Why more data doesn’t always mean better UX

9 Jun

In my experience, product teams often rely heavily on analytics to drive UX decisions—bounce rates, click-throughs, session durations. These are all useful signals. But I’ve noticed a growing trend: we’re drowning in data and starving for insight.

The obsession with metrics can create a false sense of confidence. Just because we can measure something, doesn’t mean it matters. In fact, the more data we gather, the easier it becomes to confuse movement with progress.

📊 The illusion of clarity

On the surface, data seems objective. Numbers don’t lie—until we start interpreting them in isolation. A reduced bounce rate might suggest users are more engaged, but what if they’re simply struggling to find what they need? More time on a page could mean interest or confusion.

I’ve seen teams celebrate rising sign-up rates, only to discover that users churn within 48 hours. Why? Because the journey after the sign-up wasn’t designed with the same care. The numbers looked good on a dashboard, but they didn’t reflect real user satisfaction.

Data is often treated as the destination, when in fact it should be a starting point for curiosity.

🔄 Metrics Without meaning

Not all KPIs are created equal. Too often, teams optimise for metrics that are easy to measure, not those that actually reflect user value. Pageviews, clicks, and completion rates are all pieces of a larger puzzle but without context, they can lead to the wrong decisions.

We must ask: are we improving the experience, or just inflating the numbers?

Here are a few examples where this distinction matters:

High click-through but low conversion? Possibly a mismatch between what was promised and what was delivered.
Low bounce rate but poor task success? Users might be staying longer, but are they completing what they came to do?
Frequent use of a feature? Could be a sign it’s valuable or that something else is broken and users are compensating.

🔍 A better approach: Insights over noise

So how do we shift from being data-led to being insight-driven?

Pair quantitative with qualitative. Heatmaps and funnel drop-offs can show where people click or leave but not why. That’s where usability tests, user interviews, and direct observation are essential. A single comment from a confused user can reframe a whole dataset.
Focus on user goals. Instead of asking, “How do we increase retention?”, ask, “What’s stopping users from completing the task they came for?” Centre your metrics on user outcomes, not just business success.
Treat data as a question, not an answer. Use analytics to guide inquiry, not to end the discussion. If a feature underperforms, don’t just tweak the colour of the button. Talk to users. Watch their journey. Find the friction.
Triangulate your findings. Don’t rely on one source of truth. Look for patterns across support tickets, surveys, live chat logs, and usage metrics. True insight usually lives at the intersection of multiple data points.

🛠️ Actionable Tips: Making data work for design

If your team wants to get better at using data to genuinely improve UX, not just dashboards you could try the following:

🔹 Build a shared definition of success. Don’t let your team fixate on vanity metrics. Define what success means from both a business and user perspective and make sure your KPIs reflect both.

🔹 Make room for exploration. Not all data work should be about validating what you already think. Create time for open-ended discovery—what are the questions you haven’t asked yet?

🔹 Visualise journeys, not just touchpoints. Use customer journey mapping alongside data to understand where users get stuck, not just where they click.

🔹 Set alerts for anomalies, not just goals. If a metric suddenly spikes or drops, dig in. An unexpected change can be more informative than a steady trend.

🔹 Ask: “What would this look like if it were true?” It’s a simple prompt, but powerful. It encourages teams to explore the real-world impact of a number, not just whether it hits a target.

🔹 Share stories, not just stats. Data is more compelling when humanised. Share recordings, quotes, or user anecdotes alongside charts to keep empathy at the centre of decision-making.

🎯 Final thought

UX isn’t just a numbers game. While data can point you in the right direction, insight comes from understanding the why, not just the what. And great design comes from aligning what users want to achieve with how they actually experience your product—not just how it performs in metrics.

So, next time you’re reviewing analytics, pause and ask: What story is this data telling? Better still—what story might it be hiding?

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