Design is so important to big data

After understanding the data and designing more and more of the good, companies are beginning to realize the importance of good design for data. Outstanding design can make the original boring data more vivid, more understandable, and willing to understand, so intuitive and friendly to help customers understand the meaning of the data, so that enterprises and customers to establish a better relationship, so that data Better to play its role.

Now many companies have always believed that a lot of data hoarding is good, so they are looking for a variety of ways to make the data and life combine to benefit customers. Big data enables businesses from all walks of life to be more transparent in management practices, more trustworthy, and to stand out from the crowd in the competition, primarily to give their users a more personalized experience in their products and services.

Large amounts of data pose tremendous complexity, and the power of design can be cumbersome, so that the data can be understood by the average person, so design has its uses in big data. Its role is to turn information into actionable, meaningful ideas that people use to give cold data a vivid meaning while linking the data to the complex world in which we live. So how should companies make better use of design, make people from "afraid of data" into "love data"?

We started to notice that consumer behavior and expectations are changing under the influence of smartphones and other connected devices. These devices bring massive data points, revealing what information people need at any given moment and where they want access to information. Consumers have realized that their data is valuable, so they can expect and even require each other to exchange their data with some sort of value. Data has become a new currency, companies have to look at the data from this perspective. The more information people are willing to hand over, the greater the potential for businesses to use that information to tailor something to their customers. But people's concerns about privacy issues make the process a complex challenge.

For many businesses, how to make users feel that they are using their data in a "cool" way, rather than using their data in a sneaky, uncomfortable way, is a very Difficult to grasp the balance. The way for designers to solve this challenge is to create a system that looks like they magically respond to a user's habits. Video site Netflix is ​​a good example. Netflix recommends users of other videos they may like by cautiously using the user's browsing data so that users feel they are tailored to their needs. The mobile social networking site Foursquare has been transformed into a recommendation engine that recommends useful information and local deals to users based on their location and time of day. As long as the business uses the user's data as a service properly, as the more information they provide, the better they experience and the less discerning consumer's concern about the company's potential disclosure of user's personal information.

Data will not be automatically updated for you. Data can show some patterns, help us to predict the results, but also help us to validate the theory. But when developing something completely new, data alone can not generate the next generation of "killer" products. If the playwright of the Twin Peaks or the Cirque de Soleil owner of the Cirque du Soleil originally considered the problem only within the predictions of the data, then the viewer's preference data may show " "The taste is weird, and additional data show how crazy it is to start a new circus in the downturn circus market.

Good design is one of the key success factors for companies engaged in "innovation" businesses. Designers can help businesses envision their business positioning or re-imagine existing businesses. Creativity is the key to invention creation, and for creative breakthroughs, data is still very important - especially when combined with the unique imagination and intuition of human beings.

Large businesses have traditionally preferred having consultants tell them how to use data to serve the business in order to increase the efficiency of their business while making better real-time decisions. Technicians like to build data in a flexible way. They combine analytics and cross-reference data to make it more efficient and smarter.

Designers like to take advantage of the data from a totally different perspective. They intuitively think of how to benefit from data for end users and living people. Designers have a deep-seated idea of ​​how to keep things simple, with the sole purpose of delighting end users, whether they are business users or the average consumer. Designers know how to visualize complex, distributed data, make it easy to understand, and more importantly, become more human. Design can play a key role in how to adapt the data to our complex life and the real world. All aspects of our lives depend on a variety of data services, and designers can bring stories and human touch to these services.

For the experience on the screen, especially for the mobile device screen experience, concise has become a slogan. If a company wants to use its data in a smarter way to benefit users, services are designed to bring simplicity to their most important service. The following few examples illustrate the power of design-oriented data usage.

A Swedish mobile operator called "3" turns a bill for billing from a once-a-month annoying service into a useful service. Its "My 3" mobile app lets users see their usage data in real time, letting them know how much money and traffic they have left. If users have less talk time left, they can also get more credit through the app, and by the end of the month, users will not be overwhelmed by the high bill. Users can also dial the customer service number directly through this application, and at the same time it will tell you how long it takes to dial a customer service representative's phone number. This small application has reshaped the phone bill's experience to the user, turning it from a static, one-way notification into a personalized service that not only can be tailored to the user's behavior but also allows Users take immediate action.

This is a good example of how to turn one of the world's most infamous and perhaps most annoying customers into something else. And surprisingly, users like the service, as a telephone bill application, users actually hit it in the application store average 4.5 star score.

The story of "3" also tells us what kind of magnificent turn can be achieved by a company driven by inspiration. In the competition with other operators, "3" in the use of user data on the other path and achieved success.

Google's Google age service has changed the way doctors and patients communicate, and now we see that medical professionals are embracing the information and data revolution. They have taken a forward-looking stance in adopting data solutions that promote patient-patient relationships.

SMART is a joint project initiated by Harvard Medical School and Boston Children's Hospital to redesign pediatric growth curves. Pediatric growth curve will be used almost every child's treatment. However, many parents do not fully understand the information reflected in this curve. In some cases, this situation may lead to misinterpretation of the data in this curve, with disastrous consequences. SMART has taken a design-oriented approach by creating a new pediatric growth curve application that is both easy to understand and easy to understand and can be shared between doctors and parents of children. The application shows children's data from two perspectives, one from a doctor's perspective and one from a parent's perspective. The latter uses a simplified version of the data and the doctor can better explain to the parents of the children what the growth curve reflects and the significance of the various scale values. Rather than using complex numbers, it presents children with simple images that help them understand the child's condition.

Projects such as SMART and My 3 have seen a dramatic increase in recent times, and their core challenge is to make the average person aware of the implications of various kinds of data. Obviously many businesses will also face similar problems. Design can help companies explain the meaning of various data and find opportunities to benefit customers by using the following methods.

Use data as a guideline, not a decision: create a condition that makes it easy to understand and learn with data, but do not let the data outweigh the ideas and inspirations, and the importance of confidence.

Customer Care: Expand the insight and value of your data from your business to your customers.

Disrupt the data, reinvent the wheel: We live in a chaotic world. If your data is pure, how to adapt to this chaotic world? Using design to personalize the data, emotional, multi-story.

Do not just understand the data, more importantly, to understand people. Are you thinking of hiring a data analyst to explain your existing mass data? Actually, why not hire a psychologist?

Learn to be elegant and concise. Data science can be complex, abstract and even ugly. Design can bring you conciseness and clarity. Excellent design can also help you to display the data in a beautiful and elegant way, and attract people who think the data is boring.

Take the creative "self-confidence leap." A creative process that combines intuition and imagination can lead to innovations that can not be done with data alone. This is even more crucial if you want to reshape the business or invent something new.