The Data-Driven Design Revolution

We have entered a new age — one in which the attitudes, rules, and behaviors that govern how firms use data are radically transforming. Highly agile startups and flat organizations are giving vast numbers of employees direct access to customer data and the tools they need to explore it, test out hypotheses, and inform the decisions they make daily. This new approach to data management is driving a fundamental change in experience design. This report examines these changes along with the trends giving rise to them and how they transform experiences and business. In addition, it gives customer experience (CX) pros advice on how to lay the groundwork for a data-driven revolution in their organization.