Download - Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)
![Page 1: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/1.jpg)
@yellowicepick
Fighting the dark side of data.
![Page 2: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/2.jpg)
@yellowicepick
How good things turn out bad.
![Page 3: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/3.jpg)
@yellowicepick
Why data is important for design.
Why it isn’t.
How to make sure you only use it when it’ll do you a world of good
![Page 4: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/4.jpg)
@yellowicepick
10 years Using Consumer Insight
to GivE Strategic Recommendations
to Brands
QUantitative Research
Qualitative Research
User Experience & INTERACTION DESIGN
BRAND PLANNING
![Page 5: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/5.jpg)
@yellowicepick
34%
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@yellowicepick
This is the story of a button.
![Page 7: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/7.jpg)
@yellowicepick
This is the story of a button.
Jared Spool’s “$300 Million Button Case Study”, from his User Interface Engineering post
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@yellowicepick
Usability
Onboarding
Conversion Optimization
Growthhacking
“Dark UX”
![Page 9: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/9.jpg)
@yellowicepick
Usability
Onboarding
Conversion Optimization
Growthhacking
“Dark UX”
Effectiveness and comprehension
Getting you into the app
Getting you to transact
Tricks and tracking to get more users
Using UX knowledge to trick people into doing things
?
![Page 10: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/10.jpg)
@yellowicepick
Data has gotten a great rap.
![Page 11: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/11.jpg)
@yellowicepick
“Users” and “Customers” have gotten a great rap.
![Page 12: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/12.jpg)
@yellowicepick
Why are “data” and testing so popular?
![Page 13: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/13.jpg)
@yellowicepick
Imagine getting to predict
what will happen next.
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@yellowicepickComicBook.com with their weekly breakdown of TV ratings, by demographic.
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@yellowicepick
Digital is made for data.
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@yellowicepickSample Visitors Flow page, from our own website’s Analytics
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@yellowicepickGoogleTrends screencapture - Past Year Searches for Philippine Government Service agencies https://medium.com/@yellowicepick/what-filipinos-look-for-when-we-look-for-the-government-94247ecbf549#.c0bu446mh
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@yellowicepickhttps://medium.com/@yellowicepick/what-filipinos-look-for-when-we-look-for-the-government-94247ecbf549#.c0bu446mh
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@yellowicepick
![Page 20: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/20.jpg)
@yellowicepick
Better decisionsData =
![Page 21: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/21.jpg)
@yellowicepick
You can have all the effing data on-hand and your product could still suck.
![Page 22: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/22.jpg)
@yellowicepick
![Page 23: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/23.jpg)
@yellowicepick
Having good design
Having a lot of data ≠
![Page 24: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/24.jpg)
@yellowicepick
How does that happen?
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@yellowicepick
What do you mean when you say “good”?
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@yellowicepick
This is good because of…
Great technique.
Relevance.
Viability.
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@yellowicepickIDEO Human-Centered Design Model
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@yellowicepick
What is using data for evil design
anyway?
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@yellowicepick
“Technology is an amplifier.”
- Jan Chipchase
![Page 30: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/30.jpg)
@yellowicepick
“Technology is an amplifier.”
- Jan Chipchase
It doesn’t make people “something else” entirely; it makes them more of what they are, or what they like to do or see themselves.
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@yellowicepick
Power
![Page 32: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/32.jpg)
@yellowicepick
Power is neutral.
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@yellowicepick
“Using Sketch makes me feel like a god.”
![Page 34: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/34.jpg)
@yellowicepickEssena O’ Neill’s Instagram screenshot via Forbes
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@yellowicepickImage via The Daily Mail
![Page 36: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/36.jpg)
@yellowicepick
What do you mean when you say “good”?
![Page 37: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/37.jpg)
@yellowicepick
Great technique.
Relevance.
Viability.
![Page 38: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/38.jpg)
@yellowicepick
Great technique.
Relevance.
Viability.
![Page 39: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/39.jpg)
@yellowicepick
What can you do to make sure you’re using data for good?
![Page 40: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/40.jpg)
@yellowicepick
Weapons. To make sure you’re only using
data when it’s good for you.
![Page 41: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/41.jpg)
@yellowicepick
Evil that doesn’t know any better.
![Page 42: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/42.jpg)
@yellowicepick
1. No backbone.
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@yellowicepick
Walang tanga, meron lang walang pake.
There aren’t actually any idiots; just people who don’t care about the work.
