Designing Big Data Interactions Using the Language of Discovery

The Language #StrataNY2012
#languageofdiscovery
of Discovery #ageoﬁnsight

Joe Lamantia
UX Lead: Discovery Products Oracle
@moJoe
JoeLamantia.com
Joe.Lamantia@oracle.com
http://slideshare.net/mojoe

designed many
discovery solutions

“In the next ten
years, digital data
alone is expected
to grow 44 times.
By 2020, there
will be 4 billion
people online
creating 50
trillion gigabytes
of data.”
HP Intelligent Research

Volume: yotta, yotta, yotta
Varied data ‘materials’
social, cultural, personal, environmental, economic, scientiﬁc

Full spectrum of granularity
Real-time & historical perspectives
Commoditized infrastructure
storage, processing, distribution, publishing

Data ecosystem(s)

Discovery
Act or experience of seeing, ﬁnding,
learning, or solving something.
Something seen, found, learned, or solved.

discovery is
making sense
of the world
search
prediction

visualization

analysis

Insight
Grasping or understanding meaning,
signiﬁcance, and/or a solution.
A valuable change in perspective or
understanding that enables or guides
further action.

urban status
http://citydashboard.org/london/

‘Cliodynamics’ is a
transdisciplinary area of
research integrating
historical macrosociology,
economic history/
cliometrics, mathematical
modeling of long-term
social processes, and the
construction and analysis of
historical databases.

scientific disciplines

“What we found are the
constants that describe
every city,” he says.

I don’t know anything
about this city or even
where it is or its history, but
I can tell you all about it.

And the reason I can do that
is because every city is
really the same.”

http://www.nytimes.com/2010/12/19/magazine/19Urban_West-t.html

“The ability to take data - to be able to understand it, to
process it, to extract value from it, to visualize it, to
communicate it's going to be a hugely important skill in the
next decades, not only at the professional level but even at the educational level for
elementary school kids, for high school kids, for college kids. Because now we
really do have essentially free and ubiquitous data. So the
complimentary scarce factor is the ability to understand
that data and extract value from it.”

Hal Varian

http://www.mckinseyquarterly.com/Hal_Varian_on_how_the_Web_challenges_managers_2286

“The datasexual looks a lot like
you and me, but what’s different is
their preoccupation with personal
data.

They are relentlessly digital, they
obsessively record everything
about their personal lives, and
they think that data is sexy. In
fact, the bigger the data, the sexier
it becomes.

Their lives - from a data

data as lifestyle
perspective, at least - are perfectly
groomed.”

Discovery is the leading
emerging interaction category
of the Age of Insight

discovery capability is expected
in all interaction contexts

As I was waiting for a table at a
local restaurant the other day, I
flipped through a couple of the
free classified papers.

I was shocked to realize how
dependent I’ve grown on
three simple features that just
aren’t available in the analog
world: search, sort and filter.

http://uxdesign.smashingmagazine.com/2012/04/10/ui-patterns-for-mobile-apps-search-sort-filter/

Horizon of Discoverability

future

soon

present

past

Discovery is Everyware

multi-channel experiences mixed realities

networked devices & places
ubicomp
environments
information
shadows

product, service, personal avatars

How to design discovery
experiences...?

precursors
Bates - tactics & categories
O’Day & Jeffries - categories
Cool & Belkin
Ellis - behaviors & modes
Marchionini - IR framework
Spencer - Modes
Lamantia - Modes & patterns

Need & context vary wildly

Patterns of form
are inadequate.

The same thing
we do every night...

Call Centers & Maintenance Data Quality &
Knowledge Repair & Governance
Mgmt Overhaul

Claims Analysis Enterprise Search
Digital Asset & Knowledge Mgmt
Mgmt
Warranty
Analysis Field Service Operations
Financial
Analysis & Planning
Analysis
Service Measure
Customer Human Capital
Risk Analysis
Support & Plan & Management
Maintain Operate

Market Research Program & Portfolio
Pricing Sell & Develop & Mgmt
Analysis
Deliver Produce
Manufacturing
& Quality Inventory &
Inventory &
Demand Visibility
Sales & Delivery
Customer Part, Commodity
Analysis Product & Supplier
Market
Intelligence
solution contexts
Information
Mgmt
Analysis
Spend
Analysis

User Scenarios
“Understand the quality performance of a part and module set in
manufacturing and the ﬁeld so that I can determine if I should replace
that part.”
- Engineering

“Understand a lead's underlying positions so that I can assess the
quality of the investment opportunity.”

“Understand a portfolio's exposures to assess portfolio-level
investment mix.”
- Portfolio Manager

“I need to understand the cost drivers for this commodity so I can
negotiate better terms with my suppliers and forecast business risk
based on market indices.”
- Procurement

The Language of Discovery:

A concrete descriptive language for
human discovery activity in diverse
contexts.

A simple and consistent vocabulary that
is independent of domain, role,
information type, etc.

Leverages what is common
in human discovery.

Allows for what varies in
contexts of discovery.

Enables understanding of
discovery needs and context

Generative tool for discovery
capability and experiences

Literary Modes

“a broad, but identiﬁable literary method, mood, or
manner, that is not tied exclusively to a particular
form or genre.”

http://en.wikipedia.org/wiki/Mode_(literature)

Argumentation
The purpose of argumentation (also called persuasive writing) is to prove the validity
of an idea, or point of view, by presenting sound reasoning, discussion, and
argument that thoroughly convince the reader.

Rhetorical Modes

Exposition
The purpose of exposition (or expository writing) is to explain and analyze information
by presenting an idea, relevant evidence, and appropriate discussion.

http://en.wikipedia.org/wiki/Rhetorical_modes

Discovery Modes

“a broad, but identiﬁable discovery activity that is
not tied exclusively to a particular context or
domain.”

