Designing Data Science - Conversation with Shruti Shetty

I met Shruti Shetty, Art Director at Adrenalin Media at conference in Sydney few months ago. Shruti kindly agreed to answer some of my questions in regards to Design and Data Science. Answers below.

Shruti Shetty - Art Director & Data Science enthusiast

Mauricio: Why your passion for Design and Data Science?

Shruti: Design has gone through quite a silent transformation over the years. The canvas, the technology, the aesthetics have all evolved significantly. Now more so than ever I think, design plays a very central role in tying all these changing features and packaging them for experience. Moving into the new age of the Data Economy, made me look and explore this new and next avenue that will impact design in the coming few years. This lead me to Data Science.

M: Data Science brings insights from analysing data sets. Design can then help present those insights on ways they are easily understood but also engaging and interactive. As a result, those new insights or findings from data sets can highly resonate with audiences...is that correct?

S: That's correct. Traditionally data analysis and handling has taken place in the development or mathematical sense of the world. With the help of design, we translate those complex models, from texts and numbers to patterns, which we can see and understand, and in context to a collateral situation or problem. As said, an image might be as powerful as thousand words.

M : Analysis of data is just one part of a story; in some cases investigative journalism, historical context, current market, political, economic and social dynamics have also a great influence on helping shape data into powerful insights. How do you see the future of Data Science with other disciplines and how Design can play a key role?

S: Patterns are everywhere. They are the very fabric of human behaviour, which has now translated to our online lives. With the power of technology and our need to be switched-on 24/7, we are contributing continuously to this massive data pool. This also means data is being continuously altered and influenced by all and/or more factors, than the ones mentioned above. Hence, before we even begin processing the dataset, we try to understand the circumstances in which the data has been collected. Sometimes this can help fill in the blanks, with the bigger picture. The purpose of data science is to help tell our story, with the events & features of our data. As the scene setting changes so does the climax of the story.
It can be quite hard to identify these influencers in the process of crunching numbers, and this is where visualisation comes into play, within the process itself. Visual tools also help determine the influencing features and charter an appropriate course for the story.We use tools like graphs, charts, plots etc. that display the workings of the data sets in a visual form. As mentioned before, design is a key interpretation of this story into a visual language, which everyone can understand.

M: How important is for Designers (who help Data Scientists) to be involved from the early stages of data analysis? so they can fully understand final insights and create solutions that matches what Data Science want to convey...

S: Designing or visualizing isn't an end mean or a final output stage. Many designers would agree, that design and creation is a journey and a process by itself. Such as data, design goes through it's own transformations, gradually. Hence for a desired optimised solution, collaboration between the two fields, is key. The key is to compliment and co-relate.

M: Is it the role of Designers to just help Data Science better visualise data insights? or the Design role goes far beyond that?... Can Design also help companies better collect data or help companies to find better ways to engage people to contribute to data? or even more, can design engage audiences to analyse data sets?

S: I began the studying data science, my intention was to implement this within our service pool, for our clients. The data we collect can help impact the strategy with which we can constantly improve our products or technology, given the patterns that our users or consumers display. Which in turn, gives them a better experience.

This evolution needs to be refuelled by new and more precise data, which can again be facilitated by design. In short, we use design to translate the given said data, and help grow and alter the data set, to maybe evolve into a new pattern. According to me, this agile approach would best suit this relationship, between data and design.

M: There might be plenty of data visualisation tools these days. What tools have you worked with and found them great to use?

S: Open source softwares such as R Project , and Python, provide a suite of visual tools to crunch and model the data, during the process. The output results can be visualised using a suite of other tools. There are a lot of javascript libraries out there, to help with this. For eg: My team has used, Raphael.js in the past, for a real-time RFID visualisation project. At the same time, there are many other public toolkits to help with this. The one I have found useful is the Tableau toolset.

The Method Case: The project uses digital practices and processes to blur the lines between photography, data visualization, textile design, and computer science.

M: Organisations with no access to Designers or Data Scientists have a big challenge when analysing and presenting insights from data? Any tips for them?

S: Ideally, gathering of that knowledge and datasets would be the first step, moving into this direction. Maintaining records and collecting them in a consistent and efficient manner. I guess with any given field, you need to have access to expertise on that subject matter. If you don't have those skill sets in-house, you would seek those services elsewhere. Traditionally, companies have been gathering the knowledge for the datasets, but haven't been able to implement it's full potential, back into their businesses. For businesses that want to explore this area, there are plenty of options out there. There are independent Data Science organisations who can then collaborate and partner with other agencies, to help make use of their data. But at the same time, companies like ours - Adrenalin Media, are upscaling their skill sets to include this as part of their services, even for Small / Medium sized companies to big scale corporations.

