Making Data Human

We are human sensors, equipped with IP addresses, smartphone accelerometers, cameras and GPS. According to Andreas Weigend, a former chief scientist at Amazon.com who currently directs Stanford University’s Social Data Lab, this century is going to be defined by the ability to observe people through the data they share.

But what has the power to make data human — to make it meaningful and compelling — and to use it to create new experiences, products and services that are accessible, useful, inviting and engaging? Design. The convergence of data and design is revolutionizing the way we live and do business. What makes this possible is a human-centered approach that puts people first, beginning with a better understanding of human behavior.

Designers are skilled at simplifying and translating data into forms that people can use, relate to and enjoy, from thought-provoking infographics to user-friendly interfaces and cutting-edge products. See the beautiful examples of infographics at Feltron.com, Uber’s app that streamlines the experience of hailing a car service and the way Flipboard surfaces the most relevant content to each user based on saved, individual preferences.

Predictive apps, such as Google and Osito, stay a step ahead of us by doing things like cuing up reminders and weather reports, recommending places we might like and foretelling our preferences for certain brands over others. Making use of software that mines personal data, companies are able to know their customers better and thereby deliver more relevant, delightful and highly personalized experiences designed to integrate almost seamlessly with everyday activities based on location, email, calendar and other data.

Such a high degree of personalization can on the one hand feel a bit creepy, or when done right can seem almost magical. A recent innovation by Disney that offers visitors an enhanced guest experience is one example of personalization done right. High-tech bracelets, called MagicBands, connect park visitors to everything throughout the Walt Disney World Resort. Visitors need only tap their bands to enter the theme parks or their hotel rooms, and to purchase food and souvenirs.

Perceptions are critical. Design influences how we feel, how we make decisions and the ways in which we interact with one another and the world. We’ve seen how social networks play a part in the ways we form and build personal connections. There’s a reason why Facebook is so compelling: it provides a simple, attractive and easy-to-use interface and uses personal data to engage people.

Beautiful design sways us emotionally and leads to better usability. According to Aaron Walter in Designing for Emotion, “As Donald Norman, a pioneer in usability and human-computer interaction, points out in his book Emotional Design, beautiful design creates a positive emotional response in the brain, which actually improves our cognitive abilities.” Simply put, attractive works better.

Data doesn’t innovate. Designers do through their uniquely human faculties of creativity, imagination and intuition when coupled with a studied understanding of what people desire and how they can benefit. Design makes data human by turning it into insights, by making it meaningful and compelling, and by influencing perceptions and winning hearts.