Jess Freaner • @jessfreaner
You’ve Got (Big) Data! Now What?
for Big Data Week - Chicago • Sept 21, 2016
why have we not seen the transformation
promised by “Big Data” ?
tools?
tools?
talent?
talent?
talent?
talent?
process.
gunshowcomic.com
gunshowcomic.com
agenda
- a common approach to data problems
- trying to plan in an ambiguous world
- a better (iterative) approach
- a quick informal example
- case study
a common approach
identify the problem
determine the solution
communicate results
linear
linear
clearly defined
an ambiguous world
identify the best locations to plant new trees
unclear problemsthe data world
how many? what kinds of trees?
move old trees? replace old trees?
identify the best locations to plant new trees
unclear problemsthe data world
aesthetically pleasing? maximize growth? increase foliage? offset CO2 emissions?
how many? what kinds of trees?
move old trees? replace old trees?
identify the best locations to plant new trees
unclear problemsthe data world
aesthetically pleasing? maximize growth? increase foliage? offset CO2 emissions?
how many? what kinds of trees?
move old trees? replace old trees?
identify the best locations to plant new trees
unclear problemsthe data world
ecosystem consequences new bug species toxins in ground soil drought starts
aesthetically pleasing? maximize growth? increase foliage? offset CO2 emissions?
how many? what kinds of trees?
move old trees? replace old trees?
identify the best locations to plant new trees
new data emerge
unclear problemsthe data world
aesthetically pleasing? maximize growth? increase foliage? offset CO2 emissions?
how many? what kinds of trees?
move old trees? replace old trees?
identify the best locations to plant new trees
new data emergeecosystem consequences new bug species toxins in ground soil drought starts
and new solutions!build a bike path
add benches plant bushes
introduce ladybugs
unclear problemsthe data world
identify the best locations to plant new trees
why trees?
unclear problemsthe data world
an iterative approach
better
anticipate refining your solutioniterative problem solving
generate ideas
build prototypeevaluation
1-4 week iterations
human-centered designpersonas, use cases
build device prototypessurveys, interviews, ethnography
generate ideas
build prototypeevaluation
1-4 week iterations
anticipate refining your solutioniterative problem solving
business requirements
minimum viable productsplit testing, A/B testing
personas, use cases
build device prototypes
generate ideas
build prototypeevaluation
1-4 week iterations
lean startuphuman-centered design
anticipate refining your solutioniterative problem solving
surveys, interviews, ethnography
business requirementsstory/user cards
write codeQA; requirements churnminimum viable productsplit testing, A/B testing
personas, use cases
build device prototypes
generate ideas
build prototypeevaluation
1-4 week iterations
agile programminglean startuphuman-centered design
anticipate refining your solutioniterative problem solving
surveys, interviews, ethnography
scientific method hypothesis
experimentmeasurement
agile programming story/user cards
write codeQA; requirements churn
lean startup business requirements
minimum viable productsplit testing, A/B testing
human-centered designpersonas, use cases
build device prototypessurveys, interviews, ethnography
generate ideas
build prototypeevaluation
1-4 week iterations
anticipate refining your solutioniterative problem solving
an informal example
quick
- explore tools / libraries
- learn more about Chicago
- play with social media data
- write a blog post
my goalrecent passion project
wouldn't it be great…
- go for quantity
- encourage wild ideas
- defer judgement
where to startrecent passion project
wouldn't it be great…
- go for quantity
- encourage wild ideas
- defer judgement
where to startrecent passion project
wouldn't it be great…
- go for quantity
- encourage wild ideas
- defer judgement
- most will be bad
where to startrecent passion project
wouldn't it be great…
- go for quantity
- encourage wild ideas
- defer judgement
- most will be bad
- a few will be good
where to startrecent passion project
brainstormrecent passion project
brainstormrecent passion project
brainstormrecent passion project
- text
- pictures
- geolocation
- networks
- timestamps
brainstormrecent passion project
- text
- pictures
- geolocation
- networks
- timestamps
- where?
- when?
- who?
brainstormrecent passion project
- text
- pictures
- geolocation
- networks
- timestamps
- where?
- when?
- to go?
- to avoid?
- who?
iterationsrecent passion project
+ =
- map Instagram activity to Chicago neighborhoods
eat at which Chicago
restaurants?
iterationsrecent passion project
iterationsrecent passion project
iterationsrecent passion project
put one day on the map
missing something?
missing datarecent passion project
redefined solutionrecent passion project
- what patterns might you find?
redefined solutionrecent passion project
- what patterns might you find?
redefined solutionrecent passion project
- meaningful stories / insights
redefined solutionrecent passion project
- meaningful stories / insights
- map Instagram activity to Chicago neighborhoods
recent passion project
+ =eat at which
Chicago restaurants?
redefined problem
recent passion project
+ = ?- who’s (not) represented in Chicago’s Instagram activity ?
