Redesigning a web site without data and testing is like cooking in the dark. Someone is probably going to end up burned, and it's likely to be you.
How do you keep the CEO from designing the site him or herself? How do you hold back the committee of people who want home page real estate for their pet projects? And if the answer is through analytics, how do you make good aesthetic decisions while paying attention to data?
Kate O'Neill addresses these questions, speaking from her experience managing data-driven incremental redesigns of sites like Netflix, Magazines.com, and many others. She is Founder and CEO of [meta]marketer, an optimization-focused marketing agency that helps clients maximize the value in their online presence.
(Presented at BarCamp Nashville 2009, also known as bcn09 or #bcn09.)