Designing with Big
Data
Ha Phan
@hpdailyrant
Designing with Big Data © Ha Phan
Long Story Short
Learned about Data at Porch
About 2 years ago, I joined a startup calle...
Designing with Big Data © Ha Phan
Porch
Aggregated data to create a home improvement network
Porch was started by
Scott Au...
Designing with Big Data © Ha Phan
Selling a vision to investors is often about
creating a utopia of perfect data & where a...
Designing with Big Data © Ha Phan
What is Big Data?
Designing with Big Data © Ha Phan
Designing with Big Data © Ha Phan
Designing with Big Data © Ha Phan
Volume
!
Velocity
!
Variety
Designing with Big Data © Ha Phan
Designing with Big Data © Ha Phan
We’re moving towards predictive
technology where data is the UI
Designing with Big Data ...
Designing with Big Data © Ha Phan
“Big data is bullshit. It’s like atoms. You could either make
a nuclear bomb or a bouque...
Designing with Big Data © Ha Phan
Web of

Services,

Mashups
Web of

People

Social
Networks
!
Web 3.0

Web of Sensors

In...
Designing with Big Data © Ha Phan
TOP DOWN
BOTTOM UP
Platform
Data Ingestion Models
Top Down or Bottom Up
User Generated C...
Designing with Big Data © Ha Phan
Data Information
Presentation Knowledge
Designing with Big Data © Ha Phan
Data
From Data to Knowledge
10,400
36,876
47,948
25,046
18,984 57,948
28,948
8,964 32,94...
Designing with Big Data © Ha Phan
Data
Information
Cost of kitchen remodels in your neighborhood
From Data to Knowledge
De...
Designing with Big Data © Ha Phan
Data
Don’t spend more than $32,874 based on ROI
Information
Knowledge / Value
From Data ...
Designing with Big Data © Ha Phan
The Reality
of working
with
Big Data
Designing with Big Data © Ha Phan
Designing with Big Data © Ha Phan
Pose
Question
Acquire Clean Contextualize
/ Model
Give Access
Data Pipeline in a Nutshel...
Designing with Big Data © Ha Phan
“Not everything that can be counted counts. And not
everything that counts can be counte...
Designing with Big Data © Ha Phan 25
Finding &
framing the
stuff that
counts to the
user
The Role of UX
Humanizing Data
De...
Designing with Big Data © Ha Phan 25
The Role of UX
Humanizing Data
First.
Pose questions
to frame
discovery in
data analy...
Designing with Big Data © Ha Phan
Pose
Question
Data Management Cycle
UX & Product’s Role
What if homeowners could know
wh...
Designing with Big Data © Ha Phan
Every problem is about scaling relevance
Address
Home Pro
See actual
projects in homes
A...
Designing with Big Data © Ha Phan
Ingesting Permit Data as a scaleable
bandaid
Designing with Big Data © Ha Phan 25
Second.
Evaluate &
visualize your
ingredients
The Role of UX
Humanizing Data
Designin...
Designing with Big Data © Ha Phan
Data Management Cycle
UX & Product’s Role
Acquire Ingest Clean
How can I optimize the da...
Designing with Big Data © Ha Phan
Permit Data is Barely Human
Designing with Big Data © Ha Phan 25
Sampling Data:
Walking Stick for
Blindness
Run queries to evaluate critical mass
of d...
Designing with Big Data © Ha Phan
Visualizing Data
Picturing Dimensions
Time dimension
Designing with Big Data © Ha Phan 25
Third.
Information
Architecting
The Role of UX
Humanizing Data
Designing with Big Dat...
Designing with Big Data © Ha Phan
Information Architecting
How can the data best be classified & used in various contexts?
Designing with Big Data © Ha Phan
Reconcile IA properties
Address
Photo
Description
Date Filed
Value
Photo
Description
Dat...
Designing with Big Data © Ha Phan
Reconcile IA properties
Gap
Gaps in
ontology
leads to gaps
in experience
Designing with ...
Designing with Big Data © Ha Phan 25
Fourth.
Plan for Gaps
!
- meaning
- coverage
- relevance
The Role of UX
Humanizing Da...
Designing with Big Data © Ha Phan 25
Quantity Doesn’t Equal Compelling
Finding compelling content literally is like finding...
Designing with Big Data © Ha PhanSan Diego, CA August, 2013
Designing with Big Data © Ha Phan
Porch
Home Report
A home CarFax, another
way of using the same
data.

