@yellowicepick

Fighting the dark side of data.

@yellowicepick

How good things turn out bad.

@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

@yellowicepick

10 years Using Consumer Insight

to GivE Strategic Recommendations

to Brands

QUantitative Research

Qualitative Research

User Experience & INTERACTION DESIGN

BRAND PLANNING

@yellowicepick

34%

@yellowicepick

This is the story of a button.

@yellowicepick

This is the story of a button.

Jared Spool’s “$300 Million Button Case Study”, from his User Interface Engineering post

@yellowicepick

Usability

Onboarding

Conversion Optimization

Growthhacking

“Dark UX”

@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

?

@yellowicepick

Data has gotten a great rap.

@yellowicepick

“Users” and “Customers” have gotten a great rap.

@yellowicepick

Why are “data” and testing so popular?

@yellowicepick

Imagine getting to predict

what will happen next.

@yellowicepickComicBook.com with their weekly breakdown of TV ratings, by demographic.

@yellowicepick

Digital is made for data.

@yellowicepickSample Visitors Flow page, from our own website’s Analytics

@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

@yellowicepickhttps://medium.com/@yellowicepick/what-filipinos-look-for-when-we-look-for-the-government-94247ecbf549#.c0bu446mh

@yellowicepick

@yellowicepick

Better decisionsData =

@yellowicepick

You can have all the effing data on-hand and your product could still suck.

@yellowicepick

@yellowicepick

Having good design

Having a lot of data ≠

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How does that happen?

@yellowicepick

What do you mean when you say “good”?

@yellowicepick

This is good because of…

Great technique.

Relevance.

Viability.

@yellowicepickIDEO Human-Centered Design Model

@yellowicepick

What is using data for evil design

anyway?

@yellowicepick

“Technology is an amplifier.”

- Jan Chipchase

@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.

@yellowicepick

Power

@yellowicepick

Power is neutral.

@yellowicepick

“Using Sketch makes me feel like a god.”

@yellowicepickEssena O’ Neill’s Instagram screenshot via Forbes

@yellowicepickImage via The Daily Mail

@yellowicepick

What do you mean when you say “good”?

@yellowicepick

Great technique.

Relevance.

Viability.

@yellowicepick

Great technique.

Relevance.

Viability.

@yellowicepick

What can you do to make sure you’re using data for good?

@yellowicepick

Weapons. To make sure you’re only using

data when it’s good for you.

@yellowicepick

Evil that doesn’t know any better.

@yellowicepick

1. No backbone.

@yellowicepick

Walang tanga, meron lang walang pake.

There aren’t actually any idiots; just people who don’t care about the work.

@yellowicepick

Weapon #1:

INTENT.

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Why are you gathering feedback?

@yellowicepick

@yellowicepick

Ask your team what you need.

@yellowicepick

Evil that follows orders.

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2. Listening to what users say.

@yellowicepick

Don’t listen to what users say.

@yellowicepick

Don’t listen to what users say.Figure out what they mean.

@yellowicepick

Don’t listen to what users say.Figure out what they mean.

Solve that.

@yellowicepick

@yellowicepick

Weapon #2:

PROBING.

@yellowicepick

Why did he say that?

@yellowicepick

Solve the reason behind the suggestion.

Not the suggestion itself.

@yellowicepick

Doing research doesn’t mean

giving up your expertise as a designer and developer.

@yellowicepick

It’s not about “Oh, I should make it blue.”

@yellowicepick

Creativity is problem-solving.

@yellowicepick

Evil because you didn’t know yourself

well enough.

@yellowicepick

What is this cheesy crap?

@yellowicepick

What is this cheesy crap?

Soft skills. We aren't called to be artists or technicians. We're called to be problem-solvers.

@yellowicepick

3. Bias

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Uniqueness3. Bias

@yellowicepick

“Everything we talk about, we’re saying about ourselves."

Erika Hall, Just Enough Research

@yellowicepick

@yellowicepick

Better decisionsData =

@yellowicepick

Validity

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Accuracy

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@yellowicepick

“We weren’t going to go out and do market research.”

–Steve Jobs

@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

@yellowicepick

Weapon #3:

Strategically “be yourself”.

@yellowicepick

Design isn’t just about you.   Products you make for other people

aren’t about you.

@yellowicepick

Know when it helps to “be yourself”.

And when it helps to just shut up and observe your users.

@yellowicepick

Weapon #4:

Bring two friends.

Who are honest. Two, so you have tie-breakers.

@yellowicepick

It improves your analysis when you are challenged.

@yellowicepick

We don’t really mean to be bad.

@yellowicepick

Intent.

@yellowicepick

Conscientiousness.May pake.

@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

@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.

@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

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