Designing with Big Data

Designing with Big
Data
Ha Phan
@hpdailyrant

Designing with Big Data © Ha Phan
Long Story Short
Learned about Data at Porch
About 2 years ago, I joined a startup called Porch.
And then I had a conscious uncoupling

Porch
Aggregated 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.

Selling a vision to investors is often about
creating a utopia of perfect data & where all
segment of users give a damn.

What is Big Data?

Volume
!
Velocity
!
Variety

We’re moving towards predictive
technology where data is the UI

“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

Web of

Services,

Mashups
Web of

People

Social
Networks
!
Web 3.0

Web of Sensors

Internet of Things.Web of

Databases
Web of

Pages
Web 3.0
We are all building sensors

TOP DOWN
BOTTOM UP
Platform
Data Ingestion Models
Top Down or Bottom Up
User Generated Content
Structured & Unstructured Data

Data Information
Presentation Knowledge

Data
From Data to Knowledge
10,400
36,876
47,948
25,046
18,984 57,948
28,948
8,964 32,948
18,948
27,983
65,948
17,465
14,576

Data
Information
Cost of kitchen remodels in your neighborhood

Data
Don’t spend more than $32,874 based on ROI
Information
Knowledge / Value

The Reality
of working
with
Big Data

Pose
Question
Acquire Clean Contextualize
/ Model
Give Access
Data Pipeline in a Nutshell
Acquisition to Integration
Ingest

“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

The Role of UX
Humanizing Data
First.
Pose questions
to frame
discovery in
data analysis

Pose
Question
Data Management Cycle
UX & Product’s Role
What if homeowners could know
which pros worked on their
neighbors homes?

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

Ingesting Permit Data as a scaleable
bandaid

Second.
Evaluate &
visualize your
ingredients
The Role of UX
Humanizing Data

Data Management Cycle
UX & Product’s Role
Acquire Ingest Clean
How can I optimize the data to
enrich the experience?

What does the data really look
like?

Permit Data is Barely Human

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

Visualizing Data
Picturing Dimensions
Time dimension

Third.
Information
Architecting
The Role of UX
Humanizing Data

Information Architecting
How can the data best be classiﬁed & used in various contexts?

Reconcile IA properties
Address
Photo
Description
Date Filed
Value
Photo
Description
Date Completed
Cost
Home Pro
Photo
Description
Date Filed
Value
Gap

Reconcile IA properties
Gap
Gaps in
ontology
leads to gaps
in experience

Fourth.
Plan for Gaps
!
- meaning
- coverage
- relevance
The Role of UX
Humanizing Data

Quantity Doesn’t Equal Compelling
Finding compelling content literally is like ﬁnding needle in haystack
San Francisco, CA Little Rock, AR Phoenix, AZ

Porch
Home Report
A home CarFax, another
way of using the same
data.

Pick a point of
engagement that
maximizes relevance &
optimize your data

Deﬁne “Fit for Use”
Rules

The Empty Room Problem
Spotty coverage
Designing with Big Data is to
design for tiers of imperfect data.

Tiered Coverage Report
By Location and Type

Designing for tiered experiences
Evolving based on data coverage

How does the data inform relevance?
More is not always better

“There is no true information. Only spin.”
Abby Covert, Information Architect

It’s a journey
!
of connecting the dots
!
from
!
digital footprints

How quickly can you differentiate
with a credible compelling solution
or are you just spinning data?

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

Road mapping is about enhancing relevance & value
Providing deeper engagement — aligning data initiatives with Product Strategy
Data Initiatives

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

“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

Thank you

Designing with Big Data

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Designing with Big Data

Similar to Designing with Big Data (20)

Recently uploaded

Recently uploaded (20)

Designing with Big Data