Myths about Data and Design

I've struggled a lot with how to collect data and even more so with HOW to use it. This article from UX Magazine talks about some common misconceptions or ideas on data and the design process. I've highlighted one of them with excerpts from the article here:

 Myth: Data Kills Innovation

Data is seen as the antithesis of innovation, in all sorts of ways. Well, actually in three ways:

1. Most data, whether analytics, survey data, or customer service data, is backward-looking. Although we can discover patterns and trends, it is not easy to make predictions based off of those discoveries.
2. Data is tactical rather than strategic. Think of Google's 41 shades of blue testing. Because data-informed design is associated with A/B testing, it seems like a good way to tweak a design element but it’s not so great for creating an amazing experience.
3. Data, especially analytics, seems to skim the surface. Seeing what people clicked, how much they scrolled, or where they lingered can work well to form a picture about how to market a product. It does not work so well for informing design, because it lacks information about motivations, expectations, perceptions, or emotions.

There is some truth to all of these observations, of course. The core problem is not in the data itself, but in how it’s being used. For any data to inform design it has to be calibrated to embrace complexity. The user experience is not a funnel.

The main take-away for me: There is no right way to use data. Stay focused on the goal: use data to develop a better understanding of everyday experience.