M: Do you favour tools that automate the discoveries of regularities in data? meaning less work for data crunching and possibly just more work for finding compelling ways to present those discovered regularities?

S: I have learnt the hard way, there is no easy formula to help clean up datasets. Again, softwares like R and Python are quite versatile and can handle this process quite well. Personally I like the Google Refine programme, as it has some really nifty features such as a log of all the changes you have made to the dataset, which helps reverse back any mistakes you might have made.

M: As cloud services become more popular and affordable, companies now have the opportunity to collect massive amount of data. However the reality is most of that data gets untapped and/or un-used? Apart from using Data Scientists to help companies find better ways to achieve their key objectives/goals by effective analysis and presentation of Data turned into insights; is there anything else companies should be using their data for?

S: My answer would be similar to the above.

M: There is a lot of talk about how to use big data on organisations and companies but what about individuals, citizens using data for everyday life activities or local community based activities? Any examples or insights on this front?

S: Definitely! Why should all the big companies have all the fun? Sites like vizify.com help visualize your personal data into a cluster of visual graphics, aggregating all your stories online, from LinkedIn, Facebook, Twitter etc. Companies and services alike, have realised the power of visualization and there are a lot of them out there empowering us to take charge of our own data footprints to chart and describe the journey, in a visual form. It also helps keep things fun and interesting for the users.

M: Powerful visualisation of data is key but what about user interaction with data. Any user data driven projects and at what point can interactivity be a nuance for users to fully engage with stories and insights?

S: Interaction is such a powerful engaging tool. Data science wouldn't exist without user interaction. It's the basis of the records that we use. At the same time, the benefits of our insights are then used to display that information for the user to 'interact' with, in terms of engaging with and modifying a visual art piece or using a said service or product. The User interaction is central to the validation of the predictions that we as Data Scientists make. And design can then present this case for the user to accept or reject. In either cases, that would be fed back into the cycle, for the whole process to flow again. It's such a powerful concept, if one thinks about it.

M: What are possibly the top three projects you believe have implemented great design for their data driven projects?

S: Design can be assessed aesthetically or functionally. A good design follows a balance of both. Amazon, Netflix are a few of the companies that continuously update their design based on the data and user patterns that they record. While they aren't aesthetically prominent, they are studied to be one of the most effective use of Information Architectures. Similarly, you see startups such as Triptease, Evr.st etc. who hire data scientists, terming them as 'Growth Hackers' to bust and crunch the numbers and deliver visually stunning outputs for their users. The recurring themes with all these projects is the agile collaborative way that the data and the design teams work together to keep their services and their presence fresh and valuable.

Triptease - For finding lust worthy destinations curated by users 

 About Shruti Shetty ( Twitter - LinkedIn)

Shruti has a design background and been working in the digital space for the past 8 years now.  After graduating from BillyBlue College in Sydney, with a degree in Communication Design, over the years she has specialised in User Experience and Information Architecture. In her current role as Art Director at Adrenalin Media in Sydney, her team produce online solutions, ranging from websites, campaigns to integrating new technologies into their services for eg: RFID.

Infographic explaining Big Data, made by James West and published by New Scientist. It starts with the most fundamental concept which drives big data 3 Vs of Big Data and then moves on to talk about trends, features and challenges of Big Data.

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How to quickly invite all your Facebook friends to a Facebook event - Tip and Trick

We recently wrote an article about how to Invite all your Facebook friends to a Facebook page. Some times you also might need to invite all your thousands Facebook friends to a Facebook event but do not have the time to tick all those boxes next to your friends names. 

WHAT TO DO - TIP AND TRICK

Follow the below steps and you will get it done in less than a minute. Viola!
Cheers Mauricio @ eDigital.

• Join the event with your personal Facebook account using Firefox browser.
• On the event page, click on "Invite friends" box  - A pop up window will appear.
• Scroll down until the end of the "Search by Name" list.
• Open Firefox Scratch pad by going to Tools menu, then Developers, then Scratchpad.
• A small window or pad should open.

• Paste the below code into the pad.

javascript:elms=document.getElementsByName("checkableitems[]");for (i=0;i<elms.length;i++){if (elms[i].type="checkbox" )elms[i].click()};

• Click on to 'Execute" menu and then press "Run".

• Wait around 10-20 seconds and all your friends names should be now ticked.

Hope it works for you. If not give me a buzz and happy to assist +61481367711.
Mauricio

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RELATED

• How to Invite all your Facebook friends to a Facebook page.

Write something worth reading or do something worth writing about

Websites and blogs that no-one visits and cares about should read this!

