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How UX design can help make sense of Big Data

(Tech News) UX design is not always understood for the full potential it offers, and the industry’s approach to Big Data my untangle that ball of yarn.

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User Experience (UX) and Big Data

Big Data has become a more widely understood concept, but many companies from entrepreneurs to corporate conglomerates are failing to tap into the full potential of all of the data available or already being collected.

Charlie Claxton is the Chief Creative Strategist for UpTop, a full-service, web-based software application design firm that focuses on user experience design, conversion and mobile. He has led successful design efforts for Expedia, Amazon and Microsoft as well as growing early-stage companies and is a frequent speaker on UX design and conversion.

In his own words below, he identifies how the answer to the Big Data ball of yarn could actually be UX (user experience):

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Okay, you’ve collected piles of data. Now what? How do you transform an overwhelming amount of information into actionable insights?

This is a common problem facing many businesses today. Massive amounts of data, often referred to as ‘Big Data,’ are being collected across every business sector. However, this data usually exceeds the processing capacity of conventional database systems.

“The data is too big, moves too fast and doesn’t fit the strictures of common database architectures,” says Edd Dumbill, a data science analyst based in Silicon Valley. “To gain value from this data, you must choose an alternative way to process it.”

UX designers bring data to life

This is where the discipline known as user experience (UX) design comes into play.

UX designers bring the power of data to life by creating customized data visualizations and reporting solutions that make it far easier for companies to reach important business conclusions. These solutions, coupled with an easy-to-use data collection system, can revolutionize the way you work.

By taking the massive amounts of data you’ve gathered, distilling it and then presenting it in a visual, user-friendly way, it’s possible for a variety of people to easily digest and use the data – a major departure from the days of huge spreadsheets.

What if you could get a quick view of data trends, then dive in for more details? What about overlaying two disparate data sources into a single chart based on a constant variable? No problem – just about anything is possible when you use UX design disciplines to crunch data. An effective business intelligence (BI) reporting solution designed around the needs of its end users can create data visualizations that were previously unheard-of.

Data input can also benefit from good UX design

Data input is another crucial factor that can benefit from solid UX design. How are you collecting your data, and more importantly, how are you getting that data into your solution?
Bad data generates bad reports; the more seamless the data entry is within the daily workflow of the people involved, the more likely you are to get great data.

The ultimate goal is to gather clean data that empowers people – data that gives them what they need to do big things, no matter what their specific role is.

Great UX design can give a company:

  • Insights into the direct correlation between sales and marketing campaigns.
  • Competitive knowledge.
  • Sales forecasts in relation to existing quota and product mix.
  • Trends regarding how people feel about key words related to a company’s product offering.

How UX can identify untapped product opportunities

Perhaps most importantly, great UX design enables businesses to identify untapped product opportunities.

An effective, UX-infused reporting solution gives people an ability to act on the data right away. It should enable the people reviewing the data to blow right past the daunting “now what?” stage and immediately begin plotting next steps.

The bottom line: UX translates data

At the most basic level, the value of UX design lies in its capacity to translate the overwhelming into the informative. It gives you the ability to make better, faster decisions by creating a clear, accurate view of your data – customized to fit your specific needs. UX design comes with a dynamic set of tools that can transform the data analysis process and save companies both time and money, which has never been more important than it is today.

The American Genius is news, insights, tools, and inspiration for business owners and professionals. AG condenses information on technology, business, social media, startups, economics and more, so you don’t have to.

Tech News

Australia wants Facebook and Google to pay media royalties

Australia seeks to require Facebook and Google to pay royalties to media companies for use of news content on their platforms.

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Australia is in the process of requiring tech giants, Facebook and Alphabet, to pay royalties to Australian media companies for using their content. Australian Treasurer Josh Frydenberg announced the move the day after the US Congressional antitrust hearing that put the CEOs of Facebook, Alphabet, Amazon, and Apple back in the regulatory spotlight.

In addition to the pressure from the United States investigation into market control by these companies, global leaders are calling for similar regulations. Though none have been successful, media companies in Germany, France, and Spain have pushed for legislation to force Google to pay licensing fees to use their news content. Some companies have been pushing for this for years and yet, the tech giants keep dragging out their changes, even admitting their actions are wrong.

In 2019, the Australian government instructed Facebook and Google to negotiate voluntary deals with Australian media to use their content. The Australian government says the companies failed to follow through on the directive, and therefore will be forced to intervene. They have 45 days to reach an agreement in arbitration, after which the Australian Communications and Media Authority will create legally binding terms for the companies on behalf of the Australian government.

