The Big Data Revolution
Big Data has been gaining incredibly powerful momentum in the past 5 years. Since it came about, this technological solution that allows for massive amounts of analytical data to be stored and treated has shaped new services, shifted the mindsets of the banking, finance and tech sectors, and promises to continue influencing other areas. In a world where design is supposed to mirror the effective technological transitions which occur on a daily basis, how will the advent of Big Data and data analytics influence design?
How will product design trends be influenced by Big Data and its tremendous wealth of analytical power? By reading this Big Data and design article, you will get a glimpse into the future and understand how design is going to be supercharged by this revolutionary data solution.
What is Design?
Before understanding how design will be impacted by this tech, it is fundamental to get to know what design is all about. Design is basically the conceptualization of a construction of a system or object for the successful implementation of a specific process. Design can both refer to the process of creating the object or to the object itself.
This is a highly-complex subject since it has to deal with socio-political, economic, aesthetic and functional aspects, ensuring design is connected to the real world to offer concrete solutions. Design enthusiasts can be dedicated to industrial design, typography, interior design, and graphic design. Moreover, they can focus on some of the more recent types of design, such as UX/UI, or customer experience design.
The ultimate goal of design? To conceptualize products which are so perfect that they allow users to save time, get the info they need, know what and where they must click, press, touch to reach their goals, and simplify users' lives every single day.
What is Big Data?
Big Data is a widely-known term which is used to refer to large data sets that are too huge and remarkably complex and therefore cannot be dealt with using traditional data-processing software. This data can allow businesses to get tremendous power because it offers incredibly accurate statistics on some of the most complex info known to man.
With this technology, companies have to be able to process high volumes of unstructured, low-density data. This can mean data of unknown value, such as clickstreams on a mobile app or website, or Facebook data feeds, or even equipment that’s sensor-enabled.
Businesses which want to take full advantage of the revolution must also understand that the game is all about speed. There is a need to act fast since the highest velocity of data is streamed directly into memory instead of being written to disk. This means there are already certain smart products (which are internet-enabled) which actually operate in real time, requiring speedy, real-time data analysis, evaluation, and decision-making.
Last but not least, Big Data is also understood to bring about a great deal of variety since there is a plethora of diverse types of data available. Whereas before traditional data types had been structured into a relational database, data is now received in novel - and unstructured - data types.
What does this mean? That companies which want to supercharge their revenue by taking advantage of the possibilities of this incredible tech must be able to analyze semistructured and unstructured data types such as video, audio or text, needing to take preprocessing into account in order to understand the meanings lying behind all that support metadata.
How are companies using Big Data? They use it to gain a wealth of information about customer interactions, behavioral patterns, and regular habits. This data is collected every single day, in an attempt to craft a personal digital experience for all users. From shopping history to workout plans, from favorite diners to the customer’s heart rate, every single piece of information is now being used to shape shopping rituals, purchasing actions, and effectively influence what consumers decide to buy.
Now that we know what design is and what is Big Data, we realize how different these two worlds actually are. Therefore, how can design be influenced by this tremendous tech advancement and its surprising sea of possibilities?
It’s time to start reading about 6 uses of Big Data that will shape the world of design in the years to come.
6 Ways Big Data and Design Will Work Together
1. Accurate Personalization
The days when a designer would sit down, face a blank page, and use their aesthetic inspiration to create something terrifically remarkable from scratch are numbered. With the advent of this grand technology, designers will have a huge amount of data they can use to know the target audience, ascertain their tastes, and deliver something that’s not only unique but tailor-made.
This fantastic innovation will allow designers to use data to create something which is more intimate, ensuring they create a product that offers a truly personalized experience. This is key to understand the novel realization of experience design.
This type of design is basically the connection of design skills and data sets, uniquely united to provide elegant interfaces and design experiences which are not only individualized and intelligent but also dependent on the perceptive use of data.
2. Experience Design 2.0
With this tremendous tech shaping design in the years to come, we’ll see a revolution occur in experience design. Nowadays, businesses are obviously defined by two major realities: the new models of personal engagement and the massive amounts of information available. This means Big Data teams can effectively analyze human behavior and use that knowledge to help advance experience design.
They could help modify specific designs before they’re actually implemented since the remarkable insights gathered from the mind-blowing data will allow design experts to gain a new sense of the context, both evolving and learning with the customers to improve product design.
