Enhancing CX/UX Research with Synthetic Users: The Future of Design Testing

Today, user research is a fundamental part of designing digital experiences. It helps us better understand users’ needs, behaviors, and expectations to create more intuitive and functional products. However, traditional research methods, such as interviews and usability testing, are often costly, time-consuming, and difficult to scale. This is where synthetic user research comes into play, an innovation that uses artificial intelligence and autonomous agents to create virtual user profiles and simulate their interactions.

In this article, we explore how synthetic users are changing the way we conduct CX/UX research, their current limitations, and how Making Science is addressing these challenges with its own advanced synthetic user model.

What Are Synthetic Users?

Synthetic users are profiles generated by AI that simulate the characteristics, needs, and behaviors of real users. These profiles can be created automatically, using data and AI algorithms that mimic the diversity and complexity of a real audience. Tools like Delve AI and Synthetic Users allow anyone to generate detailed personas with information about their background, frustrations, goals, and psychological characteristics. Through these platforms, design teams can quickly create profiles representing a diverse sample of users without the need to recruit real individuals.

Advantages of Research with Synthetic Users

Scalability and Efficiency The main advantage of synthetic users is their ability to simulate multiple profiles in a short period. By eliminating the need to manage and coordinate groups of real users, design teams can quickly obtain relevant data from a wide variety of people. This makes research much more scalable and efficient, especially when fast results are needed.

Cost Reduction Recruiting real users, conducting interviews, and performing usability testing can be costly and logistically challenging. With synthetic users, these costs are significantly reduced, as there is no need to compensate participants or manage the logistical aspects of research sessions.

Simulating Controlled Scenarios With synthetic users, teams can simulate very specific scenarios and observe how virtual users interact with a product or service. This flexibility allows for usability testing with different types of users in controlled contexts, making it easier to identify problems before launching a product to the market.

Limitations of Synthetic Users

While synthetic users offer great advantages, they are not a complete solution. There are some important limitations to consider:

Lack of Real Empathy Although synthetic profiles can be incredibly detailed, they cannot replace genuine interaction with real users. Interviews and usability testing provide an emotional connection that helps designers deeply understand the motivations, friction points, and emotions behind user behavior. Synthetic users, no matter how sophisticated, lack the human complexity necessary to simulate authentic emotional experiences.

Superficially Accurate Simulations Synthetic users can provide valuable feedback, but they often lack the complexity that real users can provide. The insights generated by AI may be overly optimistic or simplistic, making it necessary to complement them with real-world research to obtain a more comprehensive view.

Reliance on Previous Data Synthetic users rely on previous data to create profiles, meaning their accuracy depends on the quality of that data. If this information is limited or outdated, the resulting profiles and insights may not reflect actual user behavior.

How Making Science is Redefining Synthetic Users

Understanding these limitations, at Making Science we have developed our own advanced synthetic user model designed to overcome many of these challenges. Unlike conventional solutions that focus mainly on demographic data, our model integrates multiple layers of information, including:

Market behavior
Technological context
Socioeconomic aspects
Behavioral trends
Customer journey insights

Additionally, we enrich our model with sectorial and brand insights—incorporating information about the sector, competitive landscape, and brand-specific elements such as product offerings, pricing strategies, and positioning. This approach allows us to simulate more realistic user experiences that account for industry-specific dynamics and brand perception.

But what truly sets our model apart is its ability to incorporate real data from various sources, such as user interviews, focus groups, and client reports. It can even be enriched with call center data, ensuring a deeper and more authentic understanding of user behavior.

Moreover, our model excels in early-stage validation. It can test redesign proposals at the sketch or wireframe stage, providing actionable insights to determine whether the new approach improves the user experience. This capability accelerates decision-making and enhances design outcomes, helping teams iterate with greater confidence.

Use Cases in CX/UX Research

While synthetic users should not fully replace real-user research, they have an important role in the lifecycle of CX/UX research. Some of the most relevant use cases include:

Exploratory Research: Synthetic users are ideal for the early stages of research, where the goal is to explore potential issues and generate hypotheses. By creating synthetic personas based on demographic and behavioral data, designers can gain an initial understanding of their audience before diving into more costly and complex studies.

Concept and Prototype Testing: Before conducting tests with real users, design teams can use synthetic users to evaluate design ideas, prototypes, and features. This allows for quick validation of concepts and adjustments before rolling out prototypes to real users.

