You've Got (Big) Data! Now What?
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One of the biggest challenges in the data age is overcoming the problematic belief that data has all the answers. The truth is – data is a resource, not a solution. In order to extract valuable and actionable insights, it is necessary to ask and re-ask certain questions. This talk is about figuring out what these questions are and exposes some of the limitations of common, and seemingly intuitive, approaches to data problems. As an alternative, I introduce the concept of using human-centered design principles and an iterative process to approach what you do with Big (and small) Data. As exemplars, I will walk-through a quick informal example and a real Datascope client project to highlight the flexibility and speed of these techniques.
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You've Got (Big) Data! Now What?
- 1. Jess Freaner • @jessfreaner You’ve Got (Big) Data! Now What? for Big Data Week - Chicago • Sept 21, 2016
- 2. why have we not seen the transformation promised by “Big Data” ?
- 3. tools?
- 4. tools?
- 5. talent?
- 6. talent?
- 7. talent?
- 8. talent?
- 9. process.
- 10. gunshowcomic.com
- 11. gunshowcomic.com
- 12. agenda - a common approach to data problems - trying to plan in an ambiguous world - a better (iterative) approach - a quick informal example - case study
- 18. linear
- 21. identify the best locations to plant new trees unclear problems the data world
- 22. how many? what kinds of trees? move old trees? replace old trees? identify the best locations to plant new trees unclear problems the data world
- 23. aesthetically pleasing? maximize growth? increase foliage? offset CO2 emissions? how many? what kinds of trees? move old trees? replace old trees? identify the best locations to plant new trees unclear problems the data world
- 24. aesthetically pleasing? maximize growth? increase foliage? offset CO2 emissions? how many? what kinds of trees? move old trees? replace old trees? identify the best locations to plant new trees unclear problems the data world
- 25. ecosystem consequences new bug species toxins in ground soil drought starts aesthetically pleasing? maximize growth? increase foliage? offset CO2 emissions? how many? what kinds of trees? move old trees? replace old trees? identify the best locations to plant new trees new data emerge unclear problems the data world
- 26. aesthetically pleasing? maximize growth? increase foliage? offset CO2 emissions? how many? what kinds of trees? move old trees? replace old trees? identify the best locations to plant new trees new data emerge ecosystem consequences new bug species toxins in ground soil drought starts and new solutions! build a bike path add benches plant bushes introduce ladybugs unclear problems the data world
- 27. identify the best locations to plant new trees why trees? unclear problems the data world
- 29. anticipate refining your solution iterative problem solving generate ideas build prototypeevaluation 1-4 week iterations
- 30. human-centered design personas, use cases build device prototypessurveys, interviews, ethnography generate ideas build prototypeevaluation 1-4 week iterations anticipate refining your solution iterative problem solving
- 31. business requirements minimum viable productsplit testing, A/B testing personas, use cases build device prototypes generate ideas build prototypeevaluation 1-4 week iterations lean startup human-centered design anticipate refining your solution iterative problem solving surveys, interviews, ethnography
- 32. business requirements story/user cards write codeQA; requirements churn minimum viable productsplit testing, A/B testing personas, use cases build device prototypes generate ideas build prototypeevaluation 1-4 week iterations agile programming lean startup human-centered design anticipate refining your solution iterative problem solving surveys, interviews, ethnography
- 33. scientific method hypothesis experimentmeasurement agile programming story/user cards write codeQA; requirements churn lean startup business requirements minimum viable productsplit testing, A/B testing human-centered design personas, use cases build device prototypessurveys, interviews, ethnography generate ideas build prototypeevaluation 1-4 week iterations anticipate refining your solution iterative problem solving
- 35. - explore tools / libraries - learn more about Chicago - play with social media data - write a blog post my goal recent passion project
- 36. wouldn't it be great… - go for quantity - encourage wild ideas - defer judgement where to start recent passion project
- 37. wouldn't it be great… - go for quantity - encourage wild ideas - defer judgement where to start recent passion project
- 38. wouldn't it be great… - go for quantity - encourage wild ideas - defer judgement - most will be bad where to start recent passion project
- 39. wouldn't it be great… - go for quantity - encourage wild ideas - defer judgement - most will be bad - a few will be good where to start recent passion project
- 42. brainstorm recent passion project - text - pictures - geolocation - networks - timestamps
- 43. brainstorm recent passion project - text - pictures - geolocation - networks - timestamps - where? - when? - who?
- 44. brainstorm recent passion project - text - pictures - geolocation - networks - timestamps - where? - when? - to go? - to avoid? - who?
- 45. iterations recent passion project + = - map Instagram activity to Chicago neighborhoods eat at which Chicago restaurants?
- 48. iterations recent passion project put one day on the map
- 49. missing something? missing data recent passion project
- 50. redefined solution recent passion project - what patterns might you find?
- 51. redefined solution recent passion project - what patterns might you find?
