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ForewordPrefaceChapter 1 Introducing a Data Mindset Data as a Trend Three Ways to Think About Data What Does This Mean for You as a Designer Data Can Help to Align Design with Business With a Little Help from Your Friends What If You Don't Have Data Friends (Yet) Themes You'll See in This Book Summary Questions to Ask YourselfChapter 2 The ABCs of Using Data The Diversity of Data Why Experiment Basics of Experimentation A/B Testing: Online Experiments Your Hypothesis and Why It Matters Running Creative A/B Tests Summary Questions to Ask YourselfChapter3 A Framework for Experimentation Introducing Our Framework Three Phases: Definition, Execution, and Analysis, Examples: Data and Design in Action Summary Questions to Ask YourselfChapter4 The Definition Phase (How to Frame Your Experiments) Getting Started: Defining Your Goal Identifying the Problem You Are Solving Building Hypotheses for the Problem at Hand... The Importance of Going Broad Which Hypotheses to Choose Summary Questions to Ask YourselfChapter5 The Execution Phase (How to Put Your Experiments into Action) Designing to Learn Designing the Best Representation of Your Hypothesis Summary Questions to Ask YourselfChapter 6 The Analysis Phase (Getting Answers From Your Experiments) Vetting Your Designs Ahead of Launch Launching Your Design Evaluating Your Results What Does the Data Say Rolling Out Your Experience, or Not Case Study: Netflix on PlayStation 3 Summary Questions to Ask YourselfChapter 7 Creating the Right Environment for Data-Aware Design Principle 1: Shared Company Culture and Values Principle 2: Hiring and Growing the Right People Principle 3: Processes to Support and Align Summary Questions to Ask YourselfChapter 8 Conclusion Ethical Considerations Last Words Appendix A: Resources Index