085 - Dr. William D. Báez on the Journey and ROI of Integrating UX Design into Machine Learning and Analytics Solutions

Why design matters in data products is a question that, at first glance, may not be easily answered for some until they see users try to use ML models and analytics to make decisions. For Bill Báez, a data scientist and VP of Strategy at Ascend Innovations, realizing that design and UX matters in this context was a realization that grew over the course of a few years. Bill’s origins in the Air Force, and his transition to Ascend Innovations, instilled lessons about the importance of using design thinking with both clients and users.    After observing solutions built in total isolation with zero empathy and knowledge of how they were being perceived in the wild, Bill realized the critical need to bring developers “upstairs” to actually observe the people using the solutions that were being built.    Currently, Ascend Innovation’s consulting is primarily rooted in healthcare and community services, and in this episode, Bill provides some real-world examples where their machine learning and analytics solutions were informed by approaching the problems from a human-centered design perspective. Bill also dives in to where he is on his journey to integrate his UX and data science teams at Ascend so they can create better value for their clients and their client’s constituents.  Highlights in this episode include: What caused Bill to notice design for the first time and its importance in data products (03:12) Bridging the gap between data science, UX, and the client’s needs at Ascend (08:07) How to deal with the “presenting problem” and working with feedback (16:00) Bill’s advice for getting designers, UX, and clients on the same page based on his experience to date (23:56) How Bill provides unity for his UX and data science teams   (32:40) The effects of UX in medicine (41:00) Quotes from Today’s Episode “My journey into Design Thinking started in earnest when I started at Ascend, but I didn’t really have the terminology to use. For example, Design Thinking and UX were actually terms I was not personally aware of until last summer. But now that I know and have been exposed to it and have learned more about it, I realize I’ve been doing a lot of that type of work in earnest since 2018. - Bill (03:37) “Ascend Innovations has always been product-focused, although again, services is our main line of business. As we started hiring a more dedicated UX team, people who’ve been doing this for their whole career, it really helped me to understand what I had experienced prior to coming to Ascend. Part of the time I was here at Ascend that UX framework and that Design Thinking lens, it really brings a lot more firepower to what data science is trying to achieve at the end of the day.” - Bill (08:29) “Clients were surprised that we were asking such rudimentary questions.  They’ll say ‘Well, we’ve already talked about that,’ or, ‘It should be obvious.’ or ‘Well, why are you asking me such a simple question?’ And we had to explain to them that we wanted to start at the bottom to move to the top. We don’t want to start somewhere midway and get the top. We want to make sure that we are all in alignment with what we’re trying to do, so we want to establish that baseline of understanding. So, we’re going to start off asking very simple questions and work our way up from there...” - Bill (21:09) “We’re building a thing, but the thing only has value if it creates a change in the world. The world being, in the mind of the stakeholder, in the minds of the users, maybe some third parties that are affected by that stuff, but it’s the change that matters. So what is the better state we want in the future for our client or for our customers and users? That’s the thing we’re trying to create. Not the thing; the change from the thing is what we want, and getting to that is the hard part.” - Brian (@rhythmspice) (26:33) “This is a gift that you’re giving to [stakeholders] to save time, to save money, to avoid building something that will never get

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Are you an enterprise data or product leader seeking to increase the user adoption and business value of your ML/AI and analytical data products? While it is easier than ever to create ML and analytics from a technology perspective, do you find that getting users to use, buyers to buy, and stakeholders to make informed decisions with data remains challenging? If you lead an enterprise data team, have you heard that a ”data product” approach can help—but you’re not sure what that means, or whether software product management and UX design principles can really change consumption of ML and analytics? My name is Brian T. O’Neill, and on Experiencing Data—one of the top 2% of podcasts in the world—I offer you a consulting product designer’s perspective on why simply creating ML models and analytics dashboards aren’t sufficient to routinely produce outcomes for your users, customers, and stakeholders. My goal is to help you design more useful, usable, and delightful data products by better understanding your users, customers, and business sponsor’s needs. After all, you can’t produce business value with data if the humans in the loop can’t or won’t use your solutions. Every 2 weeks, I release solo episodes and interviews with chief data officers, data product management leaders, and top UX design and research professionals working at the intersection of ML/AI, analytics, design and product—and now, I’m inviting you to join the #ExperiencingData listenership. Transcripts, 1-page summaries and quotes available at: https://designingforanalytics.com/ed ABOUT THE HOST Brian T. O’Neill is the Founder and Principal of Designing for Analytics, an independent consultancy helping technology leaders turn their data into valuable data products. He is also the founder of The Data Product Leadership Community. For over 25 years, he has worked with companies including DellEMC, Tripadvisor, Fidelity, NetApp, Roche, Abbvie, and several SAAS startups. He has spoken internationally, giving talks at O’Reilly Strata, Enterprise Data World, the International Institute for Analytics Symposium, Predictive Analytics World, and Boston College. Brian also hosts the highly-rated podcast Experiencing Data, advises students in MIT’s Sandbox Innovation Fund and has been published by O’Reilly Media. He is also a professional percussionist who has backed up artists like The Who and Donna Summer, and he’s graced the stages of Carnegie Hall and The Kennedy Center. Subscribe to Brian’s Insights mailing list at https://designingforanalytics.com/list.