Hey I’m, Fiqry Revadiansyah I am a, ● CURRENTLY | Data Science @Accenture ● Previously | RnD Data Science @Purwadhika ● Firstly | Data Science @Bukalapak
01 The Stupendous Problem Solving Act as a human, treat problem as a human 02 The Amalgamation of Cognitive and Affective Uninterruptible of combination arts 03 Simplicity is The Ultimate Sophistication Simpler, better Today’s Journey Path
Emotions are Important in Decision Making Emotions help optimally navigate social decisions *) Emotions which are essential to build an impactful decision making: Memorable, Persuasive, and Engaging **) 01 02 *) Lerner, J., Li, Y., Valdesolo, P., & Kassam, K. (2015). Emotion and decision making. Annual review of psychology, 66, 799-823 **) https://www.forbes.com/sites/brentdykes/2016/03/31/data-storytelling-the-essential-data-science-skill-everyone-needs/?sh=628b20e852ad
Decision Theory Application In the reality, we already done this, but... Problem(s) Solution A Solution B Solution C Action A Action B Action C Result A Result B Result C Outcome(s) Incidental Influence(s) Emotion(s) Decision(s) Result(s) Possible Outcome(s) Business Problem Research & Discussion Data Visualization Data Insight Storytelling Leader’s Action [Untouchable Area] [Touchable Area]
01 Different Outcome(s) Expectation mismatch to the reality 02 Disconnectedness Solution(s) Irrelevant approach to solve the problem 03 Graveyard Decision(s) Leader distrust our approach due to some mistakes in our insights Sometimes, we are experiencing ...
Human-centered Design Framework (I) Put “Emotion” to all segments Problem(s) Solution A Solution B Solution C Action A Action B Action C Result A Result B Result C Outcome(s) Emotion(s) + Incidental Influence(s) Emotion(s) Emotion(s) + Decision(s) Emotion(s) + Result(s) Business Problem Research & Discussion Data Visualization Data Insight Storytelling Possible Outcome(s) Leader’s Action [Untouchable Area] [Touchable Area]
Human-centered Design Framework (II) Stupendous Problem Solving Emotional Business Problem (Empathy) Emotional Discussion/ Research Emotional Data Visualization Emotional Data Insight Storytelling * ) Ideo.org/tools
HCD Frameworks will aim you to: ❏ Know where to begin with ❏ Remind human as a social creature ❏ Follow a continuously improve ❏ Create a high quality decision
Human-centered Design Framework (III) What will we cover today Emotional Business Problem (Empathy) Emotional Discussion/ Research Emotional Data Visualization Emotional Data Insight Storytelling PART II PART III How to pour “Emotion” to understand business problem How to pour “Emotion” to deliver insight and visualization
Value vs Perceived Value Common Pitfalls of Understanding the Business Problem ❏ Individual Belief != Collective Belief ❏ “I think I am right” mindset ❏ Boiling the Ocean
What we think is the best result for them (Cognitive) What they think is the best result for them (Cognitive) Value Perceived Value Empathy as a Bridge: Affective “I think, in order to increase revenue we should increase the sales” “We think, tackling fraud is the best way to reduce cost and gain more revenue” We need to pour our empathy to bridge communication, listen what they need, understand the situation they face, know the key priority, and so on.
A • mal • ga • ma • tion /əˌmalɡəˈmāSH(ə)n/ (Noun): The action, process, or result of combining or uniting Combining both Cognitive (Rational Thinking) and Affective (Emotional Thinking) will produce high-quality problem solving skill
The First Principle Thinking (I) A Framework about how not to boil the ocean Analogy Electric cars will never work because batteries are expensive First Principle Purchasing individual battery materials from cost-efficient sources allows us to make batteries that are much cheaper than anyone realizes Grass, Kacper. 2019. First Principles Thinking for Societal Problem-Solving: A Manual to Generate Innovative Solutions to Today’s Challenges. Factory for Innovative Policy Solutions. https://doi.org/10.13140/RG.2.2.16182.24642/1
The First Principle Thinking (II) Issue Tree: How to decompose problem into shattered pieces How to Increase Revenue Increase The Sales Optimize the Cost Increase Buyer Increase Variety Reduce Fraud Optimize Operational * ) Minto, Barbara. 1991. The Pyramid Principle, Logic in Writing and Thinking. Essex: Pearson Education Limited (p. 96) High Effort, Not Priority Possible, Not Priority Possible, Priority Pour Empathy by Listen to Their Situation
The First Principle Thinking (III) Pitfall on Actionless Insight: Incomplete Point of View How to Increase Revenue Increase The Sales Optimize the Cost Increase Buyer Increase Variety Reduce Fraud Optimize Operational “Insights on Fraudsters Data” A question arise. Is this enough?
