Data is necessary for design decisions
As graphic designers, we often feel like we know instinctually how to best design a website, logo, or brochure. It is true that the more practice you have in any art, the more you develop keen instincts on how to create better artwork, but it is probably a little dangerous to rely solely on instinct when designing successful client projects.
Have you noticed how often Google services change the layout of their products? Sometimes the constant changes are enough to drive you crazy, but sometimes you go to the page and think “wow, they must have heard my thoughts, this site is so much easier to use now!”
Recently, Netflix went through a redesign with one of the most noticeable changes being the background color of the site is now black. But there are a lot of other changes going on behind the scenes and designers of the new site rely heavily on data to decide how best to serve Netflix customers.
One quote from the article that I think all designers need to keep in mind is this: “It’s the difference between what people say they want, and what they actually want,” says Todd Yellin, Netflix’s VP of product innovation. Just asking people what they want can result in terrible design decisions, but actually testing and gathering data as people use your product or website can unlock opportunities for user-friendly and widely appreciated design updates.
The bottom line is that data is needed for design decisions!
Read more about Netflix redesign here: The science behind Netflix’s first major redesign in four years