I will respect Designers more than before!
I bet all members in the product team of an IT business, use different analytic tools to measure their decisions and most of them confirm that their decision making is data driven. Tools like Google Analytics, Facebook Analytics, Google Firebase and many more free and paid tools you may use for different measurement purposes. However, you hear this a lot from other members when a designer presents a demo of the work:
“I feel that the red color for this call to action button will do more conversions. Please change it!”
You just feel it huh?
“I have 6 years of experience in this field and I’m sure that if you move the menu from the right to the left, we will double the revenue.”
Have you heard similar sentences from anyone in your team?
This scenario would be worse if you hear these sentences from a senior in your team and you can’t prove that his idea is not right! Actually, no one can prove which one is right before your really implement, run and then monitor the results.
Feelings and assumptions are killers of your product. And there is just one type of answers for assumption-driven decisions:
“I don’t know. Let’s try them.”
- A UI designer wants your opinion about some call to action buttons and asks you to choose the one you think will have more conversion. The best answer would be “I don’t know, let the data talk! Let’s try them to see which one will give us a better result”.
- You are a UX designer and you designed the fastest process to help a user purchase an item. Then, a senior in your team put forward another proposal that does not convince you that it’ll have better results. You may kindly tell him “Maybe you’re right. But maybe not! Let’s try them both.”
- You want to remove some fields from a registration form to reach a higher activation rate but with the cost of losing important data from users. Stop fast decision making and start testing it before. Maybe you’ll get the same activation rate plus losing users’ important data.
A Simple Testing Framework
Release a specific change to a small test group of your users and then get the measure of performance. You should use events or tags in the best and the right places to be able to make the right decisions according to the results.
A/B Test and Staging
Sometimes you want to add a new feature but you’re in doubt of two different UX implementation. For instance, you are going to have a landing page on your website with two different methods to get viewers’ Email addresses. Then A/B test would do the trick. You just compare the conversion rate of the two A and B tests and choose the better one as your new landing page. You just let data talk!
In some other cases, you only want to change a process or add a new feature. Your website already has a “plan and pricing” page and you’re promoting your different premium plans on it. Your viewers can choose from Free (Sign Up for Free), Professional (Order Now) and Enterprise (Order Now) plans. Suddenly a question strikes your mind: “What if I grab users attention to the paid plans and change “Sign Up for Free” button to a tiny button to grab less attention? So those who wants free plans will definitely look for it and will find it. And those who are ready to pay, will not see the free plan”. And yes, the answer to this question will absolutely be “How genius I am! But let’s test this assumption before”. You should ship the changes to a small but enough portion of your viewers and compare the results with the original one.
In the history of our company, we made lots of decisions based on people’s opinion and members assumptions, specifically when our designers wanted to choose between two or three different user interfaces, illustrations or user experiences. And I strongly believe that this method is a 100% a wrong decision-making method you can have! I forced to implement lots of my assumptions in my career life as the product owner without giving others ideas a chance to be tried! I cannot say we got bad results (because I don’t know what could be the good result) but we could do much better.
Not only for designed materials but also for marketing decisions, assumption is a product killer. I just talked about design assumptions, because giving ideas about a product design is much easier than giving ideas about product campaigns and development structures! Everyone [think that they] have a designer inside! In many cases, your ideas do not have any significant effects on your product.
So try to eat your idea and just let designers implement their own ideas. Trust your feeling and assumption but never insist on them until you see the result.