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OXFORD TECHNOLOGY
VENTURES

Digital Analytics Association

Annual Symposium 2015
Chaos Theory 
How Analytics and Product D...
Oxford Tech + UX: DAA Symposium, May 7 2015 |https://c2.staticflickr.com/8/7056/6872894797_ec292d27f3_b.jpg
Oxford Tech + UX: DAA Symposium, May 7 2015 |
Oxford Tech + UX: DAA Symposium, May 7 2015 |
OXFORD TECHNOLOGY
VENTURES

The Vision
Bev May

OxfordTech.us 

Oxford Tech + UX: DAA Symposium, May 7 2015 |
‣ research and identify
customer needs,
competitors and market
context
CREAT...
Oxford Tech + UX: DAA Symposium, May 7 2015 |
Oxford Tech + UX: DAA Symposium, May 7 2015 |
LEMErS
Learnability
Efficiency
Memorability
Errors
Satisfaction
Oxford Tech + UX: DAA Symposium, May 7 2015 |
http://m.cdn.blog.hu/in/investo/image/Robot.jpg
OXFORD TECHNOLOGY
VENTURES
10 Years, 10 Steps to Chaos:
2005-2015
Bev May

OxfordTech.us 

Oxford Tech + UX: DAA Symposium, May 7 2015 |
- http://www.internationaltransportforum.org/Pub/pdf/15CPB_Self-drivingcars....
Oxford Tech + UX: DAA Symposium, May 7 2015 |
Oxford Tech + UX: DAA Symposium, May 7 2015 |
- http://www.internationaltransportforum.org/Pub/pdf/15CPB_Self-drivingcars....
Oxford Tech + UX: DAA Symposium, May 7 2015 |
mikefrancois.net/wp-content/uploads/2011/01/LinkedIn-Map1.png
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Oxford Tech + UX: DAA Symposium, May 7 2015 | http://www.wired.com/wp-content/uploads/2015/02/Untitled-12.jpg
38 MILLION V...
Oxford Tech + UX: DAA Symposium, May 7 2015 |
- http://www.internationaltransportforum.org/Pub/pdf/15CPB_Self-drivingcars....
Oxford Tech + UX: DAA Symposium, May 7 2015 |
5
Oxford Tech + UX: DAA Symposium, May 7 2015 | http://www.applenology.com/wp-content/uploads/2012/12/singlesaroundme-cover....
Oxford Tech + UX: DAA Symposium, May 7 2015 |http://cdn.slashgear.com/wp-content/uploads/2014/12/fold.jpg http://www.flows...
Oxford Tech + UX: DAA Symposium, May 7 2015 |http://media1.s-nbcnews.com/i/newscms/2014_19/426766/beerfridge_7e5864a1d060a...
Oxford Tech + UX: DAA Symposium, May 7 2015 |
http://re-actor.net/uploads/posts/2013-01/1358245842_5.jpg
Oxford Tech + UX: DAA Symposium, May 7 2015 |
http://www.gsmpedia.nl/wp-content/uploads/facial-recognition.jpg
9
9
Oxford Tech + UX: DAA Symposium, May 7 2015 |
http://colbertnation.mtvnimages.com/images/shows/colbert_report/videos/seaso...
Oxford Tech + UX: DAA Symposium, May 7 2015 |
https://www.youtube.com/watch?v=5szXt6CBDmo
Oxford Tech + UX: DAA Symposium, May 7 2015 |
- http://www.internationaltransportforum.org/Pub/pdf/15CPB_Self-drivingcars....
OXFORD TECHNOLOGY
VENTURES
Example A:
From Order to Chaos
Bev May

