Why does one choose to use Gmail over Yahoo, Medium over Blogger — if the features are 99% the same? It’s definitely not about disrupting usability standards. It’s about that additional layer of sophistication that can only be achieved when you put enough time and brainpower into the tiniest details, the most subtle animations, the most elegant transitions – not just for the sake of creating whimsical dribbble shots.
How to handle data is a crucial question most organizations are asking themselves today. It’s easy to become either too reliant on data for answers, or conversely, to ignore data and just rely on your creative instinct and vision. The chosen companies struck a balance by being data-informed, but not data-driven.