Posts Tagged ‘optimisation’

41 shades of blue

September 21, 2016

The great Douglas Bowman leaves Google:

Yes, it’s true that a team at Google couldn’t decide between two blues, so they’re testing 41 shades between each blue to see which one performs better. I had a recent debate over whether a border should be 3, 4 or 5 pixels wide, and was asked to prove my case. I can’t operate in an environment like that. I’ve grown tired of debating such miniscule design decisions. There are more exciting design problems in this world to tackle.

DouglasBowman from


Data-informed design

September 21, 2016

Our philosophy and approach for every design sprint is to be data-informed, not data-driven. We try to surface every piece of information that will help paint a clear picture of the problem we’re trying to solve. We leverage all of the data we can to understand the core problem, but we don’t blindly build whatever the data may suggest.

Data is an extremely valuable tool and it’s critical to the design process. Designing without data is like flying blind, but purely data-driven design is dangerous and can lead to unintentional and uninspired design. Testing 41 different shades of blue may increase your conversion rate slightly, but if your design is flawed to begin with it will never be able to reach it’s full potential. Relentless A/B testing can only take you so far. Maybe your Google Analytics numbers aren’t quite giving you the whole picture.

Ryan Langlois Data-informed design