Identifying Modes
“I need visibility into the parts my colleagues are using globally in order to ﬁnd the
best part possible for my assembly.”
- Engineering

“I need to identify customers/marketers/dealers failing & at risk of de-branding
based on performance problems.”
- Account Rep

“I need to identify problem/success areas and where to intervene and reward.”
- SVP Sales

“I need to identify the best customer/consumer/region targets for our brand/
products.”
- Brand Manager

Identifying Modes
“Understand the quality performance of a part and module set in manufacturing
and the ﬁeld so that I can determine if I should replace that part.”
- Engineering

“Understand a lead's underlying positions so that I can assess the quality of the
investment opportunity.”

“Understand a portfolio's exposures to assess portfolio-level investment mix.”
- Portfolio Manager

“I need to understand the cost drivers for this commodity so I can negotiate better
terms with my suppliers and forecast business risk based on market indices.”
- Procurement

Comprehending
‘To generate insight by understanding the nature or
meaning of something’
e.g. “I need to analyze and understand consumer-customer-market trends to inform
brand strategy & communications plan” – Director, Brand Image

Locating
‘To find a specific (possibly known) item’
e.g. “I need to find a new part with particular technical attributes and then source it from
the most qualified supplier”

– Engineer

Exploring
‘To proactively investigate or examine something for the
purpose of serendipitous knowledge discovery’

e.g. “I need to identify the cost drivers for this commodity so I can negotiate better
terms with my suppliers and forecast business risk based on market indices”
– Procurement

Monitoring
‘To maintain awareness of the status of something for
purposes of management or control’
e.g. “I need to monitor at risk/failing customers/dealers so I can prompt my Account
Reps to fix the problems”

– Sales Manager

Evaluate
‘To use judgement to determine the significance or value
of something with respect to a specific benchmark’
e.g. “I need to determine my current state in my prints so I can evaluate if I have price
variation to negotiate a better price”

– Procurement

Verify
‘To confirm or substantiate that something meets some
specific criterion’
e.g. “How can I determine if I am looking at the latest information for a part or supplier?”
– Supply Chain Specialist

Compare
‘To examine two or more items to identify similarities and
differences’
e.g. “I need to compare our module set teardowns with competitive teardown
information to see if we’re staying competitive for cost, quality and functionality”
– Engineer

Locate
Verify
Monitor
Compare
9 modes Comprehend
Explore
Analyze
Evaluate
Synthesize

Locate
To find a specific (possibly known) thing
e.g. I need to find a new part with particular technical attributes and then source it from the most qualified supplier -
Engineering

Verify
‘To confirm or substantiate that an item or set of items meets
some specific criterion’
e.g. How can I determine if I am looking at the latest information for a part or supplier? - Supply Chain Specialist

Monitor
‘To maintain awareness of the status of an item or data set for
purposes of management or control’
e.g. I need to monitor at risk/failing customers/dealers so I can prompt my Account Reps to fix the problems - Sales
Manager

Compare
To examine two or more things to identify similarities & differences
e.g. I need to compare our module set teardowns with competitive teardown information to see if we’re staying
competitive for cost, quality and functionality - Engineering

Comprehend
To generate insight by understanding the nature or meaning of
something
e.g. I need to analyze and understand consumer-customer-market trends to inform brand strategy & communications
plan – Director, Brand Image

Explore
To proactively investigate or examine something for the purpose of
knowledge discovery
e.g. I need to understand the cost drivers for this commodity so I can negotiate better terms with my suppliers and
forecast business risk based on market indices - Procurement

Analyze
To critically examine the detail of something to identify patterns &
relationships
e.g. I need to know the cost drivers for a part such as materials that impact cost. Is the relationship a correlation or
step function for a part cost driver? - Engineering

Evaluate
To use judgement to determine the significance or value of something with
respect to a specific benchmark or model
e.g. I need to determine my current state in my prints so I can evaluate if I have price variation to negotiate a better
price - Procurement

Synthesize
To generate or communicate insight by integrating diverse inputs to create
a novel artifact or composite view
e.g. I need to prepare a weekly report for my boss (sales mgr) of how things are going - Account Rep

Modes are the verbs of
discovery scenarios.

grammatical
structure & behavior

Discovery Goal
Explore verb

something object

to eﬀect

result or goal. predicate

You can explore:
people
places
events
objects
data
topics
processes
...??

you said they
work like music?

When I use the tool, I can...
Monitor

...currently popular colors over useful
intervals

Explore

...currently popular colors, or colors
popular in the past

Verify

That a color is popular now or in the
past

As a reader, I can...

Monitor

...articles to see what is new and
available.

Explore

...available articles and topics to
identify those of interest to me.

Locate
... and read articles of interest,
supporting information, and
related materials.

My twitter home page allows me to...
Monitor

...the tweets of people I follow, my
followers, community interactions.

Explore

...trends and active topics, and
suggestions for people to follow.

Locate

..tweets, people, hashtags / topics

Synthesize
...new tweets via composition,
retweet, or favorite tweets.

The proﬁle snapshot lets me...
Evaluate

...the author of a tweet to decide if I
am interested in them

Locate

...the proﬁle and homepage of the
author of a tweet

A twitter proﬁle page lets me...

Explore
...the authors proﬁle to learn more
about them

Evaluate
...their activity, followers, tweets,
relevance to me

Comprehend

...the author’s interests, point of view,

domain independent
scale independent
structurally consistent
semantically distinct
orthogonal
conceptually connected
sequencable
combinable

Modes seem to be
internalized & common.

Designing Big Data Interactions Using the Language of Discovery

Designing Big Data Interactions Using the Language of Discovery

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Designing Big Data Interactions Using the Language of Discovery