On The Trail

Peter Merholtz of Adaptive Path comments on the (very important) link between analytics and design. Linking updated design to (hopefully) improved results is a pretty obvious win for everyone: the designers prove their worth and the business people understand what they got for their money.

One thing he didn’t mention is the idea of testing designs to determine the most effective. Testing is a key part of any redesign since the redesign may very well NOT improve your KPI’s despite the best intentions of the designer. The designer’s best guess is just that, a guess, until it is validated by some data.