Google claims the web traffic that it drives to media websites should be compensation enough for the content. A Google representative in Australia asserts that the government regulations would constitute interference into market competition – which would be the point, Google!

According to a 2019 study, an estimated 3,000 journalism jobs have been lost in the last decade. The previous generation of media companies has paid substantial advertising fees to Google and Facebook while receiving nothing in return for the use of its news content. Frydenberg asserts the regulatory measures are necessary to protect consumers and ensure a “sustainable media landscape” in the country.

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Tech News

Onboarding for customers and employees made easy

(TECH NEWS) Cohere enables live, virtual onboarding at bargain prices to help you better support and guide your users.

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Web development and site design may be straightforward, but that doesn’t mean your customers won’t get turned around when reviewing your products. Onboarding visitors is the simplest solution, but is it the easiest?

According to Cohere–a live, remote onboarding tool–the answer is a resounding yes.

Cohere claims to be able to integrate with your website using “just 2 lines of code”; after completing this integration, you can communicate with, guide, and show your product to any site visitor upon request. You’ll also be able to see what customers are doing in real time rather than relying on metrics, making it easy to catch and convert customers who are on the fence, due to uncertainty or confusion.

There isn’t a screen-share option in Cohere’s package, but what they do include is a “multiplayer” option in which your cursor will appear on a customer’s screen, thus enabling you to guide them to the correct options; you can also scroll and type for your customer, all the while talking them through the process as needed. It’s the kind of onboarding that, in a normal world, would have to take place face-to-face–completely tailored for virtual so you don’t have to.

You can even use Cohere to stage an actual demo for customers, which accomplishes two things: the ability to pare down your own demo page in favor of live options, and minimizing confusion (and, by extension, faster sales) on the behalf of the customer. It’s a win-win situation that streamlines your website efficiency while potentially increasing your sales.

Naturally, the applications for Cohere are endless. Using this tool for eCommerce or tech support is an obvious choice, but as virtual job interviews and onboarding become more and more prevalent, one could anticipate Cohere becoming the industry example for remote inservice and walkthroughs.

Hands-on help beats written instructions any day, so if companies are able to allocate the HR resources to moderate common Cohere usage, it could be a huge win for those businesses.

For those two lines of code (and a bit more), you’ll pay anywhere from $39 to $129 for the listed packages. Custom pricing is available for larger businesses, so you may have some wiggle room if you’re willing to take a shot at implementing Cohere business-wide.

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Tech News

Smart clothing could be used to track COVID-19

(TECH NEWS) In order to track and limit the spread of COVID-19 smart clothing may be the solution we need to flatten the curve–but at what cost?

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When most people hear the phrase “smart clothing”, they probably envision wearables like AR glasses or fitness trackers, but certainly not specially designed fabrics to indicate different variables about the people wearing them–including, potentially, whether or not someone has contracted COVID-19.

According to Politico, that’s exactly what clinical researchers are attempting to create.

The process started with Apple and Fitbit using their respective wearables to attempt to detect COVID-19 symptoms in wearers. This wouldn’t be the first time a tech company got involved with public health in this context; earlier this year, for example, Apple announced a new Watch feature that would call 911 if it detected an abnormal fall. The NBA also attempted to detect outbreaks in players by providing them with Oura Rings–another smart wearable.

While these attempts have yet to achieve widespread success, optimism toward smart clothing–especially things like undershirts–and its ability to report adequately someone’s symptoms, remains high.

The smart clothing industry has existed in the context of monitoring health for quite some time. The aforementioned tech giants have made no secret of integrating health- and wellness-centric features into their devices, and companies like Nanowear have even gone so far as to create undergarments that track things like the wearer’s heart rate.

It’s only fitting that these companies would transition to COVID assessment, containment, and prevention in the shadow of the pandemic, though they aren’t the only ones doing so. Indeed, innovators from all corners of the United States are set to participate in a “rapid testing solutions” competition–the end goal being a cheap, fast, easy-to-use wearable option to help flatten the curve. The “cheap” aspect is perhaps the most difficult; as Politico says, the majority of people have a general understanding of how to use wearable technology.

Perhaps more importantly, the potential for HIPPA violations via data access is high–and, during a period of time in which people are more suspicious of technology companies than ever, vis-a-vis data sharing, privacy could be a significant barrier to the creation, distribution, and use of otherwise crucial smart clothing.

There is no denying that the Coronavirus pandemic has accelerated, among other things, technological advancement in ways unseen by many of us alive today. Only time will tell if smart clothing–life-saving potential and all–becomes part of that trend.

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