OxfordTech.us 

Oxford Tech + UX: DAA Symposium, May 7 2015 |http://www.uwsp.edu/cofac/PublishingImages/jackson%20pollock.jpg
Oxford Tech + UX: DAA Symposium, May 7 2015 |https://daphnelasky.files.wordpress.com/2010/10/namuth003.jpg
Oxford Tech + UX: DAA Symposium, May 7 2015 | http://russiaprofile.org/media/photo/08/8779.jpg
Oxford Tech + UX: DAA Symposium, May 7 2015 |
- http://www.internationaltransportforum.org/Pub/pdf/15CPB_Self-drivingcars....
Oxford Tech + UX: DAA Symposium, May 7 2015 |
http://www.damngeeky.com/wp-content/gallery/hoverbike-drone/Hoverbike-Drone-...
OXFORD TECHNOLOGY
VENTURES

Chaos
Bev May

OxfordTech.us 

Oxford Tech + UX: DAA Symposium, May 7 2015 |
http://d1kcl3yiuixneo.cloudfront.net/wp-content/uploads/swarm-of-monarch-but...
Oxford Tech + UX: DAA Symposium, May 7 2015 | http://en.wikipedia.org/wiki/Butterfly_effect
When a small change in the ini...
Oxford Tech + UX: DAA Symposium, May 7 2015 |
- http://www.internationaltransportforum.org/Pub/pdf/15CPB_Self-drivingcars....
Oxford Tech + UX: DAA Symposium, May 7 2015 |
Navinder Singh Sarao
Oxford Tech + UX: DAA Symposium, May 7 2015 | https://9to5mac.files.wordpress.com/2012/11/screen-shot-2012-11-14-at-10-04-...
Oxford Tech + UX: DAA Symposium, May 7 2015 |
FOUR NEW TRUTHS
1. we can no longer have any real idea what the “user” exper...
OXFORD TECHNOLOGY
VENTURES

Impact
Bev May

OxfordTech.us 

Oxford Tech + UX: DAA Symposium, May 7 2015 |
http://dripdrop.com/wp-content/uploads/2015/02/8-glasses.jpg
Oxford Tech + UX: DAA Symposium, May 7 2015 |http://www.google.com/design/spec/material-design/introduction.html#introduct...
Oxford Tech + UX: DAA Symposium, May 7 2015 |http://www.fastcodesign.com/1670547/9-groundbreaking-examples-of-generative-d...
Oxford Tech + UX: DAA Symposium, May 7 2015 |http://www.goddardconsulting.ca/image-files/MonteCarloPathsMany.jpg
Oxford Tech + UX: DAA Symposium, May 7 2015 | http://andrele.com/wp-content/uploads/2014/08/UsabilityLab1.jpg
Oxford Tech + UX: DAA Symposium, May 7 2015 | https://9to5mac.files.wordpress.com/2012/11/screen-shot-2012-11-14-at-10-04-...
OXFORD TECHNOLOGY
VENTURES

What Next?
Bev May

OxfordTech.us 

Oxford Tech + UX: DAA Symposium, May 7 2015 |https://cgcookie.com/blender/files/2013/09/koncir_milan.jpg
Oxford Tech + UX: DAA Symposium, May 7 2015 | https://nelramon.files.wordpress.com/2011/04/acid_picdump_921.jpg
Oxford Tech + UX: DAA Symposium, May 7 2015 |http://www.nathab.com/uploaded-files/carousels/TRIPS/Monarchs-Photo/Central-A...
THANKS!
Chaos Theory 
How Analytics and Product Design
Are Becoming Obsolete
DAA Annual Symposium
May 7, 2015 New York, NY...
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Chaos Theory: How Real-Time Data is Making Analytics and Product Design Obsolete at DAA NY 2015

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Beverly May, Executive Director of the UX Awards, presented the Chaos Theory: How Real-Time Data is Making Analytics and Product Design Obsolete during the DAA New York Symposium on May 7, 2015.

Today’s digital services deliver chaos. They are rendered in real-time and completely customized for each user. Every person has a unique Facebook profile, feed, list of friends and configuration of their privacy settings, apps and plugins. Every user has a flights search result based on browser and cookie settings, search destinations, date and time of day, preferred airlines and their geographic location, that determines exactly what offers they do (and don’t) see and how they change over time. Every person performing a Google search will see different results based on device, browser, profile, location, demographics and even their credit history.

