On its own the score is interesting, especially when tracked over time but not particularly useful. We go a step further and break this down into a framework called RUF:
R = reliability
U = usability/design
F = functionality.
By breaking it down we can get insights from different customer segments on different pages within our products on how they score the performance, usability and if we have the right functionality/features. This allows us to see the major areas that customers have problems with within our products from a quantitative point of view.
Data provides the “what”.
Empathy
You have to build up and spread the empathy within your organisation for the problems your customer is having. Empathy can be built up by reading NPS feedback quotes, interviewing customers, surveys and more traditional ethnographic research methods, like contextual inquiries or usability testing. Again though, that empathy is useless without meaningful insights.
When we redesigned our onboarding experiences, we had a comprehensive experimentation program running. But in parallel we also ran diary studies and usability testing sessions. The diary studies really helped us understand our customers’ pain points and motivations. From these insights we built a conceptual model for onboarding. That model gave our experimentation program a clear framework to work towards.
Empathy provides the “why”.
Gut feeling / intuition
There is a great quote from Julie Zhuo, the Facebook product design director:
Data and A/B test are valuable allies, and they help us understand and grow and optimize, but they’re not a replacement for clear-headed, strong decision-making. Don’t become dependent on their allure. Sometimes, a little instinct goes a long way.
And it is very, very true. No amount of data or empathy will remove the fact that you need to essentially make decisions on how to interpret those customer insights. I mentioned earlier how we used our design intuition to stay the path with a failed experience. Intuition and gut feeling is not voodoo, it is built up over time through experience, by making decisions, by making mistakes and by learning along your own career journey. As a designer it is your responsibility to incorporate all of the available data points and create compelling customer experiences. Data or research will not replace the fact that you have to make decisions.
Intuition provides the “how”.
Pulling it all together
The danger in any product design environment is that you rely on one part of the process too heavily and end up optimising for the wrong thing. Basing a product decision solely on a data point like “conversion” is not wise. Basing a product decision on a couple of customer interviews is also not wise. Basing a product decision on your intuition could get you into a lot of trouble. Just because your conversion may have increased, it doesn’t mean you won’t frustrate millions of people and in the longer term be worse off. So finding that balance is crucial.
I have spoken with many designers who feel that data is removing their creative license. Of course the famous 41 shades of blue example at Googlefrom a few years ago is a case in point of going too far to one extreme. But if you look at Google’s progress with material design, which I am sure they will have experimented on as well, you can see how well they are now striking the balance.
As a designer I embrace the power that quantitative data and experimentation adds to my design process. It is a great complement to more traditional qualitative data, and in no way does it replace it or diminish the impact I can have.
Good product design comes from striking the right balance between data, empathy and intuition. You need patience and persistence, an understanding of the feedback you get from data and research, and a gut feel of what is right or wrong. Data should not paralyse any designer or remove their creative freedom. Understand that neither one of these inputs will tell us what to design and build.
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