Episode 54 | August 23, 2022
Why data-driven design is reshaping the future of user experience
Discover how Fanny Pourcenoux uses UX analytics and data-driven design to craft better digital experiences and fuel Contentsquare’s design strategy.
Why data-driven design is reshaping the future of user experience
You wouldn’t build a house without a blueprint—so why design digital experiences without data?
That’s the question driving Fanny Pourcenoux, Director of Global Design at Contentsquare, and the heartbeat of her conversation on Insights Unlocked. In Episode 54, Fanny shares how her team leans on UX analytics to guide everything from creative decisions to a full corporate rebrand. The result? More meaningful, accessible, and effective digital experiences.
Putting data at the heart of design
“Without data, this is just another opinion,” says Fanny. That philosophy powers how she and her team approach user experience design—not with guesswork or best practices alone, but with evidence. Her team uses behavioral analytics to uncover patterns and optimize digital experiences across devices, regions, and customer segments.
For example, they analyze:
- The average number of product pages viewed before purchase
- Page scroll depth on content-heavy sites
- Engagement with demo videos vs. static CTAs
Each metric provides actionable insight into what users need and expect—and what’s not working.
GUIDE
Competitive analysis with UserTesting
Rethinking UX research with scale and speed
Fanny emphasizes that quantitative UX isn’t about replacing qualitative research but enhancing it.
“It’s really important to keep both,” she explains. “But with data, decision-making is extremely fast. No external factor can really slow you down.”
That speed allows her global team to run UX research insights in parallel across multiple projects, instantly comparing how different designs perform and adapting accordingly. Designers aren't just making educated guesses—they're validating hypotheses in real time.
Design decisions backed by behavior
The true power of data-driven design lies in its ability to connect intention with action. When Contentsquare began redesigning their website, Fanny’s team didn’t start with aesthetics—they started with analytics.
They discovered that a demo video outperformed a traditional CTA by a wide margin: “We had an attractiveness rate of 0.6% on the classic demo request call to action, while it was 5% on the demo video,” Fanny shares. That insight changed their strategy, making the video a primary entry point in the customer journey.
This shift wasn’t a creative whim. It was user behavior tracking in action.
Accessibility as a UX cornerstone
Fanny also highlights how accessibility in UX is becoming non-negotiable: “It became a key pillar for us,” she says, especially after Contentsquare acquired an accessibility tool. Accessibility, in her view, is inseparable from good UX—and too few sites meet the mark.
By treating accessibility as part of the broader design strategy, Fanny ensures the team builds for all users, not just the average one.
From instinct to insight
Whether it’s a brand refresh, a navigation revamp, or a marketing funnel redesign, Contentsquare’s approach reflects a growing shift in the industry: from instinct to insight, from guesswork to evidence.
As Fanny puts it best, “No more generic good practices. Welcome to the era of quantitative UX.”
Episode links:
- Build high performing design teams that drive conversions: Explore how to structure high-impact design teams that prioritize human insights to maximize conversion rates. This webinar delves into embedding customer insights at scale and building a customer-driven culture for impactful design decisions.
- Keys to impactful designs that drive goal conversion rates: This guide discusses aligning stakeholders on design priorities using quantifiable UX benchmarks like QXscore. It emphasizes the importance of pre-launch usability testing and designing for personalization, inclusivity, and diversity to enhance user experiences.
- How UX and marketing drive better customer experiences: An episode from the Insights Unlocked podcast that explores the collaboration between UX and marketing teams to create seamless, data-driven experiences that captivate customers and drive business growth.
- What is data-driven design and where do I start?: This blog post introduces the concept of data-driven design, focusing on using quantitative data to inform design decisions. It provides insights into practical applications and tools for implementing data-driven strategies in UX design.
