Ep 156| Power of DATA Synthesis & Gathering insights - Why its a Magical skill of a designer ?

One of the magical skill of a designer is to synthesize the data. What has been collected in the research, what has been given by the organization, what has been given by the client or etc. Okay, how do you convert this information into a thinking in order to create more ideas, in order to make the difference. This is a magical skill of a designer. Guys, in this podcast I'm going to tell you why it is important and how to exactly do it. And a lot of people take it very lightly and this podcast is going to address them. Let's jump into this topic. Thank you for staying tuning in with me in this Design for Change podcast and we are touching 25th country guys in almost 6000 close to impressions are happening in the podcast channel. And thank you so much for this overwhelming support and you've been spreading it for your friends also. I can see that and please continue to do that and also sign up for my mentorship program if you really wanted to make a big difference rather than just take it your learning to just listening or you wanted to take it into an action and to get results very very faster. Okay, in less than 90 days, whatever is your goal, I'll make sure you reach that whether it's a. Whether it's a 1 lakh per month or 50,000 per month. So whatever is your goal, we'll be able to help you out because right now the new batch is going to enroll and a lot of people are showing interest and we are not taking all of them and we are taking only students a damn series. Okay, so with that we'll jump into this podcast. Today I'm going to address you how synthesize of data and gathering insights being a magical skill of a designer. First let me tell you guys, it improves your user centric design and data synthesis aspect. See according to a study by Nielsen Norman Group, a user centered design for the web or a mobile app involving users in their process improves the overall user experience. See the data synthesis plays a crucial role in understanding how the behavior of the user is there, how the preference and the needs of the user is identified. See, the data might be raw, let's say a marketing sales. Anybody could bring the data in. How do you drive that into a user experience is what makes the big difference. Let me tell you guys the second important thing is data driven decision making. People don't really get this understanding. See A report by McKinsey stated this particular age is the age of analytics. This emphasizes the impact on decision driven by sorry design decision made by data. So stating that organizations that use data extensively are more likely to have productivity and profitability. So McKenzie, one of the consulting industry have told that the third important thing is design thinking and data synthesis. So you can read a book called Change by Design by Tim Brown. It's a beautiful book. He's a CEO of ideo, so he stresses lot of importance of empathy and understanding user in thinking process. See if you're not involving the thinking process and gathering the insights and not seeing the pattern in, in in behind the design process, you won't be able to solve the problem of what people are facing. So data synthesis aids in uncovering these needs. People take it very granted. See when you get a data like let's say 20 people out of this population, like say 100 population are not liking this payment method. So that leaves another question. Then 80% of the people are liking it, right? So you can take it in that way. Only 20% is the problem. You can ignore them or you can able to address the main issues what they are doing and you can able to cater the 100% audience. So how do you see these numbers, how do you see this data, how do you see this pattern and how do you design based on that decision? So this is what Tim Brown talks about in this book. Okay. And the fourth important thing is it improves the user experience. Design. Measuring the User Experience by Tom Tullis and Bill Albert is a comprehensive guide. Guys, you can start using it for analytics in your UX design. It provides insights into how data can be synthesized in order to understand your interactions and overall design. So these people have gone too much deep into it. They had a, they have made analytics parameters and a measure and a comprehensive guide to help how you can measure your UA UX experience. The user experience, right? How much people are able to click that button, how much people are converted, how much people are going through this website for a glance, how much people are making this transaction, how much people are going into the research of this particular product in order to make a subscribe the service. So if you get all this measure, if you get all this data, what will happen? You will design products much better, guys. You will know the real pain area of a customer. Let's say if people are not going and clicking this button and you will know why people are not clicking this button and why everybody is crawling down and pressing to another button. So there is a thing called heat map. Okay? So wherever people click, most of the times when a usability testing team or a UI UX designer is testing out the product, they can able to see it using some good softwares, usabilitytesting.com AXC etc. Okay, you can find this heat map and you can know, okay why people are clicking only here, not here. My intention being a designer, to make the user click here, right? So why is he doing that? So now you can understand the behavior of the user, the pattern of the user and you can use, okay, this is the reason this guy is going and clicking here. Let me put that reason also on my top so that I will drive my user and wanting my user to click where I wanted to click, where I designed to click. How this is how the industry is really making the product which is more relevant. I can tell you a lot of case studies, guys. Apple, Google, Airbnb. See these companies integrate this data synthesis into design process. BMW, you can add. So these led to a very successful user friendly products. Have you seen Airbnb? The whole dynamics of the travel industry started changing because of the way in which the interfaces become so easy, so understandable, so clear. And people have started earning passive incomes also in Airbnb by posting their rental property, their manglas, their stay guest houses. So I mean it's, it's a big task, guys, if you don't have this kind of a products in place like Airbnb and all, it takes a huge amount of effort and hard work and time in order to really generate this kind of income or a business without these applications, without these products. So that's the powerage, that's the power of the product designer and the UI UX designer. How they're leveraging this potential, how they're matching the business and the people and they are able to build this thing. That's why these companies are making a great deal of the profitability. Okay, the sixth important thing is productivity improvement. The study by International Journal of Human Computer Interaction titled the impact of UX is really huge in understanding