Designing with Big Data
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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.

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

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Designing with Big Data Designing with Big Data Presentation Transcript

  • 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 called Porch. And then I had a conscious uncoupling
  • 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.
  • 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
  • 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 © Ha Phan
  • 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
  • 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
  • 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
  • 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 32,948 18,948 27,983 65,948 17,465 14,576 Designing with Big Data © Ha Phan
  • 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
  • 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
  • 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 Nutshell Acquisition to Integration Ingest
  • Designing with Big Data © Ha Phan “Not everything that can be counted counts. And not everything that counts can be counted.” Albert Einstein
  • 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
  • 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
  • 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?
  • 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
  • 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 Designing with Big Data © Ha Phan
  • 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?
  • 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 dimensions and properties such as: • Natural language • Scale • Measures • Frequency, Temporal Dimension
  • 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 Data © Ha Phan
  • 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 Date Completed Cost Home Pro Photo Description Date Filed Value Gap
  • Designing with Big Data © Ha Phan Reconcile IA properties Gap Gaps in ontology leads to gaps in experience Designing with Big Data © Ha Phan
  • 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
  • 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
  • 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 engagement that maximizes relevance & optimize your data
  • 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 of imperfect data. Designing with Big Data © Ha Phan
  • 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 © Ha Phan
  • 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 spinning data?
  • 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
  • Designing with Big Data © Ha Phan Road mapping is about enhancing relevance & value Providing deeper engagement — aligning data initiatives with Product Strategy Data Initiatives
  • 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
  • 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
  • Designing with Big Data © Ha Phan Thank you