…ta has become an authoritarian who has fired the other advisors who may have tempered his ill will. A designer’s instinct would ask, “Do people actually enjoy using this?” or “How do these tactics reflect on our reputation and brand?”
But they must have reliable data that says it works. Conversion rates must go up with each chintzy trigger they cram in. Data says: add more urgency messages, add more upsells, more, more, more. User experience says: less, less, less, just show me what I’m looking for.
It’s easy to make data-driven design decisions, but relying on data alone ignores that some goals are difficult to measure. Data is very useful for incremental, tactical changes, but only if it’s checked and balanced by our instincts and common sense.
…in with an unexpected move: He designed the most attention-grabbing button he could possibly muster: flames shooting out the side, a massive chiseled 3-D bevel, an all-caps label (“FREE iPOD”) with a minuscule “Checkout for a chance to win”.
When you design based on assumptions, you risk some (or even all) of those assumptions being wrong. User research is highly valuable both before and after designing a product, because it replaces assumptions with actual insight about your target audience.