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@deanmalmgren @DsAtweet
2014 february norc
solve for ambiguitywhat the data literate can learn from the design process
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data scientists thrive with ambiguitysolve for x
x = 5 + 2
proj
ect e
volu
tion
A x = b optimize f(x)
optimize A x = b
subject to f(x) > 0
optimize “our profitability”
@deanmalmgren | bit.ly/design-data
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origins of ambiguitymany feasible approaches
@deanmalmgren | bit.ly/design-data
![Page 4: Solving for ambiguity: what the data literate can learn from the design process](https://reader037.vdocuments.net/reader037/viewer/2022103111/54c62b224a7959de728b45e2/html5/thumbnails/4.jpg)
origins of ambiguityunclear problems
@deanmalmgren | bit.ly/design-data
identify the best locations to plant new trees
![Page 5: Solving for ambiguity: what the data literate can learn from the design process](https://reader037.vdocuments.net/reader037/viewer/2022103111/54c62b224a7959de728b45e2/html5/thumbnails/5.jpg)
origins of ambiguityunclear problems
identify the best locations to plant new treeshow many?
what kinds of trees? move old trees?
replace old trees?
aesthetically pleasing? maximize growth? increase foliage? offset CO2 emissions?
@deanmalmgren | bit.ly/design-data
![Page 6: Solving for ambiguity: what the data literate can learn from the design process](https://reader037.vdocuments.net/reader037/viewer/2022103111/54c62b224a7959de728b45e2/html5/thumbnails/6.jpg)
@deanmalmgren | bit.ly/design-data
generate hypotheses
build prototype
evaluate feedback
“design process” is used everywhereanticipate failure
1-4 week iterations
![Page 7: Solving for ambiguity: what the data literate can learn from the design process](https://reader037.vdocuments.net/reader037/viewer/2022103111/54c62b224a7959de728b45e2/html5/thumbnails/7.jpg)
@deanmalmgren | bit.ly/design-data
generate hypotheses
build prototype
evaluate feedback
surveys, interviews, focus groups split testing, A/B testing QA; requirements churn
personas, scenarios, use cases business/product requirements story/user cards
build device prototypes minimum viable product write code
human-centered design lean startup agile programming
“design process” is used everywhereanticipate failure
1-4 week iterations
![Page 8: Solving for ambiguity: what the data literate can learn from the design process](https://reader037.vdocuments.net/reader037/viewer/2022103111/54c62b224a7959de728b45e2/html5/thumbnails/8.jpg)
@deanmalmgren | bit.ly/design-data
generate hypotheses
build prototype
evaluate feedback
proof is in the pudding
problem lost in translation
takes a long time to collect data, analyze, and build visualization
design and data sciencechallenges in practice
1-4 week iterations
![Page 9: Solving for ambiguity: what the data literate can learn from the design process](https://reader037.vdocuments.net/reader037/viewer/2022103111/54c62b224a7959de728b45e2/html5/thumbnails/9.jpg)
@deanmalmgren | bit.ly/design-data
a project always starts with…
![Page 10: Solving for ambiguity: what the data literate can learn from the design process](https://reader037.vdocuments.net/reader037/viewer/2022103111/54c62b224a7959de728b45e2/html5/thumbnails/10.jpg)
@deanmalmgren | bit.ly/design-data
a project always starts with…
![Page 11: Solving for ambiguity: what the data literate can learn from the design process](https://reader037.vdocuments.net/reader037/viewer/2022103111/54c62b224a7959de728b45e2/html5/thumbnails/11.jpg)
@deanmalmgren | bit.ly/design-data
a project always starts with…
![Page 12: Solving for ambiguity: what the data literate can learn from the design process](https://reader037.vdocuments.net/reader037/viewer/2022103111/54c62b224a7959de728b45e2/html5/thumbnails/12.jpg)
@deanmalmgren | bit.ly/design-data
a project always starts with…
Kathie was promoted
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@deanmalmgren | bit.ly/design-data
informal conversation to stated goalsmostly bad ideas, but a few good ones
![Page 14: Solving for ambiguity: what the data literate can learn from the design process](https://reader037.vdocuments.net/reader037/viewer/2022103111/54c62b224a7959de728b45e2/html5/thumbnails/14.jpg)
@deanmalmgren | bit.ly/design-data
mostly bad ideas, but a few good ones
Lorem Ipsum: a narrative about blankets.
