“Data-driven design.” It almost sounds like an oxymoron. Data: logical, left-brain, analytical. Design: artistic, right-brain, emotional. However, “data-driven design,” although surprising, makes perfect sense when used correctly. It’s also something we take very seriously. At Pepper Group, we combine our deep-rooted design skills, based on experience and past successes, with a refined set of advanced technology tools to drive websites that deliver beautiful results and even more beautiful designs.

What Is Data-Driven Design?

Data-driven design is a process that uses real data to drive decisions. This approach is particularly relevant to web design, where sites must not only be aesthetically relevant but function in a manner that impacts the user experience.

Data-driven design isn’t driven by just one data set but several, including quantitative and qualitative subsets.

Quantitative Data

While quantitative data is measured through concrete numbers and values, the method of obtaining it can vary. Also, its meaning may be open to interpretation.

Quantitative examples include the following:

Usability Tests
Used to evaluate the functionality of your website by observing users’ actions and behavior as they complete specific tasks.

Heat Maps
These show where users click on a web page and where they spend the most time on the page.

A/B Testing
Tests single variants to see which performs better, such as changing a color or messaging.

Multivariate Testing
Tests multiple variants to see which combination of variations performs the best, such as changing color and messaging.

Usage Analytics
Data from recorded sessions of user interactions to see how they navigate, which features they use the most, etc.

Qualitative Data

Qualitative data, which is subjective data that cannot be measured objectively, often provides richer insight into the “why” behind user behavior. Examples of qualitative data include:

User Interviews
Users share responses to a predetermined set of data.

Focus Groups
Groups of users talk about a product or experience in a moderated conversational setting.

Surveys
Users leave written feedback on products or experiences.

User Feedback
A combination of multiple sources, such as both interviews and surveys.

Use Intuition but Avoid Roadblocks

At Pepper Group, our web designers combine multiple data points with their experience-based intuition. This intuition is based on pattern recognition, a deep understanding of design principles, extensive exposure to user feedback and behavior plus post-launch analysis. The results are effective, on-brand experiences that propel users to action.

But while our designers use data as a roadmap to guide their designs, like all drivers, they need to keep their eyes open for detours, potholes and other unexpected obstacles. Here are a few design reminders to keep in mind during any web design journey.

Be Ready to Steer
Our team never blindly follows data. Instead, they back it up with more data, common sense and design experience. We use quantitative testing, such as A/B testing, to prove or disprove a hypothesis, understand the results and determine how to address them.

Test Desktop and Mobile
As a rule, Pepper Group adheres to “desktop-first” web design. But while B2B users typically rely on desktop computers for B2B searches, mobile can still play an important role. Designs must be compatible with all devices.

Personalization Matters
Data-rich websites will use technology to improve the user experience based on past behaviors, such as by providing appropriate product recommendations and informed search results.

A Smart Journey Starts With Pepper Group

Although data is a roadmap, it’s never the destination. But by following the data path correctly, with adherence to best practices, talent, experience and wisdom, that journey will end with a beautifully designed, data-backed website that resonates with an audience and helps navigate an organization toward prolonged success.

Want to learn more about data-driven design and how we use it to build results-driven marketing? We’d love to share our experience and knowledge with you. Contact us to get your web roadmap started.