Pick a point of
en...
Designing with Big Data © Ha Phan
Define “Fit for Use”
Rules
Designing with Big Data © Ha Phan
Designing with Big Data © Ha Phan 29
The Empty Room Problem
Spotty coverage
Designing with Big Data is to
design for tiers...
Designing with Big Data © Ha Phan 25
Designing with Big Data © Ha Phan
Tiered Coverage Report
By Location and Type
Designing with Big Data © Ha Phan 25
Designing for tiered experiences
Evolving based on data coverage
Designing with Big Data © Ha Phan
How does the data inform relevance?
More is not always better
Designing with Big Data © ...
Designing with Big Data © Ha Phan
“There is no true information. Only spin.”
Abby Covert, Information Architect
Designing with Big Data © Ha Phan 25
It’s a journey
!
of connecting the dots
!
from
!
digital footprints
Designing with Big Data © Ha Phan
How quickly can you differentiate
with a credible compelling solution
or are you just sp...
Designing with Big Data © Ha Phan
Relevance
The user interacts with the “best” or
most relevant data. The rest s/he
doesn’...
Designing with Big Data © Ha Phan
Road mapping is about enhancing relevance & value
Providing deeper engagement — aligning...
Designing with Big Data © Ha Phan
Impact product strategy from the ground up
Almost Done
• Provide questions that lead to ...
Designing with Big Data © Ha Phan
“The hidden message of Big Data is that tiny
choices, such as those made by software
des...
Designing with Big Data © Ha Phan
Thank you
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Designing with Big Data

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Deck for presentation, "Designing with Big Data", one designers journey through unstructured data and building a startup.

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Transcript of "Designing with Big Data"

