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The Journey of Data
- 1. The journey of data… Kylee Vogel Senior Service Designer
- 2. The journey of data… Research is fundamental to build knowledge and the design process. However, research can mislead the design when the data doesn’t transition into meaningful information correctly. So how does data translate into information and when can the rules of research bend without compromising quality.
- 3. “ …it’s unfiltered, unprocessed and it’s raw from the source. When it’s captured it can take on many forms from written notes of observations to statistics.” What is data?
- 4. “…it’s what data transforms into when it is processed, analysed and reinterpreted to explain the meaning of something by having a narrative and context. This is achieved through building patterns and accessing the data from all angles and aspects.” What is information?
- 5. How do you get from raw data to meaningful information? Fundamentally we start with research… BUT… It’s how the data is then constructed that makes it interesting and meaningful…
- 6. This is why sample size becomes important… One person is only one person
- 7. Methods help us create… Know why you are using them!
- 8. A lot of post-it’s can just mean a lot of post-it’s…
- 9. Look for the patterns…. The repetition of data.. Build out the themes and look for the links between them It’s not only about the ‘good stuff’… consider the contrasts and contradictions too.
- 10. Exploding the data Affinity Mapping Journeys and Blueprints Conversational Data Patterns Data Visualisation Madrid Subway Complaints by Station The Rhythms of Salience: A Conversation Map Contextual one-to-one interview data User Journeys
- 11. In it’s basic form, we are building equations... Let’s say 70% of flights out of Canberra are delayed or cancelled + fog = overloaded airlines and frustrated passengers (negative experience + bus sales between Canberra and Sydney have risen).
- 12. When can we bend the rules of research and what does that mean?
- 13. Project approach is important… Waterfall AgileVS
- 15. So… You want to buy a car?
- 16. The plan…
- 18. But you might be faced with this….
- 19. Incubate and analyse You will likely say that you have to ‘think about it’ or ‘talk to a partner’ at this point…
- 20. Decide and buy
- 21. New car smell Reflection and new knowledge
- 23. If we apply this back to design … it’s the same, just the context has changed
- 24. If this is how we do it in our own life to get the right result, why don’t we apply the same effort in design?
- 25. Research the research Visual Complexity Digital schematics and information design www.visualcomplexity.com Visual Research By Ian Noble & Russell Bestley, 2005 A Designers Research Manual Jennifer Visocky O’Grady, 2006 Key people Cameron Tonkinwise Liz Sanders
- 26. Thank you
Editor's Notes
- The journey of data
- What I am not talking about… •How to research, •Why we research, •The value of research to design, •Research methodologies or, •Why user-centered design is important
- Research isn’t just going out and doing an interview or putting out a survey and capturing some quotes or stats…
- One person’s opinion is merely that and it should be challenged. You can’t build patterns from one form of data, as a singular entity it is interesting but, if 5 people say the same thing then…Huston we have a pattern! Be careful about skewing the data with one opinion, wait for the repetition and the patterns to form. This create rigor and enables you to make design decisions with evidence based rationale and ensures you’re not just designing for one!
- Consider the right methods to get the right forms for data. Consider: The objectives of the research The application of multiple methods and ways to explore the data further and further (E.g. flows, maps etc. How to construct the data in a way that can assess the research holistically (from all aspects, perspectives, needs, segments etc.). Always question the data, ask why, what does these mean. If someone said this, but then they said that. What does that mean? Delve further into the research and look for contrasts as much as themes and similarities. For example, if we find out through research that more flights out of Canberra are cancelled or delayed more than any other airport, then you might say that’s interesting, but we don’t really understand that yet… we need to ask more and question the data and dig deeper.
- Part of the process of building out the patters and narrative in the data is filtering that data and documenting it in a way that it can be correlated to other data. Try to avoid the post-it note loop. You need to be able to manage the data. Assuming this is a manual task. It’s important to filter the data so that it can be translated into insights, then relate to the design. This should also reflect back to the objectives of the research so that it can be assessed across the sample, but also so outliers can be identified, or things that you didn’t consider. Quotes are interesting because they will transition with the process and enable validation once the insights have been built. This creates traceability back to the source and increases rigor.
