Despite our best intentions we can often make the wrong design decisions. How do we ensure that we're making the right decisions? Further, how do we convince rational, evidence based decision maker of the commercial importance of good design?
We're fortunate that web analytics allows us to test and measure alternative designs and gives us the hard numbers we need to have commercial discussions with stakeholders.
At SEEK, we've found that setting goals, determining metrics, designing for those metrics and then measuring the impact has given us the freedom to experiment and has earned the confidence of decision makers.