Refining Design for Business: Using analytics, marketing, and technology to inform customer-centric design

Chapter 2. Using Data to Inform Design

There is a range of common misconceptions among designers and marketers about working with data. Some believe it will stifle creativity; others fear that data-driven decisions will trump common sense. Such concerns arise from the traditional design process, which is often shaped by bad or incomplete data, or by internal politics. This chapter reexamines the traditional design process, and shows how striking a balance between data and design actually enhances creativity as well as design effectiveness. It concludes with commentary from a host of business leaders, including influential people from some of the largest companies in the world, about how they use data as one of many ways to inform customer-centric ...