Google, with their enormous amount of traffic, variety of products, and copious talent, could be home to the most extraordinary, exciting design explorations and the hard-nosed, data-backed research of what actually does work. That’s true data-driven design - it’s taking real risks for real rewards. It’s not either/or. You don’t have to choose between design exploration and data. They go hand in hand.
Luke Stevens, from In Defense of Data-Driven Design
