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

Designing with Data: A Human-centered Approach to Data-driven Design

Arianna McClain (IDEO), Coe Leta Stafford (IDEO), Kevin Ho (IDEO)
4:00pm–4:40pm Friday, 02/20/2015
Design & Interfaces
Location: LL21 B
Average rating: ****.
(4.67, 6 ratings)

IDEO’s Hybrid team was formed to apply the human-centered techniques from IDEO’s product design process to the world of data and analysis. By starting with interviews, ideation sessions and other processes, we start by understanding business and organizational needs before designing experiments and delving into the data analysis process. Extensive use of survey complements the quantitative processes associated with operational, social media, sensor, and other data types to gain actionable insights. To ensure results and insights are well communicated to clients, we use story-telling and visualization to highlight the most important findings for decision making.

The IDEO hybrid team will share elements of their human-centered approach to understanding underlying organizational issues, designing experiments, analyzing data, and communicating results.

Photo of Arianna McClain

Arianna McClain


Arianna McClain is a design researcher – data specialist at IDEO. Arianna works at the intersection of technology, data, and human behavior. She leads hybrid research processes that merge quantitative (data) and qualitative (stories) research. This hybrid process helps explain variance in data by understanding the people and stories nested; and helps teams empathize with users at scale to generate insights that inspire design and strategy across a range of industries.

Photo of Coe Leta Stafford

Coe Leta Stafford


Coe Leta is a Design Director at IDEO, Palo Alto where she leads Design Research – IDEO’s human-centered approach of understanding people’s needs, developing insights, and connecting those insights to innovative design solutions for systems, services, products and technology. As a system’s thinker, she’s led design projects across diverse organizations including Microsoft, Hasbro, Sesame Street, Target, Intel, Wells Fargo, eBay, and Government and Healthcare groups. Known for her expertise in digital design, play, education, and data, her work has won international awards and been featured in the New York Times and Wired. Coe Leta has a Ph.D. in Cognition and Development from UC Berkeley and guest lectures at Stanford University’s d.School.

Kevin Ho