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Deck for presentation, "Designing with Big Data", one designers journey through unstructured data and building a startup.
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Designing with Big Data
Ha Phan @hpdailyrant
Designing with Big Data © Ha Phan
Long Story ShortLearned about Data at Porch
About 2 years ago, I joined a startup called Porch. And then I had a conscious uncoupling
Designing with Big Data © Ha Phan
PorchAggregated data to create a home improvement network
Porch was started by Scott Austin in late 2011.
Building trust between homeowners & home pros by making home improvement & home pros data transparent.
Designing with Big Data © Ha Phan
Selling a vision to investors is often about creating a utopia of perfect data & where all
segment of users give a damn.
Designing with Big Data © Ha Phan
Designing with Big Data © Ha Phan
What is Big Data?
Designing with Big Data © Ha Phan
Designing with Big Data © Ha Phan
Designing with Big Data © Ha Phan
Volume !
Velocity !
Variety
Designing with Big Data © Ha Phan
Designing with Big Data © Ha Phan
We’re moving towards predictive technology where data is the UI
Designing with Big Data © Ha Phan
Designing with Big Data © Ha Phan
“Big data is bullshit. It’s like atoms. You could either make a nuclear bomb or a bouquet of flowers with them.”
Richard Wurman, TED Founder
Designing with Big Data © Ha Phan
Web of Services,Mashups
Web of People
Social Networks
!Web 3.0
Web of SensorsInternet of Things. Web of
Databases Web of
Pages
Web 3.0We are all building sensors
Designing with Big Data © Ha Phan
TOP DOWN
BOTTOM UP
Platform
Data Ingestion ModelsTop Down or Bottom Up
User Generated Content
Structured & Unstructured Data
Designing with Big Data © Ha Phan
Data Information
Presentation Knowledge
Designing with Big Data © Ha Phan
Data
From Data to Knowledge
10,400
36,876
47,94825,04618,984 57,948
28,9488,964 32,948
18,94827,98365,94817,465 14,576
Designing with Big Data © Ha Phan
Designing with Big Data © Ha Phan
Data
Information
Cost of kitchen remodels in your neighborhood
From Data to Knowledge
Designing with Big Data © Ha Phan
Designing with Big Data © Ha Phan
Data
Don’t spend more than $32,874 based on ROI
Information
Knowledge / Value
From Data to Knowledge
Designing with Big Data © Ha Phan
Designing with Big Data © Ha Phan
The Reality of working
with Big Data
Designing with Big Data © Ha Phan
Designing with Big Data © Ha Phan
Pose Question
Acquire Clean
Contextualize / Model
Give Access
Data Pipeline in a NutshellAcquisition to Integration
Ingest
Designing with Big Data © Ha Phan
“Not everything that can be counted counts. And not everything that counts can be counted.”
Albert Einstein
Designing with Big Data © Ha Phan 25
Finding & framing the stuff that counts to the user
The Role of UX Humanizing Data
Designing with Big Data © Ha Phan
Designing with Big Data © Ha Phan 25
The Role of UX Humanizing Data
First. Pose questions to frame discovery in data analysis
Designing with Big Data © Ha Phan
Designing with Big Data © Ha Phan
Pose Question
Data Management CycleUX & Product’s Role
What if homeowners could know which pros worked on their neighbors homes?
Designing with Big Data © Ha Phan
Every problem is about scaling relevance
Address Home Pro
See actual projects in homes
Actual projects the pro worked on
Pro who worked on the home
Designing with Big Data © Ha Phan
Ingesting Permit Data as a scaleable bandaid
Designing with Big Data © Ha Phan 25
Second. Evaluate & visualize your ingredients
The Role of UX Humanizing Data
Designing with Big Data © Ha Phan
Designing with Big Data © Ha Phan
Data Management CycleUX & Product’s Role
Acquire Ingest Clean
How can I optimize the data to enrich the experience?
What does the data really look like?
Designing with Big Data © Ha Phan
Permit Data is Barely Human
Designing with Big Data © Ha Phan 25
Sampling Data: Walking Stick for Blindness
Run queries to evaluate critical mass of dimensions and properties such as:
• Natural language
• Scale
• Measures
• Frequency, Temporal Dimension
Designing with Big Data © Ha Phan
Visualizing DataPicturing Dimensions
Time dimension
Designing with Big Data © Ha Phan 25
Third. Information Architecting
The Role of UX Humanizing Data
Designing with Big Data © Ha Phan
Designing with Big Data © Ha Phan
Information ArchitectingHow can the data best be classified & used in various contexts?
Designing with Big Data © Ha Phan
Reconcile IA properties
Address
PhotoDescription
Date Filed
Value
PhotoDescription
Date Completed
Cost
Home Pro
PhotoDescription
Date Filed
Value
Gap
Designing with Big Data © Ha Phan
Reconcile IA properties
Gap
Gaps in ontology leads to gaps in experience
Designing with Big Data © Ha Phan
Designing with Big Data © Ha Phan 25
Fourth. Plan for Gaps !
- meaning - coverage - relevance
The Role of UX Humanizing Data
Designing with Big Data © Ha Phan
Designing with Big Data © Ha Phan 25
Quantity Doesn’t Equal CompellingFinding compelling content literally is like finding needle in haystack
San Francisco, CA Little Rock, AR Phoenix, AZ
Designing with Big Data © Ha Phan San Diego, CA August, 2013
Designing with Big Data © Ha Phan
PorchHome Report
A home CarFax, another way of using the same data.
Pick a point of engagement that maximizes relevance & optimize your data
Designing with Big Data © Ha Phan
Define “Fit for Use” Rules
Designing with Big Data © Ha Phan
Designing with Big Data © Ha Phan 29
The Empty Room ProblemSpotty coverage
Designing with Big Data is to design for tiers of imperfect data.
Designing with Big Data © Ha Phan
Designing with Big Data © Ha Phan 25
Designing with Big Data © Ha Phan
Tiered Coverage ReportBy Location and Type
Designing with Big Data © Ha Phan 25
Designing for tiered experiences Evolving based on data coverage
Designing with Big Data © Ha Phan
How does the data inform relevance?
More is not always better
Designing with Big Data © Ha Phan
Designing with Big Data © Ha Phan
“There is no true information. Only spin.”
Abby Covert, Information Architect
Designing with Big Data © Ha Phan 25
It’s a journey !
of connecting the dots !
from !
digital footprints
Designing with Big Data © Ha Phan
How quickly can you differentiate with a credible compelling solution
or are you just spinning data?
Designing with Big Data © Ha Phan
Relevance The user interacts with the “best” or most relevant data. The rest s/he doesn’t care about.
What is your tip of the iceberg?Have best data inform relevance algorithm for each use case
Bad Quality or Low Relevance Data
Designing with Big Data © Ha Phan
Road mapping is about enhancing relevance & value Providing deeper engagement — aligning data initiatives with Product Strategy
Data Initiatives
Designing with Big Data © Ha Phan
Impact product strategy from the ground up Almost Done
• Provide questions that lead to discovery • Evaluate how data informs context • Visualize data early • Plan for tiered experiences to address gaps • Prioritize tips of the icebergs • Balance Top Down and Bottoms Up
Designing with Big Data © Ha Phan
“The hidden message of Big Data is that tiny choices, such as those made by software designers, when amplified through the network end up shaping humanity in subtle ways.
It is up to us to put forth visions of how things could be.”
Jonathan Harris, Co-Creator of WeFeelFine
Designing with Big Data © Ha Phan
Thank you