> "design being held back or distorted by numbers - which are often a false prophesy when it comes to UX improvements." > "the numbers will "tell you" to make

> "design being held back or distorted by numbers - which are often a false prophesy when it comes to UX improvements." > "the numbers will "tell you" to make the interface more complicated, to hide the sign-out button" Oh yes, I definitely understand that we misinterpret what the numbers mean. My point is that this isn't the numbers' fault - it's our fault for not understanding what we're measuring and what the numbers mean. Often additional tests can even help resolve the "what should we do" question. We run tests all the time, but when we see something like, "pageviews are up x%" that's just a starting place. We begin to ask why and continue to develop a hypothesis and proof for it. It might be that users are confused so they start clicking around, or it could be because we've grabbed their attention and enticed them to learn more. Without the numbers we wouldn't even know where to start. If Dustin's point is just to think critically about test numbers that seems to go without saying.