3 {{ upvoteCount | shortNum }}
3 {{ upvoteCount | shortNum }}

Data Driven Design for Maximum Impact

by TheBigBee
2 replies
Lunch break brain fart!

We've been really focused on paying attention to a bunch of details with this new product we are shipping. As some of you know, the hook is EDDM Post Cards.

Today, I've spent a bunch of time focusing on Design with my partner / vendor / lifelong friend; Analog Detail. We are inspired by companies like Square, Apple, Hipmunk who place the user experience at the forefront of design.

Generally speaking - data driven design is a UX concept that folks who build products (features) at Google are well versed in. At Google for instance, a button color change doesn't ship unless there is data to validate that the button will be clicked in greater frequency than the other buttons.

Great design is not how things look but how things function. Greater design doesn't aim to look good, but rather to make people feel something.

So we are working on our first project / client and have come to the realization that we can't "skimp" on design and we need to identify a "design playbook" for your hair and nail salons, restaurants, boutiques, etc.

I've made the decision to essentially give up most of my share of most sales to do things like:
  • Hire local and experienced professional photographers.
  • Ship campaigns and split test against variants; fonts, backgrounds, lighting, etc.
  • Conducting surveys to folks who have opt-ed in to figure out "what part of the design if any, induced that opt-in."

As we move into becoming a more "ADD" culture, I see the lines between great copy and great design being blurred.

For those of you who design:
  1. Websites
  2. Mailers
  3. E-Mails (e-mail marketing).
  4. Landing pages.
  5. etc


You'd serve yourself well to take a data driven approach to identifying a design philosophy.
#data #design #driven #impact #maximum
  • Profile picture of the author digichik
    To me, there is no line between great copy and great design to be blurred. Both have to function together as a whole to make the marketing piece work.

    Kind of like the body, the heart is thing and the brain another, both need to function for there to be life.

    I've made the decision to essentially give up most of my share of most sales to do things like:
    • Hire local and experienced professional photographers.
    • Ship campaigns and split test against variants; fonts, backgrounds, lighting, etc.
    • Conducting surveys to folks who have opt-ed in to figure out "what part of the design if any, induced that opt-in."
    A whole lot of these things have already been done. The research is out there. Why re-invent the wheel.


    Use a really good stock photography service whenever possible, the prices are higher but the quality of the images are better too. Only use a photographer when absolutely necessary.



    For your project, shipping split campaigns is too expensive. What people like in upstate New York, will probably not get the same positive reaction in Laguna Beach.


    Try to get a bit of understanding about the population for the geo area you are targeting, but don't get too hung up on it. For your types of projects go for the things people, universally, have in common.



    Don't over think things. Just get to making money.
    Signature



    {{ DiscussionBoard.errors[8570983].message }}
  • Profile picture of the author globalpro
    If you stop and think about it, there's a lot to said with your focus on design.

    Steve Jobs did this with Apple. It wasn't so much about what Apple products would do (functionality), but all about the 'experience' and 'hip' factor (the appeal about the design). Plus, it was how he could command a higher price for Apple products.

    The software company I work with is comprised of solid Apple users (iphone, ipad, MAC) and with the latest releases they had, the big complaint is about the changes in the UI design. I guess it's not as cool looking any more.
    {{ DiscussionBoard.errors[8572353].message }}

Trending Topics