Feature Validation: Synthetic users can be used to validate new features or changes in a product. Through simulations, designers can observe how different user segments interact with the product and whether the new features meet their needs.

AI and the Validation of Interface Affordance One of the most exciting advancements that AI already enables is the validation of the affordance of our interfaces. Simply put, affordance refers to an interface’s ability to indicate how an element should be used intuitively. AI can analyse and predict how users will interact with certain interface elements, helping us improve accessibility, clarity, and usability in our designs. Thanks to simulations with synthetic users, we can observe and adjust interactions before implementing changes in a real product, allowing us to optimise the user experience more efficiently.

The Future of Synthetic Users in CX/UX Research

The field of synthetic user research continues to evolve. At Making Science, our advanced synthetic user model not only integrates complex layers of demographic and behavioral data but also enriches profiles with real user feedback from interviews, focus groups, client reports, call center interactions, and sector-specific insights. This unique approach allows for more nuanced and realistic simulations.

Additionally, our model’s ability to test wireframes and sketches sets it apart, enabling early detection of design challenges and quicker iteration cycles.

However, it is essential to remember that research with real users should always be the foundation of any design strategy. Synthetic users are a powerful tool to complement research, but they should not replace a deep analysis of users’ needs, expectations, and emotions.

TL;DR

Synthetic user research is opening up new opportunities for design and product development teams. While it doesn’t replace real-user work, it provides a scalable and cost-effective alternative to obtain preliminary insights and validate ideas quickly. The key is knowing when and how to use this technology effectively, integrating it into a broader and balanced research approach.

At Making Science, we support our clients in implementing these innovative technologies to improve their user research processes. Our proprietary synthetic user model stands out by integrating both demographic insights and real user data, even from call centers, and enriching the analysis with sector-specific and brand insights. Additionally, we validate redesign concepts at the wireframe stage, optimsing user experiences from the earliest phases. The future of CX/UX research is promising, and we are ready to lead this change.

[button color=”accent-color” hover_text_color_override=”#fff” size=”large” url=”https://www.makingscience.co.uk/contact/” text=”Contact us!” color_override=”#ff0067″]

Design Trends 2023: Explore New Frontiers

Design is constantly evolving and in 2023 we have seen exciting new trends that are transforming the design landscape. In this article, we will explore some of the standout trends being used in 2023. From augmented reality and accessibility-focused design, to minimalism and subtle animations, let’s discover the new frontiers of design together!

Augmented Reality: Augmented reality has become a dominant trend in design for 2023. It allows for the creation of immersive experiences that combine digital elements with the physical environment. From interactive advertising campaigns to virtual product trials, AR offers new ways to engage users and capture their attention.

Accessibility-Centered Design: Accessibility in design has become crucial in 2023. Designers are focusing on ensuring that their creations are accessible to people with disabilities. This includes implementing appropriate contrasts, legible fonts, adaptable designs, and intuitive navigation options. Accessibility-centered design is not only ethical but also enhances the user experience for a larger audience.

Minimalist and Simplified Design: Minimalism will continue to be a strong trend in 2023. This involves the removal of unnecessary elements and instead to focus on essential aesthetics. Clean visual aesthetics with ample white space, simple typography, and subtle colors will be sought after. This type of design not only exudes elegance but also improves the legibility and usability of interfaces.

Subtle Animations: Subtle yet effective animations are being used more extensively to enhance the user experience and add dynamism to interfaces. Microinteractions such as smooth scrolling, color changes on hover, and fluid transitions add a layer of interactivity and engagement to designs. This provides a more attractive and enjoyable experience.

Biophilic and Sustainable Design: Biophilic design aims to bring elements of nature into the digital environment. The use of colors, textures, and patterns inspired by nature helps improve user well-being and productivity. This trend promotes a connection with nature in a digital world, creating a sense of harmony and balance.

2023 has given rise to exciting design trends that are transforming the way we create visual experiences. Augmented reality, accessibility-centered design, minimalism, subtle animations, and biophilic design are just a few standout trends. As designers, it is important to stay updated on these trends and adapt as they evolve. By exploring the new frontiers of design, we can create exceptional visual experiences and stay at the forefront of the industry.

