wud slovakia 2015: data-driven design / jozef očkay

Data–Driven DesignJozef Očkay

“Nowadays, every hipster is a designer”

– interview candidate

Hipster Designer

• tend to express himself

• self-expression > function

• 3rd bullet point for extra coolness

Ego Designer

• is always right

• has big ego

• I think …• I expect …• in my opinion …• based on my knowledge …

Designer

• asks questions

• likes to iterate

• wants to solve the problem

HipsterDesigner

EgoDesigner

Designer

Client Expectation

Customerneed

Decisions

• opinion-driven• ego-driven• authority-driven• data-driven

“Without data youare just another person

with an opinion”– W. Edwards Deming,

Data Scientist

IconsFloppy disks are like Jesus.They died to becomethe icon of saving.

Hello :)

Winner

new icon

Old icon1.

2. New icon

3.

4.

5.

Old iconNew icon

IA InformationArchitecture

Where’s the bestplace to hide a body?Page two of Google.

<body>

Around 400 participants of which 50 have sorted all 75 cardsAVG time to complete: 16 minutes

Dendrogram

Similarity Matrix

User FlowUX is like a joke.If you have to explainit, it’s no good.

Change voice from English UK to US


40% success rate19.58 sec

Observations

• huge impact on success rate• hard to deal with categories first• list order helping to drive attention• alphabet over country flags

Download the map of Egypt

Observations

• not much impact on success rate• little or no doubt where to find things• less time needed• no use for Search field• “Manage Maps” better than “Offline Maps”• long list doesn’t work

Focus GroupsBrainstorming suckswhen you lack focus

IF THE SUNSET

IS ON THE WEST …

… WHY IS IT EAST IN

SYGIC GPS NAVIGATION ?!

Another Session[next week]

Message

design

self-expression ego

Designer

Client Expectation

Customerneed

Thx, Questions?

wud slovakia 2015: data-driven design / jozef očkay

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