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Arash Nourkeyhani / RBBI
B E C O M I N G H U M A N
FROM DATA TO IMPACT

WHY AM I TALKING TO YOU TODAY?
DESIGN AGENCIES & TECH STARTUPS: UNSTRUCTURED DATA
ARCHITECTURE: NORMATIVE & COMNPOSITE DATA
PHENOMENOLOGY: HYPOTHETICAL SYLLOGISM, AND OBSERVATIONAL DATA
ELECTRONICS ENGINEERING: EMPIRICAL DATA

THE BRIGHT FUTURE OF DATA-DRIVEN EXPERIENCES
THANKS TO THE RECENT DESIRE AND THE FUSION BETWEEN
DATA , BUSINESS, RESEARCH AND UX PROFESSIONALS.
WHY AM I TALKING TO YOU TODAY?

THIS IS A GOLDFISH

9 SECONDS

THIS IS US

8.25 SECONDS

The temptation to form premature theories upon
insufﬁcient data is the bane of our profession.
Sherlock Holmes, ﬁctional detective

DATA TRANSFORMATION MODEL

TACTICAL & OBJECTIVE DATA

BUSINESS & MARKET INSIGHT

HYPOTHESIS

HYPOTHESIS
INFORMATION

STOP

REACTIVE

REACTIVE
UNDERMINES THE HUMAN AGENCY
TOO OBJECTIVE
INCONCLUSIVE
SHORTCOMINGS

REACTIVE
REAL-TIME & QUICK FIXES
MEASUREMENT & REPORTING
A/B
BUSINESS REQUIREMENTS
COMPETITIVE LANDSCAPE
ASSUMPTIONS
GIVES US INVALUABLE INFORMATION
GOOD FOR

WHY IS IT NOT ENOUGH?

Not everything that can be counted counts, and not
everything that counts can be counted.
Albert Einstein

STOP
DON’T

STRATEGIC

STRATEGIC
ENCOURAGE DISRUPTION & CHANGE FOR OTHERS
UNCOVER UNARTICULATED BUSINESS & HUMAN NEEDS
OFFER HUMAN-CENTERED EXPERIENCES & SOLUTIONS
SUSTAIN & RESPOND TO THE FLOW OF DATA
ESTABLISH MARKET DOMINANCE
EMPATHIZE WITH HUMAN CONDITION & AGENCY

INFORMATION

HYPOTHESIS
INFORMATION
ANTHROPOLOGICAL & ETHNOGRAPHIC OBSERVATIONS

KNOWLEDGE
HYPOTHESIS
INFORMATION

KNOWLEDGE
RELEVANT & ACTIONABLE STRATEGY
HYPOTHESIS
INFORMATION

KNOWLEDGE
BEST PRACTICE FORMATION
HYPOTHESIS
INFORMATION

KNOWLEDGE
RETRODICTION
HYPOTHESIS
INFORMATION

HYPOTHESIS
INFORMATION
KNOWLEDGE
RETRODICTION
WISDOM

STRATEGIC FORESIGHT
WISDOM
HYPOTHESIS
INFORMATION
KNOWLEDGE
RETRODICTION

DOMAIN AUTHORITY & INFLUENCER OF DATA
STRATEGIC FORESIGHT
WISDOMWISDOM
HYPOTHESIS
INFORMATION
KNOWLEDGE
RETRODICTION

STRATEGIC FORESIGHT
WISDOM
IMPACT
WISDOM
HYPOTHESIS
INFORMATION
KNOWLEDGE
RETRODICTION

HYPOTHESIS
INFORMATION
KNOWLEDGE
RETRODICTION
WISDOM
STRATEGIC FORESIGHT
IMPACT
D A T A T O I M P A C T

TANGIBLE

ONE OF THE LARGEST
SPORTS BRANDS
IN THE WORLD

SOME ISSUES
LOW ENGAGEMENT WITH REWARDS PROGRAM
NOT CAPTURING THE MILLENNIAL GENERATION
INCONSISTENT DIGITAL SHOPPING EXPERIENCE
PRODUCTS ARE LOSING THEIR MARKET RELEVANCE
DECREASE IN BRAND ADVOCATES
LACK OF TECH INTEGRATION
PRODUCT AUTHORITY BUT LOSING MARKET SHARE
HIGH WEB SHOPPING CART ABANDONMENT