[button open_new_tab=”true” color=”accent-color” hover_text_color_override=”#fff” size=”medium” url=”www.makingscience.co.uk/contact” text=”Contact Us” color_override=”#f0076f”]

Creativity and data, the force behind Paid social ads

Creativity is one of the most essential components of any advertising campaign. A creatively strong ad is 27% more effective than a weak one. But with just 1.7 seconds to engage a user on a social platform, creativity is more important than ever. With Facebook users clicking on 12 ads every 30 days, brands should experiment with their creative to make their paid social ads distinctive compared to other brands. Additionally, user numbers are increasing rapidly on newer platforms like Pinterest & TikTok. These platforms showcase very visual and engaging content. Brands should experiment with their Creative and data to explore new audiences within these growing social platforms.

Traditional approaches to ad design have relied on opinion, experience and ‘gut feel’. But with the growth of digital, we can now learn more about data and how it can improve creativity. With social commerce becoming increasingly popular, many marketers are fighting for their spot on the timeline. Social ads must be distinctive to engage users. “People think that creativity and data are antagonistic concepts”, Carmen, Head of Creative at Making Science, explains. “Data, analysis numbers vs creativity, ideas and imagination. They feel like opposites! However, these two concepts cannot live without each other if you want your campaign to succeed.”

So how can marketers marry data with creative to design more effective ads for their paid social?

The best way to understand how data can support your creative and the performance of your paid social ad is to acknowledge what you want your ad to achieve. Different brands use their social ad campaigns to entice the user to complete a further action. Analytical tools showcase what audiences are interested in similar brands, products or services and how they react to these certain ads. Data will support the personalisation of the ad’s message, reach the optimal audience and produce a successful social ad campaign. Understanding the brand, product or service and what message you want to convey is very important to simulate the best campaign. For example, if your campaign aims to increase brand awareness, mobile-first videos are twice as likely to enable branding recognition from the user. Understanding user behaviour analytics will strengthen your creative campaign and assist you in reaching your ad goals.

To simulate the most effective ideas, focus on the branding, time, attention, sound and framing of your paid ad; these components determine the engagement rate of the user. Data will support your ad by demonstrating what decision will have the best results. Understanding the commonalities between other effective social ads is very important. The recurring pattern will highlight when engagement is at its highest. Calculating which channels will best support your social ad will also improve the performance of your campaign. Thus, social media users engage well with interactive and visually appealing ads; that’s why applications like TikTok and Instagram are becoming extremely popular. These platforms offer short and interactive videos, also known as stories and reels. Top ranking Instagram stories that are easier to understand are more likely to gain the user’s attention. Experimenting with your creative is very important, but do not over complicate your message and lose the user’s focus and make sure that your brand is imprinted in the first 3 seconds of your ad.

Data supports the campaign, but optimisation sponsors the performance.

Unlike traditional marketing, social ads can be modified and updated with the use of data. As a result, you can learn more about your audience’s likes by testing different versions of your paid ads. A/B testing is a fundamental part of optimising your campaign. 3000 Million stories are posted daily on FB related apps; optimising your campaign will ensure that your content stands out. A/B testing improves content engagement and can provide insight even with low data rate testing. Using this split test method allows you to recognise what can be improved on to better the performance of your social ad, even if you have fewer visitors or conversions. Consequently, the results from A/B testing can lower your ad costs as the data will show you which Ads have the best engagement and then further increase your ROI.

Ultimately, nothing can be labelled as failed if it provides results of how it can be better. Data allows us to create for a purpose and a specific audience. Without data, many campaigns would run, and investments would have gone to waste. Using data, we can ensure that the investments placed into these campaigns are worthy of the sales and customers that our paid social ads attract.

MBFWMadrid 2020 Releases a New image Inspired by the Great Spanish Painters of the Prado Museum

Mercedes-Benz Fashion Week Madrid, the main platform for the promotion of Spanish fashion, organized by IFEMA, opens a new image for its 2020 editions inspired by the great spanish painters of the Prado Museum.

