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Data–Driven Design
Jozef Očkay
“Nowadays, every
hipster is a designer”
– interview candidate
Hipster Designer
• tend to express himself
• self-expression > function
• 3rd bullet point for extra coolness
Ego Designer
• is always right
• has big ego
• I think …
• I expect …
• in my opinion …
• based on my knowledge …
Designer
• asks questions
• likes to iterate
• wants to solve the problem
Hipster
Designer
Ego
Designer
Designer
Client
Expectation
Customer
need

 




Decisions
• opinion-driven
• ego-driven
• authority-driven
• data-driven
“Without data you
are just another person
with an opinion”
– W. Edwards Deming,
Data Scientist
Icons
Floppy disks are like Jesus.
They died to become
the icon of saving.
Hello :)
Winner
?
new icon
new icon
new icon
new icon
new icon
new icon
new icon
new icon
new icon
Old icon1.
2. New icon
3.
4.
5.
Old iconNew icon
IA Information
Architecture
Where’s the best
place to hide a body?
Page two of Google.
<body>
Around 400 participants of which 50 have sorted all 75 cards
AVG time to complete: 16 minutes
Dendrogram
Similarity Matrix
User Flow
UX is like a joke.
If you have to explain
it, it’s no good.
Change voice from English UK to US
Change voice from English UK to US
40% success rate
19.58 sec
Change voice from English UK to US
Change voice from English UK to US
100% success rate
18.65 sec
Change voice from English UK to US
Change voice from English UK to US
100% success rate
25.83 sec
Change voice from English UK to US
40% success rate
19.58 sec
Change voice from English UK to US
100% success rate
25.83 sec
Change voice from English UK to US
Change voice from English UK to US
80% success rate
35.78 sec
Observations
• huge impact on success rate
• hard to deal with categories first
• list order helping to drive attention
• ...
Download the map of Egypt
Download the map of Egypt
100% success rate
18.04 sec
Download the map of Egypt
Download the map of Egypt
100% success rate
12.39 sec
Download the map of Egypt
100% success rate
15.67 sec
Download the map of Egypt
Download the map of Egypt
100% success rate
14.08 sec
Download the map of Egypt
Download the map of Egypt
80% success rate
16.59 sec
Download the map of Egypt
Download the map of Egypt
100% success rate
15.49 sec
Observations
• not much impact on success rate
• little or no doubt where to find things
• less time needed
• no use for S...
Focus Groups
Brainstorming sucks
when you lack focus
IF THE SUNSET
IS ON THE WEST …
… WHY IS IT EAST IN
SYGIC GPS NAVIGATION ?!
Another Session
[next week]
Message
design
self-expression ego
Designer
Client
Expectation
Customer
need  
Thx, Questions?
WUD Slovakia 2015: Data-Driven Design / Jozef Očkay
WUD Slovakia 2015: Data-Driven Design / Jozef Očkay
WUD Slovakia 2015: Data-Driven Design / Jozef Očkay
WUD Slovakia 2015: Data-Driven Design / Jozef Očkay
WUD Slovakia 2015: Data-Driven Design / Jozef Očkay
WUD Slovakia 2015: Data-Driven Design / Jozef Očkay
WUD Slovakia 2015: Data-Driven Design / Jozef Očkay
WUD Slovakia 2015: Data-Driven Design / Jozef Očkay
WUD Slovakia 2015: Data-Driven Design / Jozef Očkay
WUD Slovakia 2015: Data-Driven Design / Jozef Očkay
WUD Slovakia 2015: Data-Driven Design / Jozef Očkay
WUD Slovakia 2015: Data-Driven Design / Jozef Očkay
WUD Slovakia 2015: Data-Driven Design / Jozef Očkay
WUD Slovakia 2015: Data-Driven Design / Jozef Očkay
WUD Slovakia 2015: Data-Driven Design / Jozef Očkay
WUD Slovakia 2015: Data-Driven Design / Jozef Očkay
WUD Slovakia 2015: Data-Driven Design / Jozef Očkay
WUD Slovakia 2015: Data-Driven Design / Jozef Očkay
WUD Slovakia 2015: Data-Driven Design / Jozef Očkay
WUD Slovakia 2015: Data-Driven Design / Jozef Očkay
WUD Slovakia 2015: Data-Driven Design / Jozef Očkay
WUD Slovakia 2015: Data-Driven Design / Jozef Očkay
WUD Slovakia 2015: Data-Driven Design / Jozef Očkay
WUD Slovakia 2015: Data-Driven Design / Jozef Očkay
WUD Slovakia 2015: Data-Driven Design / Jozef Očkay
WUD Slovakia 2015: Data-Driven Design / Jozef Očkay
WUD Slovakia 2015: Data-Driven Design / Jozef Očkay
WUD Slovakia 2015: Data-Driven Design / Jozef Očkay
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WUD Slovakia 2015: Data-Driven Design / Jozef Očkay

