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Short answer
Data-driven design treats raw numbers as the sole and absolute decision-maker. Data-informed design treats numbers as valuable input combined with human empathy, design expertise, and usage context to make a final decision.
Explanation
Blindly following data (data-driven) might lead a designer to make a site's button huge, red, and flashing because it produced the highest click rate in an A/B test, ignoring that it ruined the reading experience and damaged brand credibility in the long term. A data-informed designer uses numbers as signals for where to investigate, then applies human and ethical judgment and qualitative user research to interpret the numbers and develop lasting solutions that serve both people and the business.
Common mistakes
- Replacing creative thinking and empathy for users' problems with dashboard numbers and automated analytics alone.
- Ignoring all data and statistics and designing interfaces based purely on personal taste and intuition.