Evaluating the Potential of a Data-Driven Approach in Digital Service (Re)Design

The amount of data is exponentially growing each day. With every interaction with digital services, users create their digital footprint. It is not unusual that usage data can demonstrate the need more objectively than users themselves leading to the fact that huge potential is hidden in data-driven development approaches. In order to investigate the reasoning behind using objective versus subjective data to changes in design of digital services, a pilot research study was conducted. The study was performed using A/B testing and a questionnaire. Original website was used as Design A, and with same functionalities kept, another webpage was launched (Design B). Among other findings, the analysis confirms that there is demonstrated need and rationale behind using objective users' data rather than subjective in testing the changes in design.