designing using data
DESCRIPTION
Sarah Parmenter's talk from Future Insights Live 2014 in Las Vegas: "Instead of slavishly aping the latest UI trend, let’s design with data, producing designs and systems that yield predictable and desired results. Learn to design functional, beautiful interfaces with a solid backbone, supported by information-led processes tempered by your unique experience as a designer." Miss her talk? Join us at a future show: www.futureofwebdesign.com. Sign up for our newsletter at futureinsights.com and get 15% off your next conference.TRANSCRIPT
![Page 1: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/1.jpg)
DESIGNINGusing data
Sarah Parmenter Future Insights Live - Las Vegas, 2014
![Page 2: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/2.jpg)
![Page 3: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/3.jpg)
MAY 2010
![Page 4: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/4.jpg)
![Page 5: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/5.jpg)
![Page 6: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/6.jpg)
–John Maeda
Design is no longer the killer differentiator.
![Page 7: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/7.jpg)
Instincts are experiments. Data is proof.
![Page 8: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/8.jpg)
HTML & CSS
JAVASCRIPT & PHP
A CMS OF SOME KIND
RESPONSIVE DESIGN
SASS
our jobs
COPYWRITINGUSER
EXPERIENCE KNOWLEDGE
INFORMATION ARCHITECTURE
![Page 9: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/9.jpg)
![Page 10: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/10.jpg)
![Page 11: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/11.jpg)
DATARESEARCH
![Page 12: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/12.jpg)
our value
![Page 13: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/13.jpg)
“…become an expert to facilitate the most productive conversation
you can have.“
– Kevin Hoffman An Event Apart 2014
![Page 14: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/14.jpg)
– 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.”
![Page 15: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/15.jpg)
back up decisions
![Page 16: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/16.jpg)
why?
![Page 17: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/17.jpg)
“…get everyone on the same page, not thinking through preference.“
– Samantha Warren An Event Apart 2014
![Page 18: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/18.jpg)
Lasting Value
![Page 19: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/19.jpg)
…is that part of my job?
![Page 20: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/20.jpg)
–Zora Neale Hurston
“Research is formalised curiosity. It is poking and prying with a purpose”
![Page 21: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/21.jpg)
![Page 22: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/22.jpg)
![Page 23: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/23.jpg)
– Federico Holgado Mailchimp
“Nobody has an excuse to make an uninformed decision anymore.”
![Page 24: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/24.jpg)
Intuition
![Page 25: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/25.jpg)
![Page 26: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/26.jpg)
2-3 times more
![Page 27: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/27.jpg)
![Page 28: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/28.jpg)
![Page 29: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/29.jpg)
5000
![Page 30: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/30.jpg)
![Page 31: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/31.jpg)
– Aarron Walter Mailchimp
“…designers go from decorators to problem solvers.”
![Page 32: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/32.jpg)
strategy
![Page 33: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/33.jpg)
“(if) a strategy can’t predict outcomes, our strategy is broken.“
– Jared Spool An Event Apart 2014
![Page 34: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/34.jpg)
![Page 35: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/35.jpg)
![Page 36: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/36.jpg)
![Page 37: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/37.jpg)
![Page 38: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/38.jpg)
![Page 39: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/39.jpg)
![Page 40: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/40.jpg)
![Page 41: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/41.jpg)
Vanity Metrics
![Page 42: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/42.jpg)
hits
![Page 43: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/43.jpg)
total signups
![Page 44: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/44.jpg)
page views
![Page 45: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/45.jpg)
number of visits
![Page 46: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/46.jpg)
unique visitors
![Page 47: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/47.jpg)
![Page 48: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/48.jpg)
![Page 49: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/49.jpg)
– 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.”
![Page 50: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/50.jpg)
track people & their habits.