  1. 1. Designing with Big Data Ha Phan @hpdailyrant
  2. 2. Designing with Big Data © Ha Phan Long Story Short Learned about Data at Porch About 2 years ago, I joined a startup called Porch. And then I had a conscious uncoupling
  3. 3. Designing with Big Data © Ha Phan Porch Aggregated data to create a home improvement network Porch was started by Scott Austin in late 2011. Building trust between homeowners & home pros by making home improvement & home pros data transparent.
  4. 4. Designing with Big Data © Ha Phan Selling a vision to investors is often about creating a utopia of perfect data & where all segment of users give a damn. Designing with Big Data © Ha Phan
  5. 5. Designing with Big Data © Ha Phan What is Big Data? Designing with Big Data © Ha Phan
  6. 6. Designing with Big Data © Ha Phan
  7. 7. Designing with Big Data © Ha Phan Volume ! Velocity ! Variety Designing with Big Data © Ha Phan
  8. 8. Designing with Big Data © Ha Phan We’re moving towards predictive technology where data is the UI Designing with Big Data © Ha Phan
  9. 9. Designing with Big Data © Ha Phan “Big data is bullshit. It’s like atoms. You could either make a nuclear bomb or a bouquet of flowers with them.” Richard Wurman, TED Founder
  10. 10. Designing with Big Data © Ha Phan Web of Services, Mashups Web of People Social Networks ! Web 3.0 Web of Sensors Internet of Things.Web of Databases Web of Pages Web 3.0 We are all building sensors
  11. 11. Designing with Big Data © Ha Phan TOP DOWN BOTTOM UP Platform Data Ingestion Models Top Down or Bottom Up User Generated Content Structured & Unstructured Data
  12. 12. Designing with Big Data © Ha Phan Data Information Presentation Knowledge
  13. 13. Designing with Big Data © Ha Phan Data From Data to Knowledge 10,400 36,876 47,948 25,046 18,984 57,948 28,948 8,964 32,948 18,948 27,983 65,948 17,465 14,576 Designing with Big Data © Ha Phan
  14. 14. Designing with Big Data © Ha Phan Data Information Cost of kitchen remodels in your neighborhood From Data to Knowledge Designing with Big Data © Ha Phan
  15. 15. Designing with Big Data © Ha Phan Data Don’t spend more than $32,874 based on ROI Information Knowledge / Value From Data to Knowledge Designing with Big Data © Ha Phan
  16. 16. Designing with Big Data © Ha Phan The Reality of working with Big Data Designing with Big Data © Ha Phan
  17. 17. Designing with Big Data © Ha Phan Pose Question Acquire Clean Contextualize / Model Give Access Data Pipeline in a Nutshell Acquisition to Integration Ingest
  18. 18. Designing with Big Data © Ha Phan “Not everything that can be counted counts. And not everything that counts can be counted.” Albert Einstein
  19. 19. Designing with Big Data © Ha Phan 25 Finding & framing the stuff that counts to the user The Role of UX Humanizing Data Designing with Big Data © Ha Phan
  20. 20. Designing with Big Data © Ha Phan 25 The Role of UX Humanizing Data First. Pose questions to frame discovery in data analysis Designing with Big Data © Ha Phan
  21. 21. Designing with Big Data © Ha Phan Pose Question Data Management Cycle UX & Product’s Role What if homeowners could know which pros worked on their neighbors homes?
  22. 22. Designing with Big Data © Ha Phan Every problem is about scaling relevance Address Home Pro See actual projects in homes Actual projects the pro worked on Pro who worked on the home
  23. 23. Designing with Big Data © Ha Phan Ingesting Permit Data as a scaleable bandaid
  24. 24. Designing with Big Data © Ha Phan 25 Second. Evaluate & visualize your ingredients The Role of UX Humanizing Data Designing with Big Data © Ha Phan
  25. 25. Designing with Big Data © Ha Phan Data Management Cycle UX & Product’s Role Acquire Ingest Clean How can I optimize the data to enrich the experience? What does the data really look like?
  26. 26. Designing with Big Data © Ha Phan Permit Data is Barely Human
  27. 27. Designing with Big Data © Ha Phan 25 Sampling Data: Walking Stick for Blindness Run queries to evaluate critical mass of dimensions and properties such as: • Natural language • Scale • Measures • Frequency, Temporal Dimension
  28. 28. Designing with Big Data © Ha Phan Visualizing Data Picturing Dimensions Time dimension
  29. 29. Designing with Big Data © Ha Phan 25 Third. Information Architecting The Role of UX Humanizing Data Designing with Big Data © Ha Phan
  30. 30. Designing with Big Data © Ha Phan Information Architecting How can the data best be classified & used in various contexts?
  31. 31. Designing with Big Data © Ha Phan Reconcile IA properties Address Photo Description Date Filed Value Photo Description Date Completed Cost Home Pro Photo Description Date Filed Value Gap
  32. 32. Designing with Big Data © Ha Phan Reconcile IA properties Gap Gaps in ontology leads to gaps in experience Designing with Big Data © Ha Phan
  33. 33. Designing with Big Data © Ha Phan 25 Fourth. Plan for Gaps ! - meaning - coverage - relevance The Role of UX Humanizing Data Designing with Big Data © Ha Phan
  34. 34. Designing with Big Data © Ha Phan 25 Quantity Doesn’t Equal Compelling Finding compelling content literally is like finding needle in haystack San Francisco, CA Little Rock, AR Phoenix, AZ
  35. 35. Designing with Big Data © Ha PhanSan Diego, CA August, 2013
  36. 36. Designing with Big Data © Ha Phan Porch Home Report A home CarFax, another way of using the same data. Pick a point of engagement that maximizes relevance & optimize your data
  37. 37. Designing with Big Data © Ha Phan Define “Fit for Use” Rules Designing with Big Data © Ha Phan
  38. 38. Designing with Big Data © Ha Phan 29 The Empty Room Problem Spotty coverage Designing with Big Data is to design for tiers of imperfect data. Designing with Big Data © Ha Phan
  39. 39. Designing with Big Data © Ha Phan 25
  40. 40. Designing with Big Data © Ha Phan Tiered Coverage Report By Location and Type
  41. 41. Designing with Big Data © Ha Phan 25 Designing for tiered experiences Evolving based on data coverage
  42. 42. Designing with Big Data © Ha Phan How does the data inform relevance? More is not always better Designing with Big Data © Ha Phan
  43. 43. Designing with Big Data © Ha Phan “There is no true information. Only spin.” Abby Covert, Information Architect
  44. 44. Designing with Big Data © Ha Phan 25 It’s a journey ! of connecting the dots ! from ! digital footprints
  45. 45. Designing with Big Data © Ha Phan How quickly can you differentiate with a credible compelling solution or are you just spinning data?
  46. 46. Designing with Big Data © Ha Phan Relevance The user interacts with the “best” or most relevant data. The rest s/he doesn’t care about. What is your tip of the iceberg? Have best data inform relevance algorithm for each use case Bad Quality or Low Relevance Data
  47. 47. Designing with Big Data © Ha Phan Road mapping is about enhancing relevance & value Providing deeper engagement — aligning data initiatives with Product Strategy Data Initiatives
  48. 48. Designing with Big Data © Ha Phan Impact product strategy from the ground up Almost Done • Provide questions that lead to discovery • Evaluate how data informs context • Visualize data early • Plan for tiered experiences to address gaps • Prioritize tips of the icebergs • Balance Top Down and Bottoms Up
  49. 49. Designing with Big Data © Ha Phan “The hidden message of Big Data is that tiny choices, such as those made by software designers, when amplified through the network end up shaping humanity in subtle ways. It is up to us to put forth visions of how things could be.” Jonathan Harris, Co-Creator of WeFeelFine
  50. 50. Designing with Big Data © Ha Phan Thank you
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