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Design and Analytics with Sarah Coyle
Summary
- How to apply human centered design to analytics
- Types of measurement for design operations
- What to do if you don't have an analytics team
Key Insights
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Measuring design value is impossible without clear context and defined questions.
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Sarah transitioned from reactive data support to strategic design metrics development.
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USAA’s design practice has nearly 300 people, centrally organized under one Chief Design Office.
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Design operations at USAA includes analytics, recruiting, program management, and quality and risk.
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Starting measurement with the question or goal leads to more meaningful data insights than starting with raw data.
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Human-centered design principles improve the way analytics is approached and applied in design.
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Education for both data creators and consumers is critical to mature design data practices.
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Design research measurement focuses on whether research is happening and how it influences decisions.
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Small teams without analysts can leverage passionate designers interested in analytics and cross-team collaboration.
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Information (meaningful context-rich data) is more valuable than raw data points alone.
Notable Quotes
"I realized that measuring the value of design is an impossible question without context."
"Value of design is never going to get a single answer because you need the who, what, and why."
"I help teams start with questions about what they want to learn before looking at data."
"Data is just single points; information is making that data meaningful through context."
"Most requests started reactive but evolved into more strategic metric definitions."
"I train people on the difference between data and information and on asking the right questions."
"We are just starting to do regular and frequent reporting across the entire design organization."
"If you don’t have an analyst, find designers passionate about analytics and educate them."
"Human-centered design can bring curiosity and empathy into traditional analytics work."
"Information experience needs wayfinding so people can find and use data easily."
Or choose a question:
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