- 52. redefined solution recent passion project - meaningful stories / insights
- 53. redefined solution recent passion project - meaningful stories / insights
- 54. - map Instagram activity to Chicago neighborhoods recent passion project + = eat at which Chicago restaurants? redefined problem
- 55. recent passion project + = ? - who’s (not) represented in Chicago’s Instagram activity ? redefined problem
- 58. final output recent passion project
- 59. final output recent passion project
- 60. final output recent passion project
- 62. linear
- 63. iterative
- 64. iterative who is missing from Chicago’s instagram?
- 65. iterative
- 66. a case study
- 67. procter & gamble data driven expertise exploration
- 68. procter & gamble fortune 50 multinational 110,000+ employees backstory
- 69. procter & gamble fortune 50 10 product categories multinational 110,000+ employees backstory
- 70. procter & gamble fortune 50 10 product categories multinational 110,000+ employees backstory
- 71. procter & gamble fortune 50 10 product categories multinational 110,000+ employees backstory
- 72. Kathie informal conversations to clarify goals procter & gamble
- 73. Kathie informal conversations to clarify goals procter & gamble
- 74. Kathie Bob Grace George Lyle Tim Mollie pizza falafel burrito tacos salad veggies 2 kids girlfriend wife husband dog roommates diapers metals chemistry english health care geology informal conversations to clarify goals procter & gamble
- 75. informal conversations to clarify goals procter & gamble Kathie
- 76. Kathie informal conversations to clarify goals procter & gamble
- 77. informal conversations to clarify goals procter & gamble
- 78. informal conversations to clarify goals procter & gamble
- 79. foster collaboration ? ? ? ? informal conversations to clarify goals procter & gamble
- 80. ? ? ? how?! ? informal conversations to clarify goals procter & gamble
- 81. linear
- 84. resources analyses visualizations data-driven expertise exploration procter & gamble
- 85. data-driven expertise exploration procter & gamble
- 86. Lorem Ipsum: a narrative about blankets. Author: Charlie Brown Date: 31 Jan 2012 Lorem Ipsum is a dummy text used when typesetting or marking up documents. It has a long history starting from the 1500s and is still used in digital millennium for typesetting electronic documents, page designs, etc. In itself, the original text of Lorem Ipsum might have been taken from an ancient Latin book that was written about 50 BC. Nevertheless, Lorem Ipsum’s words have been changed so they don’t read as a proper text. Naturally, page designs that are made for text documents must contain some text rather than placeholder dots or something else. However, should they contain proper English words and sentences almost every reader will deliberately try to interpret it eventually, missing the design itself. However, a placeholder text must have a natural distribution of letters and punctuation or otherwise the markup will look strange and unnatural. That’s what Lorem Ipsum helps to achieve. I would like to thank Peppermint Pattyfor her support on studying Lorem Ipsum as well as the infinite wisdom of Linus van Peltand his willingness to use his blanket in my experiments. data-driven expertise exploration procter & gamble
- 87. Lorem Ipsum: a narrative about blankets. Author: Charlie Brown Date: 31 Jan 2012 Lorem Ipsum is a dummy text used when typesetting or marking up documents. It has a long history starting from the 1500s and is still used in digital millennium for typesetting electronic documents, page designs, etc. In itself, the original text of Lorem Ipsum might have been taken from an ancient Latin book that was written about 50 BC. Nevertheless, Lorem Ipsum’s words have been changed so they don’t read as a proper text. Naturally, page designs that are made for text documents must contain some text rather than placeholder dots or something else. However, should they contain proper English words and sentences almost every reader will deliberately try to interpret it eventually, missing the design itself. However, a placeholder text must have a natural distribution of letters and punctuation or otherwise the markup will look strange and unnatural. That’s what Lorem Ipsum helps to achieve. I would like to thank Peppermint Pattyfor her support on studying Lorem Ipsum as well as the infinite wisdom of Linus van Peltand his willingness to use his blanket in my experiments. data-driven expertise exploration procter & gamble
- 88. concept sketch comparisons procter & gamble what matters & why?
- 89. VS concept sketch comparisons procter & gamble what matters & why?
- 90. VS concept sketch comparisons procter & gamble what matters & why?
- 91. VS concept sketch comparisons procter & gamble what matters & why?
- 92. VS concept sketch comparisons procter & gamble what matters & why?
- 93. VS concept sketch comparisons procter & gamble what matters & why?
- 94. VS concept sketch comparisons procter & gamble what matters & why?
- 95. VS concept sketch comparisons procter & gamble what matters & why?
- 96. VS concept sketch comparisons procter & gamble what matters & why?
- 97. VS concept sketch comparisons procter & gamble what matters & why?
- 98. VS concept sketch comparisons procter & gamble what matters & why?
- 99. VS concept sketch comparisons procter & gamble what matters & why?