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WUD Slovakia 2015: Data-Driven Design / Jozef Očkay

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WUD Slovakia 2015: Data-Driven Design / Jozef Očkay

  1. 1. Data–Driven Design Jozef Očkay
  2. 2. “Nowadays, every hipster is a designer” – interview candidate
  3. 3. Hipster Designer • tend to express himself • self-expression > function • 3rd bullet point for extra coolness
  4. 4. Ego Designer • is always right • has big ego • I think … • I expect … • in my opinion … • based on my knowledge …
  5. 5. Designer • asks questions • likes to iterate • wants to solve the problem
  6. 6. Hipster Designer Ego Designer Designer Client Expectation Customer need       
  7. 7. Decisions • opinion-driven • ego-driven • authority-driven • data-driven
  8. 8. “Without data you are just another person with an opinion” – W. Edwards Deming, Data Scientist
  9. 9. Icons Floppy disks are like Jesus. They died to become the icon of saving.
  10. 10. Hello :)
  11. 11. Winner
  12. 12. ?
  13. 13. new icon
  14. 14. new icon
  15. 15. new icon
  16. 16. new icon
  17. 17. new icon
  18. 18. new icon
  19. 19. new icon
  20. 20. new icon
  21. 21. new icon
  22. 22. Old icon1. 2. New icon 3. 4. 5.
  23. 23. Old iconNew icon
  24. 24. IA Information Architecture Where’s the best place to hide a body? Page two of Google. <body>
  25. 25. Around 400 participants of which 50 have sorted all 75 cards AVG time to complete: 16 minutes
  26. 26. Dendrogram
  27. 27. Similarity Matrix
  28. 28. User Flow UX is like a joke. If you have to explain it, it’s no good.
  29. 29. Change voice from English UK to US
  30. 30. Change voice from English UK to US 40% success rate 19.58 sec
  31. 31. Change voice from English UK to US
  32. 32. Change voice from English UK to US 100% success rate 18.65 sec
  33. 33. Change voice from English UK to US
  34. 34. Change voice from English UK to US 100% success rate 25.83 sec
  35. 35. Change voice from English UK to US 40% success rate 19.58 sec
  36. 36. Change voice from English UK to US 100% success rate 25.83 sec
  37. 37. Change voice from English UK to US
  38. 38. Change voice from English UK to US 80% success rate 35.78 sec
  39. 39. Observations • huge impact on success rate • hard to deal with categories first • list order helping to drive attention • alphabet over country flags
  40. 40. Download the map of Egypt
  41. 41. Download the map of Egypt 100% success rate 18.04 sec
  42. 42. Download the map of Egypt
  43. 43. Download the map of Egypt 100% success rate 12.39 sec
  44. 44. Download the map of Egypt 100% success rate 15.67 sec
  45. 45. Download the map of Egypt
  46. 46. Download the map of Egypt 100% success rate 14.08 sec
  47. 47. Download the map of Egypt
  48. 48. Download the map of Egypt 80% success rate 16.59 sec
  49. 49. Download the map of Egypt
  50. 50. Download the map of Egypt 100% success rate 15.49 sec
  51. 51. Observations • not much impact on success rate • little or no doubt where to find things • less time needed • no use for Search field • “Manage Maps” better than “Offline Maps” • long list doesn’t work
  52. 52. Focus Groups Brainstorming sucks when you lack focus
  53. 53. IF THE SUNSET IS ON THE WEST …
  54. 54. … WHY IS IT EAST IN SYGIC GPS NAVIGATION ?!
  55. 55. Another Session [next week]
  56. 56. Message
  57. 57. design self-expression ego
  58. 58. Designer Client Expectation Customer need  
  59. 59. Thx, Questions?

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