HYPOTHESISTACTICAL & OBJECTIVE DATA BUSINESS & MARKET INSIGHT INFORMATION
OFFERING QUANTIFIABLE METRICS IS A KEY COMPETITIVE ADVANTAGE AS A RETENTION STRATEGY
PERSONALIZATION INCREASES THE NUMBER OF CONVERSIONS AND ACCELERATES A USERS PRODUCT SELECTION
AND PURCHASING DECISION
THE BRAND SHOULD FOCUS ON THE USER, NOT THE PRODUCT
COMPETITIVENESS IS A KEY DRIVER FOR COMMUNITY BUILDING
BRANDS ASSUME THE CHARACTERISTICS OF THE CELEBRITIES THAT THEY SPONSOR

BEST PRACTICE FORMATIONANTHROPOLOGICAL & ETHNOGRAPHIC OBSERVATIONS KNOWLEDGE RETRODICTIONRELEVANT & ACTIONABLE STRATEGY
PARTNERING AND CO-CREATING NEW SOLUTIONS WITH TECH PARTNERS, AS WELL AS IDENTIFYING RELEVANT
PLATFORMS TO INTEGRATE WITH
PEOPLE FROM DIFFERENT SOCIO-ECONOMIC BACKGROUNDS HAVE DIFFERING REACTION TO PRIVACY
PEOPLE WILL ADVOCATE FOR YOUR BRAND IF YOU ADVOCATE FOR THEIR IDEALS
USE OF TECHNOLOGY IN COMMUNITY BUILDING ACCELERATES AUTHENTICITY, AGAINST POPULAR BELIEF
GOALS SETTING IS NOT AS VITAL TO THE ATHLETE AS IS TO THE LAYPERSON
PERSONALIZATION HAS A GREATER APPEAL TO FEMALE ACTIVE SHOPPERS
DESIGN INTERACTION MODELS THAT RESPOND TO THE ERGONOMICS INTRICACIES OF THE RUNNER

IMPACTWISDOM STRATEGIC FORESIGHT DOMAIN AUTHORITY & INFLUENCER OF DATA
ESTABLISHED WEARABLES AND QUANTIFIED-SELF TECHNOLOGIES AS OUR PARTNERS,
HENCE HAVING MARKET AUTHORITY AND FIRST-ON-TECH ADVANTAGE
LET THE PEOPLE DEFINE THEIR PRIVACY LEVEL NOT BY ASKING THEM BUT THROUGH GENERATIVE LOGIC
DESIGN FOR LESS SCREENS, AND MORE IMMERSIVE EXPERIENCES
RESPONSIVE GOAL SETTING VS. USER DEFINED
INTEGRATION WITH SOCIAL AND LIFESTYLE PLATFORMS, AND LEARNING FROM USER BEHAVIOR AND FEEDBACK
ALLOWS FOR ACCURATE PREDICTIVE ALGORITHMS, RESULTING IN MORE RELEVANT SHOPPING BEHAVIOR,
AND A 20% INCREASE ON USER’S UPCOMING PERFORMANCE PERIOD.

WE LISTENED, WATCHED, MEASURED AND LEARNED FROM PEOPLE,
FROM THEIR REACTIONS, AND THEIR BEHAVIORAL PATTERNS
WE DIDN’T FIX THEIR APPS OR WEBSITE.

WE TREATED THEIR HUMAN PRE-CONDITIONS AS A PIECE OF PROCESSED DATA AND TRIED TO
CENTER OUR PRODUCT AND SERVICE DESIGN BASED ON THAT TENANT
WE DIDN’T FIX THEIR APPS OR WEBSITE.

RESULT
AN ECOSYSTEM THAT INCREMENTALLY INVITES & LEARNS THE HUMAN AGENCY
RESPONDS & ADAPTS TO HUMAN FEEDBACK
INCREASES USER PERFORMANCE THROUGH GENERATIVE DESIGN
GETS INFLUENCED BY THE USER AS OPPOSED TO INFLUENCING HER

TAKE YOUR DATA ONE LEVEL
DEEPER THIS WEEK

The price of light is less than the cost of darkness.
Arthur C. Nielsen

�ݺ�ߣ

Arash Nourkeyhani - Becoming Human - RBBi

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Arash Nourkeyhani - Becoming Human - RBBi