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Designing with real data

Sure, mockups look pretty. But with their lush images and precise lorem ipsum text placements, they represent an idealized reality. Like the appliances in a model home, mockups are about as functional as a cardboard television.

Designing with real data gives us a deeper understanding of how a page will function. In part because it surfaces all the “problems” designers strive to avoid in their mockups, such as long headlines, low-quality images, etc.