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Data Science and Design:
A Tale of Two Tribes
Chris Chapo
Head of Data Science at ENJOY
@chapo
http://sfdata.startupweekend.org/files/2014/05/Fotolia_41498462_M1.jpg@chapo
@chapo
@chapo
https://hbr.org/2011/06/the-innovation-catalysts@chapo
Intuit’s Design for Delight
1. Deep Customer Empathy
2. Go Broad to...
@chapo
Designers Data Scientists
@chapo
“The value of an idea lies
in the using of it.”
- Thomas Edison
@chapo http://www.socialmediatoday.com/content/10-effective-ab-testing-procedures-monetize-your-content-increase-conversio...
@chapo
A/B Testing
Experimentation
Insight
Innovation
@chapo
App A App B App C App D
End-User
Apps
Service Oriented Architecture
Core
Services
Service
A
Service
B
Service
D
Ser...
@chapo
Develop an A/B Testing Service

(the product)
The Challenge
For Developers Across the Enterprise
(the users)
To Fue...
@chapo
# EXPERIMENTS
PER WEEK
Success Measure for Adoption
of A/B Testing Service:
@chapo
# EXPERIMENTS
PER WEEK
# NEW END-USER
FEATURES
Success Measures for Adoption
of A/B Testing Service:
@chapo http://thenextweb.com/facebook/2014/02/10/facebooks-open-academy-helps-students-apply-theory-practice-become-better...
@chapo
@chapo
A/B Testing
Platform
Success
Experiments
per week
New End-User
features
# Users vs target
Time to consumption
Laggi...
Data shifts the conversation
from “I think” to “I know”
1
@chapo
@chapo
@chapo
Develop a Real-Time Reporting Dashboard

(the product)
The Challenge
For Store Managers while on the shop floor
(the...
@chapo
137“core” metrics
Gross sales
Transactions
Returns
Wait time
NetPromoter Score
Traffic
Conversion
Product category s...
@chapo Illustrative example
Customer
Experience
(NPS)
Sales
Employee
engagement
In-Stock
Traffic
# of employees
Employee
kn...
@chapo
# of Stores
Best Performing StoresLowest Performing Stores
Distribution of Performance by Store
Focus Design
Resear...
@chapo
@chapo
4
key behaviors
+10%
conversion
May 3, 201Dashboard
iPhone 5 & iPhone 6 Moc…
Screen 2
Illustrative example
Data brings focus to the
design process
2
@chapo
@chapo http://www.forbes.com/sites/briansolomon/2014/04/29/ebay-repatriates-6-billion-in-cash-bucking-trend-set-by-apple/
@chapo
1 Billiontransactions per day
http://www.sap.com/customer-testimonials/high-tech/ebay.html
@chapo
@chapo
What?
Why?
What is Likely?
What If?
Key Questions Methods
SAP Hana
Data Cleansing
Time-series
Decision trees
http:/...
@chapo
@chapo http://experience.sap.com/designservices/work/optimizing-ebays-signal-detection
@chapo http://experience.sap.com/designservices/work/optimizing-ebays-signal-detection
Design brings data to life3
@chapo
Design brings data to life3
@chapo
Data brings focus to the design process2
Data shifts the conversation from
“I think” to...
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Data Science and Design: A Tale of Two Tribes (Chris Chapo at Enterprise UX 2015)

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Peter Morville: "Data Science and Design: A Tale of Two Tribes"
Enterprise UX 2015 • May 13, 2015 • San Antonio, TX, USA
http://enterpriseux.net

Published in: Design

Data Science and Design: A Tale of Two Tribes (Chris Chapo at Enterprise UX 2015)

