At Red Badger we often lead our clients in developing user-centric designs and strategies for digital product development. More recently, however, we’ve been adding data-driven design strategies to the mix. These concepts are frequently thought of as mutually exclusive and conflict can arise over the best approach. I advocate that these strategies are merely two different sides of the same coin that complement each other.
Ultimately there are always things the data can't tell you - things like intention, emotion or motivations - but there are others it definitely can: conversion rates; churn rates; engagement; customer lifetime value etc. For me, playing to the strengths of these two disciplines and accepting we need both to build fantastic products that people want to use, is key to building fantastic products.
Data-driven design isn’t always straight forward. First, you need reliable data for how people interact with your digital platforms. This data needs to be analysed and put into context around user journeys and customer life cycles. Finally, the analysis needs to be interpreted and the findings incorporated with the user-centric design process to establish a roadmap for development.
This is the outline of the Red Badger DUXD process - combining the best of data and user-centric design process.
If you would like to know more about how data can be a competitive advantage and how to combine it with a user-centric design please get in touch.