Empirical investigation of data and intuition in digital design

The role of designers’ intuition is challenged by the influx of data-focused approaches, which have been made possible with recent years’ digitalization. Data-driven approaches (e.g. AB split testing or Google Analytics) are supposed to do away with the myth of the ‘genius designer’, someone whose instincts and intuition lead to great design. However, the current anecdotal evidence on the topic, does not deal with potential conflicts between intuition and data in design, and omit ethical or legal concerns regarding datafication (e.g. GDPR). This project provides the first scientific, empirical study on how data-driven approaches influence intuition in digital design