Andrew and I wanted to harmonize all our fonts across all our marketing collateral.

We were uncertain if the font we wanted to use was supported by all browsers.

I googled it and learned that this one font wasn’t supported by Safari on iOS.

I opened up the google analytics and learned that 20% of the traffic to the site was from Safari on iOS.

We decided to leave the font as is.

The entire experience, from preference to evidence to decision, took four minutes.

Not a day goes by without using data to inform small decisions as well as big decisions. We take it for granted that we can complete extremely simple inquiries on our own.

It’s efficient because we’re small, skilled, and empowered.

If only more people were empowered to make small decisions backed with good information.


I’m Christopher Berry.
I’m a data scientist.
I’m at Authintic.