Mercedes-Benz Fashion Week Madrid, the main platform for the promotion of Spanish fashion, organized by Ifema, opens a new image for its 2020 editions inspired by the great Spanish painters of the Prado Museum. An inspiration, based on the dark mode and techworld trends, for an image that has been designed by the creative agency Making Science from the main hallmarks of the great figures of national classical painting. The exclusive presence of national designers is the basis on which the argumentative thread of the new MBFWMadrid image is developed. The 100% national design has moved to the image looking for its visual and conceptual references in the Spanish mannerist and baroque painting. In the same way, the city of Madrid has been present in the creative process taking as its main focus the museum’s Prado Museum, the axis of classical authors and the starting point of Modernity. El Greco, Velázquez and Goya are the great masters who have served as inspiration for the new image of MBFWMadrid, whose use of the color palette has been the main pictorial source of the poster. The image is divided into two versions to accompany each of the two editions of MBFWMadrid in 2020. In the version for the January 2020 edition, the tone and light reflected in the sky blue and violet magenta mantles of the most representative works of these authors has been reflected in the image, together with the chiaroscuro perceived in the last pictorial stage of Goya, which conceptualizes the dark mode, and which is presented merged with the trendy bet for 2020, the techworld. Both trends have been the source of inspiration for the creative development of the poster, together with both the abstract and figurative representation of the movement, transferring the concept of liveliness and harmony that emanates from the catwalk, the models and the own collections. Currently, Making Science is the digital partner of IFEMA, first operator in Spain and one of the most important in Europe inside the International Fairs and Congress Circuit. The consultancy supplies IFEMA with digital marketing services and help them in the creativity and UX/UI area.

Illustrations Methodology: The value of illustration in the digital world

Throughout history, brands have used illustration in multiple ways. This was seen as a great visual resource that helped to enhance messages in a way that words alone could not communicate. Illustrations was and is a language, more direct than words, more concise and sometimes if it is used well, more expressive. This is why the illustration is a great opportunity for differentiation, to mark a distinctive pattern that reinforces the identity and makes room in a world so saturated with similar services and products. In this way, it is not surprising that some of the most innovative companies in the world have noticed their value and developed an illustrative style as part of their digital brand strategy. Airbnb, Slack or Dropbox are clear examples of the implementation of a different visual strategy with its own character.

But … what is an illustration system? It is a bit complex to explain, but trying to synthesize the idea, it is a collection of illustrative elements capable of combining, relating and articulating with each other, through clear guidelines to create scenes that represent and tell brand stories. How do we create an illustration style and systematically create/produce it? In recent years we have seen the constant rise of new agile production methodologies. Processes that tirelessly seek rapid and efficient creation at the lowest possible cost and with a greater focus on the creative terrain. This directly affects the graphic field, and this is why illustration is an integral part of the agile production methodologies and trend that prevails in the market.

The first thing is to be able to codify the brand promise in a visual style. To do this, we work with a chromatic range developed from the one established in the interface. The goal is to complement the UI and not hinder the interaction design. Later, the formal aspect is studied, such as stroke types, angles and curvatures, etc. The perspective, the plans and the approach should not be ignored since they are one of the attributes that generate the degree of personality. And finally the typology of scenes, which will have to have the capacity to condense the most complex narrative in the best way possible. Once the principles are established, they must be made tangible and the line created. The two development paths are directed towards the characters and the scenarios. The character design is the most complex, and comes from a conceptualization of the brand person, in which they will be inspired. The underlying strategy revolves around the identification of the core target with the protagonists of the illustration. The other side is directed towards the environment in which the characters develop the narrative. Contextualization can become as important as the characters depending on the distribution of emphasis and visual weights that we define.

Once we have the universe created, we are ready for the creation phase of the illustration system. It consists in dividing the illustrations in the minimum units, studying the possible combinations and creating using our selected tool, intelligent objects of the elements to work with instances or reflections of the original. In this way, the system will be completed and evolved in a flexible way by adding new scenarios, elements or characters.

Email Marketing: Why does your business need it?

If you wonder why email marketing is so important and why everyone talks about it, think about what you do first when you sit down at your workplace in the morning. Probably the first thing you do is to check your inbox and select from among all your mails those that interest you. All those emails that you consider important happen to have the privilege of being read and concentrate your attention for a few seconds, and hence the importance of a good email marketing strategy. That said, the strategy is the same regardless of whether your a small neighborhood business or a large multinational business, all you need is to earn the trust and credibility of your readers to move from subscribers to customers. 5 reasons to implement an email marketing campaign:

Email on any other channel: according to a MarketingSherpa study, 72% of customers prefer to receive promotional information by email rather than by any other channel.
Greater conversion capacity: a good email marketing strategy means an ROI (Return on Investment) of 3,800%, probably the marketing strategy with the highest return, Fuente.
Cost: although the vast majority of services are paid, depending on the volume of customers may be worth even one of their free versions. In addition, taking into account that a direct and personalized contact is established with the client, it can be considered that the price to pay is low compared to other channels.
Smartphones readers: according to some studies, the most common activity with a smartphone is the revision of our email, which is why we take into account not only the desktop version but also the tablet and mobile version. Fuente
Maintain your presence: without falling into the sin of SPAM, a proper email marketing campaign will make a client not forget your brand and what it offers, this will increase the chances that if your reader searches for a similar product or service, they will remember of your business.

