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How Can Data Science Improve UX Design?

In this contributed article, Nina Ritz, a technical researcher & writer at DesignRush, discusses the art of UX design and how data science can help guide designers in a more creative direction, tailoring the user experience specifically to each audience. Data science is all too often associated with the lack of innovation, but in this case, it’s just the thing designers need to break away from the standardized process and craft products which resonate with the target audience ideally.