- 100. what matters & why? moving forward procter & gamble
- 101. what matters & why? search engine with relevance metrics moving forward procter & gamble
- 102. what matters & why? demographics moving forward procter & gamble
- 103. what matters & why? human readable expertise summary moving forward procter & gamble
- 104. what matters & why? moving forward procter & gamble
- 105. Lorem Ipsum: a narrative about blankets. Author: Charlie Brown Date: 31 Jan 2012 Lorem Ipsum is a dummy text used when typesetting or marking up documents. It has a long history starting from the 1500s and is still used in digital millennium for typesetting electronic documents, page designs, etc. In itself, the original text of Lorem Ipsum might have been taken from an ancient Latin book that was written about 50 BC. Nevertheless, Lorem Ipsum’s words have been changed so they don’t read as a proper text. Naturally, page designs that are made for text documents must contain some text rather than placeholder dots or something else. However, should they contain proper English words and sentences almost every reader will deliberately try to interpret it eventually, missing the design itself. However, a placeholder text must have a natural distribution of letters and punctuation or otherwise the markup will look strange and unnatural. That’s what Lorem Ipsum helps to achieve. I would like to thank Peppermint Pattyfor her support on studying Lorem Ipsum as well as the infinite wisdom of Linus van Peltand his willingness to use his blanket in my experiments. data-driven expertise exploration procter & gamble
- 106. Lorem Ipsum: a narrative about blankets. Author: Charlie Brown Date: 31 Jan 2012 Lorem Ipsum is a dummy text used when typesetting or marking up documents. It has a long history starting from the 1500s and is still used in digital millennium for typesetting electronic documents, page designs, etc. In itself, the original text of Lorem Ipsum might have been taken from an ancient Latin book that was written about 50 BC. Nevertheless, Lorem Ipsum’s words have been changed so they don’t read as a proper text. Naturally, page designs that are made for text documents must contain some text rather than placeholder dots or something else. However, should they contain proper English words and sentences almost every reader will deliberately try to interpret it eventually, missing the design itself. However, a placeholder text must have a natural distribution of letters and punctuation or otherwise the markup will look strange and unnatural. That’s what Lorem Ipsum helps to achieve. I would like to thank Peppermint Pattyfor her support on studying Lorem Ipsum as well as the infinite wisdom of Linus van Peltand his willingness to use his blanket in my experiments. data-driven expertise exploration procter & gamble demographics
- 107. Lorem Ipsum: a narrative about blankets. Author: Charlie Brown Date: 31 Jan 2012 Lorem Ipsum is a dummy text used when typesetting or marking up documents. It has a long history starting from the 1500s and is still used in digital millennium for typesetting electronic documents, page designs, etc. In itself, the original text of Lorem Ipsum might have been taken from an ancient Latin book that was written about 50 BC. Nevertheless, Lorem Ipsum’s words have been changed so they don’t read as a proper text. Naturally, page designs that are made for text documents must contain some text rather than placeholder dots or something else. However, should they contain proper English words and sentences almost every reader will deliberately try to interpret it eventually, missing the design itself. However, a placeholder text must have a natural distribution of letters and punctuation or otherwise the markup will look strange and unnatural. That’s what Lorem Ipsum helps to achieve. I would like to thank Peppermint Pattyfor her support on studying Lorem Ipsum as well as the infinite wisdom of Linus van Peltand his willingness to use his blanket in my experiments. data-driven expertise exploration procter & gamble demographics connections
- 108. Lorem Ipsum: a narrative about blankets. Author: Charlie Brown Date: 31 Jan 2012 Lorem Ipsum is a dummy text used when typesetting or marking up documents. It has a long history starting from the 1500s and is still used in digital millennium for typesetting electronic documents, page designs, etc. In itself, the original text of Lorem Ipsum might have been taken from an ancient Latin book that was written about 50 BC. Nevertheless, Lorem Ipsum’s words have been changed so they don’t read as a proper text. Naturally, page designs that are made for text documents must contain some text rather than placeholder dots or something else. However, should they contain proper English words and sentences almost every reader will deliberately try to interpret it eventually, missing the design itself. However, a placeholder text must have a natural distribution of letters and punctuation or otherwise the markup will look strange and unnatural. That’s what Lorem Ipsum helps to achieve. I would like to thank Peppermint Pattyfor her support on studying Lorem Ipsum as well as the infinite wisdom of Linus van Peltand his willingness to use his blanket in my experiments. data-driven expertise exploration procter & gamble demographics expertise connections
- 109. low fidelity prototype iterations procter & gamble
- 110. higher fidelity prototype iterations procter & gamble
- 111. prototype iterations procter & gamble high fidelity
- 112. procter & gamble data-driven expertise exploration – Kathie Felber, Technical CoP Leader They delivered an innovative, one-of- a-kind tool that I use every day to increase collaboration and better understand our company
- 114. linear
- 115. iterative
- 116. iterative search for expertise in a company
- 117. iterative
- 118. doing is better than planning
- 119. while doing
- 120. while doing refine your approach
- 121. while doing refine your approach get feedback
- 122. while doing keep asking questions! refine your approach get feedback
- 123. in conclusion
- 124. in conclusion
- 125. in conclusion
- 126. in conclusion
- 127. in conclusion
- 128. in conclusion
- 129. Thanks! You’ve Got (Big) Data! Now What? Jess Freaner • @jessfreaner @DsAtweet