This could be the best advice to websites and blogs that no-one visits or cares about: 

"If you would not be forgotten as soon as you are dead, either write something worth reading or do things worth writing". 
Benjamin F.

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Global Mobile App market to triple in just less than 3 years!

Mauricio Escobar Marmol from eDigital @ Mobile Monday Sydney 2nd Sep 2013

As global mobile app market is to triple in just less than 3 years time; I wanted to have a refresher tonight at Mobile Monday Sydney. Key takeaways to follow suit this week.

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Adrian owner of Bondi Rumba has jus given me a free ticket for Fat Freddy's Drop concert tonight! 

He just made my day! 

As an act of thanking I will give him a free Digital Marketing Consulting session.

Find out the benefits of Agile Methodology from a Scrum Master

Last month, I assisted Illawara Digital Conference where I attended and learn from some keynote speakers including Daniel Young from Ebay Australia and some others.

I also got in touch with Justin Urbanski who works as a Scrum Master using "Agile" Methodology for new product development. Justin kindly shares his view about Agile Methodology in Australia and its benefits below. 

Mauricio: Why are you so passionate about "Agile" Methodology?

Justin: On the train ride to the 2009 Agile Australia conference in Sydney I was reading "Agile Estimation and Planning" by Mike Cohn. On the train ride back I was writing my speech to management on why we need to go Agile. The conference is not the sole reason I am so passionate. When I first started reading about Agile it just made sense to me. In a way it was sort of how I liked to work anyway.

Justin Urbanski - Scrum Master - Australia

M: What does "Agile Methodology" mean and what are its key benefits compared with other project development methodologies?

J: Agile is an umbrella of methodologies. A team should choose which methodology is right for them. Agile differs from the traditional Waterfall method in that it promotes iterative development and self organising teams. Instead of doing 6 month software releases, in Scrum (one of the methodologies) we have 2 week sprints. At the end of each sprint the product is potentially shippable. Everyone can then inspect where the product is at, how the market is going, what the customers want and adapt every sprint. That's the difference and one of the key benefits. 

In Scrum cross functional teams work through tasks. The teams are also self organising. I used to be a project manager and assign tasks to individuals to ensure that the project completed on time. I don't have to do that anymore. The teams simply pick off the highest priority tasks and work on it within a sprint. The team members decide who works on what. It's hard to explain but because the teams are working in short sprints and they continually inspect and adapt and eventually they become high performing. The teams talk about how they can get better and better both technically and organisationally. Its not a manager telling individuals how to improve, its a team understanding how they can go faster. That's the benefit.

Agile Methodology Cycle

M: You are a Scrum Master. What are the benefits of having a scrum master in a project development team?

J: Yes I am a Scrum Master. A Scrum Master serves the team. The Scrum Master does everything he or she can to help the team and make them as productive as possible. Like a coach on a football team, the Scrum Master should observe the team and help them adapt.

Scrum Master Position within a Product Development team

M: Is there anything on "Agile Methodology' that we could use for digital marketing processes, ie: managing social media, improving Search campaigns, producing content, etc?

J: I don't see why not. You just need to determine which methodology would be best for your team. For example Kanban may be the way to go. It helps teams prioritise and limit work in progress. 

In Scrum you have a Product Owner. Their responsibility is to control the budget and vision. So they set what things should be worked on first to achieve greater return on investment. I don't see why you could not do that in the digital marketing space.

Kanban Methodology simplified 

M: For entrepreneurs, is there any risk of taking/using "Agile methodologies" in their product development processes?

J: No, and I believe it would be beneficial because you continually inspect and adapt. A great book to read is "Thelean startup" by Eric Ries. 

M: What are your top two project development management tools you would suggest for teams to track Agile projects (Jira?, others)

J: I am very familiar with Jira and it works well. I would suggest the Atlassian suite which includes Greenhopper and Confluence. Because they are both Atlassian products they integrate easily. Greenhopper is the Agile part and helps teams organise and plan sprints. Confluence is Atlassian's wiki. I love it because it enables teams to collaborate and document quickly.

Jira Dashboard - Example

M: Is there any specific products/services or even industries that tend to be better fit for 'Agile methodologies" why?

J: Agile is targeted for the software industry and I believe suits the development of any software product. Web based products tend to be the best fit because when you inspect and adapt each sprint there is something to show. Plus web based products tend to be more volatile and also easier to release each sprint.


M: What are Australian companies implementing best practises Agile metholodogies?
J: In Australia there are too many companies to list who is doing best practise. The thing is that every company is different. If you have the right people and the right coaches then hopefully those people are getting the most out of their Agile journey.


