Stop guessing ! Do what is working instead of doing what should work!
"About six or seven years ago, Google launched ads on Gmail," Cobley explained. "In our search we have ads on the side, little blue links that go to other websites: we had the same thing on gmail. But we recognised that the shades of blue in those two different products were slightly different when they linked to ads."In the world of the hippo, you ask the chief designer or the marketing director to pick a blue and that's the solution. In the world of data you can run experiments to find the right answer.
"We ran '1%' experiments, showing 1% of users one blue, and another experiment showing 1% another blue. And actually, to make sure we covered all our bases, we ran forty other experiments showing all the shades of blue you could possibly imagine.
"And we saw which shades of blue people liked the most, demonstrated by how much they clicked on them. As a result we learned that a slightly purpler shade of blue was more conducive to clicking than a slightly greener shade of blue, and gee whizz, we made a decision.
The form of testing Google undertook is known as A/B testing (offering users two different versions of a site and picking the most effective one); this particular battle was widely seen as a turning point for the company, the moment it sided with engineers against designers. In 2009, Doug Bowman, then the company's top designer, cited it as part of the reason for his departure.
https://www.theguardian.com/technology/2014/feb/05/why-google-engineers-designers
What can i say! do what is working instead of doing what should work. The value of specialists is obvious overrated. Stop guessing and start winning
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