Using data to inform design decision has never been more crucial. Yet many organisations still lack the knowledge of how much data they are generating, and how they could be utilising that data to inform their strategies and ultimately improve their processes, products and services.

Big data has never been more accessible. Making use of tools such as google analytics and LinkedIn analytics to track to get an understanding of what is working for your business, is crucial in holding your audience’s attention in ever-fluctuating markets. A small snippet of code added the bottom of your webpage can track all information about your user demographic and behaviour – from your audiences’ location, gender and age, all the way down to the IP address and models of the devices they use.

Understanding this data can be a daunting and seemingly overwhelming task. But most data analytic tools now make it extremely easy to interpolate and extract patterns from your data, that tell you how your business activities are resonating with your audience and potential customers.

Implementing a design, measure, repeat loop into any workflow pays dividends in the long run. Design, measure, repeat is a methodology introduced in the book “The Lean Start-up” by Eric Ries. In the book Ries describes the importance of measuring everything within a software/technology company to help steer design decisions which meet the expectations.

Data Strategy is a set of choices and decisions that steer the course of action to achieve high-level goals. Perfecting your data strategy isn’t easy, so making sure that you know what success looks like to the problem that you are solving, and measuring against that hypothesis, is crucial.

It’s an ever changing landscape so your data strategy will never be perfect, but the more cycles that are completed, the more refined the strategy will be and ultimately the closer you will be to the problem you are solving. And we shouldn’t be afraid to make mistakes. It’s become a massive cliché, but mistakes are the fundamental core of all learnings – so fail fast and learn. With this mind set you will be able to complete more feedback loops ina given period of time, while all the time solving problems.

Integrating an analytical design loop into your existing workflow will allow you to precisely pinpoint areas of improvement, as well as measure the success of previous decisions – ultimately creating a product or solution with a much higher success rate, as you are implementing learnings at an accelerated rate.

No matter what market or sector your business operates, recording and analysing your data no matter what format it is in, will inform, steer and demonstrate your decision making based on facts, not assumptions.

As people say data doesn’t lie.