  1. 1. Data Science and Design: A Tale of Two Tribes Chris Chapo Head of Data Science at ENJOY @chapo
  2. 2. http://sfdata.startupweekend.org/files/2014/05/Fotolia_41498462_M1.jpg@chapo
  3. 3. @chapo
  4. 4. @chapo
  5. 5. https://hbr.org/2011/06/the-innovation-catalysts@chapo Intuit’s Design for Delight 1. Deep Customer Empathy 2. Go Broad to Go Narrow 3. Rapid Experiments with Customers
  6. 6. @chapo Designers Data Scientists
  7. 7. @chapo “The value of an idea lies in the using of it.” - Thomas Edison
  8. 8. @chapo http://www.socialmediatoday.com/content/10-effective-ab-testing-procedures-monetize-your-content-increase-conversions
  9. 9. @chapo A/B Testing Experimentation Insight Innovation
  10. 10. @chapo App A App B App C App D End-User Apps Service Oriented Architecture Core Services Service A Service B Service D Service C Service E A/B Testing Service
  11. 11. @chapo Develop an A/B Testing Service
 (the product) The Challenge For Developers Across the Enterprise (the users) To Fuel Insight-Driven Development
 (the payoff)
  12. 12. @chapo # EXPERIMENTS PER WEEK Success Measure for Adoption of A/B Testing Service:
  13. 13. @chapo # EXPERIMENTS PER WEEK # NEW END-USER FEATURES Success Measures for Adoption of A/B Testing Service:
  14. 14. @chapo http://thenextweb.com/facebook/2014/02/10/facebooks-open-academy-helps-students-apply-theory-practice-become-better-software-engineers/
  15. 15. @chapo
  16. 16. @chapo A/B Testing Platform Success Experiments per week New End-User features # Users vs target Time to consumption Lagging Indicators Leading Indicators Ease of use of platform Awareness of platform across dev community Quality of platform Ease of implementing change Visits to services directory Enhancements requested Uptime Time to insight Test results reflect reality? Enhancement backlog
  17. 17. Data shifts the conversation from “I think” to “I know” 1 @chapo
  18. 18. @chapo
  19. 19. @chapo Develop a Real-Time Reporting Dashboard
 (the product) The Challenge For Store Managers while on the shop floor (the users) To improve Customer Experience and Sales
 (the payoff)
  20. 20. @chapo 137“core” metrics Gross sales Transactions Returns Wait time NetPromoter Score Traffic Conversion Product category sales Managers on staff Employees on staff Manager tenure Store size Store layout In-stock percent Shrink Employee engagement Customer segments Number of cashiers Net sales Employee knowledge Illustrative example
  21. 21. @chapo Illustrative example Customer Experience (NPS) Sales Employee engagement In-Stock Traffic # of employees Employee knowledge Employee tenure Customer segments Illustrative Causal Map
  22. 22. @chapo # of Stores Best Performing StoresLowest Performing Stores Distribution of Performance by Store Focus Design Research Here
  23. 23. @chapo
  24. 24. @chapo 4 key behaviors +10% conversion May 3, 201Dashboard iPhone 5 & iPhone 6 Moc… Screen 2 Illustrative example
  25. 25. Data brings focus to the design process 2 @chapo
  26. 26. @chapo http://www.forbes.com/sites/briansolomon/2014/04/29/ebay-repatriates-6-billion-in-cash-bucking-trend-set-by-apple/
  27. 27. @chapo 1 Billiontransactions per day http://www.sap.com/customer-testimonials/high-tech/ebay.html
  28. 28. @chapo
  29. 29. @chapo What? Why? What is Likely? What If? Key Questions Methods SAP Hana Data Cleansing Time-series Decision trees http://www.sap.com/customer-testimonials/high-tech/ebay.html
  30. 30. @chapo
  31. 31. @chapo http://experience.sap.com/designservices/work/optimizing-ebays-signal-detection
  32. 32. @chapo http://experience.sap.com/designservices/work/optimizing-ebays-signal-detection
  33. 33. Design brings data to life3 @chapo
  34. 34. Design brings data to life3 @chapo Data brings focus to the design process2 Data shifts the conversation from “I think” to “I know” 1

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