Thoughts on how to use design and data when developing customer experiences. Slides from a 30-minute keynote given in Helsinki in March, 2016. For more information, please read my blog post on how to use customer data to provide personalized omnichannel experiences: http://affecto.com/insights/blog/every-customer-deserves-vip-treatment/

1. Design ♥ Data
Mikko Eerola
@tulensrma
ASML 1.3.2016

2. Design-driven
and
data-driven
are not opposites

3. Design
drives on insight, intuition and empathy

4. Discover Define Develop Deliver
WHAT, TO WHO AND WHY? HOW?
The design process starts with insight and intuition,
and improves with constraints and feedback

5. “Close your
eyes and
pretend
you’re
human”
Stewart Butterfield
CEO, Slack

6. Data
means many things

7. This is the obvious imagery when thinking about data

8. Depending on our background,
we often associate data to be either
Business Intelligence
or
Web Analytics

9. Structured data is only side of the coin

10. We create business value for our customers by
combining information with insight. We leverage
the full data set surrounding organizations,
and our services range from information technologies
to advanced digital business solutions.
“
”

11. So what is
The Full Data Set
surrounding organizations?

12. Transactional and operational data, stored in the IT
systems that support the organization’s processes
This is what we often mean when we talk about data.

13. There is a lot of other data available from inside and
outside the organization

14. A true customer 360° view benefits from the entire data set

15. Different data answers to different questions
BigDataPlatform
Existingplatforms
Big Data Storage (Data Lake)
Business applications
(Application of models)
Data Blending / Data Virtualization
Deep Analytics
(Data analyst, Data Scientist)
Internal Insight
(Business Users)
Reporting and
collaboration
Discovery Exploration
Use predictive models
Predictive Analytics
Model creation
Data blending
Visualization
Data
Warehouse
DW Portal
Automated web
services to
customer or
business facing
applications.
Data Sources
Transactional
Data Sources
Social Application User Generated Rich Media Sensor Documents Third
Party
Visualization to BI-
platforms, publish to
business applications
Data blending,
enrichment,
transformation
What
happened?
Why did it
happen?
What will
happen?
What should
we do next?

16. Technologythatlearnsfromthe
pastexperiencesofthecompany
andpredictsfutureoutcomes-
forexamplethebuyingbehavior
ofconsumers-in ordertoenable
better decisionmaking
Predictive
analytics

17. Thank you!
@tulensrma
Mikko Eerola
mikko.eerola@affecto.com

18. http://affecto.com/

19. We create business value for
our customers by combining
information with insight.
NASDAQ: AFE1V
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Revenue
100+
Large Nordic
Customers
1000+
Employees

20. Analytics,
Big data, Enterprise
Information Management
Functional &
Software Solutions
Custom Development,
Design & Sensing
the physical
Our expertise
Business intelligence & Data warehouse
Master data management
Advanced analytics
Analytics as a Service
Big data & Cloud
Document and case management
Business applications
Functional solutions
Custom development
Enterprise software
Managed services
Service & Customer experience design
Algorithms
Location solutions
Mobile development
Sensors & IoT
Virtual & Augmented reality