When optimising the design of your visual content – whether it’s packaging or a website, for example – it’s important to think about the role of data in your decision-making. There’s long been a debate about whether data should be driving our decision-making or more artfully informing it. At Dragonfly AI, we believe that data is an incredibly powerful tool but that it sits inside a broader palette of considerations rather than simply being the sole priority when it comes to design.
Let’s say you’re optimising your website layout – here are some useful analytics you’ll probably want to collect: the length of time it took for a customer to click through from your homepage to checkout; the number of users who actually completed checkout; their overall level of satisfaction with the experience; and the percentage of this group who later returned to purchase something again. We refer to all this as ‘historical data’ as it’s garnered from events that have already happened. Do we slavishly follow this historical data or can we use it alongside what we’ve learned from our research results from focus groups, emotional response testing, personal insights and predictive analytics?
With data-driven design, you run the risk of potentially making the design process feel clinical and the user experience cold. Although the data is clearly important, we also need to acknowledge the human factor. With ‘data-informed’ design, the data helps to foster a more collaborative and symbiotic process with the design team, rather than dictating the direction. Data-informed design allows for the personal touch and encourages creativity rather than thwarts it.
At Dragonfly AI, we give you instant feedback on multiple variants of your design to help you to spark discussion with your design team. Our AI employs cutting-edge neuroscience to predict how the various elements within your design are influencing where your audience looks first. We provide you with predictive heatmaps that show you clearly which features of your design a customer is likely to look at, and in what order.
Other benefits of using Dragonfly AI as a data source include:
- Validation of your design decisions by ascertaining whether they are working as you intended
- Showing you in a clear way where and how to tweak your design for optimisation
- Insight for improving consistency and creating company-wide design standards across all teams and channels, including packaging design, in-store presentation, video content and web.
As good as Dragonfly AI is at understanding attention by telling you exactly where people will look when they first see your design, we can’t tell you what they’ll think. That part is up to you and the product you create. We provide you with the predictive data so you and your skilled team can make informed decisions as part of an on-going, holistic process before you go live. Dragonfly AI is an invaluable tool for your arsenal, allowing you to test earlier and make your design process cost-effective and streamlined.
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