Author: Charlie Brown
Date: 31 Jan 2012 !Lorem Ipsum is a dummy text used when typesetting or marking up documents. It has a long history starting from the 1500s and is still used in digital millennium for typesetting electronic documents, page designs, etc. !In itself, the original text of Lorem Ipsum might have been taken from an ancient Latin book that was written about 50 BC. Nevertheless, Lorem Ipsum’s words have been changed so they don’t read as a proper text. !Naturally, page designs that are made for text documents must contain some text rather than placeholder dots or something else. However, should they contain proper English words and sentences almost every reader will deliberately try to interpret it eventually, missing the design itself. !However, a placeholder text must have a natural distribution of letters and punctuation or otherwise the markup will look strange and unnatural. That’s what Lorem Ipsum helps to achieve. !I would like to thank Peppermint Patty for her support on studying
Lorem Ipsum as well as the infinite wisdom of Linus van Pelt and his willingness to use his blanket in my experiments.
informal conversation to stated goals
![Page 15: Solving for ambiguity: what the data literate can learn from the design process](https://reader037.vdocuments.net/reader037/viewer/2022103111/54c62b224a7959de728b45e2/html5/thumbnails/15.jpg)
@deanmalmgren | bit.ly/design-data
mostly bad ideas, but a few good ones
Lorem Ipsum: a narrative about blankets.
Author: Charlie Brown
Date: 31 Jan 2012 !Lorem Ipsum is a dummy text used when typesetting or marking up documents. It has a long history starting from the 1500s and is still used in digital millennium for typesetting electronic documents, page designs, etc. !In itself, the original text of Lorem Ipsum might have been taken from an ancient Latin book that was written about 50 BC. Nevertheless, Lorem Ipsum’s words have been changed so they don’t read as a proper text. !Naturally, page designs that are made for text documents must contain some text rather than placeholder dots or something else. However, should they contain proper English words and sentences almost every reader will deliberately try to interpret it eventually, missing the design itself. !However, a placeholder text must have a natural distribution of letters and punctuation or otherwise the markup will look strange and unnatural. That’s what Lorem Ipsum helps to achieve. !I would like to thank Peppermint Patty for her support on studying
Lorem Ipsum as well as the infinite wisdom of Linus van Pelt and his willingness to use his blanket in my experiments.
informal conversation to stated goals
![Page 16: Solving for ambiguity: what the data literate can learn from the design process](https://reader037.vdocuments.net/reader037/viewer/2022103111/54c62b224a7959de728b45e2/html5/thumbnails/16.jpg)
@deanmalmgren | bit.ly/design-data
mostly bad ideas, but a few good onesinformal conversation to stated goals
![Page 17: Solving for ambiguity: what the data literate can learn from the design process](https://reader037.vdocuments.net/reader037/viewer/2022103111/54c62b224a7959de728b45e2/html5/thumbnails/17.jpg)
@deanmalmgren | bit.ly/design-data
concept sketch comparisonsqualitative a/b testing
![Page 18: Solving for ambiguity: what the data literate can learn from the design process](https://reader037.vdocuments.net/reader037/viewer/2022103111/54c62b224a7959de728b45e2/html5/thumbnails/18.jpg)
@deanmalmgren | bit.ly/design-data
concept sketch comparisonsqualitative a/b testing
![Page 19: Solving for ambiguity: what the data literate can learn from the design process](https://reader037.vdocuments.net/reader037/viewer/2022103111/54c62b224a7959de728b45e2/html5/thumbnails/19.jpg)
@deanmalmgren | bit.ly/design-data
concept sketch comparisonsqualitative a/b testing
![Page 20: Solving for ambiguity: what the data literate can learn from the design process](https://reader037.vdocuments.net/reader037/viewer/2022103111/54c62b224a7959de728b45e2/html5/thumbnails/20.jpg)
