Presented By O'Reilly and Cloudera
Make Data Work
Feb 17–20, 2015 • San Jose, CA

The Human-Data Interface: How to Design for “Irrational” Data Consumers

Cathy Tanimura (Strava)
10:40am–11:20am Thursday, 02/19/2015
Design & Interfaces
Location: LL21 E/F
Average rating: ***..
(3.71, 7 ratings)
Slides:   1-PPTX    2-PPTX 

Everyone who works with data for human consumers faces it: you’ve worked hard wrangling the data, and created a really elegant analysis or data product. But then the customers (internal or external) just don’t get it: they ask for endless revisions; don’t implement the recommendations; or don’t adopt your data product. What do we see that they don’t?

Recent research from fields like neurology, cognitive psychology, and behavioral economics have a lot to say about why. Understanding how people perceive information, change their minds, and make decisions can help us better explain our work and make data products that really stick. This talk will weave together work from Daniel Kahneman, Nassim Taleb, John Medina and others, with experience working in analytics and data science for nearly 15 years.

Attendees will learn:

  • How to design for the “fast” and “slow” brains
  • How to leverage your data consumer’s experience and intuition
  • Why stories are so powerful, and sometimes dangerous
Photo of Cathy Tanimura

Cathy Tanimura


Cathy has been working with data in one form or another for the past 15 years. She is passionate about bringing data into the culture of startup companies. She has built and run analytics organizations at StubHub, Zynga, and Okta, where she is Director of Analytics and Big Data.