redefined problem
iterationsrecent passion project
iterationsrecent passion project
final outputrecent passion project
final outputrecent passion project
final outputrecent passion project
eat at which Chicago
restaurants?
linear
linear
iterative
iterative
who is missing from Chicago’s
instagram?
iterative
a case study
procter & gambledata driven expertise exploration
procter & gamble fortune 50multinational
110,000+ employees
backstory
procter & gamble fortune 50
10 product categories
multinational
110,000+ employees
backstory
procter & gamble fortune 50
10 product categories
multinational
110,000+ employees
backstory
procter & gamble fortune 50
10 product categories
multinational
110,000+ employees
backstory
Kathie
informal conversations to clarify goalsprocter & gamble
Kathie
informal conversations to clarify goalsprocter & gamble
Kathie
Bob
Grace
George
Lyle
Tim
Mollie
pizza
falafel
burrito
tacos
salad
veggies
2 kids girlfriend
wife
husbanddog
roommates
diapers
metals
chemistry
englishhealth care
geology
informal conversations to clarify goalsprocter & gamble
informal conversations to clarify goalsprocter & gamble
Kathie
Kathie
informal conversations to clarify goalsprocter & gamble
informal conversations to clarify goalsprocter & gamble
informal conversations to clarify goalsprocter & gamble
foster collaboration ?
?
?
?
informal conversations to clarify goalsprocter & gamble
?
?
?
how?!?
informal conversations to clarify goalsprocter & gamble
linear
linear
visualize expertise in a
company
linear
visualize expertise in a
company
resources analysesvisualizations
data-driven expertise explorationprocter & gamble
data-driven expertise explorationprocter & gamble
Lorem Ipsum: a narrative about blankets.
Author: Charlie Brown
Date: 31 Jan 2012
Lorem Ipsum is a dummy text used when typesetting or marking up documents. It has a long history starting from the 1500s and is still used in digital millennium for typesetting electronic documents, page designs, etc.
In itself, the original text of Lorem Ipsum might have been taken from an ancient Latin book that was written about 50 BC. Nevertheless, Lorem Ipsum’s words have been changed so they don’t read as a proper text.
Naturally, page designs that are made for text documents must contain some text rather than placeholder dots or something else. However, should they contain proper English words and sentences almost every reader will deliberately try to interpret it eventually, missing the design itself.
However, a placeholder text must have a natural distribution of letters and punctuation or otherwise the markup will look strange and unnatural. That’s what Lorem Ipsum helps to achieve.
I would like to thank Peppermint Patty for her support on studying Lorem
Ipsum as well as the infinite wisdom of Linus van Pelt and his willingness to use his blanket in my experiments.
data-driven expertise explorationprocter & gamble
Lorem Ipsum: a narrative about blankets.
Author: Charlie Brown
Date: 31 Jan 2012
Lorem Ipsum is a dummy text used when typesetting or marking up documents. It has a long history starting from the 1500s and is still used in digital millennium for typesetting electronic documents, page designs, etc.
In itself, the original text of Lorem Ipsum might have been taken from an ancient Latin book that was written about 50 BC. Nevertheless, Lorem Ipsum’s words have been changed so they don’t read as a proper text.
Naturally, page designs that are made for text documents must contain some text rather than placeholder dots or something else. However, should they contain proper English words and sentences almost every reader will deliberately try to interpret it eventually, missing the design itself.
However, a placeholder text must have a natural distribution of letters and punctuation or otherwise the markup will look strange and unnatural. That’s what Lorem Ipsum helps to achieve.
I would like to thank Peppermint Patty for her support on studying Lorem
Ipsum as well as the infinite wisdom of Linus van Pelt and his willingness to use his blanket in my experiments.
data-driven expertise explorationprocter & gamble
concept sketch comparisonsprocter & gamble
what matters & why?
VS
concept sketch comparisonsprocter & gamble
what matters & why?
VS
concept sketch comparisonsprocter & gamble
what matters & why?
VS
concept sketch comparisonsprocter & gamble
what matters & why?
VS
concept sketch comparisonsprocter & gamble
what matters & why?
VS
concept sketch comparisonsprocter & gamble
what matters & why?
VS
concept sketch comparisonsprocter & gamble
what matters & why?
VS
concept sketch comparisonsprocter & gamble
what matters & why?
VS
concept sketch comparisonsprocter & gamble
what matters & why?
VS
concept sketch comparisonsprocter & gamble
what matters & why?
VS
concept sketch comparisonsprocter & gamble
what matters & why?
VS
concept sketch comparisonsprocter & gamble
what matters & why?
what matters & why?
moving forwardprocter & gamble
what matters & why?
search engine with relevance
metrics
moving forwardprocter & gamble
what matters & why?
demographics
moving forwardprocter & gamble
what matters & why?
human readable expertise summary
moving forwardprocter & gamble
what matters & why?
moving forwardprocter & gamble
Lorem Ipsum: a narrative about blankets.
