designing using data

DESIGNINGusing data

Sarah Parmenter Future Insights Live - Las Vegas, 2014

MAY 2010

–John Maeda

Design is no longer the killer differentiator.

Instincts are experiments. Data is proof.

HTML & CSS

JAVASCRIPT & PHP

A CMS OF SOME KIND

RESPONSIVE DESIGN

SASS

our jobs

COPYWRITINGUSER

EXPERIENCE KNOWLEDGE

INFORMATION ARCHITECTURE

DATARESEARCH

our value

“…become an expert to facilitate the most productive conversation

you can have.“

– Kevin Hoffman An Event Apart 2014

– Tim Brown, IDEO

“Many designers who are skilled technicians, craftsmen, or researchers have struggled to survive in the messy environment required to solve today’s

complex problems.

They may play a valuable role, but they are destined to live in the downstream

world of design execution.”

back up decisions

why?

“…get everyone on the same page, not thinking through preference.“

– Samantha Warren An Event Apart 2014

Lasting Value

…is that part of my job?

–Zora Neale Hurston

“Research is formalised curiosity. It is poking and prying with a purpose”

– Federico Holgado Mailchimp

“Nobody has an excuse to make an uninformed decision anymore.”

Intuition

2-3 times more

5000

– Aarron Walter Mailchimp

“…designers go from decorators to problem solvers.”

strategy

“(if) a strategy can’t predict outcomes, our strategy is broken.“

– Jared Spool An Event Apart 2014

Vanity Metrics

hits

total signups

page views

number of visits

unique visitors

– Seth Godin

“Making your numbers go up (any numbers--your bmi, your blood sugar,

your customer service ratings) is pointless if the numbers aren't related to

why you went to work this morning.”

track people & their habits.

“We don’t design for browsers. We design for people.“

– Jeffrey Zeldman An Event Apart 2014

targeting

…finding the answer

common link?What is the

personas

Sahar HashemiUK ENTREPRENEUR

“The best UX strategists create delight by working in the

intersection of business and design.“

– Jared Spool An Event Apart 2014

“Experiment led design may happen outside of normal work.“

– Kevin Hoffman An Event Apart 2014

3 MONTHS

FULL HOUSE

ESTABLISH PERSONAS

DIGITAL STRATEGY

http://www.marketingcharts.com/wp/direct/facebook-posts-get-half-their-reach-within-30-minutes-of-being-published-24453/

REFERRER LOYALTY

Facebook posts get half their reach within 30 minutes of being published.

http://www.marketingcharts.com/wp/direct/facebook-posts-get-half-their-reach-within-30-minutes-of-being-published-24453/

Designed processes

UX DESIGN

CONTENT

“Solid content and good design adds value to (an) experience.“

– Jared Spool An Event Apart 2014

WHERE?

CALL TO ACTION

200%

VISUAL MEDIA

content first

ITERATIVE WORKING

“Being flexible in your approach to design is what is really valuable. “

– Jason Santa Maria An Event Apart 2014

browserstack

1 2

3

4 5

6

HUMAN LANGUAGE

– Frank Zappa

“A mind is like a parachute. It doesn’t work if it is not open.”

START TODAY

thank you@sazzy