This talk was prepared for NUvention Analytics on 2015.04.09 as a set of examples to help students learn why the iterative design process is a compelling way to build tools, products, etc.

1. @deanmalmgren
@DsAtweet
2015 april 9
nuvention analytics
solve for ambiguity
adapting the design process for analytics problems

2. data scientists thrive with ambiguity
solve for x
x = 5 + 2
projectevolution
A x = b optimize
f(x)
optimize
A x = b
subject to
f(x) > 0
optimize
“our profitability”
@deanmalmgren | bit.ly/design-data

3. origins of ambiguity
many feasible approaches
@deanmalmgren | bit.ly/design-data

4. origins of ambiguity
unclear problems
@deanmalmgren | bit.ly/design-data
identify the best locations to plant new trees

5. origins of ambiguity
unclear problems
@deanmalmgren | bit.ly/design-data
identify the best locations to plant new trees
how many?
what kinds of trees?
move old trees?
replace old trees?

6. origins of ambiguity
unclear problems
identify the best locations to plant new trees
how 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

7. @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 everywhere
anticipate failure
1-4 week
iterations

8. data-driven e-discovery
daegis
@deanmalmgren | bit.ly/design-data

9. data-driven e-discovery
daegis
aboutpatent
not
aboutpatent
@deanmalmgren | bit.ly/design-data

10. daegis
aboutpatent
not
aboutpatent
turn over to plaintiff
don’t
turn over to plaintiff
adverse inference
data-driven e-discovery
@deanmalmgren | bit.ly/design-data

11. daegis
aboutpatent
not
aboutpatent
turn over to plaintiff
don’t
turn over to plaintiff
adverse inference
give away trade secrets
data-driven e-discovery
@deanmalmgren | bit.ly/design-data

12. daegis
aboutpatent
not
aboutpatent
turn over to plaintiff
don’t
turn over to plaintiff
adverse inference
give away trade secrets
data-driven e-discovery
@deanmalmgren | bit.ly/design-data

13. daegis
turn over to plaintiff
don’t
turn over to plaintiff
data-driven e-discovery
@deanmalmgren | bit.ly/design-data

14. daegis
data-driven e-discovery
@deanmalmgren | bit.ly/design-data

15. daegis
create a “document map”
algorithm design
patents
marketing
finances
fantasy football
lunch
coffee
data-driven e-discovery
@deanmalmgren | bit.ly/design-data

16. daegis
create a “document map”
fantasy football
algorithm design
patents
lunch
marketing
finances
coffee
review away shades of grey
reduce reviews by 90-99%
data-driven e-discovery
@deanmalmgren | bit.ly/design-data

17. daegis
data-driven e-discovery
@deanmalmgren | bit.ly/design-data

18. motorola
new product
announcement
first versions
from manufacturer
available
in stores
next generation
to manufacturer
product defects
from consumers
@deanmalmgren | bit.ly/design-data
data-driven consumer feedback

19. motorola
@deanmalmgren | bit.ly/design-data
data-driven consumer feedback

20. motorola
@deanmalmgren | bit.ly/design-data
data-driven consumer feedback

21. @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 science
challenges in practice
1-4 week
iterations

22. @deanmalmgren | bit.ly/design-data
a project always starts with…

23. @deanmalmgren | bit.ly/design-data
informal conversation to stated goals
mostly bad ideas, but a few good ones

24. @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 Pattyfor her support on studying
Lorem Ipsum as well as the infinite wisdom of Linus van Peltand his
willingness to use his blanket in my experiments.
informal conversation to stated goals

25. @deanmalmgren | bit.ly/design-data
mostly bad ideas, but a few good ones
informal conversation to stated goals
now what?

26. @deanmalmgren | bit.ly/design-data
concept sketch comparisons
qualitative a/b testing

27. @deanmalmgren | bit.ly/design-data
concept sketch comparisons
qualitative a/b testing

28. @deanmalmgren | bit.ly/design-data
concept sketch comparisons
qualitative a/b testing

29. @deanmalmgren | bit.ly/design-data
concept sketch comparisons
qualitative a/b testing

30. @deanmalmgren | bit.ly/design-data
concept sketch comparisons
qualitative a/b testing

31. @deanmalmgren | bit.ly/design-data
concept sketch comparisons
qualitative a/b testing

32. @deanmalmgren | bit.ly/design-data
concept sketch comparisons
qualitative a/b testing

33. @deanmalmgren | bit.ly/design-data
concept sketch comparisons
qualitative a/b testing
search engine
with relevance metrics
demographics human readable
expertise summary
now what?

34. @deanmalmgren | bit.ly/design-data
from sketch to blue print
add detail to get feedback (while building)

35. @deanmalmgren | bit.ly/design-data
from sketch to blue print
add detail to get feedback (while building)

36. @deanmalmgren | bit.ly/design-data
from sketch to blue print
add detail to get feedback (while building)

37. @deanmalmgren | bit.ly/design-data
prototype iterations
faux first; KISS; build for feedback

39. @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

40. http://bit.ly/design-data
@deanmalmgren
dean.malmgren@datascopeanalytics.com
solve ambiguous problems
with an iterative approach