![Page 44: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/44.jpg)
@yellowicepick
Weapon #1:
INTENT.
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@yellowicepick
Why are you gathering feedback?
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@yellowicepick
![Page 47: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/47.jpg)
@yellowicepick
Ask your team what you need.
![Page 48: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/48.jpg)
@yellowicepick
Evil that follows orders.
![Page 49: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/49.jpg)
@yellowicepick
2. Listening to what users say.
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@yellowicepick
Don’t listen to what users say.
![Page 51: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/51.jpg)
@yellowicepick
Don’t listen to what users say.Figure out what they mean.
![Page 52: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/52.jpg)
@yellowicepick
Don’t listen to what users say.Figure out what they mean.
Solve that.
![Page 53: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/53.jpg)
@yellowicepick
![Page 54: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/54.jpg)
@yellowicepick
Weapon #2:
PROBING.
![Page 55: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/55.jpg)
@yellowicepick
Why did he say that?
![Page 56: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/56.jpg)
@yellowicepick
Solve the reason behind the suggestion.
Not the suggestion itself.
![Page 57: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/57.jpg)
@yellowicepick
Doing research doesn’t mean
giving up your expertise as a designer and developer.
![Page 58: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/58.jpg)
@yellowicepick
It’s not about “Oh, I should make it blue.”
![Page 59: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/59.jpg)
@yellowicepick
Creativity is problem-solving.
![Page 60: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/60.jpg)
@yellowicepick
Evil because you didn’t know yourself
well enough.
![Page 61: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/61.jpg)
@yellowicepick
What is this cheesy crap?
![Page 62: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/62.jpg)
@yellowicepick
What is this cheesy crap?
Soft skills. We aren't called to be artists or technicians. We're called to be problem-solvers.
![Page 63: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/63.jpg)
@yellowicepick
3. Bias
![Page 64: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/64.jpg)
@yellowicepick
Uniqueness3. Bias
![Page 65: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/65.jpg)
@yellowicepick
“Everything we talk about, we’re saying about ourselves."
Erika Hall, Just Enough Research
![Page 66: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/66.jpg)
@yellowicepick
![Page 67: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/67.jpg)
@yellowicepick
Better decisionsData =
![Page 68: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/68.jpg)
@yellowicepick
Validity
![Page 69: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/69.jpg)
@yellowicepick
Accuracy
![Page 70: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/70.jpg)
@yellowicepick
![Page 71: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/71.jpg)
@yellowicepick
“We weren’t going to go out and do market research.”
–Steve Jobs
![Page 72: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/72.jpg)
@yellowicepick
“…we didn’t build the Mac for anybody else.
We built it for ourselves… We weren’t going to go out and do market research.”
–Steve Jobs
![Page 73: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/73.jpg)
@yellowicepick
Weapon #3:
Strategically “be yourself”.
![Page 74: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/74.jpg)
@yellowicepick
Design isn’t just about you. Products you make for other people
aren’t about you.
![Page 75: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/75.jpg)
@yellowicepick
Know when it helps to “be yourself”.
And when it helps to just shut up and observe your users.
![Page 76: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/76.jpg)
@yellowicepick
Weapon #4:
Bring two friends.
Who are honest. Two, so you have tie-breakers.
![Page 77: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/77.jpg)
@yellowicepick
It improves your analysis when you are challenged.
![Page 78: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/78.jpg)
@yellowicepick
We don’t really mean to be bad.
![Page 79: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/79.jpg)
@yellowicepick
Intent.
![Page 80: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/80.jpg)
@yellowicepick
Conscientiousness.May pake.
![Page 81: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/81.jpg)
@yellowicepick
Weapons when someone hits you with data.
Have a backbone.1
It’s not about what people “say”. It’s about what they mean.
2
Sometimes, don’t be yourself. When gathering feedback.
3
Have people challenge you.4
![Page 82: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/82.jpg)
@yellowicepick
Meaning.
This is about not allowing your context to stop you. This is about assessing your context and realizing what is in your power to solve. To help make better.
![Page 83: Fighting the Dark Side of Data-Driven (Form, Function & Class Web Design Conference 2015)](https://reader031.vdocument.in/reader031/viewer/2022030308/58ecdb021a28ab1a788b4585/html5/thumbnails/83.jpg)
@yellowicepick
Thank you!Message me, if you want to talk
about using research and data for design. Or if you just like doughnuts :) medium.com/@yellowicepick
prioritystudios.com