how the user learning curve is task based control gesture interfaces. So they have made extensive study like how the user learning curve in touch based gesture interfaces are changing and they've highlighted the user experience points, they have found out huge amount of data that can lead to faster learning curve. So how do you make a person learn your app faster, learn your content faster. So if you understand that particular patterns, if you understand that particular data, you can able to design a better, better user experience product so they can learn faster, they can do the payment faster, they can visit your website faster and thereby it improves your productivity. Guys. See let's say if somebody you are designing a software and he process the entire payment for his company, let's say payroll person, okay? If your interface is not good, he would be sitting month on month, 30 days to create that payment and distribute the payment for the company employees. Right? Rather, if you create a very simple user interface where you can create that and click it and automate it, can you imagine in one or two days he can able to process the entire company's salary and that can automatically run for months and he can able to focus on something else. So this is how the productivity improvement happens, guys. It's not only that. Let me tell you, if you integrate your data, your development will be agile. You will have a huge amount of integration of the data and you will see lot of information flowing across your different departments so that you can move the projects faster. A study by Agile Data Science proven that an iterative rapid feedback cycle can shed light on enhancing the overall design process. There are a lot of industry reports, guys, you can read World Design Organization report, you can see Design Management Institute, dmi, Interaction Design Foundation. So these people have found lot of interesting insights behind this. So why it is very important we have to understand this. Guys, after hearing this podcast and the statistics, you, you should be getting some clarity. So you can listen to many other podcasts, I would say Jared Spool, Don Norman, Aaron Walter. So they've often discussed the intersection of design data and they share practical insights and experience on that. So keep your learning continuously because design is all about finding out that hidden patterns, connecting the dots and making the problem solved for the user end of the day is going to make a big difference. Okay, I hope this podcast would have given you a great clarity to close this podcast. I'll tell you one short story, guys. See, let's say if you're encountering a road accident, okay, you are a designer, you're just crossing thereby. Like let's say if some guy vents and randomly hits a vehicle and accident happened, okay, let's say in that way an engineer is passing by, what he'll say, he'll think like, hey, because of some technical failure, brake failure or something, his vision was not clear, his helmet was not put properly, that's why something else happened. Then the road was narrow and he got stuck. His view will be different because his view will be in terms of engineering, mechanical and he will be also encountering with a similar aspect. Let's say if a lawyer is going that way, okay, so he'll say, hey, see this is one way, according to rules, it should not be there that is why this kind of problem is happening. See, government is not taking enough care of traffic congestion. That's why these people are going into an accident. Okay? This is lawyers perspective. Let's say if you see another politician, so he'll say, hey, see, last month itself we told in this road the traffic should not be allowed. The bikes are not allowed. But the opposite party has not taken any serious action. And still they are not banned it. That's why this problem is happening. It's because of the opposite polity, opposite party, right? So his view will be different. When you see a public, he will see just like that. Okay, some accident has happened. Let's go and call some police ambulance. This, that. So different people view it in a different angle. Guys, if you are a designer, if you are crossing that way and again you put your own thought right. But let me tell you how a designer really thinks. He will not go by the decision of what an engineer is seeing. He will not go by the decision of what the politician, lawyer, public is seeing. He will just try to understand what is the real reason why this guy has fell. It's not like because of the opposite vehicle came opposite, he has rammed into it. No, Maybe he has some stress. He's not able to focus on the road. Maybe he's running late to the office. So why is late to the office? Because his boss is a very huge pressurized company. His job will be in risk if he goes continuously late. So that pressure builds him a lot of stress inherently to him. And then he's travelling the vehicle faster. So the problem is not on road or the problem is not on traffic. The problem is there with the pressure in which the industry is building the timeline for reaching the office. So there are multiple angles which a problem can be analyzed. Guys. And when you are not wearing a hat like a designer, engineer, lawyer, public, and then when you remove the hat and think commonly and find out the real root cause of a problem, you will be able to solve that problem hundred times faster. This is called finding the hidden pattern. This is what designers are really good at. And this is what is making designers look like. It's a magical skill what we have. So please groom this skill. Guys, the way in which you think and solve the problem matters a lot rather than how you solve it. Okay? Rather than how did you solve it or how fast you solve it. No, the way, the thinking, the process, the approach, what you take is what makes a huge difference between a designer and the other people. I wish you all the best. You also apply this thought process in your in your career. And let's see a huge difference because right now, uk, Germany, all these people are designing policies based on this thinking. People are designing government laws based on this design thinking. There is a department called Policy Lab in uk. There is a department called Policy Lab in German government where people design, people hire designers, work with politicians, work with environmentalists, work with government officials, work with technology partners, work with environmentalist and then they make a foolproof policy so that the public is also getting benefit, government is also getting benefit, environmental is also getting saved and people are overall able to improve the well being. See, we don't even know there is something called policy design. We know only ui, UX design, product design, right? So it's beyond that. So think in terms of system, think in terms of how the hidden patterns could be synthesized in order to create a huge difference. Thank you so much guys. I hope this podcast would have given you great clarity. Give me best star rating in Apple and Spotify and subscribe me for further episodes. Take care. All the best. Bye bye.