Sending an email is something so simple and within reach of everyone, that taking care of its implementation will be crucial, the competition in this field is very high and once a reader discards an email, it will never recover it again. That’s why it’s important to know what you want to communicate and how you’re going to do it.

The importance of On-boarding in the design of mobile applications

There are currently 3.8 million apps available in the Google Play Store and another 2 million in the Apple Store. Undoubtedly, the creation of mobile applications is clearly an extremely competitive market. In addition to this infinite offer, another even bigger challenge is presented when designing a new app. An average smartphone user uses about 9 apps a day and about 30 a month. Which is equivalent to one third of the apps you have installed on your phone. So most users accumulate applications they do not use at all. In fact, some 25% does not reopen many of their applications after the first time. There are several reasons why one easily loses interest in a mobile application.

That the app does not attract enough interest after its first or second use.
A bad user experience. (With a little intuitive navigation, technical failures, errors, etc.)
The creation of expectations that are not met.
An On-boarding that is too long and complicated.

Designing an application with a high rate of downloads is not enough. The goal is in creating an app that is used on a regular basis. The first step to do this is to put special effort into the design of the application’s Onboarding process.

What is the Onboarding of a mobile application? Onboarding is the key process for the incorporation of a new user to our app. We can find several similarities between an Onboarding and a first date. Both can end in 5 minutes if one transmits a bad impression or crosses a given line, although in the case of applications this can happen after 20 seconds. The consumers of apps nowadays are more impatient and they look for to get hooked from the first moment. With an incessant growth of competition between applications, when creating a new app, it will be crucial for a design and development team to be up to date with user demands. These are some of the practices that a team must carry out when designing the Onboarding of a mobile application:

Get out of the ordinary with animations in the introduction. The period of attention of the user when opening an app for the first time lasts between 5 and 8 seconds so it is important to start with an introduction that goes beyond the normal. A good illustration can help to achieve this and if it is animated, it increases the chances of engaging the user by showing clearly and visually what the app is for and offering a general idea of how it works. It is best to include explanatory text in the animation to improve the understanding for the new user.
Give the user the possibility to learn as they go. The user learns before interacting directly with the app, instead of watching an explanatory video or reading a set of instructions. For more complex apps we can use the approach to include some instructions integrated in the on-boarding process in which the user briefly explores the application.
Make the tutorials optional. There are users who want to know more information about the functions of the application, while others already know the functionality or feel they can learn it on-the-fly. It is convenient to keep both types of users happy by making the Onboarding tutorials optional. For example, including buttons to “start” or “skip” the tutorial.
Do not overdo the coaching marks. Often used to let users quickly know how to navigate through the application, coach marks can help to know how to move better within an application. Even so, its use requires careful consideration to avoid an overloading or confusing screen. You should avoid using these marks for functions that have common sense.
Let the elements breathe. The empty spaces are allies. The apps are seen on small screens. Therefore, it is logical to think that too many elements, either an image or a welcome statement, will create confusion. It is important to effectively use empty spaces and distribute the explanations on several screens. This will make it easier for users to assimilate the instructions.
Offer a demo version of the app if it requires a subscription. Apps consumers today are willing to share personal information, but only if they know what they will get in return. When the app implies that the user creates an account and shares their personal data it is convenient to offer them a demo version to give them a “trial” option before asking them to commit to something else.
Make the tutorials small games. If the application inevitably requires a tutorial, it must be avoided to impede the Onboarding process. One way to do that is to turn it into a mini game, with “rewards.” That the tutorial is a “treasure hunt”, using congratulations at the end, motivates the user to continue with the process if feeling frustrated.

In short, first impressions matter. Especially if it is intended that the designed application does not end up being one of many that are downloaded to be used only once. In a good Onboarding the simplicity and the protagonism of the brand must not be lacking. These are the basic pillars to keep the user connected to our app.

