Books & Videos

Table of Contents

  1. Chapter 1 Introducing a Data Mindset

    1. Data as a Trend

    2. Three Ways to Think About Data

    3. What Does This Mean for You as a Designer?

    4. Data Can Help to Align Design with Business

    5. With a Little Help from Your Friends...

    6. What If You Don’t Have Data Friends (Yet)?

    7. Themes You’ll See in This Book

    8. Summary

    9. Questions to Ask Yourself

  2. Chapter 2 The ABCs of Using Data

    1. The Diversity of Data

    2. When is the data collected?

    3. How is the data collected?

    4. Why Experiment?

    5. Basics of Experimentation

    6. A/B Testing: Online Experiments

    7. New users versus existing users

    8. A big enough sample to power your test

    9. Your Hypothesis and Why It Matters

    10. Running Creative A/B Tests

    11. Summary

    12. Questions to Ask Yourself

  3. Chapter 3 A Framework for Experimentation

    1. Introducing Our Framework

    2. Three Phases: Definition, Execution, and Analysis

    3. Examples: Data and Design in Action

    4. Summary

    5. Questions to Ask Yourself

  4. Chapter 4 The Definition Phase (How to Frame Your Experiments)

    1. Getting Started: Defining Your Goal

    2. Competing metrics

    3. Identifying the Problem You Are Solving

    4. Building Hypotheses for the Problem at Hand

    5. The Importance of Going Broad

    6. Which Hypotheses to Choose?

    7. Summary

    8. Questions to Ask Yourself

  5. Chapter 5 The Execution Phase (How to Put Your Experiments into Action)

    1. Designing to Learn

    2. Revisiting the minimum detectable effect

    3. Designing the Best Representation of Your Hypothesis

    4. Not all variables are visible

    5. Different problems for summer camp

    6. Running parallel experiments

    7. Thinking about “Experiment 0”

    8. Summary

    9. Questions to Ask Yourself

  6. Chapter 6 The Analysis Phase (Getting Answers From Your Experiments)

    1. Vetting Your Designs Ahead of Launch

    2. Launching Your Design

    3. Is your experience “normal” right now?

    4. Evaluating Your Results

    5. What Does the Data Say?

    6. Revisiting “thick” data

    7. Seasonality bias

    8. Rolling Out Your Experience, or Not

    9. Case Study: Netflix on PlayStation 3

    10. Summary

    11. Questions to Ask Yourself

  7. Chapter 7 Creating the Right Environment for Data-Aware Design

    1. Principle 1: Shared Company Culture and Values

    2. Principle 2: Hiring and Growing the Right People

    3. Principle 3: Processes to Support and Align

    4. Spreading data across the organization

    5. Summary

    6. Questions to Ask Yourself

  8. Chapter 8 Conclusion

    1. Ethical Considerations

    2. Last Words

  9. Appendix Resources

    1. Keywords

    2. Books

    3. Online Articles, Papers, and Blogs

    4. Courses

    5. Tools

    6. Professional Groups, Meetups, and Societies

  10. Appendix About the Authors