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Informed by data
driven by empathy
Pedro Marques
Product designer, Booking.com
@pmarquees
What is Booking.com?
It’s basically just a yellow box
With a
But its really just about the yellow box
Search field
Stuart Frisby
And some Other stuff
Director of design
HQ in Amsterdam
15k staff
1.4m rooms per day
1.3m properties
150+ designers
We test everything
@stuartfrisby Building a test culture https://youtu.be/_sx5LV23hIE
É designer uai
É design não é?
7.3
Better than No Man’s Sky
02:47
Who is Pedro Marques
- The Wife®
- Dad - IGN
- Mom on WhatsApp
Data is the new black
hot word in the industry
A/B Test
Analytics
Performance
Functionality
Statistics
Quantitative
Metrics
Leads
Conversion
Positive
Negative
Optmization
Data is the new hot
word in the industry
But is it wrong tho?
Classical
design
Design
thinking
Computational
design
Design
The industrial revolution The need to inovate The need to optmize
Business Technology
https://designintechreport.wordpress.com/2017/03/11/design-in-tech-report-2017/
The new designer
The one who can identify a problem and build a solution
Designing with data
Historical Data
Models
KPI’s
Usage
Collection
Data helps filling the gaps
Data
Driven
Data
InformedX
Data Driven
You might end up optmizing the wrong thing
[…] not everything is an
optimization problem.
http://andrewchen.co/know-the-difference-between-data-informed-and-versus-data-driven/
- Andrew Chen
Data is one of the tools
It helps filling the gaps
Data Informed
You can tweak things here and there but wel...
http://andrewchen.co/know-the-difference-between-data-informed-and-versus-data-driven/
Quantitative
A little instinctQualitative
Local Maximum
Global Maximum
How we do things?
We practice empathy
We talk to our customers
Online Survey Tools
Street level user testing
Usability tests
User research
Diary studies
We generate a hypothesis
We define measurable metrics
We prototype
We test
And we go back to the
beginning
Thank you
workingatbooking.com
Did I mention we are hiring?

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Informed by data driven by empathy - Pedro Marques