1.
Eva Deckers
Philips Design
June 2018
Data Enabled Design

2.
Strategic Design | Data Enabled Design

3.
Changing economic paradigms | need for new mindset and tools

4.
Changing economic paradigms | the Philips story

5.
Changing economic paradigms | the Philips story

6.
Data Enabled Design

7.
We set out to truly understand the
value of data for users and ensure that
propositions that encompass data are
meaningful.
Data as creative
material
Make data
meaningful
We believe that data is a design
material we do not utilize enough yet,
we treat data as creative material

8.
How to
design for?
Machine
Learning
Personalized
Services
Artificial
Intelligence
Eco-
systems
Connected
Experiences
Internet
of
Things

9.
Designing with data and intelligence | three challenges
1. It is difficult to envision what data and
intelligence can or can not do
2. Designers are not trained and lack the tools
to work with data and intelligence as design
material
3. Designers are not enough involved in the
developments around data and intelligence
to address the ethical and experience side
Dove et al. CHI2017

10.
1. We are gathering and working with data from and about our
users, building and utilizing different data collection tools
2. Use existing tools in new contexts and develop new tools to
translate data into insights
3. Integration data design skills with service design and
cocreate to build differentiating, user centered propositions
4. Growing the impact of our data visualization capability both
as a tool for working and understanding data as a
proposition on it self
5. Building the canvasses and tools to make exploring with data
accessible as well as making first steps in building intelligent
systems from a design perspective
Designing with data and intelligence | five goals

11.
Gathering and working with data

12.
Tools to translate data into insights

13.
Integrate with service design and co-create

14.
Grow the impact of data visualization

15.
Tools to explore with data and intelligence

16.
Showcase | Population Health

17.
Showcase | Patient tracked data in
healthcare

18.
Smart bottle, first data enabled design
project to accelerate on the single
connected proposition for uGrow

19.
How can parent-tracked baby data be of
value in interactions with their healthcare
professionals?
26

20.
data as creative material
explorative – adaptive continuous
Situated Explorative and ContinuousData as Creative Material

21.
explorative – adaptive continuous
Parent Toolkit Researcher DashboardHealthcare Professional Dashboard

22.
Parent Toolkit

23.
PARENT TOOLKIT EXAMPLE
Rotation Knob
Cry intensity
Falling asleep
Satisfaction level

24.
Healthcare Professional Dashboard

25.
Researcher
Dashboard

26.
Preventative
Care Professional Pediatrician
General
Practitioner
Family 1 Family 2 Family 3 Family 5 Family 6
• 5 weeks old • 3 weeks old • 5 months old • 3 months old • 6 weeks old
• No issues • Born light weight • multiple
hospitalizations
• Crying • Reflux
Participants

27.
Situated Explorations
weeks participation per family
weeks participation per professional
data entries
unique data trackers’ labels
message treats
interview hours
reflection sessions with parents and professionals
6
6-9
1373
25
20
36
5

28.
Design Narratives

29.
Design Narratives
My Care
Question
(Preventative
Care
Professional)
Care Paths
(GP and
Pediatrician)
Design intervention
Insight
t
t

30.
DESIGN NARRATIVE
My Care Question

31.
“Sometimes I click the
button twice as I forgot
to log the previous one.
But that doesn’t show
the real situation”
– family 2, mother
DESIGN NARRATIVE
My Care Question

32.
DESIGN NARRATIVE
My Care Question
“I am so pleased with the
adaption possibilities. When I
forget it in the middle of the
night and enter the data in
the morning it automatically
‘jumps’ to the right position
on the timeline.”
– family 3, mother

33.
DESIGN NARRATIVE
My Care Question

34.
DESIGN NARRATIVE
My Care Question

35.
“I am doubting. I see a lot of data that I
could respond to, but I’m hesitant to do so
as I do not want to create issues that are not
there.”
– preventative care professional
DESIGN NARRATIVE
My Care Question

36.
DESIGN NARRATIVE
My Care Question

37.
DESIGN NARRATIVE
My Care Question

38.
DESIGN NARRATIVE
My Care Question

39.
DESIGN NARRATIVE
My Care Question
“Now I get much more information (…) Maybe, when
you [mum] had seen me two weeks after, you might
have already stopped expressing. You might have
thought ‘this is not working out’ and maybe you would
have switched to formula milk already. [mum
confirms]’
– consultation office nurse

40.
DESIGN NARRATIVE
Care Paths

41.
“Sometimes my baby is not
crying but clearly uncomfortable,
you could notice that by not
going to sleep.”
- Family 5, mother
DESIGN NARRATIVE
Care Paths

42.
DESIGN NARRATIVE
Care Paths

43.
What’s next?

44.
51
We set out to truly understand the
value of data for users and ensure that
propositions that encompass data are
meaningful.
Data as creative
material
Make data
meaningful
We believe that data is a design
material we do not utilize enough yet,
we treat data as creative material

45.
Data Enabled Design | on our agenda
• Grow team
• Accelerate service – data design integration
• Mature tools
• Train (digital) designers
• Increase business impact
• Influence software/platform choices
• Repeatable visualizations standards
• Designerly point of view on AI
• Measuring Experiences
52