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We’ve come a long way from Douglas Bowman’s infamous Google lament about having to test 41 shades of blue. Today, using data to inform and evolve designs has become the standard at large companies. And sophisticated web analytics and A/B testing tools are now available to more of us than ever before. But in our eagerness to leverage the power of quantitative data, could we possibly be measuring the wrong things? And if so, would we even know it? I'll examine a few common pitfalls when trying to gather and use data for product design that I've encountered, how they impact your project. And I'll share some strategies that any designer can use to help use data more effectively to improve their designs, gain more influence with business stakeholders, and ultimately improve the products that our customers use.
Written text of presentation: http://www.jenmatson.com/blog/measuring-the-wrong-thing-data-driven-design-pitfalls/