INTERACTIONS.ACM.ORG 38 INTERACTIONS SEPTEMBER–OCTOBER2014
→ The big data approach
may obscure causality—
it can answer what,
but not why.
→ There are severe pitfallsrelated to losing causality,involving responsibility,learning, and trust.
→ We propose includingthe qualitative humanapproach, combiningthe insights to makeinformed, responsible,and creative decisions.
and filtering upfront.
Which design will you choose?
There is a viral-like proverb floating
around the Internet, describing
big data like this: Big data is like
teenage sex: Everyone talks about it,
nobody really knows how to do it, and
everyone thinks everyone else is doing
it, so everyone claims they are doing it.
(Original source unknown)
Indeed, typical to all heavily
hyped terms, a sort of mysticism
surrounds the whole phenomenon.
Here, we look at big data from the
human perspective, demystify some
of the hype, and propose a human way
Suppose you need to make a decision
about your Web-store entry-page
design. The data tells you that the more
you leverage search and filtering, the
more users will view your products,
so you create a design in which users
can easily see all of the different ways
of looking for products. Search and
filtering are the most prominent
features on your entry page.
As an alternative, you could have adesign that focuses on communicatingthe experience attributes, is genuinelyyours, and makes your company standout from the competitors. But thatdesign cannot incorporate the search
Juha Lehikoinen and Ville Koistinen, Leadin