In her presentation, Sarah Parmenter walks us through a journey of using research throughout the design process to make informed decisions. While she is known for her work in user interface design, she goes beyond designing screens and showcases how she created a successful (non-web design) business by focusing on every detail of a customer’s experience.
I’ve personally struggled with accepting data from tools like analytics and a/b testing at face value. While the raw data is reliable, the human interpretation and organization of that data to provide meaningful insight is where my hesitation begins. I’ve seen experts rely far too heavily on data without considering the context of their visitor’s situation, emotional state and more. Sarah’s talk showcases how you can use both research and experience to create the best results.