Is it time to forget Big Data and focus on real people?

Big data opens up whole world of insight for designers, but only if we focus on the actual users behind the numbers, writes Maya Nix, the Marketing Content Producer for ClickTale, in this UX Magazine article.

“When it comes to UX, before we jump on the big data bandwagon, we need to challenge its predominance. UX professionals cannot create an experience for figures in a database or tracking systems, and designers must keep focusing on real people rather than on numbers. Online experiences must remain geared toward real users and their interests, goals, and desires.”