Not only is the data and content that each user sees almost completely unpredictable; so is the design. Google’s Material Design, true responsive design and the card-based approach to modern UX means each person’s interface and experience also cannot be controlled. Enter into the equation the coming wave of natural user interfaces through gesture, eye tracking, brain sensing, and text-to speech, as well as the rise of machine learning and AI, and the level of data and product design complexity becomes infinite.

This engineered chaos not only cannot be properly measured, it also cannot be designed. Systems cannot be “designed” or measured, because the exact customer experience of any one user simply cannot be predicted. Rather, design and analytics have become the creation of holistic rules and preferences in the hopes of controlling and then documenting the chaos some of the time.

The result? What we have now is true Chaos Theory in digital services in which when a butterfly flaps its wings in Brazil, it can indeed cause a tornado in Texas. In short, many digital services are becoming cyborgs: living, organic, and highly complex digital ecosystems. We have only just begun to glimpse meaning of the impossibility of data analytics and design, let alone the impact on our human-digital future that is unfolding.

Published in: Data & Analytics

Chaos Theory: How Real-Time Data is Making Analytics and Product Design Obsolete at DAA NY 2015

  1. 1. OXFORD TECHNOLOGY VENTURES
 Digital Analytics Association
 Annual Symposium 2015 Chaos Theory  How Analytics and Product Design Are Becoming Obsolete May 7, 2015 New York, NY Bev May
 UXAwards.org @UXAwards @OxfordTech 

  2. 2. Oxford Tech + UX: DAA Symposium, May 7 2015 |https://c2.staticflickr.com/8/7056/6872894797_ec292d27f3_b.jpg
  3. 3. Oxford Tech + UX: DAA Symposium, May 7 2015 |
  4. 4. Oxford Tech + UX: DAA Symposium, May 7 2015 |
  5. 5. OXFORD TECHNOLOGY VENTURES
 The Vision Bev May
 OxfordTech.us 

  6. 6. Oxford Tech + UX: DAA Symposium, May 7 2015 | ‣ research and identify customer needs, competitors and market context CREATERESEARCH ‣ generate hypotheses and solutions to solve the needs in the best way (as prototypes or launched products) TEST ‣ test, iterate and refine USER EXPERIENCE DESIGN 
 DESIGNING THE EXPERIENCE OF THE USER
  7. 7. Oxford Tech + UX: DAA Symposium, May 7 2015 |
  8. 8. Oxford Tech + UX: DAA Symposium, May 7 2015 | LEMErS Learnability Efficiency Memorability Errors Satisfaction
  9. 9. Oxford Tech + UX: DAA Symposium, May 7 2015 | http://m.cdn.blog.hu/in/investo/image/Robot.jpg
  10. 10. OXFORD TECHNOLOGY VENTURES
10 Years, 10 Steps to Chaos: 2005-2015 Bev May
 OxfordTech.us 