Psychology in digital product design

Design of user experience and Psychology

Nowadays, psychology is a fundamental factor when we talk about Design of user experience, since for product designers, knowing the cognitive and behavioral processes of users allows us to design recognizable, usable and differentiating contexts. Different psychological foundations are included in a digital hyperconnection era in which designers seek differential value by knowing direct and indirect factors related to our discipline. In this sense, psychology plays a fundamental role in the perception and behavior of the user. One of the maxims of user experience design is that the design passes from subjectivity to objectivity and this is achieved thanks to the endorsement of the data, of working with results and of the full knowledge of the behavior of the users to make decisions of design. Next, we show you different psychological foundations that allow users to perceive sensations such as ease of use, recognition, simplicity, usability, differentiation, etc.

Von Restorff Effect

The Von Restorff effect determines how, compared to several similar objects, the one that differs from the rest will suppose a greater degree of latency with the user. In other words: the different components generate an isolation effect by which it tends to be remembered. Techniques such as making an aesthetic treatment differentiating between components of the same type, isolating those with a greater degree of strategic importance and providing them with a design aspect.

Here we see one of the many examples that we have today at Apple.

Serial position effect Also known as the effect of primacy and recent effect, determines how the user is prone to store in the long-term memory (episodic memory) those elements that lead or culminate a series, remembering them better and for longer. This principle is basic for the ordering of navigation menus: it reserves the first and last positions for the sections with the greatest strategic importance.

Instagram is a good example. The first element is Home (People) and the last element is Profile (You). The most important and core parts of the use of the application.

Hick’s Law: “The time it takes to make a decision increases as the number of options increases” So the time it takes a user to make a decision increases the more options you have included, the user tries to contemplate all the possible options and what it entails and then takes the one that they consider the best option.

Another of the real examples is the Airbnb website, where the cognitive load is reduced to limits to facilitate the decision-making process, helping and guiding the user in the process so as not to work on the memory of actions but in the recognition of the actions.

How to do UX design driven by DATA

Today the consumption of digital products is growing exponentially, requiring companies to meet user demands is a priority task. This is one of the big reasons why design processes are changing; Design is no longer understood as a discipline subject to mere aesthetic criteria, since the functional and experience principles prevail over it. The first steps when designing a digital product begin with deepening the knowledge and understanding of our users, to finally empathize with the user and anticipate their needs and motivations.

Almost all the analysis tools (Google Analytics, Webtrends, Clicktale, etc.) provide quantitative data: where does your traffic come from? What did they visit? What information is relevant? In what process did they fall? ? Are they new or repeat users? What is the conversion rate? Much more complicated is obtaining information from the qualitative data that will give us information on how and why something happens. To obtain a qualified analysis, we will have to study both types of data and relate them in order to interpret them and thus obtain the broadest possible perspective.

How do we measure the behavior of users? There are two kinds of data that we can use:

The quantitative data, which are obtained by a deductive method and are characterized by being objective and numerical in nature. In practice, it is based on quantifying attitudes, opinions and behaviors.
On the other hand, the qualitative data come from inductive techniques, and their nature is subjective and descriptive. It consists of understanding the reasons and motivations of the users from their particular interactions with the website.

A very specific example, for a specific need, is the use of Card sorting, which will help us to validate the understanding of the terminology used in the navigation of a product; these data are usually represented in “similarity matrices” or in “dendrograms” they show how the users tested relate content.

Regarding the quantitative data part, we can look at the traffic of a page, the bounce rate, the route that a user follows to find the information or what type of information a user or another seeks to detect content problems of the page. When structuring the content of a page, it is necessary to analyze which is the most relevant information for the users and which are the interaction data of the users with the elements. This interaction data provides help to understand the movement of these users by a page (scroll maps, hover maps and click maps)

Another of the most used methods for analyzing the structure of a web are the so-called “eye-tracking” though this technique is currently being replaced by AI tools; these tools generate hypotheses of vision patterns that users follow when entering a web. Observing this data we can decide where and how to place each element according to the desired objective. Designing from data strengthens innovative thinking, allows us to take the leap to the next level from solid pillars that backup our design decision making. There is no single model or methodology since each starting point is different and that leads us to use different techniques and resources depending on the particular nature of the website.All this is a small part of the ways in which we use the data when designing to achieve an increase in empathy with the user.