data informed design - knowdata16, bologna, 18/11/2016
TRANSCRIPT
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Dario, fa sito! (*)
(*) Traduzione dal dialetto bresciano: Dario, fai silenzio!
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#knowdata16
Data Informed Design
Perché Good Data è meglio di Big Data
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Abraham Wald
Gruppo di Ricerca Statistica
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Abraham Wald
Gruppo di Ricerca Statistica
Migliorare il tasso di ritorno dell’investimento
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PARTI DELL’AEROPLANO
Motore
Fusoliera
Sistema di alimentazione
Resto dell'aereo
FORI DI PROIETTILE PER METRO QUADRO
11
17
15
18
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Ovvio
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“Design is always obvious, in retrospect”
LUKE WROBLEWSKI
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#knowdata16
Data Informed Design
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I buoni dati illuminano la
strada durante il percorso
del design
Data Informed Design
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Data Informed Design
Dove trovare i dati?
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Quando si devono compiere delle scelte:
• Performance
• Interfaccia
• Visual
• Contenuti
• Architettura
• Strategia
Data Informed Design
Quando utilizzare i dati?
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#knowdata16
Performance
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https://testmysite.thinkwithgoogle.com
Performance
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Performance
Problema
espandere il proprio mercato nei paesi con economie emergenti
testi e immagini ad alta definizione
quantitativa
prevalenza di dispositivi mobile con
connettività 2G
Obiettivo:
Contenuti a disposizione:
Analisi:
Dati:
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Performance
Scelte del design
• Mobile first
• Contenuti prevalentemente testuali
• Lazy-loading delle immagini
• Immagini ad alta definizione solo su richiesta
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UTENTI
Facilità d’uso
Risparmio di tempo
Risparmio di denaro
AZIENDA
Un sito fruibile da tutti i mercati
Miglior compromesso tra budget
e funzionalità
Performance
Benefici
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“Cerca la soluzione che coniughi obiettivi
aziendali e obiettivi degli utenti”
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#knowdata16
Contenuti e architettura
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aumentare le iscrizioni al proprio
servizio
contenuti prevalentemente testuali
quantitativa e qualitativa
linguaggio poco comprensibile dagli
utenti
Obiettivo:
Contenuti a disposizione:
Analisi:
Dati:
Contenuti e architettura
Problema
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• Revisione dei menù di navigazione del sito
• Ricerca di parole chiave vicine al linguaggio
degli utenti
• Riscrittura dei contenuti
Contenuti e architettura
Scelte del design
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UTENTI
Informazioni più vicine
al loro bisogno
Migliore esperienza
AZIENDA
Miglior posizionamento sui
motori di ricerca
Contenuti e architettura
Benefici
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“Usa dati di tipo qualitativo e quantitativo”
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#knowdata16
Strategia
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Non abbiamo un problema.
Strategia
Problema
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• Preservare le caratteristiche del brand
• Semplificare la gestione del sito nei molteplici
mercati
• Rivedere le priorità dei contenuti
• Rendere più visibili alcune informazioni
particolarmente importanti per gli utenti
Strategia
Scelte del design
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UTENTI
Migliore esperienza
Facilità d’uso e di
comprensione
AZIENDA
Maggiore controllo sulle
localizzazioni del sito
Maggiore controllo sulle priorità
di comunicazione
Strategia
Benefici
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#knowdata16
Evolutionary design
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Evolutionary design
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Evolutionary design
MASSIMO LOCALE
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Evolutionary design
MASSIMO GLOBALE
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Evolutionary design
MANCANZA DI VISIONE
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Evolutionary design
Supponete di aver creato un servizio:
• Utile
• Intelligente
• Affidabile
• Performante
• Amichevole
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Evolutionary design
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Evolutionary design
Cosa dovete fare
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Trova la tua strada
Data Informed Design
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Cosa dovete fare
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Cosa dovete fare
• Guardatevi attorno, i good data sono a portata
di mano
• Osservate le persone, non misuratele soltanto
• Definite obiettivi chiari
• Usate i dati per capire cosa funziona e cosa
non funziona
• Trovate la vostra strada
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“Di bene in meglio, di giorno in giorno”
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#knowdata16
Grazie.