  11. 11. Oxford Tech + UX: DAA Symposium, May 7 2015 | - http://www.internationaltransportforum.org/Pub/pdf/15CPB_Self-drivingcars.pdf inviteads.com/wp-content/uploads/2013/07/Heatmap.jpg 1
  12. 12. Oxford Tech + UX: DAA Symposium, May 7 2015 |
  13. 13. Oxford Tech + UX: DAA Symposium, May 7 2015 | - http://www.internationaltransportforum.org/Pub/pdf/15CPB_Self-drivingcars.pdf 2
  14. 14. Oxford Tech + UX: DAA Symposium, May 7 2015 | mikefrancois.net/wp-content/uploads/2011/01/LinkedIn-Map1.png 3
  15. 15. Oxford Tech + UX: DAA Symposium, May 7 2015 | http://www.wired.com/wp-content/uploads/2015/02/Untitled-12.jpg 38 MILLION VIEWS!
  16. 16. Oxford Tech + UX: DAA Symposium, May 7 2015 | - http://www.internationaltransportforum.org/Pub/pdf/15CPB_Self-drivingcars.pdf mikefrancois.net/wp-content/uploads/2011/01/LinkedIn-Map1.png 4
  17. 17. Oxford Tech + UX: DAA Symposium, May 7 2015 | 5
  18. 18. Oxford Tech + UX: DAA Symposium, May 7 2015 | http://www.applenology.com/wp-content/uploads/2012/12/singlesaroundme-cover.jpg 6
  19. 19. Oxford Tech + UX: DAA Symposium, May 7 2015 |http://cdn.slashgear.com/wp-content/uploads/2014/12/fold.jpg http://www.flowshop.pl/userdata/gfx/fcc528d2161c75dc6794b8ac15efb941.jpg http://apple.com 7
  20. 20. Oxford Tech + UX: DAA Symposium, May 7 2015 |http://media1.s-nbcnews.com/i/newscms/2014_19/426766/beerfridge_7e5864a1d060aee9305962b7418f758c.jpg 8
  21. 21. Oxford Tech + UX: DAA Symposium, May 7 2015 | http://re-actor.net/uploads/posts/2013-01/1358245842_5.jpg
  22. 22. Oxford Tech + UX: DAA Symposium, May 7 2015 | http://www.gsmpedia.nl/wp-content/uploads/facial-recognition.jpg 9 9
  23. 23. Oxford Tech + UX: DAA Symposium, May 7 2015 | http://colbertnation.mtvnimages.com/images/shows/colbert_report/videos/season10/10116/cr_10116_02.jpg? 10
  24. 24. Oxford Tech + UX: DAA Symposium, May 7 2015 | https://www.youtube.com/watch?v=5szXt6CBDmo
  25. 25. Oxford Tech + UX: DAA Symposium, May 7 2015 | - http://www.internationaltransportforum.org/Pub/pdf/15CPB_Self-drivingcars.pdf http://www.wired.com/images_blogs/design/2014/01/her-joaquin-phoenix-41.jpg
  26. 26. OXFORD TECHNOLOGY VENTURES
Example A: From Order to Chaos Bev May
 OxfordTech.us 

  27. 27. Oxford Tech + UX: DAA Symposium, May 7 2015 |http://www.uwsp.edu/cofac/PublishingImages/jackson%20pollock.jpg
  28. 28. Oxford Tech + UX: DAA Symposium, May 7 2015 |https://daphnelasky.files.wordpress.com/2010/10/namuth003.jpg
  29. 29. Oxford Tech + UX: DAA Symposium, May 7 2015 | http://russiaprofile.org/media/photo/08/8779.jpg
  30. 30. Oxford Tech + UX: DAA Symposium, May 7 2015 | - http://www.internationaltransportforum.org/Pub/pdf/15CPB_Self-drivingcars.pdf
  31. 31. Oxford Tech + UX: DAA Symposium, May 7 2015 | http://www.damngeeky.com/wp-content/gallery/hoverbike-drone/Hoverbike-Drone-3.jpg http://www.artinsights.com/wp-content/uploads/2014/03/The_Jetsons_Jetsons_Sunday_Drive.jpg
  32. 32. OXFORD TECHNOLOGY VENTURES
 Chaos Bev May
 OxfordTech.us 

