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Quantitative Data Does Not Always Tell the Truth

Image of a checkout funnel - jim lofton
In my career I have often been involved in collecting and reporting on the usage of websites and applications through the data captured in logging / tracking systems. It can be fun to analyze and select data points and pull them into graphs and charts to be presented to leadership. However, there is a danger in relying only on quantitive data to make design decisions. People often view data collected from web/applications as definitive. It is after all a record of exactly what people clicked on and what pages / sections they visited, isn’t it? Unfortunately, this is an assumption and along with several other bad data manipulation practices you could be seeing problems where there are none.

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Experience Design & Research Process

This is a high level diagram I created for use in communicating to stakeholders, project managers, and development teams how Product Experience Design and Research activities fit into an overall product / development process

a diagram of the product design life cycle with discovery, design, and development phases

Any User-Centered process is going to have
Discovery, Design, and Development phases as part of the cycle

There are many diagrams around the digital product design process that have been created over the last decade or more. There is the double diamond of the Design Thinking and the recent UX & Agile diagram by Jeff Gothelf. However, none of them really captured the entire cycle that ties previous development which is often the source or a starting point for new development.

Below is a pdf with details on design and research activities that might be used in each phase.

Download the Detailed Product Experience Design & Research Cycle PDF