3. The Real-Deal “Market of One”
The idea of the “Market of One” has been a head-scratching El Dorado that companies have revered as a perfect dream. With this enormously impactful tech getting ready to influence the rules and rhythms of design, it seems clear that the dream can actually come true.
What is the “Market of One?” It is basically the idea that - one day - businesses will be able to create a remarkably specific and highly-customizable level of profound personalization. In fact, this sense of personalized delivery will be so potent and intense that customers will effectively be able to feel that a product is created bearing their thoughts, deeper needs, and yearning desires in mind.
The importance of actually being able to deliver something which is focused on creating customer-unique value cannot be underestimated. By taking advantage of the wealth of data sets available to those experts who know how to structure its power, design teams can not only contribute to the fulfillment of the “Market of One” ideal but also actually create pristinely crafted, customer-centric products which make a specific client feel completely satisfied by a tailor-made service.
4. Visual Communication
How will this tech affect design when it comes to the boundless world of visual communication? It will take data sets into account to present a uniquely refined visual communication experience.
Analytics visualization is all about presenting the specific results of aggregated data in the shape of support charts. With the rise of Big Data, design masters will be able to create a visualization experience that shows data in motion. Whereas before companies would have to see stale and static data that was based on data models which were superimposed on raw data, they can now see different data streams that showcase affinity and connectivity in quite the visual way.
Big Data and design can come together to present an analytics template and a visualization experience that effectively manages to show correlations among diverse sets of data. Since it’s proven that a human brain can understand a visual pattern much faster than a correlation among computed numbers, this design trend can use this life-changing advancement to revolutionize the way data is gathered, shared, and apprehended.
This mind-blowing tech creates data systems which are not deterministic, which means they showcase a visual map of various sources compiled according to both their weak and strong affinities. Whereas traditional analytics focuses on business users who come from an executive milieu, Big Data analytics will take the game a step further, using concrete design patterns to offer an operational layer that takes customers into consideration.
Since Big Data visualization must take design thinking and patterns into account, it is only natural to assume the visualization experience of the future will be the work of genius of a Big Data and Design Team, working together to create an analytics message that uses visualization as a storyteller.
5. Design Thinking: The Next Level
According to hard data, design thinking has actually enabled brands to regularly engage with their customers using a combination of emotional sense and data analytics, creating an exceptional user experience.
How can design thinking be matched with this fundamental tech to create unique experiences?
- Create new business opportunities for companies
- Take advantage of high-quality data to create products that address real needs
- Ensure a customer-centered mindset
- Develop a human-centric design process
By taking advantage of big sets of data and using empathy and emotion, you can supercharge a terrifically successful customer experience that puts clients first and uses analytical data and emotional ability to form a long-lasting partnership.
The philosophy of design thinking and analytics is not only a great solution for designers. Indeed, it can also be utilized by other professionals in different entrepreneurial contexts.
The only must-have? A well-established and thoughtful design approach that serves as a template, making sure this tech and design thinking can be perfectly matched for unbelievable customer-centered success.
6. Data-Centric Interfaces
The problem with this spectacular revolution? According to experts, most data-centric interfaces fail to stand apart.
They might look aesthetically impactful but don’t manage to showcase data effectively. They may have terrific underlying data sets while also not being that appealing to users.
Why is this? Because data science and UX design are still working independently. As soon as design masters and data scientists decide to join forces, data-centric interfaces will be greatly improved.
In the next few years, UX designers will be able to help change the way we perceive data. In fact, they will be essential, making data-centric applications mighty accessible by effectively crafting interfaces that not only inform people but also exhort them to take concrete action.
This will demand a mindset shift from UX designers since they will have to start perceiving data as something that can get to not only shape but also improve the user experience.
As for data scientists, they must also go through a change of heart, focusing on visual thinking, the formatting of data, and specific presentation dynamics. By getting to work together, designers and data scientists can use the rules of design and the boon of this technique to come up with data-centric interfaces that both impress and compel all users.
The Big Data Business Realm
It seems clear that Big Data analytics and design will have to join hands to create new solutions, supercharging companies and changing the landscape of some of the world’s most important industries.
This means that those who want to reap the rewards of successful Big Data strategies must use the power of design to change the way we perceive visual presentations, experience design, analytical data, and the customer-centered, highly-personalized user experiences that promise to change the way customers buy the products they need.