Five Best Practices for Becoming a Data-Driven Design Organization, Part 2

By Michelle Bacigalupi Published: March 21, 2016 “Initiating a customer journey–mapping process and having on-going discussions about the customer journey let our organization build an image of the future.” In Part 1 of this three-part series, I shared two best practices for developing a data-driven design organization. I described how initiating a customer journey–mapping process and having on-going discussions about the customer journey let our organization build an image of the future. I also discussed moderated usability testing of early designs, which let us focus on the short term. My instincts told me that I had to demonstrate value immediately, but also needed to lay the foundation for the long term. Building credibility required us to be responsive to current goals and requests, while at the same time projecting where we could discover deeper insights in the service of long-term business aspirations. In other words, I needed to be a kind of seer and make educated assumptions about what kinds of questions would surface answers or information that would be valuable to the business. I had to form questions that the business didn’t yet know to ask.

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