"If the theme of the 2000’s
was “mass data capture”, 2016 and beyond will be “data driven design."
Today, publicly traded companies radically redirect their vision based
on inferences made from user data, and startups define their products,
strategies and business plans based on publicly available datasets.
One of the industries most affected by the data revolution has
been retail. Before this era, retailers had a unidirectional
relationship with their customers. They identified new items that “would
sell” and presented them to their customer through a crafted
experience. Before data, this was almost entirely subjective. Data
collation now enables a bidirectional relationship between retailers and
their customers, yielding empirical metrics to corroborate subjective
vision. We see obvious examples of this with Amazon, which uses a
supervised machine learning algorithm (SMLA) platform to make
recommendations. But it’s also in places you wouldn’t expect, like a
Nordstrom department store, which uses customer smartphones to track
behavior and shopping habits.
Ignoring data can have dramatic
results. Data science, data design, and data strategy each serve as a
necessary tool for product creation. They enable a dynamic relationship
between designers and users, and a personalized, adaptive experience.
Data driven design will fundamentally change the retail experience and
the design of the products, catapulting companies to rich insights and
sustainable growth."