It’s interesting to note that of all things, data science can help guide designers in a more creative direction, tailoring the user experience specifically to each audience..Data science is all too often associated with the lack of innovation, but in this case, it’s just the thing designers need to break away from the standardized process and craft products which resonate with the target audience ideally..Backing up daring design hypotheses We’ve just talked about how data, contrary to popular belief, is much more likely to encourage creative design than to inhibit it..When UX designers, researchers, and data scientists work together, the outcome may not only provide a highly personalized and optimized user experience, but help break the mould as well..Once again, it’s about how the data is interpreted and used..If you focus on immediate demands such as improving conversion rates, you can always refer to the data to backup your decision to stick to the tried and tested methods which should at least put a Band-Aid over the problem..But if the teams work together to truly gain insight into the meaning of all the data, designers could have a whole new field of opportunity opened up to them..You’ll have a lot more to work with to get the gears in motion, and it could bring you to daring, innovative proposals..In that case, the data will be there to help you convince the stakeholders and clients..So when you want to completely redesign something, you’ll have user tests, site analytics, and various surveys (customer surveys if you’re redesigning checkout on an e-commerce website, for example) to help you make an informed decision..The Takeaway In summation, we can say that access to data from the start helps UX designers: find the necessary direction to make the most of their creative process focus on very specific problems they might not have otherwise anticipated and use the knowledge they have of the target audience to explore the most viable solutions discover new patterns, trends, and solutions, and find opportunities for creative solutions within specific user segments..The data science team will also help designers ensure they’re on the right track during certain phases of the work, taking out much of the guesswork prior to usability testing.. More details