Designing for Data-driven Organizations

Bitsy Bentley (GfK Custom Research)
Visualization & Interface, Murray East (NY Hilton)
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Businesses have access to more data than ever before, but the question of how those data can be leveraged to drive action is at times a daunting task, especially for larger organizations. Designing data delivery applications for enterprise organizations is a very different animal than designing for consumers. In consumer applications the buying decision is made by the end user, while in enterprise applications a buying decision is made for a large and heterogeneous group of end users. Managers who wish to foster data-driven organizations are given the difficult mission of either evaluating or designing software for a seemingly fickle audience.

What happens when you give an entire organization access to a common data set? Who are the different players we need to take into account? How do we ensure that the communication brings value to both the numbers novice and the statistically savvy?

At times, we expect a single data product to do too many things. The powerful tools of the analyst become unwieldy in the hands of a data novice. Keeping in mind a few key user personas when designing or evaluating data-driven applications ensures broader user engagement as you build data-centered values for your companies.

Photo of Bitsy Bentley

Bitsy Bentley

GfK Custom Research

As the Director of Data Visualization at GfK Custom Research (a global market research firm), Bitsy designs data visualization applications to tell compelling stories about research data. In addition to developing new methodologies and templates for current GfK design processes, she also educates colleagues on current and emergent visualization tools, techniques and best practices.

Prior to joining GfK she worked as a freelance consultant, designing and hand coding interactive data displays for technology companies as well as traditional market research firms.

Bitsy has six years of experience in the market research industry, and holds a B.F.A. in Industrial Design from the University of Wisconsin Stout.

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