Author: Charlie Brown
Date: 31 Jan 2012
Lorem Ipsum is a dummy text used when typesetting or marking up documents. It has a long history starting from the 1500s and is still used in digital millennium for typesetting electronic documents, page designs, etc.
In itself, the original text of Lorem Ipsum might have been taken from an ancient Latin book that was written about 50 BC. Nevertheless, Lorem Ipsum’s words have been changed so they don’t read as a proper text.
Naturally, page designs that are made for text documents must contain some text rather than placeholder dots or something else. However, should they contain proper English words and sentences almost every reader will deliberately try to interpret it eventually, missing the design itself.
However, a placeholder text must have a natural distribution of letters and punctuation or otherwise the markup will look strange and unnatural. That’s what Lorem Ipsum helps to achieve.
I would like to thank Peppermint Patty for her support on studying Lorem
Ipsum as well as the infinite wisdom of Linus van Pelt and his willingness to use his blanket in my experiments.
data-driven expertise explorationprocter & gamble
Lorem Ipsum: a narrative about blankets.
Author: Charlie Brown
Date: 31 Jan 2012
Lorem Ipsum is a dummy text used when typesetting or marking up documents. It has a long history starting from the 1500s and is still used in digital millennium for typesetting electronic documents, page designs, etc.
In itself, the original text of Lorem Ipsum might have been taken from an ancient Latin book that was written about 50 BC. Nevertheless, Lorem Ipsum’s words have been changed so they don’t read as a proper text.
Naturally, page designs that are made for text documents must contain some text rather than placeholder dots or something else. However, should they contain proper English words and sentences almost every reader will deliberately try to interpret it eventually, missing the design itself.
However, a placeholder text must have a natural distribution of letters and punctuation or otherwise the markup will look strange and unnatural. That’s what Lorem Ipsum helps to achieve.
I would like to thank Peppermint Patty for her support on studying Lorem
Ipsum as well as the infinite wisdom of Linus van Pelt and his willingness to use his blanket in my experiments.
data-driven expertise explorationprocter & gamble
demographics
Lorem Ipsum: a narrative about blankets.
Author: Charlie Brown
Date: 31 Jan 2012
Lorem Ipsum is a dummy text used when typesetting or marking up documents. It has a long history starting from the 1500s and is still used in digital millennium for typesetting electronic documents, page designs, etc.
In itself, the original text of Lorem Ipsum might have been taken from an ancient Latin book that was written about 50 BC. Nevertheless, Lorem Ipsum’s words have been changed so they don’t read as a proper text.
Naturally, page designs that are made for text documents must contain some text rather than placeholder dots or something else. However, should they contain proper English words and sentences almost every reader will deliberately try to interpret it eventually, missing the design itself.
However, a placeholder text must have a natural distribution of letters and punctuation or otherwise the markup will look strange and unnatural. That’s what Lorem Ipsum helps to achieve.
I would like to thank Peppermint Patty for her support on studying Lorem
Ipsum as well as the infinite wisdom of Linus van Pelt and his willingness to use his blanket in my experiments.
data-driven expertise explorationprocter & gamble
demographics connections
Lorem Ipsum: a narrative about blankets.
Author: Charlie Brown
Date: 31 Jan 2012
Lorem Ipsum is a dummy text used when typesetting or marking up documents. It has a long history starting from the 1500s and is still used in digital millennium for typesetting electronic documents, page designs, etc.
In itself, the original text of Lorem Ipsum might have been taken from an ancient Latin book that was written about 50 BC. Nevertheless, Lorem Ipsum’s words have been changed so they don’t read as a proper text.
Naturally, page designs that are made for text documents must contain some text rather than placeholder dots or something else. However, should they contain proper English words and sentences almost every reader will deliberately try to interpret it eventually, missing the design itself.
However, a placeholder text must have a natural distribution of letters and punctuation or otherwise the markup will look strange and unnatural. That’s what Lorem Ipsum helps to achieve.
I would like to thank Peppermint Patty for her support on studying Lorem
Ipsum as well as the infinite wisdom of Linus van Pelt and his willingness to use his blanket in my experiments.
data-driven expertise explorationprocter & gamble
demographics
expertise
connections
low fidelityprototype iterationsprocter & gamble
higher fidelityprototype iterationsprocter & gamble
prototype iterationsprocter & gamble high fidelity
procter & gambledata-driven expertise exploration
– Kathie Felber, Technical CoP Leader
They delivered an innovative, one-of- a-kind tool that I use
every day to increase collaboration and better
understand our company
visualize expertise in a
company
linear
linear
iterative
iterative
search for expertise in a
company
iterative
doing is better than planning
while doing
while doingrefine your approach
while doingrefine your approach
get feedback
while doing
keep asking questions!
refine your approachget feedback
in conclusion
in conclusion
in conclusion
in conclusion
in conclusion
in conclusion
Thanks!You’ve Got (Big) Data! Now What?
Jess Freaner • @jessfreaner @DsAtweet
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