![Page 51: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/51.jpg)
“We don’t design for browsers. We design for people.“
– Jeffrey Zeldman An Event Apart 2014
![Page 52: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/52.jpg)
targeting
![Page 53: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/53.jpg)
![Page 54: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/54.jpg)
…finding the answer
![Page 55: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/55.jpg)
common link?What is the
![Page 56: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/56.jpg)
![Page 57: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/57.jpg)
personas
![Page 58: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/58.jpg)
![Page 59: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/59.jpg)
![Page 60: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/60.jpg)
Sahar HashemiUK ENTREPRENEUR
![Page 61: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/61.jpg)
![Page 62: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/62.jpg)
“The best UX strategists create delight by working in the
intersection of business and design.“
– Jared Spool An Event Apart 2014
![Page 63: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/63.jpg)
“Experiment led design may happen outside of normal work.“
– Kevin Hoffman An Event Apart 2014
![Page 64: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/64.jpg)
![Page 65: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/65.jpg)
![Page 66: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/66.jpg)
![Page 67: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/67.jpg)
![Page 68: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/68.jpg)
![Page 69: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/69.jpg)
![Page 70: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/70.jpg)
![Page 71: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/71.jpg)
![Page 72: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/72.jpg)
3 MONTHS
![Page 73: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/73.jpg)
FULL HOUSE
![Page 74: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/74.jpg)
![Page 75: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/75.jpg)
ESTABLISH PERSONAS
![Page 76: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/76.jpg)
![Page 77: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/77.jpg)
![Page 78: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/78.jpg)
![Page 79: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/79.jpg)
![Page 80: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/80.jpg)
![Page 81: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/81.jpg)
![Page 82: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/82.jpg)
![Page 83: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/83.jpg)
DIGITAL STRATEGY
![Page 84: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/84.jpg)
![Page 85: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/85.jpg)
![Page 86: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/86.jpg)
http://www.marketingcharts.com/wp/direct/facebook-posts-get-half-their-reach-within-30-minutes-of-being-published-24453/
REFERRER LOYALTY
![Page 87: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/87.jpg)
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/
![Page 88: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/88.jpg)
![Page 89: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/89.jpg)
![Page 90: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/90.jpg)
Designed processes
![Page 91: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/91.jpg)
![Page 92: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/92.jpg)
![Page 93: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/93.jpg)
![Page 94: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/94.jpg)
![Page 95: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/95.jpg)
![Page 96: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/96.jpg)
![Page 97: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/97.jpg)
![Page 98: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/98.jpg)
UX DESIGN
![Page 99: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/99.jpg)
CONTENT
![Page 100: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/100.jpg)
“Solid content and good design adds value to (an) experience.“
– Jared Spool An Event Apart 2014
![Page 101: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/101.jpg)
WHERE?
![Page 102: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/102.jpg)
CALL TO ACTION
![Page 103: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/103.jpg)
200%
![Page 104: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/104.jpg)
![Page 105: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/105.jpg)
VISUAL MEDIA
![Page 106: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/106.jpg)
content first
![Page 107: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/107.jpg)
![Page 108: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/108.jpg)
![Page 109: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/109.jpg)
![Page 110: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/110.jpg)
![Page 111: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/111.jpg)
![Page 112: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/112.jpg)
ITERATIVE WORKING
![Page 113: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/113.jpg)
“Being flexible in your approach to design is what is really valuable. “
– Jason Santa Maria An Event Apart 2014
![Page 114: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/114.jpg)
![Page 115: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/115.jpg)
![Page 116: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/116.jpg)
![Page 117: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/117.jpg)
![Page 118: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/118.jpg)
![Page 119: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/119.jpg)
browserstack
![Page 120: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/120.jpg)
![Page 121: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/121.jpg)
![Page 122: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/122.jpg)
![Page 123: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/123.jpg)
![Page 124: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/124.jpg)
1 2
3
4 5
6
![Page 125: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/125.jpg)
![Page 126: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/126.jpg)
HUMAN LANGUAGE
![Page 127: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/127.jpg)
– Frank Zappa
“A mind is like a parachute. It doesn’t work if it is not open.”
![Page 128: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/128.jpg)
START TODAY
![Page 129: Designing using Data](https://reader036.vdocuments.site/reader036/viewer/2022062511/54c766114a795978548b459b/html5/thumbnails/129.jpg)
thank you@sazzy