New York, May 22, 2012 – NYC UPA and R/GA put on a very interesting event on how to use Big Data to create deeper engagement and more meaningful user experiences. The presenters Andy Clark, Executive Creative Director and Tye Rattenbury, Director Data Science Strategy discussed the science, strategy and design that goes into inventing new user experiences.
The innovative solutions Tye and Andy presented centered around two main concepts: Turning precise data-sets into simple and understandable visual language and turning difficult calculation into easily identifiable symbols and icons.
To illustrate how to turn mind-bending analytic data (that quants love) into easily digestible portions, for say, brand managers the team at R/GA created concentric circles with varying gradients that correlate with the data-sets. This new visual affords the user to quickly discern what metric is the most active/volatile, which should yield quicker and hopefully more accurate responses.
Shifting to simplifying calculations with symbols and icons, the creative team at R/GA used a mobile phone data usage bill to show how abstract calculations can be boiled-down with symbols and icons. The team utilized app icons to demonstrate data usage by showing which apps use more data than others. If mobile carriers were to adopt a bill structure like to one demonstrated at the event they could stand to save thousands, if not millions, from unnecessary service calls by customers trying to understand their bill.
Tye and Andy closed with a discussion on their process and how they aligned the science, strategy and design of their projects. The key here was lots of open discussion from all members of the team, while keeping the client informed about the evolving project and how well it meets the overall business objective.
The takeaways for me were:
- Its all about deeper engagement with the user by creating richer and real-time, evolving feedback loops;
- Deeper engagement creates more value by creating a better chance to change behavior;
- Reinforced the idea that multi-disciplinary team members make synergic solutions possible.
Written by Marc Niola – The UX Acrobat and
UX Strategist @ Digital Cunzai
Follow Marc on Twitter: @marc_niola