Summary
As a product designer, do you trust data when it defies your intuition? What about those times when following data leads you astray? How can you balance the need for experimentation and iteration with the dangers of over-optimization? What are some of the ways that being "data driven" can go wrong? Follow along and learn about the Amplitude design team's journey blending qualitative and quantitative research to drive design strategy—while balancing quality and velocity.
Key Insights
-
•
Designers are increasingly using data not only to improve UX but to influence product strategy at higher business levels.
-
•
Too much focus on metrics can lead to over-optimization, harming user experience despite metric improvement.
-
•
Amplitude developed a framework categorizing projects by ambiguity: blue sky, horizontal, vertical, and paper cuts, guiding the choice of metrics and evaluation.
-
•
Blue sky projects require no gating short-term metrics because their impact unfolds over longer horizons.
-
•
Executive buy-in for major initiatives improves when qualitative feedback is segmented and linked to long-term business goals alongside metrics.
-
•
Redesigning Amplitude’s core chart controls increased user efficiency and conversion by 25%, demonstrating successful data-informed design.
-
•
Data literacy involves learning the language of metrics relevant to your business and connecting UX improvements to measurable business outcomes.
-
•
Data must be treated critically: the same data visualized differently can mislead if axes or contexts are adjusted to bias interpretation.
-
•
Building personal relationships with data scientists and aligning cross-functional goals encourages collaboration and better data use.
-
•
A continuous feedback loop combining qualitative research and quantitative data strengthens design hypotheses and strategic initiatives.
Notable Quotes
"It’s a great time to be a designer to make data-driven design decisions that impact beyond just pixels."
"We became addicted to our loop of over-optimization, driving traffic to certain features but frustrating users."
"Blue sky projects should have no gating metrics and no short-term metrics because their value is long-term."
"The chart controls were circular and confusing; users looked like deer in headlights not knowing where to start."
"Executives first want to know what metric you will impact next quarter before approving big initiatives."
"Data is a language you need to learn to speak and a mindset that must be continuously practiced."
"You can draw a convincing dotted line between a UX improvement and a hard business outcome if you practice."
"We improved the core chart experience performance by 25%, faster time to save and to first edit have major impact."
"Data is expressive, but just because it’s a chart doesn’t mean the data is true or fair."
"Building personal relationships with data scientists and aligning team goals melts away silos and incentives."
Dig deeper—ask the Rosenbot:
















More Videos

"If you want to be bringing dots closer together, you’re constantly looking at how things are changing in the moment."
John Mortimer Milan Guenther Lucy Ellis Patrick QuattlebaumPanel Discussion
December 3, 2024

"If a journey map is living and used, revisit it every three months to check if it still reflects reality."
Sean DolanA Practical Look at Creating More Usable Enterprise Customer Journeys
October 31, 2019

"The difference between director and principal often lies in whether you’re inspired more by leading people or focused on outputs and craft."
Catt Small Micah Bennett Brian Carr Jessica HarlleeWhat's Next for ICs: Exploring Staff and Principal Designer Roles
February 22, 2024

"Stop trying to make your weaknesses a strength, just minimize weaknesses and maximize your strengths."
Greg PetroffDesign is the Differentiator: Bringing New Design Innovations to a Very Antiquated and Very Large Industry
June 9, 2021

"A research review can increase awareness, improve quality, maintain high standards, provide learning, and promote creativity."
Andy WarrUnder My (Research) Umbrella: The Benefits and Challenges of Building a Unified Insights Function
March 25, 2024

"The COP became the beating heart of our project, enabling quick credibility and community excitement."
Alexia Cohen Adriane AckermanIncreasing Health Equity and Improving the Service Experience for Under-Served Latine Communities in Arizona
December 4, 2024

"Preciousness around ‘pure’ design language can shut down collaboration with curious stakeholders."
Kevin BethuneGatekeepers and Servant Leadership
January 30, 2020

"The ultimate goal in conflict is to engage with the tension while reducing the friction between humans."
Laura WeissTurn Down the Heat: 3 Ways to Handle Conflict in the Moment
November 20, 2024

"If you’re working at scale, many problems that seem like 'clock' problems actually have 'cloud' elements."
Sheryl CababaLiving in the Clouds: Adopting a Systems Thinking Mindset
June 6, 2023