- Patterns are the key to building meaningful information because of the links, loops and repetition that can be identified. Once the patterns are formulated and traceable back to research objectives, you can build your narrative. Look for how different groups of information influence each other, good and bad.
- Examples of patterns. The visualisation of the data and information is just as important as the research. How researchers/designer communicate to their audience plays a very big role in how the information is understood by others.
- If we think back to the airport examples, it might look something like this: 70% of flights out of Canberra are delayed or cancelled + fog = overloaded airlines and frustrated passengers (negative experience + bus sales between Canberra and Sydney have risen). We have understood context, behaviour, consequences and emotions which, enabled us to really understand the data and creative a narrative that can inform design with rationale.
- This it’s really about compromise. I wouldn’t suggest breaking rules of research, but when we are confronted with difficult stakeholders, budgets and timeframes, how can research still maintain rigor and add value? When the process of building research patterns and narratives is understood, you will be able to: Understand when & what to compromise Understand the project method and process? How much research is involved in the project? Using expert knowledge and experience In some cases you won’t be able to compromise.
- Waterfall One off research exercise therefore you’ll make an educated decision for design direction that is in the future (sometimes distant distant future). High investment of time, resources and generally a larger scale exercise therefore, there will be a disconnection between the research and the final outcomes – a developed or implemented design. Agile Only test out sections at a time and see what it’s like…accept the levels of uncertainty •Scalable approach (can start broad and narrow down) •Speed of analysis •Accept that you will never know everything! •Iteration is key Regardless of the approach however, the fundamental transition between data and information remains a constant.
- Let’s make it about you.
- You find that you’re in a situation where you need to buy a new car because your current car just isn’t performing. You will probably make a list of reasons why you need the car and build a criteria to work within that relates to your needs and context. It is likely that you will reflect and draw on prior knowledge and experience from previous times. Then…. The first thing you will probably do is get a plan of attack…
- You set a check list, have your criteria, way up the needs and what you want. There is also a lot that you don’t know. You might talk to a friend and get some initial advice. You might way up the needs and select a top 3 that you want to research further. Q: Think about how you have decided on the top 3 Q: How did you document the list Q: Do you have some assumptions.. Q: How will you start the process….?
- Compare, access, talk, think, reflect, way up and process what you know, understand what is missing and where you can compromise. •Friends •Sales People •Reviews •Online/Offline
- Have I got a deal for you…if you buy now.. This is the best deal you will get.. These cars are basically selling themselves…. Remember the elephant!
- Now you will go away and put yourself in a bubble to analyse the options and what you now know. You’ll think through what the positives and negatives and what the points of compromise are …”one guy said this was good but it's over budget, but then this is in budget but then the steering isn’t as good…” Right now you are building your equations, forming patterns and making the links between data. Q: How do you reach the conclusions that there is 1 car that is right for you?
- When you commit to a choice, this would be the equivalent of building the narrative in the process. You have decided to buy this car because of x + y + z which = A. So A is the right car. You have implemented the decision..
- Once you have the car you will probably reflect on the purchase, driving the car, building your knowledge from experience and reflection and assessment against expectations. In design this is where expert knowledge comes into play and new knowledge is formed. But with that may come the next phase…
- As you experience the car you may be faced with new knowledge that you don’t like or didn’t think about or notice before. E.g. the windscreen wipers aren’t automatic or another better car model has come out for less money with more features. There will be elements that you didn’t account for. There will be shinny new things that stop that ‘new car smell’. And that is OK!!
- I would say we put a lot of time and effort into the process of buying an new car, we want to make sure we are making the ‘right’ decision the fulfils our needs and delivers the best results. We are practicing the process in our own lives, so if we apply it to our design process then we can understand how to make the links and decisions with rigor and rationale. There are many other contexts in which we use this ‘analytical’ thinking. Eg. Buying a TV, deciding on what holiday to take, or what you want for Christmas.
- So why would we value our designs as anything less? You are doing it! But we devalue it or think of it differently in our design process when it is simply a way of thinking. We do it and we don’t even know! If this is a principle we apply in our own life, why don’t we apply the same effort in design?
- Some of my favourites
- Thank You.