From Data Platform to Data Marketplace: Designing for User Experience

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1. DESIGNING FOR USER EXPERIENCE From Data Platform to Data Marketplace The mistake we made that you do not have to.
4. Gavin Morgan Hanna Mironchyk
5. 35 Countries 9.1M NL Customers 50,000 Employees
7. Global Data Platform North America South America Netherlands Australia & New Zealand
8. Global Data Platform Netherlands Netherlands North America Data Producer South s America North America Data Consume Southrs America Australia & New Zealand Australia & New Zealand
9. Global Data Platform Data Producer Data Consumer Data Payment Producer Transaction Data s Data Financial Consume Crime rs
10. Global Data Platform Data Producer Data Consumer Data Payment Producer Transaction Data s Data Financial Consume Crime rs
11. Data Marketplace Data Producer s Data Consume rs
12. Global Data Platform Collibra Data Producer s Data Consume rs Azure, Databricks, Airflow
13. Global Data Platform Data Product Factory Data Product Factory Data Product Factory Data Producer s Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Acce ss Data Consume rs
14. Global Data Platform Governance Decision Data Ingestion Governance Decision Governance Decision Data Access Data Preparation
15. Global Data Platform Data Producers Data Product Factory Data Product Factory Data Product Factory Data Acce ss Data Consumer s
16. Global Data Platform Data Producers Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Acces s Data Consumer s
17. Global Data Platform Data Producers Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Acce ss Data Consumer s
18. Global Data Platform Data Producers Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Product Factory Data Acce ss Data Consumer s
19. USER SIGNAL Would you recommend Global Data Platform to your colleague? NO 528 -10 responses Net Promoter Score
20. You make the platform. Users make the marketplace.
21. Feedbac k surveys Feature requests …was not enough. UI tweaks
22. HUMAN-CENTRED DESIGN Start by listening 01 02 03 LISTEN CO-CREATE VALIDATE Discover what matters Design solutions together Test with users
23. RESEARCH MODEL Looking beyond feedback QUALITATIVE QUANTITATIVE Understand & unpack Validation See how people work, what the experience feels like, and why pain points occur. Validate discovered pains across a broad, cross-domain group of users. #nofilter #emotions #prioritization #validation
24. HUMAN-CENTRED DESIGN Co-create with users—not for them 01 02 03 LISTEN CO-CREATE VALIDATE Discover what matters Design solutions together Test with users
25. Design with users. Not for them.
26. FROM OPPORTUNITIES TO CONCEPTS Opportunity areas → Co-creation sessions → 16 concepts validated with users Needs made visible People shaped ideas together Concepts became testable
27. HUMAN-CENTRED DESIGN Close the loop with validation 01 02 03 LISTEN CO-CREATE VALIDATE Discover what matters Design solutions together Test with users
28. USER VALIDATION • CONCEPT TEST We tested ideas, not assumptions. WHAT USERS SAW “It helps me to have a snapshot - a list of stuff you need to do.” DATA PRODUCER 1 · USEFUL “What value does it have to invest in this? I have a very full DATA PROD bac klogUCER .” 2 · REAL CONSTRAINT
29. NEXT: THE PEOPLE BEHIND THE PLATFORM Three personas. Three journeys. One connected platform experience.
30. Meet the Data Engineer Building reliable data products inside a data platform.
31. DATA ENGINEER VOICE “ The platform is built on a high degree of optimism…“
32. IMPACT 85% of producers lack Data Transfer Controls Missing controls create real delivery risk.
33. The right way should be the easy way.
34. PLATFORM RESPONSE What we are doing Data Product Automation Screenshot to be added Producer Insights Ingestion Coach Screenshot to be added
35. Meet the Data Owner Governing data alongside the day job.
36. DATA OWNER VOICE “ For us, it’s a side thing. It’s like the third thing we’re doing next to our main jobs.”
37. IMPACT 65% of columns lack data definitions Consumers spend more time trying to understand data than use it.
38. PLATFORM RESPONSE What we are doing AI-generated metadata Actionable insights Smarter periodic reviews
39. Meet the Data User Trying to find and use the right data product.
40. DATA USER VOICE “I can’t find data and I can’t use it…”
41. IMPACT 10 % Data products found with open search Consumers struggle to identify the right data product.
42. PLATFORM RESPONSE What we are doing AI Search Agent Screenshot to be added Quick Data Use-Case Explorer
43. CONCLUSION User experience turns a platform into a marketplace. DATA ENGINEER DATA OWNER DATA USER
44. Design with users. Not for them.
45. The right way should be the easy way.
46. You make the platform. Users make the marketplace.