> When it's their brand guidelines vs your black box optimization function which is backed by data, their brand still has priority.
We recently had the biggest telecommunication provider in Greece as a client, and we conducted an Eye Tracking study on their web services. We found that their branding guidelines in web elements like buttons were hurting the performance.
A few creative employes of this company, when they mentioned this problem their supervisors ignored it. But when you are data-driven like we provided Eye Tracking evidence, they actually hear your opinion and you eliminate the subjective factor, or as the UX designer of the company told me the HIPPO effect.
We recently had the biggest telecommunication provider in Greece as a client, and we conducted an Eye Tracking study on their web services. We found that their branding guidelines in web elements like buttons were hurting the performance.
A few creative employes of this company, when they mentioned this problem their supervisors ignored it. But when you are data-driven like we provided Eye Tracking evidence, they actually hear your opinion and you eliminate the subjective factor, or as the UX designer of the company told me the HIPPO effect.
https://www.forbes.com/sites/bernardmarr/2017/10/26/data-dri...