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Data Science and Design:
A Tale of Two Tribes
Chris Chapo
Head of Data Science at ENJOY
@chapo
http://sfdata.startupweekend.org/files/2014/05/Fotolia_41498462_M1.jpg@chapo
@chapo
@chapo
https://hbr.org/2011/06/the-innovation-catalysts@chapo
Intuit’s Design for Delight
1. Deep Customer Empathy
2. Go Broad to Go Narrow
3. Rapid Experiments with Customers
@chapo
Designers Data Scientists
@chapo
“The value of an idea lies
in the using of it.”
- Thomas Edison
@chapo http://www.socialmediatoday.com/content/10-effective-ab-testing-procedures-monetize-your-content-increase-conversions
@chapo
A/B Testing
Experimentation
Insight
Innovation
@chapo
App A App B App C App D
End-User
Apps
Service Oriented Architecture
Core
Services
Service
A
Service
B
Service
D
Service
C
Service
E
A/B
Testing
Service
@chapo
Develop an A/B Testing Service

(the product)
The Challenge
For Developers Across the Enterprise
(the users)
To Fuel Insight-Driven Development

(the payoff)
@chapo
# EXPERIMENTS
PER WEEK
Success Measure for Adoption
of A/B Testing Service:
@chapo
# EXPERIMENTS
PER WEEK
# NEW END-USER
FEATURES
Success Measures for Adoption
of A/B Testing Service:
@chapo http://thenextweb.com/facebook/2014/02/10/facebooks-open-academy-helps-students-apply-theory-practice-become-better-software-engineers/
@chapo
@chapo
A/B Testing
Platform
Success
Experiments
per week
New End-User
features
# Users vs target
Time to consumption
Lagging Indicators Leading Indicators
Ease of use of
platform
Awareness of
platform across
dev community
Quality of
platform
Ease of
implementing
change
Visits to services directory
Enhancements requested
Uptime
Time to insight
Test results reflect reality?
Enhancement backlog
Data shifts the conversation
from “I think” to “I know”
1
@chapo
@chapo
@chapo
Develop a Real-Time Reporting Dashboard

(the product)
The Challenge
For Store Managers while on the shop floor
(the users)
To improve Customer Experience and Sales

(the payoff)
@chapo
137“core” metrics
Gross sales
Transactions
Returns
Wait time
NetPromoter Score
Traffic
Conversion
Product category sales
Managers on staff
Employees on staff
Manager tenure
Store size
Store layout
In-stock percent
Shrink
Employee engagement
Customer segments
Number of cashiers
Net sales
Employee knowledge
Illustrative example
@chapo Illustrative example
Customer
Experience
(NPS)
Sales
Employee
engagement
In-Stock
Traffic
# of employees
Employee
knowledge
Employee
tenure
Customer
segments
Illustrative Causal Map
@chapo
# of Stores
Best Performing StoresLowest Performing Stores
Distribution of Performance by Store
Focus Design
Research Here
@chapo
@chapo
4
key behaviors
+10%
conversion
May 3, 201Dashboard
iPhone 5 & iPhone 6 Moc…
Screen 2
Illustrative example
Data brings focus to the
design process
2
@chapo
@chapo http://www.forbes.com/sites/briansolomon/2014/04/29/ebay-repatriates-6-billion-in-cash-bucking-trend-set-by-apple/
@chapo
1 Billiontransactions per day
http://www.sap.com/customer-testimonials/high-tech/ebay.html
@chapo
@chapo
What?
Why?
What is Likely?
What If?
Key Questions Methods
SAP Hana
Data Cleansing
Time-series
Decision trees
http://www.sap.com/customer-testimonials/high-tech/ebay.html
@chapo
@chapo http://experience.sap.com/designservices/work/optimizing-ebays-signal-detection
@chapo http://experience.sap.com/designservices/work/optimizing-ebays-signal-detection
Design brings data to life3
@chapo
Design brings data to life3
@chapo
Data brings focus to the design process2
Data shifts the conversation from
“I think” to “I know”
1

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