Evidence driven design

Choosing the right words are essential to provide understanding. But over time words can have a variety of meanings and connotations. Sometimes a word or phrase might need to be changed to provide a new perspective.

In UX work you often hear the term “data driven design”. It’s an important approach because it provides some of the information required to move work forward successfully. But “data” is often thought of as just what can be measured. Quantitative data is very valuable, no doubt, but in UX design the core consideration is always people. It’s the “why” behind the “what”.

We attempt to use qualitative data to translate human experience into numbers, but of course there are limitations. Although there are methods and processes that can be used to better understand people, how do you really see through someone else’s eyes?

By using the term “data driven design” we often set the expectation that only what can be measured is important and actionable. But if we start using the term “evidence driven design” people might start to think that there is a broader consideration to understanding a problem and solving it from a human perspective.

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