UX designers have access to an enormous amount of data. Many organizations today believe, without question, that all data is true and can tell a story on its own. But in fact, the cold reality of data is only helpful to a certain degree. Data alone rarely sheds light on the details of a consumer’s interaction with a brand. Did they enjoy it? Do they believe the brand’s story? Are they loyal? Data is in some ways easy because it’s clean and it’s simple. Empathy, on the other hand, is messy and difficult to understand. It’s up to us to interpret it and take meaning from it. That’s challenging as a designer, but by doing so, we create the most meaningful brand interactions. This session will explore what should come first when designing customer experiences today – the data or the feeling?

Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.