How to Transition to Data-Enabled Design

July 30, 2019

How to Transition to Data-Enabled Design

Can data and AI decide how your homepage will look like? How much UX designers should rely on data and growth hacking tactics?

Eva Deckers, Design Director Data Enabled Design at Philips Design, discusses why the future of design is making data and artificial intelligence part of the creative process and deliver on meaningful propositions that encompass data and AI.  Eva elaborates on the need for this competence, the needed skills, expertise of designers and collaborations with data scientists, analysts and developers.

Eva starts her talk with an interesting observation - most designers still go into defense mode when someone mentions that data and AI are taking over design decisions. Traditional designers believe that there’s nothing better than the designer’s intuition and experience. This is a dangerous mindset designers should stay away from.  

Over 2 years ago Phillips created a brand new team - Data-enabled Design. This is their answer to the challenge of how to bring data into the design process. You literally do it! They’re driven by two main pillars:

Make data meaningful

You need to invest the time and resources to truly understand the value of data for users and ensure the propositions that encompass data are meaningful.

Data as a creative material

Data is a design material that the design community does not utilise enough yet. The future of design is treating data as a creative material.

The Challenges for Designers

According to Eva, designers are in general not trained and prepared to work with data. They’re not equipped with the right tools, data manipulation is not part of the design schools curriculum and designers are rarely interested in understanding data. They’re also not enough involved in the development around data and intelligence, they’re more often given the results to work with, instead of being involved in the discovery process.

Designers are usually not placed in the right position to challenge stakeholders if what they’re doing with data is meaningful and brings value to the end-user.

Designing with Data and Intelligence - 5 Steps

How can these challenges be overcome?

  1. Gather and work with quantitative data and qualitative data from and about your users, building and utilizing different data collection tools.
  2. Use existing tools in new contexts and develop new tools to translate data into insights.
  3. Integrate data design skills with service design and co-create to build user-centered propositions.
  4. Make use of data visualisation tools for both presenting and understanding data. Designers usually understand data better when it’s visualised and presented in a more meaningful way.
  5. Build canvases and tools to make exploring data accessible and help you create intelligent design systems.

For two great examples of how to utilise data in a design team and Eva’s full talk at UXDX 2018, watch the full video below.

Latest Posts

Integrating UX into SAFe

Integrating UX into SAFe

UX Research helps drive your teams to build a market-ready product your customers will love. Read about Marc's tips on how to infuse customer feedback and UX Design into Agile in a SAFe environment.

5 Talks You Can’t Miss at UXDX USA 2021

5 Talks You Can’t Miss at UXDX USA 2021

UXDX USA is right around the corner with a goal to break the barriers between product, design, UX and dev. With some of the top industry leaders sharing their personal experiences with transitioning to cross-functional teams we wanted to make sure you were including these five talks in your schedule! Building Strong Relationships with Stakeholders Parul Goel [https://uxdx.com/profile/parul-goel], Director of Product Management at Indeed [https://uxdx.com/profile/parul-goel]Why is this talk i

How do you justify investing in UX?

How do you justify investing in UX?

The traditional answer of gathering data to convince stakeholders doesn't work. Use this UX toolkit to uncover the business pain points and get their buy-in for adopting UX.

Convincing Your Boss

Convincing Your Boss

So you want to attend UXDX but you don’t know how to get your boss onside? We have composed a guide to help prepare you to ask your boss. We even drafted a sample email to send them!

How to Futureproof an Organisation? Diversity & Inclusion

How to Futureproof an Organisation? Diversity & Inclusion

Diversity & Inclusion in recent years has been at the forefront of many organisations to help improve relations in the workplace. To celebrate International Women’s Day, we asked our speakers from our upcoming events what Diversity & Inclusion in the workplace means to them. > “It means to me that everybody feels welcome, supported and respected. It's being able to be heard and to share your opinion. Being able to find opportunities for impact and personal growth. Diversity gives every company

Subscribe to the UXDX Newsletter

We care about the protection of your data. Read our Privacy Policy.

The UXDX newsletter is honestly one of the best I’ve seen. Incredible content.

Dennis Schmidt
Dennis Schmidt
Product Designer, SHARE NOW

Subscribe to the UXDX Newsletter

We care about the protection of your data. Read our Privacy Policy.