People before data

UX doesn't start with dashboards - but with empathy.

I often sit with companies where the first words in the meeting are about data. Dashboards, click rates, KPIs. Everything we can measure. But that's rarely where I find the answers.

Because data tells us what 's happening. People tell us why it's happening.

Behind every click lies a moment. A feeling. An expectation. A user who was either met - or lost.

“UX doesn’t start with keywords – it starts with people searching.”

Empathy before evidence

UX is not about finding the right numbers, but the right questions. Before you open Google Analytics, open the conversation. Ask: How does the user feel? What are they trying to achieve? When do doubts arise?

The strongest insights rarely come from data. They come from people sharing an experience you didn't anticipate. A little frustration, a smile, a passing comment. That's where UX comes to life.

From dashboard to dialogue

I love data when it's used right. It can confirm a gut feeling, but it can never replace it. The best UX happens when numbers and intuition meet - when we both measure and feel .

That's why at Morrow we always start by listening. Not to systems, but to people. To users, customers, employees. We ask what they feel when they encounter the brand. And there - in the middle of the conversation - we find the answers that no dashboard can show.

“All good UX begins with empathy - not data and technology.”

When you understand the person who clicks - not just the click statistics - data suddenly comes alive. Not as numbers, but as stories. And that's where design starts to make sense.