Debunking Myths about Data-driven Design

This article from UX Magazine addresses the following myths about data-driven design:

  1. Data = numbers
  2. Data is the truth
  3. Bigger is better
  4. Designers do not need data
  5. Data and innovation don’t mix
  6. There is a right (and a wrong) way to use data in design

The author Pamela Pavliscak argues that quantitative data from A/B studies or analytics are not always sufficient to inform design for a great user experience; she proposes that utilizing insights from qualitative data is as important (if not more!) as relying on quantitative measures.