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

Part 3: Visual Business Cases

In this part, more than 20 business leaders from a range of industries discuss their favorite design campaigns, which are illustrated visually where possible. These candid interviews, citing more than 60 test cases, offer rare insights into practical ways in which companies have used the optimization method to address a variety of business problems and provide inspiration for those who are interested in design testing.

Some of the test results are intuitive, and others are difficult to explain, illustrating the point that only by putting new designs to the test can companies know for sure whether they are effective. Several companies not only provided the details of their test campaigns, but also generously shared ...