A designer in the tech industry has unprecedented access to quantitative data, and the analyst-approved approach of "experiment, measure, repeat," has quickly gone from just a smart product development practice to the law of the land in many tech companies.
For all its benefits, this approach can sometimes feel at odds with exploring dramatically different designs for age-old problems. You may find yourself trying to square an iterative, A/B test-driven approach to web development with a stakeholder request — or your own desire — for a "big swing”: a major redesign that may change several fundamental elements at once.
To take that big swing, you need buy-in from everyone involved: analysts, engineers, product managers, stakeholders, and most importantly, users.
Learn how the practice of establishing a “lighthouse” design based on well-defined guiding principles can empower designers to shape business strategy. We’ll take a look at how this approach allows Wayfair’s design team to take big swings — without throwing data-driven design out the window or skimping on UX best practices.
