DATA DRIVEN DESIGN – in practice

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GDS24

“It is not the strongest of the species that survives, but rather, that which is most adaptable to change.”

Fragmentation in data across disparate systems and digital infrastructure continues to challenge many companies in delivering automated and personalised content.

“

Skift: The 2017 Digital Transformation Report

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😍😍

AI

NOW

SOON

“Varmasti asiakkaan näkökulma on jäänyt välillä taka-alalle. Nyt asiakas on keskiössä."

activity-centered

designdata-driven design

systems design

genius design

user-centered

design

Dan Saffer: What User-Centered Design is Good For

THINK BIG THINK LEAN

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Alan Klement: Jobs To Be Done

“If I had asked people what they wanted, they would have said

faster horses…”

Intercom: On Onboarding

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• DATA AND ANALYTICS FACILITATE AND FEED INSIGHT DEVELOPMENT AND DECISION MAKING

• APPLY INCLUSIVE METHODS SUCH AS CO-CREATION WITH RELEVANT STAKEHOLDERS (INTERNAL AND EXTERNAL)

• KEEP HIGH VELOCITY WITH LEAN METHODS: VALIDATE FAST, VALIDATE OFTEN

• FACILITATE MULTIVARIATE TESTING TO UTILISE ALL ELIGIBLE SOLUTIONS

DESIGN LEAD, DATA DRIVEN

NORTH STAR PRINCIPLES

A DYNAMIC SERVICE

PULL PUSH

WITH THE APPIFICATION OF EVERYTHING USERS WILL EXPECT THE SAME LEVEL OF SERVICE FROM WEBSITES. THOUGH NOT EVERY USER WILL BECOME A LOYAL USER OR LOYALTY MEMBER THE BETTER WE CAN SERVE THEM THE BETTER OUR CHANCES ARE FOR A LONG RELATIONSHIP.

ENTER THE AGE OF PUSH EVERYWHERE.

THIS MEANS A WEBSITE IS DYNAMIC, PERSONAL AND RELEVANT, ON EVERY VISIT.

A DYNAMIC SERVICE

SEGMENTING CONTENT TAGGED PER USER SEGMENT FOR MORE TARGETED SERVICE.

USER DATA CONTENT BASED ON CUSTOMER LEVEL, HISTORY AND PERSONAL PREFERENCES.

PERSONAL PUSH CONTENT BASED ON INTENT AND

HISTORY

RELEVANT RELATED, RECOMMENDED

UNIVERSAL SHARED TOOLS, STATIC CONTENT

EXAMPLE OF REAL ESTATE USE ON A LANDING PAGE OFFER A PERSONAL EXPERIENCE BASED ON THE DATA WE

HAVE OF THE USER. OFFER DEFAULTS WHEN WE DON’T KNOW ANYTHING ABOUT THE USER.

A BRIEF HISTORY OF DATA MODELLING

DEMOGRAPHICS (1662), JOHN GRAUNT

PROVIDE STATISTICAL AVERAGES

PERSONA (1983), ALAN COOPER

OFTEN COLOURFUL BIASES FROM THE AUTHOR’S MIND

CUSTOMER JOURNEY (1997)

FORCING LINEAR THINKING FOR USER AND CREATOR

UNIQUE CUSTOMER AS THE SIGNAL (NOW)

INDIVIDUALISATION RUNS THE SAME COST AS

GENERALISATION

FINNAIR DESIGN PROCESS: HYPOTHESIS DRIVEN

PROBLEM SOLUTION

HYPOTHESES

INSIGHT

EMPHASIS ON VALIDATING BUSINESS HYPOTHESES WITH PROTOTYPES, NOT CREATING DOCUMENTATION.

BUILD

MEASURELEARN

Hypothesis driven UX design

In-person validation with 120 people!

beta.finnair.com🤐

KEY TAKEAWAYS

1. Map the world, find your focus points. 2. Contextualise & validate; ♻ 3. Go big or go home (then iterate).

THANKS!@mikkokiviniemi