@deanmalmgren | bit.ly/design-data
concept sketch comparisonsqualitative a/b testing
![Page 21: Solving for ambiguity: what the data literate can learn from the design process](https://reader037.vdocuments.net/reader037/viewer/2022103111/54c62b224a7959de728b45e2/html5/thumbnails/21.jpg)
@deanmalmgren | bit.ly/design-data
concept sketch comparisonsqualitative a/b testing
![Page 22: Solving for ambiguity: what the data literate can learn from the design process](https://reader037.vdocuments.net/reader037/viewer/2022103111/54c62b224a7959de728b45e2/html5/thumbnails/22.jpg)
@deanmalmgren | bit.ly/design-data
concept sketch comparisonsqualitative a/b testing
![Page 23: Solving for ambiguity: what the data literate can learn from the design process](https://reader037.vdocuments.net/reader037/viewer/2022103111/54c62b224a7959de728b45e2/html5/thumbnails/23.jpg)
@deanmalmgren | bit.ly/design-data
concept sketch comparisonsqualitative a/b testing
![Page 24: Solving for ambiguity: what the data literate can learn from the design process](https://reader037.vdocuments.net/reader037/viewer/2022103111/54c62b224a7959de728b45e2/html5/thumbnails/24.jpg)
@deanmalmgren | bit.ly/design-data
concept sketch comparisonsqualitative a/b testing
search engine with relevance metrics
demographics human readable expertise summary
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@deanmalmgren | bit.ly/design-data
from sketch to blue printadd detail to get feedback (while building)
![Page 26: Solving for ambiguity: what the data literate can learn from the design process](https://reader037.vdocuments.net/reader037/viewer/2022103111/54c62b224a7959de728b45e2/html5/thumbnails/26.jpg)
@deanmalmgren | bit.ly/design-data
from sketch to blue printadd detail to get feedback (while building)
![Page 27: Solving for ambiguity: what the data literate can learn from the design process](https://reader037.vdocuments.net/reader037/viewer/2022103111/54c62b224a7959de728b45e2/html5/thumbnails/27.jpg)
@deanmalmgren | bit.ly/design-data
from sketch to blue printadd detail to get feedback (while building)
![Page 28: Solving for ambiguity: what the data literate can learn from the design process](https://reader037.vdocuments.net/reader037/viewer/2022103111/54c62b224a7959de728b45e2/html5/thumbnails/28.jpg)
@deanmalmgren | bit.ly/design-data
prototype iterationsfaux first; KISS; build for feedback
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@deanmalmgren | bit.ly/design-data
prototype iterationsfaux first; KISS; build for feedback
![Page 30: Solving for ambiguity: what the data literate can learn from the design process](https://reader037.vdocuments.net/reader037/viewer/2022103111/54c62b224a7959de728b45e2/html5/thumbnails/30.jpg)
@deanmalmgren | bit.ly/design-data
prototype iterationsfaux first; KISS; build for feedback
![Page 31: Solving for ambiguity: what the data literate can learn from the design process](https://reader037.vdocuments.net/reader037/viewer/2022103111/54c62b224a7959de728b45e2/html5/thumbnails/31.jpg)
@deanmalmgren | bit.ly/design-data
prototype iterationsfaux first; KISS; build for feedback
![Page 32: Solving for ambiguity: what the data literate can learn from the design process](https://reader037.vdocuments.net/reader037/viewer/2022103111/54c62b224a7959de728b45e2/html5/thumbnails/32.jpg)
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@deanmalmgren | bit.ly/design-data
generate hypotheses
build prototype
evaluate feedback
proof is in the pudding
problem lost in translation
takes a long time to collect data, analyze, and build visualization
tips for designing with data
1-4 week iterations
![Page 34: Solving for ambiguity: what the data literate can learn from the design process](https://reader037.vdocuments.net/reader037/viewer/2022103111/54c62b224a7959de728b45e2/html5/thumbnails/34.jpg)
http://bit.ly/design-data !
@deanmalmgren [email protected]
solve ambiguous problems with an iterative approach