At ProductTank October, Lee Duddell, the Founder & Head of UX at WhatUsersDo, spoke about some of the potential pitfalls of using analytics. He argued that data is often incomplete, and that blindly following data can lead to incremental improvements that may actually hinder progress on your product. What’s more, he demonstrates how it’s easy to interpret analytics all wrong.
Lee then gave a number of alternative ways to generate customer insight, such as using LiveChat on a single page for a day, running guerrilla usability tests, or simply talking to your customer service staff.
In light of this, he argued that organisations should ditch the data-driven term and become insight-driven.
Watch the video above, or check out Lee’s slides on SlideShare.