M: Is there anything Agile teams should avoid when using Agile Methodology?
J: Firstly avoid ScrumBut. If you do not Scrum properly then you will not get the most out of your teams. Secondly be patient. Your Agile transition is a journey. It takes years to get it right.  

M: Can someone use Agile methodology for everyday activities? how?

J: Yes there are people using it in schools and I have even used it at home. At home I setup a Kanban wall to help organise our family activities.

M: How we do compare with America on the adoption of Agile methodologies and what companies in Australian are taking the lead?

J: I don't know the stats or about America but Agile in Australia is thriving. In 2009 there was the first Agile Australia conference. We now have 5 or more Agile conferences per year in Australia. The leading companies are Thoughtwoks, SMS MT, Suncorp, and Atlassian just to name a few.

M: Where people can learn more about what you do? please send us your website, blog, twitter, etc.

J: The best way is to just contact me via email for any questions your readers may have. 

M: Anything cool or funny that you have experienced by working with Agile teams?

J: The coolest thing is watching a Scrum team grow into a high performing one. That's what I love about Agile. Its about the soft skills just as much as the technical skills. The soft skills allow teams to build the rapport that enables them to produce remarkable software.

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• If you are a Scrum Master or Agile expert who would like to contribute to this article please let me know. Mauricio. Call Mauricio - Digital Marketing Specialist & on +61481 367 711
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EBAY Australia Social Media Manager Presentation - Take Aways @ Illawarra Digital

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I went down to Illawara Digital event at Wollongong, NSW, Australia on the 24 of July 2013 to listen Daniel Young - Social Media and Content Leader for Ebay Australia.

Daniel's key note was my favourite of all presentations and some of the key take aways were:

Daniel Young - Social Media and Content Lead - Ebay Australia

• Having a mobile optimised website is possibly more important than doing social media. Get the basics right first.
• 7 million visitors a month to Ebay Australia.
• 84% of products are new products and just 16% are second hand
• Mobile traffic is a key player on Ebay Australia strategy. Ebay Australia Mobile traffic already accounts for 53% of total traffic.
• Customisation is key: Ebay presents products that shoppers are interested on.
• Ebay market positioning between: Amazon (Utility) and Pinterest/Etsy (Engagement).
• Ebay Australia key Social Media objective: Sharing products and stories; advocacy.
• Create and publish great stories to inspire shoppers as the key of Ebay Australia Social Strategy.
• Ebay Australia key consumer segments where they are currently focusing on: Mums and Fashion (Fashion Gallery launched mid 2012) with over 60 retailers signed up for the fashion gallery.

Ebay Australia Fashion Gallery - August 2013 - Home Page Carousel 

• Ebay Australia is also working with bloggers and trend setters to get people share great stories and products.

Other Tips from Daniel to companies doing social media:

• Have a clear objective.
• Better to concentrate on one social channel and be deep than having many social channels and being thin.
• Identify your value proposition and promote it well.
• Share your knowledge.
• Do not expect immediate results
• Great Case study: Black Milk (Brisbane) No traditional marketing, just use of Social Media with fantastic content.

Black milk Clothing homepage - Social Media is the only driver of engagement and sales

• Your customers are fuel for inspirational stories.
• Also find unique product stories. Example: Australia's most expensive Holden for sale on

We are Social is the current Social Media Agency for Ebay Australia.

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• Are you a retailer who does not sell on ebay yet? Check this out:

No-one watching David Jones' Digital Display Windows - Sydney

David Jones Digital Display windows - Sydney CBD Australia August 2013

David Jones Digital Windows at Sydney CBD store. Midday when all office workers are out for lunch. No-one watching, no-one engaged.

Do you use digital windows to bring traffic into your store? Are you using the right messaging at the right time?

Below are some very well executed interactive window displays around the world that have taken our attention.

• Adidas Interactive Store Display window

What about this? You can try glasses even before stepping inside the store. Bloomingdales, New York City, USA.

Bloomingdales, New York City

• Repetto, Parisian Luxury shoe store

• Ebay Gift a Toy - Interactive Display Window.

• My Favourite: Hyper Island Students created - Interactive Display Window

PD: Below is a massive (size) well executed in-store digital window I spotted this year in Miami. Store: H&M, South Beach. It was impossible not to have a look at it as the store design is around this digital piece.

H & M Store, South Beach, Miami Beach - February 2013

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• Telstra Retail Connect: allows for retail chains and stores to managed timely offers, build databases of customers and even monetize displays with advertising. CCA Coca-cola is running display screens at more than 3000 stores. Telstra Retail is also doing some work for Caltex stores. Worth following its development.
• Would like to watch some of the latest interactive window displays?
• Call Mauricio - Digital Marketing Specialist & on +61481 367 711
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