Site analytics. The quantified self. Big data. We can track, measure, and store more than ever before. This is naturally exciting to designers and technologists who want to make better informed decisions. But more data doesn’t necessarily create more meaning, and might even make it harder to see what matters. Human experience does not reduce to an engineering problem and what we can’t count still counts in an increasingly quantified world.
Erika Hall directs the research, strategy, and information design practices at Mule. She has been working in web design and development since 1995.
Her enthusiasm for evidence-based decision-making led her to write Just Enough Research, published by A Book Apart. She speaks frequently to local and international audiences on topics ranging from collaboration and design research to effective interface language. Her current talks explore the limits of using quantitative data to make design decisions.