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Oh and I forgot: another problem why this doesn't work very well: brands like to control their appearance. When it's their brand guidelines vs your black box op
by jameslk 8y ago
Oh and I forgot: another problem why this doesn't work very well: brands like to control their appearance. When it's their brand guidelines vs your black box optimization function which is backed by data, their brand still has priority. Your AI will also be blamed for the failure of their advertising even if it's a problem with their brand, product, sales, whatever.
- konsalexee 8y ago> 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. https://www.forbes.com/sites/bernardmarr/2017/10/26/data-driven-decision-making-beware-of-the-hippo-effect/ https://www.forbes.com/sites/bernardmarr/2017/10/26/data-dri...