By Nandini Nayak, Design Strategy Lead

1. Data +
Design
Debunking data and design myths

2. Personalization
is Expected
Context is Key
“Nine out of ten companies
are investing in data yet the
return on that investment
remains elusive.”
Services have to be
“Living”!

3. To be living means…
constantly learning and
changing in real time
in response to stimuli.
Those stimuli include direct instructions – but also observations
about people’s needs, behaviors, preferences, and environment.
SERVICES designed with LIVING characteristics will have the power
to affect our lives in profound and positive ways – right now and well
into the future.

4. A new design
mindset
Design
With Data
Design
By Data
Design
For Data

5. Look both ways
Data Led
Understand how
experiences can be
enhanced by data
Understand how
patterns in data can
support better
experiences
Design Led

6. Integrates Data Science and Service Design expertise
into one iterative process
Data + Design
Living Services
DATA SCIENTIST APPROACH
SERVICE DESIGNER APPROACH
Models Experiences UserData
• Immersion & Insights
• Rapid Prototyping
• Test & Learn
• Intense Collaboration

7. Nan Nayak
Ruth Ann Shields
Peter Lofgren
Lucy Richens
Nathan Shetterley

8. Integrates Data Science and Service Design expertise
into one iterative process
Data + Design
Living Services
DATA SCIENTIST APPROACH
SERVICE DESIGNER APPROACH
Models Experiences UserData
• Immersion & Insights
• Rapid Prototyping
• Test & Learn
• Intense Collaboration

9. Thank You