‣ Making strategic initiatives possible
‣ Creating new products, services, etc.
‣ Enabling entry into new markets
INNOVATION THROUGH
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Re-imagining
problems
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Tesco Subway Store in South Korea image from littledoremi.com
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from evigo.com
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from jcdecaux-oneworld.com
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Intellectual Property
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EFFICIENCY
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25% FAIL OUTRIGHT
IT PROJECTS
PROVIDE NO ROI (IF THEY SUCCEED)
20-25%
REQUIRE SIGNIFICANT REWORK
50%
Based on a 2009 study
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Poor requirements
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Editorial & process
improvements
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Customer service
requests
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SATISFACTION
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“
— JEROME KATHMAN, CEO OF LPK
Consumer-preferred design outperforms
management-preferred design.
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Usability
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SUSTAINABILITY
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YOUR USERS
desirability YOUR BUSINESS
viability
YOUR BUILD TEAM
feasibility
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‣ Is it changing how customers see our brand?
‣ Is it helping us innovate?
‣ Is it increasing efficiency?
‣ Is it improving satisfaction?
‣ Is it making things more sustainable?
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MEASURING IS HARD
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Projects often begin with a
measurement to improve
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Simpson’s Paradox
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7.9%
11%
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22.9%
2.8%
0%
11.3%
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No content
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“If an unfriendly foreign power
had attempted to impose these
bad schools on us, we might well
have viewed it as an act of war.”
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MATH SCORES
40pts
VERBAL SCORES
50pts
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Bad Teachers
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More test takers
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LOW INCOME
INCOME:
LURKING VARIABLE
MIDDLE INCOME
HIGH INCOME
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LOW INCOME
INCOME:
LURKING VARIABLE
MIDDLE INCOME
HIGH INCOME
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LOW INCOME
INCOME:
LURKING VARIABLE
MIDDLE INCOME
HIGH INCOME
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LOW INCOME
INCOME:
LURKING VARIABLE
MIDDLE INCOME
HIGH INCOME
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448/8,000 VISITS
PAGE A
5.6%
584/8,000 VISITS
7.3%
PAGE B
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PAGE A PAGE B
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PAGE A PAGE B
FACEBOOK
300/6,000
5%
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PAGE A
FACEBOOK
30/750
4%
PAGE B
FACEBOOK
300/6,000
5%
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PAGE A
GOOGLE ADS
60/1,000
6%
FACEBOOK
30/750
4%
PAGE B
FACEBOOK
300/6,000
5%
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PAGE A
GOOGLE ADS
60/1,000
6% GOOGLE ADS
40/800
5%
FACEBOOK
30/750
4%
PAGE B
FACEBOOK
300/6,000
5%
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PAGE A
GOOGLE ADS
60/1,000
6%
EMAIL
90/1,000
9%
GOOGLE ADS
40/800
5%
FACEBOOK
30/750
4%
PAGE B
FACEBOOK
300/6,000
5%
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PAGE A
GOOGLE ADS
60/1,000
6%
EMAIL
90/1,000
9%
GOOGLE ADS
40/800
5%
EMAIL
516/6,450
8%
FACEBOOK
30/750
4%
PAGE B
FACEBOOK
300/6,000
5%
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DATA != MEANING
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Confirmation Bias
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“
— UPTON SINCLAIR
It is difficult to get a man to
understand something, when his
salary depends on his NOT
understanding it.
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Gestalt Principle:
Isomorphism
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Photos from Reddit
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“
— JACK HANDY
To me, clowns aren't funny. In fact,
they're kind of scary. I've wondered
where this started and I think it goes
back to the time I went to the circus,
and a clown killed my dad.
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Photo by Ghida Basma
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Availability Heuristic
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“
— ERIKA HALL
We tend to measure what we can easily
count, but not necessarily what counts.
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Goodhart’s Law
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MORE DATA !=
BETTER DECISIONS
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Photos by Reuters / Bassim Shati and from https://www.huffingtonpost.co.uk/2014/05/07/working-at-amazon-like_n_5278503.html
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The allure of cheap science
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SCIENCE & ART
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Sunset photo from http://www.city-data.com/picfilesv/picv16390.php
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No content
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From https://reasonandreflection.wordpress.com/tag/atomic-bomb/
“
— JEFF BEZOS
“Most decisions should probably be
made with somewhere around 70% of
the information you wish you had. If
you wait for 90%, in most cases,
you’re probably being slow.
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Trust
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TAKE RISKS
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The value of design
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“
— ANNE LAMOTT
Perfectionism is the voice of the
oppressor, the enemy of the people. It
will keep you cramped and insane your
whole life, and it is the main obstacle
between you and a shitty first draft.