Analytics and data-driven decision-making have a distinct appeal in today’s digital landscape. We have more information than ever before about how people engage with our social media posts, our digital ads, and our website. And yet, every website redesign project starts with a list of user pain points, and everyone wants to design a human-centric experience. And sometimes a single stakeholder comes along and makes a decision that isn't related to either data science or user research.
Somehow, in designing user experiences, in deciding on the information architecture for a new website, or what content to prioritize on the homepage, we have to have a way of making decisions that take into account all the useful inputs. It’s helpful to know which metrics to focus on and how to use different methods of making different types of decisions.
