- Data = numbers
- Data is the truth
- Bigger is better
- Designers do not need data
- Data and innovation don’t mix
- 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.