<p style="margin: 0px;">With a focus on the intersection of design, data, and marketing in business, Michael Krypel’s <i>Refining Design</i> uses before-and-after screenshots to show the new level of importance design now plays in the world of business and how changing the standard design process most companies follow can add accountability for driving business and customer value. This book demonstrates how to test different design versions with real customers, as well as build segmentation strategies to personalize experiences across a business. Businesses that start to function in the ways described in this book evolve not only their strategies, structures, and people’s skill-sets, but their cultures as well, as they become infused with more collaboration, creativity, and accountability. The book walks through “visual business cases,” with real-world examples of how companies tackled business obstacles by redefining their designs and moved towards transforming their business into best in class optimization organizations.</p>