Web design has evolved a lot especially with coming in of the UX design. UX or User Experience Design is basically a process of product creation involving the complete integration of product i.e. function, usability, design, branding etc. to provide a relevant and smooth experience to users. It does not consider a product as an island or an isolated entity but works through all the stages to give shape to cohesive experiences which are intricately linked to one another. With the entry of data science into this niche, a huge synergy gets created which further modifies and refines the UX design and development. When data scientists and UX designers are brought to one table, it is certain that both the creative process and the results will be fine-tuned.
Advantages of bringing together Data Science and UX Design
Senses Nerve of the Target Audience
It is generally seen that when businesses consider making a new product, they are usually taken away by the notion that the users are not sure of what they ultimately want. Businesses then start to weave a product based on superfluous assumptions that they better know the real needs of the users and ultimately come up with product design. This may hold good for some niches but in case of websites or apps, the whole dynamics are completely different. Herein, the users are quite sure about what they are looking for although they might not be able to articulate the same in words. Uninterrupted navigation can be for example one of the primary needs but when you look at the designing aspect you know there is a huge amount of complexity to achieve the same. Every website or app must present a unique user experience and there is no one-size-fits-all in this. Thus, there is a lack of clarity and a sure method which may gauge the depths of the whole process. Designers are left with only educated guesses or established principles to work with. It is here that data science factors-in and help the designers to deeply understand the user behavioral patterns and thereby come up with more logical end-product.
Helps Focus on Right Problems
It is not possible for even the best designers to create a design or product which will create an extraordinary user experience as it is impossible for them to sense the real wants of the user. Mostly, the Master of Design, claim to bring up products which will be complete in all the aspects that is the product will have all ends met in all respects but that they fail to realize that their own judgment has robbed the product of the much-needed objectivity.
This is the primary reason why usability tests have become so popular over time. However, in creative design, it is more easily handled by data science as the latter can guide the way even before user testing is taken up. Data science can significantly minimize all guesswork with its powerful insights. This also eliminates the need for coming back to the earlier phases of the design.
There are many sources from which a designer can claim to insights about the user behavior patterns and user preferences e.g. Google Analytics gives good insights about the same. Data science does not only provide relevant data but helps in compilation and analysis of huge amount of it to help the designer boil down to the real problem. This ultimately helps the designer to focus on the right issue and create product accordingly.
Helps Tide over Assumptions
Assumptions usually kill the design. If a designer starts to work with a notion that the whole product has been designed in the best possible manner and it should give the optimal output, it is hard to shake off the same and the chances for improvement are slim. This is because the designer has ignored the way the users will think and react. Such notions are the product of the latest trends, best UX products and the personal experience of the designer. But, for the right product, the designer must overcome such notions and move past assumptions. Such products fall flat as they do not rhyme with the user expectations despite being designed by following all the rules and best practices in the trade. The idea is to factor-in objectivity and not follow the set rules to the letter.
Data science can be instrumental in guiding the designers towards a creative perspective wherein they can successfully weave user expectations and experience in their product. It helps them to think beyond the standardized process.
Creates Unparalleled Synergy to make Daring Innovations
The coming together of data scientists and UX designers gives shape to a super personalized and optimized product. Both the experts can interpret and use the data in ways which were not possible for only UX designers alone. Data science, when combined with UX design, can help identify the real meaning of the data thus opening new opportunities for the designers to work on. Edge cases can also be handled effectively. Data science thus lets the designer make more informed decisions about the product and help them create daring innovations.
Thus, data science can truly streamline the UX design by giving sound insights. These can truly sense the user behavior and bring down the assumptions significantly. It gives the much-needed direction to the creative process as the designers can keep their focus on the main underlying issue which was not possible to anticipate or gauge otherwise. This can help them come up with more viable solutions addressing the real need of the users. Data science eliminates guesswork and helps make the designer more confident about the approach and product. It also adds objectivity to the creative process which otherwise gets limited by following the established principles and rules to the core. Latter is the seed which will give rise to innovation. Thus, data science and UX design together give shape to a holistic approach to the product design which has the potential to surpass the user expectation and give rise to the ultimate user experience.