User-centric vs. data-driven product design approach - Keynote by Kike Alonso during the Service Design Days, Barcelona 8th Oct 2016

1. Hello!
I want to tell you 3 stories about Design and Data

2. Connecting the dots
The Past

3. As a millennial, I grow up in a
quantifiable world.
That changed my social skills and wasted my money

6. 💩
👑

7. For better or worse.
Data awareness changes
user behaviours.

8. And we know some things about them
“25 % of the Spanish Internet users
have visited one of the sites we
have built.”
THE DIGITAL INDUSTRY 6 YEARS AGO

9. “Your brand sales increased 7% last
month”.
“We run a survey and your brand recognition is
now +15%”.
But it could be because the millions
you paid us OR NOT.
MEANWHILE ADVERTISEMENT COMPANIES
😱

10. We were inheriting the versus
culture.
Back then we choose 💖 or 🤖 to manage the process.

11. That is the opportunity for the Service Economy
Creativity, Design and Data
need to eat at the same table

12. The Past
We keep struggling
The Present

13. BUT IT’S BECOMING A TREND
Digital Design
roles landing in
the Video Game
Industry
Educational
NGOs building
Business
Intelligence teams
with designers
UX Designers
in
Advertising
Companies

14. YAMMER BASIC UNIT
Designer Product Manager Developer
Researcher
Product Writer
Decision MakerQuality AssuranceData Analyst
User Support Marketing / Sales

15. We learn to work together, the hard way.
💥💥💥💥
We know it didn’t work, we didn’t know why.

16. Stay always in the
discovery phase

17. Stop the deliver & run
design culture

18. Usually the best ideas are not here
No brainstorms
Prototype asap.
Where the magic happens.

19. Previous On Boarding New On Boarding
1 month to build
10 months measuring
and improving
Tons of months to build and launch
3 months to launch 100%

20. We changed how we measure
things. It changed drastically the
way we design.

24. We like to Experiment
1. Align goals
2. Design the core
3. Define design variables for uncertainties
4. Launch and measure
5. Make everyone agree on
assumptions6. Iterate the variables
7. Scale up

25. Data is not free.
Really, it’s fucking expensive. Use it with care.

26. Data is not a religion.
Designers cannot be
rockstars.
The beauty of the midpoint.

27. Data improved the way we design. What’s next?
The Future

28. We were inheriting the
versus culture.
“Stories are data with a soul.”.
BRENÉ BROWN

30. Data ecosystems
Incremental capacity to process and cross data between different
services.
🌲

31. Better stories
Help us to design for the stories we don’t even know about ourselves.
Talk about the future, not the past.
👽

32. Kill the one fit all
And build procedural systems based on user needs, not more scripts.
)

33. Include data in your
design process. Design
your relationship with
data.And be happy.

34. Thanks!
💖
@kukukaka02