When it comes to content, ”data-driven“ has been the watchword for a while now. Site analytics, media metrics, surveys, device behaviours, video views, social sharing, clicks—every one of these metrics is used as proof in our industry. Someone started, not that long ago, calling these data points insights.
XX% increase in visitors who buy, if they saw X piece of content.
People in X age group are more likely to read reviews before deciding to purchase.
The chances of subscription skyrocket after reading X articles.
These aren't insights. They're data points. And content created against data points is missing an essential piece of the puzzle: the understanding of why people do what they do. Letting data overtake insights has led many of us to confuse the journey we want to take people on (the sales funnel), for the journey that people actually take (the customer journey). It's time to rethink the way we understand and interpret data.
A two-day event in Budapest to bring together UX people from the region to share ideas, experiences, and tools.
If you are a UX practitioner, product manager, frontend developer, designer or market researcher of digital products or simply interested what's happening on the other side of the screen this conference is for you. Come and see how UX is done by the greatest players, get inspiration from their successes and failures and network with other professionals like you.
