Big Data Berlin 2019 v 18.0 I Big Data Munich v 11.0 I 'Why Data Science Needs Human Centered Design'-Tobias Joest
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1) The document discusses how data science and human centered design are sometimes seen as contradictory approaches but can be combined effectively. 2) It argues that while data science focuses on analyzing large datasets and human centered design prioritizes understanding human needs, both aim to solve problems and can be mutually beneficial when integrated. 3) By focusing on user needs and testing solutions early through prototypes, human centered design can help ensure data science projects address the right problems and create useful results for people.
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Big Data Berlin 2019 v 18.0 I Big Data Munich v 11.0 I 'Why Data Science Needs Human Centered Design'-Tobias Joest
- 1. Tobias Joest May 22, 2019 Why Data Science Needs Human Centered Design
- 2. Design Thinking Academy CEO & Founder SKOLKOVO School of Management Moscow, better city better life GEW Minsk Keynote Speaker, Coach GovTech University of Mannheim Coaching Social Entrepreneurship Startery Eastern Europe (social startups) Head Organizer SAP SE Chief Process Expert Tobias Joest Design Thinking and Innovation Expert IE Business School Professor
- 3. Why Data Science Needs Human Centered Design 3
- 4. Data Science „…a multi-disciplinary field that uses scientific methods, processes, algorithms and systems to extract knowledge and insights from structured and unstructured data“ 4
- 5. Data Scientist: The Sexiest Job of the 21st Century from an HBR article from 2012 5
- 6. Tobias Joest Prejudices and Challenges Data Scientists and Business Taking a long swim in the data lake and see where the data drives you Cool mathematical stuff we can do with data 6
- 7. Tobias Joest Prejudices and Challenges Creating Consumable Results A big challenge at the end of a project is the visualization of the results Data Scientists are expected to provide a way to make results easily consumable 8
- 8. Tobias Joest Prejudices and Challenges Beautiful Models Nobody Sees You create something nobody uses 9
- 9. Data Science in retail Campaign management Customer loyalty programs Event and behaviour based targeting 11
- 10. Data Science in finance Fraud management Credit risk analysis High speed trading 12
- 11. Data Science in e-comerce Recommendations using predictive analytics Right offer at the right time Best supplementing offers 15
- 12. 16 Data Science in fast food
- 13. Human Centered Design A framework that develops solutions to problems by focussing on the human perspective in all steps of the problem solving process. 17
- 14. Tobias Joest Source: University of St. Gallen, Switzerland 18
- 15. What is possible vs. Which problem do we solve 19
- 16. Knowledge from data analysis vs. Knowledge from needfinding 20
- 17. Clear math and reproducible results vs. Dancing with ambiguity 21
- 18. What to focus on vs. What‘s the best solution 22
- 19. Tobias Joest A contradiction? Human Centered Data Science Human Centered Design Consistent orientation on human beings and their needs Big Data Algorithms and huge amounts of data 23
- 20. Tobias Joest A contradiction? Data Driven Both disciplines rely on data Human Centered Data Science 24
- 21. Tobias Joest A contradiction? Customer and user centricity Think like your users Use mass data to understand user behavioural patterns Take challenges from user point-of-view Generate new ideas by analysing user data Human Centered Data Science 25
- 22. Tobias Joest A contradiction? Result oriented… Big difference between insights we gain from data and the transformation into real user value —> focus on problem solving Human Centered Data Science 26
- 23. Tobias Joest A contradiction? Agility… Important goal is an early prototype Show, don’t tell Move fast and break things Human Centered Data Science 27
- 24. Tobias Joest A contradiction? Empathetic Problem solving from users’ point of view Consider every day users and extreme users Human Centered Data Science 29
- 25. Why Data Science Needs Human Centered Design 30
- 26. Tobias Joest
- 27. Tobias Joest
- 28. Tobias Joest How do you change a light bulb? 33
- 29. Tobias Joest How do you change a light bulb? Data Scientist’s Mindset Type of light bulb Height of floor Power source Wattage Number of turns Timing Changed by Heat Safety requirements Last changed 34
- 30. Tobias Joest How do you change a light bulb? Designer Mindset Type of light bulb Height of floor Power source Wattage Number of turns Timing Changed by Heat Safety requirements Last changed Why a light bulb? 35 Data Scientist’s Mindset
- 31. Tobias Joest How do you change a light bulb? Designer Mindset FACTS QUESTIONS Guilford: Convergent Production Producing a single best solution to a problem Guilford: Divergent Production Producing a variety of ideas or solutions to a problem Source: Guilford, J.P. (1967). The nature of human intelligence. McGraw-Hill New York. 36 Data Scientist’s Mindset
- 32. Tobias Joest How do you change a light bulb? Designer Mindset FACTS QUESTIONS Guilford: Convergent Production Producing a single best solution to a problem Guilford: Divergent Production Producing a variety of ideas or solutions to a problem Both want to solve a problem 37 Data Scientist’s Mindset
- 36. Data Science and Human Centered Design 41 Data Models Experiences User Data science approach Human centered design approach
- 39. Do the right things right 45