The Machine Learning Principle (III) Train a model to distinguish whether a photo is about Cat or Dog Cat Picture Dog Picture Similarity Dissimilarity 4 Legs Skin pattern 2 eyes Food Has a tail Behavior Has a neck Work in Police Station Has no wings Family/Ordo Trial 1 Training Feature 5 features: 70% Accuracy Trial 2 Training Feature 10 features: 88% Accuracy Trial 3 Training Validated Feature 8 features: 94% Accuracy Training More Validated Features Higher Model Accuracy
The Machine Learning Principle (IV) Add more features to increase the “accuracy” of the insights Additional Insights “New user referrals who made transaction on the same day of their registration date are suspected as fraudsters by XX%” Sunburst Plot
Breathtaking visualization helps to build impactful decision Emotions help optimally navigate social decisions *) Emotions which are essential to build an impactful decision making: Memorable, Persuasive, and Engaging **) 01 02 *) Lerner, J., Li, Y., Valdesolo, P., & Kassam, K. (2015). Emotion and decision making. Annual review of psychology, 66, 799-823 **) https://www.forbes.com/sites/brentdykes/2016/03/31/data-storytelling-the-essential-data-science-skill-everyone-needs/?sh=628b20e852ad
Data Ink Ratio Simplicity through Data Ink The non-erasable core of a graphic * ) Tufte, Edward R. 2001. The Visual Display of Quantitative Information. Connecticut: Graphics Press LLC “Above all else show the data” - Edward R. Tufte (p.92)
“The whole is other than the sum of the parts.” -Kurt Koffka Gestalt Principle Simplicity through Human Psychology. Gestalt is a psychology term which means “unified whole”, refers to theories of visual perception developed by German psychologist in the 1920s. http://www.gestalttheory.net/cms/uploads/pdf/archive/1910_1933/gestalt_theory_wertheimer.pdf
Gestalt Principles (I) Law of Continuation: Elements arranged in a line or soft curve are perceived to be more related than those arranged randomly or in a harsh line
Gestalt Principles (I) Law of Continuation: Elements arranged in a line or soft curve are perceived to be more related than those arranged randomly or in a harsh line
Gestalt Principles (I) Law of Continuation: Elements arranged in a line or soft curve are perceived to be more related than those arranged randomly or in a harsh line
Gestalt Principles (II) Law of Proximity: Elements arranged close to each other are perceived as more related than those placed further apart Company A Company B
Gestalt Principles (III) Law of Similarity: Elements sharing similar visual characteristics are perceived to be more related than those not sharing similar characteristics
Gestalt Principles (III) Law of Similarity: Elements sharing similar visual characteristics are perceived to be more related than those not sharing similar characteristics Company A Company B
Gestalt Principles (III) Law of Similarity: Elements sharing similar visual characteristics are perceived to be more related than those not sharing similar characteristics Company A Company B
Final Touch for Data Visualization Even though company A started to sell four times more than B on January, at the end their performance outnumbered by three times just within a year. Company A Company B 40 125 180 60 158 Leadership Change of Company B: Sales are Skyrocketing
Plot Choice Simplify by Plot Function. Type of Data Visualization https://www.mindbowser.com/data-visualization-how-to-use-it-to-your-advantage/ and some google image pictures Use Sankey/Sunburst/Treemap to show journey of grouped-data
To maximize the outcome from your problem, you should have to treat them as a human: Pour Emotion Summary - The First Principle Thinking - Feature Engineering Principle - Data Ink Ratio - Gestalt Principle
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