  33. 33. Oxford Tech + UX: DAA Symposium, May 7 2015 | http://d1kcl3yiuixneo.cloudfront.net/wp-content/uploads/swarm-of-monarch-butterflies-el-rosario-sanctuary-mexico-6811270308-800x533.jpg The study of dynamic systems that are highly sensitive to initial conditions, and where small differences in initial conditions will yield widely diverging and unpredictable outcomes- even though future behavior is fully determined by the initial conditions.
  34. 34. Oxford Tech + UX: DAA Symposium, May 7 2015 | http://en.wikipedia.org/wiki/Butterfly_effect When a small change in the initial state of a system can result in large differences in a later state. “Does the flap of a butterfly’s wings in Brazil set off a tornado in Texas?” The flap of the butterfly’s wings in Brazil 3 weeks prior did not CAUSE the tornado — it formed a part of the total set of many initial conditions that, in combination, led to the tornado in ways that could not have been predicted
  35. 35. Oxford Tech + UX: DAA Symposium, May 7 2015 | - http://www.internationaltransportforum.org/Pub/pdf/15CPB_Self-drivingcars.pdf
  36. 36. Oxford Tech + UX: DAA Symposium, May 7 2015 | Navinder Singh Sarao
  37. 37. Oxford Tech + UX: DAA Symposium, May 7 2015 | https://9to5mac.files.wordpress.com/2012/11/screen-shot-2012-11-14-at-10-04-27-pm.png
  38. 38. Oxford Tech + UX: DAA Symposium, May 7 2015 | FOUR NEW TRUTHS 1. we can no longer have any real idea what the “user” experiences 2. we can no longer predict outputs of our product designs 3. we can no longer measure, let alone analyze, the totality of our product experience (only individual parts of it) 4. we can no longer really know WHY many things happen (especially from single-source analytics) https://9to5mac.files.wordpress.com/2012/11/screen-shot-2012-11-14-at-10-04-27-pm.png
  39. 39. OXFORD TECHNOLOGY VENTURES
 Impact Bev May
 OxfordTech.us 

  40. 40. Oxford Tech + UX: DAA Symposium, May 7 2015 | http://dripdrop.com/wp-content/uploads/2015/02/8-glasses.jpg
  41. 41. Oxford Tech + UX: DAA Symposium, May 7 2015 |http://www.google.com/design/spec/material-design/introduction.html#introduction-goals
  42. 42. Oxford Tech + UX: DAA Symposium, May 7 2015 |http://www.fastcodesign.com/1670547/9-groundbreaking-examples-of-generative-design#1
  43. 43. Oxford Tech + UX: DAA Symposium, May 7 2015 |http://www.goddardconsulting.ca/image-files/MonteCarloPathsMany.jpg
  44. 44. Oxford Tech + UX: DAA Symposium, May 7 2015 | http://andrele.com/wp-content/uploads/2014/08/UsabilityLab1.jpg
  45. 45. Oxford Tech + UX: DAA Symposium, May 7 2015 | https://9to5mac.files.wordpress.com/2012/11/screen-shot-2012-11-14-at-10-04-27-pm.png BRAVE NEW WORLD 1. UX DESIGN => SYSTEMS & RULES DESIGN (ENGINEERING), 
 ACROSS MULTIPLE INTERFACES & SCENARIOS 2. ANALYTICS => AUTOMATED MONITORING, 
 PREDICTIVE MODELING + OBSERVATION
  46. 46. OXFORD TECHNOLOGY VENTURES
 What Next? Bev May
 OxfordTech.us 

  47. 47. Oxford Tech + UX: DAA Symposium, May 7 2015 |https://cgcookie.com/blender/files/2013/09/koncir_milan.jpg
  48. 48. Oxford Tech + UX: DAA Symposium, May 7 2015 | https://nelramon.files.wordpress.com/2011/04/acid_picdump_921.jpg
  49. 49. Oxford Tech + UX: DAA Symposium, May 7 2015 |http://www.nathab.com/uploaded-files/carousels/TRIPS/Monarchs-Photo/Central-America-Monarchs-Photo-2-butterfly.jpg
  50. 50. THANKS! Chaos Theory  How Analytics and Product Design Are Becoming Obsolete DAA Annual Symposium May 7, 2015 New York, NY Bev May
 UXAwards.org @UXAwards @OxfordTech 


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