The document summarizes a presentation given by Bev May at the Digital Analytics Association Annual Symposium on May 7, 2015 in New York. The presentation discussed how chaos theory demonstrates that analytics and product design are becoming obsolete due to the butterfly effect, whereby small changes can lead to large unpredictable outcomes. As systems become more complex and interconnected, it is no longer possible to fully understand or predict user experiences, outputs, or the reasons for certain outcomes. The presentation argues UX design must shift from a focus on individual interfaces to designing rules and systems across multiple interfaces and scenarios, while analytics needs to move from traditional methods to automated monitoring and predictive modeling.

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. Oxford Tech + UX: DAA Symposium, May 7 2015 |https://c2.staticflickr.com/8/7056/6872894797_ec292d27f3_b.jpg

3. Oxford Tech + UX: DAA Symposium, May 7 2015 |

4. Oxford Tech + UX: DAA Symposium, May 7 2015 |

5. OXFORD TECHNOLOGY
VENTURES
The Vision
Bev May
OxfordTech.us

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. Oxford Tech + UX: DAA Symposium, May 7 2015 |

8. Oxford Tech + UX: DAA Symposium, May 7 2015 |
LEMErS
Learnability
Efficiency
Memorability
Errors
Satisfaction

9. Oxford Tech + UX: DAA Symposium, May 7 2015 |
http://m.cdn.blog.hu/in/investo/image/Robot.jpg

10. OXFORD TECHNOLOGY
VENTURES 10 Years, 10 Steps to Chaos:
2005-2015
Bev May
OxfordTech.us

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
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12. Oxford Tech + UX: DAA Symposium, May 7 2015 |

13. Oxford Tech + UX: DAA Symposium, May 7 2015 |
- http://www.internationaltransportforum.org/Pub/pdf/15CPB_Self-drivingcars.pdf
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14. Oxford Tech + UX: DAA Symposium, May 7 2015 |
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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. Oxford Tech + UX: DAA Symposium, May 7 2015 |
- http://www.internationaltransportforum.org/Pub/pdf/15CPB_Self-drivingcars.pdf
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18. Oxford Tech + UX: DAA Symposium, May 7 2015 | http://www.applenology.com/wp-content/uploads/2012/12/singlesaroundme-cover.jpg
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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
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20. Oxford Tech + UX: DAA Symposium, May 7 2015 |http://media1.s-nbcnews.com/i/newscms/2014_19/426766/beerfridge_7e5864a1d060aee9305962b7418f758c.jpg
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24. Oxford Tech + UX: DAA Symposium, May 7 2015 |
https://www.youtube.com/watch?v=5szXt6CBDmo

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. OXFORD TECHNOLOGY
VENTURES Example A:
From Order to Chaos
Bev May
OxfordTech.us

27. Oxford Tech + UX: DAA Symposium, May 7 2015 |http://www.uwsp.edu/cofac/PublishingImages/jackson%20pollock.jpg

28. Oxford Tech + UX: DAA Symposium, May 7 2015 |https://daphnelasky.files.wordpress.com/2010/10/namuth003.jpg

29. Oxford Tech + UX: DAA Symposium, May 7 2015 | http://russiaprofile.org/media/photo/08/8779.jpg

30. Oxford Tech + UX: DAA Symposium, May 7 2015 |
- http://www.internationaltransportforum.org/Pub/pdf/15CPB_Self-drivingcars.pdf

31. Oxford Tech + UX: DAA Symposium, May 7 2015 |
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32. OXFORD TECHNOLOGY
VENTURES
Chaos
Bev May
OxfordTech.us

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. 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. Oxford Tech + UX: DAA Symposium, May 7 2015 |
- http://www.internationaltransportforum.org/Pub/pdf/15CPB_Self-drivingcars.pdf

36. Oxford Tech + UX: DAA Symposium, May 7 2015 |
Navinder Singh Sarao

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. 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. OXFORD TECHNOLOGY
VENTURES
Impact
Bev May
OxfordTech.us

40. Oxford Tech + UX: DAA Symposium, May 7 2015 |
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41. Oxford Tech + UX: DAA Symposium, May 7 2015 |http://www.google.com/design/spec/material-design/introduction.html#introduction-goals

42. Oxford Tech + UX: DAA Symposium, May 7 2015 |http://www.fastcodesign.com/1670547/9-groundbreaking-examples-of-generative-design#1

43. Oxford Tech + UX: DAA Symposium, May 7 2015 |http://www.goddardconsulting.ca/image-files/MonteCarloPathsMany.jpg

44. Oxford Tech + UX: DAA Symposium, May 7 2015 | http://andrele.com/wp-content/uploads/2014/08/UsabilityLab1.jpg

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. OXFORD TECHNOLOGY
VENTURES
What Next?
Bev May
OxfordTech.us

47. Oxford Tech + UX: DAA Symposium, May 7 2015 |https://cgcookie.com/blender/files/2013/09/koncir_milan.jpg

48. Oxford Tech + UX: DAA Symposium, May 7 2015 | https://nelramon.files.wordpress.com/2011/04/acid_picdump_921.jpg

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. 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