What good is data if it doesn't become information? And what good is it if it doesn't answer the burning questions? What good is it if it's irrelevant to the ones who need it most? Avoid demonstrating with certainty that you don't understand the question or the people asking it by practicing Insight Design.

1. INSIGHT DESIGN,
PART 1
ROB SAENZ,
BUSINESS INTELLIGENCE
EXPERT

2. AVOIDING THE FAILURE
TO COMMUNICATE
OR

3. ONCE UPON A
TIME...
We reviewed our finished work with our
customer and heard...

4. THAT LOOKS UGLY
PLEASE “FIX” IT

5. THERE ARE ALWAYS
TWO POINTS ON THE
CONTINUUM
For each feature…

6. POINT #1
“PERFECT”

7. POINT #2
“GOOD ENOUGH”

8. POINT #1
“PERFECT”

9. PAIN*STAKING
DESIGN
AKA

10. ABSOLUTELY.
IT WILL TAKE US JUST...
CAN we fix it?

11. Weeks
Months
Years?

12. POINT #2
“GOOD ENOUGH”

13. 80%* OF YOUR APP
IS JUST DATA
!
*made up number
We could say,

14. SPEED TO
MARKET
IS A FEATURE
We could say,

15. THE TRUTH IS

16. POLISH & SPEED
COMPETE
ON THE
CONTINUUM

17. DONE
IS TOO LATE TO
ASK QUESIONS

18. ASK THE
QUESTIONS
AT THE
BEGINNING

19. TIMECOST
SCOPE

20. TIMECOST
MIND
READING

21. YOU CAN’T AFFORD
TO GUESS

22. THIS?
Do they want…

23. WF DASH
out of the box

24. OR THIS?

25. custom

26. WINDOWS
OR
MAC?
Do they want…

27. CHOCOLATE
OR
VANILLA?

28. DESKTOP
OR
MOBILE?

29. APP
OR
MICROSITE?

30. WHY SO MANY
?????’S

31. IT’S ALL ABOUT
THE USER

32. IT’S ALL ABOUT
THE PEOPLE
UNDER OUR CARE

33. Leah Buley’s
The User
Experience
Team of One
Dev Patnaik’s
Wired to Care

34. • Start “listening tours”
• Design with your people
• Become your customers
They say…

35. BREAK THIS
DOWN, PLAYA’
!
**Translation: Let’s get practical. I’d like an example.
**

36. 1. Enter Business Problem.
2. Business Analyst writes email requesting extract.
3. Business Analyst waits. Data Analyst reads request and makes
unnoticed assumptions.
4. Data Analyst writes SQL. Emails Excel.
5. Business Analyst, disappointed she got what she asked for but
not what she needed, asks for even more data than she’ll need,
just in case.
6. Data Analyst pulls all the data and struggles to get it to the BA.
(it’s too big to email now).The system sighs.
7. Business Analyst apologizes, assures the Data Analyst it was a
“one-off”
8. Data Analyst knows he’s wrong/lying, saves SQL for “next time.”
9. Repeat 1-7 ad nauseum
The OLD way

37. 1. Enter Business Problem.
2. Business Analyst comes to Data Analyst’s desk & explains what
she needs.
3. Data Analyst asks how the data will be used and if it is related
to the thing they worked on last week together.
4. Business Analyst explains how she will turn it into charts and
bullet pointed conclusions & yes, use it with last week’s data.
5. They whiteboard and use Excel to sketch a prototype.
6. Data Analyst builds a prototype of charts and bullet pointed
conclusions and offers the raw data beneath it.
7. Business Analyst gives feedback.They repeat steps 5-8 until it’s
good enough for Business Analyst to use.
8. Perhaps, they both agree, this insight is useful to more people.
They begin prototyping for a larger audience.
Insight Design

38. Insight Design
IS ABOUT
• Effective partnerships
• Needs getting met
• Data informing action

39. IS
UX + BI
INSIGHT DESIGN

40. THANKS.
THIS WAS FUN.
What’d you think?
!
!
@robsaenz