Metrics can be a touchy subject in design. When I say things like, “Designers should embrace A/B testing” or “Metrics can improve design,” I often hear concerns.
Many designers tell me they feel that metrics displace creativity or create a paint-by-numbers scenario. They don’t want their training and intuition to be overruled by what a chart says a link color should be.
These are valid concerns, if your company thinks it can replace design with metrics. But if you use them correctly, metrics can vastly improve design and make you an even better designer.
First, when I talk about metrics, I’m talking about making use of a couple of very specific tools:
•A/B or multivariate testing. ...