Summary: Too often, designs are created without giving serious thought to the users who will be engaging with them. The assumption is that if a design looks nice, the user will be pleased. This is a mistake.
Tailoring your products to your user’s preferences, goals, and behaviors make them far more engaging and lead to higher conversions. This is due to four key principles.
- Designers are not users
- Data-driven design helps creators move beyond best practices
- The most effective sites put user needs first
- Data and innovation don’t have to be at odds
Read the full article, Getting Started with Data-Driven Design, on the InVision blog.