Yesterday I spoke on a panel at the 2008 Clickability User Conference : The Failure of Great Design – Learning To Adapt To Audience Need. My other esteemed panelists included: John Broady, Executive Director, Omniture; Tien Tzuo, CEO, Zuora; Clare Munn, CEO, The Communications Group.
Good riddance to the days of Render once, repent forever! Today’s cutting edge design is informed by user feedback delivered through real-time analytics built into the Web Content Management platform. From A and B versioning to pages instantly revised by artificial intelligence (AI) algorithms, our panelists are experts at the art of responsive (ahem) intelligent design. Learn how these design firms manipulate the subliminal for measurable results.
The choice of panelists was to have four very distinct views about how analytics affects “design”. Coming from and working for four distinct types of companies you would imagine that it would have been a street brawl up on stage. But, it was actually quite the opposite. While we approached a problem based upon our primary discipline, on every question and topic we were given we simply built upon and added to the previous panelists answer. At first I thought it might have been boring for the audience, but afterwards (much to my delight) I found it was quite the opposite. Here you had someone from one of the world’s largest analytic providers, a Web 2.0 concept company, a design company, and myself from a UX & analytic background all agreeing on the shortcomings of analytic platforms and how analytics can and should be used to improve every design. A true ‘merging’ if you will of technology, business, design, & analytics to create the ultimate user experience.
