Are you Data Driven or Data Informed?
To begin…
The data you capture is everything that’s happening in the world with your product or service. It doesn’t make sense to not capture data and use it to your advantage. It offers invaluable insight that informs or drives your future decisions. Yet, there has still been debate about how data can negatively impact your business. The main argument around this point is whether you are driven by data or informed by it. So, the real question here is ‘what is the main difference between data informed and data driven?’ Does it really make a difference?
Data Driven vs Data Informed
Data driven means that data is at the centre of the decision making process. Sometimes, it’s the only input in deciding on a final decision. If you are data driven you are solely relying on what the data tells you to do and doing just that.
Data informed is when the data plays a significant role in understanding which direction or decision to make. But, the data is just one variable among many that you use to make that final decision. Being data informed means that you use a variety of tools to enhance the user experience. You don’t rely on what the data tells you but use it to inform the final decision.
Is Being Data Driven Killing Future Success?
Don’t get me wrong, data is still integral to understanding your product or service. It provides you with amazing insight and allows a deeper understanding into the user experience. However, there are downsides to being driven by data.
Data Driven
You start to think if we don’t have data, we can’t fix our product. Only relying on what the data tells you and not thinking outside of the box.
Data Errors
Even if you do everything right, errors can still happen. This means that the data you’ve collected and analysed doesn’t actually reflect your audience. Therefore, whatever you implement won’t have an impact. Time and money, wasted.
Simon Says
Everyone knows the game Simon Says right? In some cases doing everything the data tells you can negatively impact your product or service. Whilst A/B testing is a valuable tool there is a dark side to this testing. Don’t just rely on what the user tells you.
Minimalist
When designing your house this might be great, in analysing data — not so much. Keep in mind that when you are driven by data you may only be measuring a certain criteria — this might not even be what users prefer. Ultimately, putting time and effort into something that doesn’t even matter.
The Opposite of a Trend Setter
You’re going to be behind the curve. Early trends rarely show up in data. If you want to be first in best dressed you’re going to have to be innovative! Ignoring early trends due to just relying on whatever the data tells you basically means that you’re just doing what the user wants. Often, users don’t know what they want.
How do I become data informed?
- Any experiment conducted should have a hypotheses outlining what is expected to happen.
- Try to use best practice when conducting research. Think of yourself as a researcher rather than just implementing everything the data says.
- Play devils advocate. Don’t just believe what the data says, try to understand it.
- Are there any outliers? Are we only responding to the main population and ignoring smaller groups? Are these smaller groups our main users?
- Be a trend setter. Yes, being data driven helps you get there but the most original and interesting ideas are when you tell the user what they want.
- Try to use the data as holistically as possible. Data is only revealing so much. You need to dig deep.
When solving problems, dig at the roots instead of just hacking at the leaves — Anthony J. D’Angelo
In the End…
Collecting user data is important in improving and optimising the user experience. However, don’t forget to collect and utilise data on the back-end. This data will help you to be more efficient and productive. Not only helping the user experience but making you and your team better at delivering that experience. Don’t just stay user informed, ensure you’re informed in all aspects. Track your team’s time with Hourly, free for 30 days!
