Personalization requires well-structured data that can be leveraged across different surfaces and at different points in the user journey so that users get a consistent and valuable experience. It also requires product teams being able to tap into a shared data system that is actively managed over time.
But who is designing this data? There isn’t much discussion of this specialized expertise that is sorely needed on product teams today. And that’s causing many product teams to reinvent the wheel, work in silos, and ship fragmented user experiences. Data Design can fix this and those trained in information architecture are uniquely well-suited for the job.
In this talk, I will cover:
– What is data design
– Why data design is valuable to product teams and to broader company goals
– What the work of data design inside product development teams looks like
– Why I believe those with information architecture experience are well-suited to data design
– How all of this results in holistic personalization experiences that win
Eloise Marszalek is a data designer with over 10 years of experience working at the intersection of product management, information science, survey design, analytics, and data engineering to bring data-rich user experiences to life. She currently leads the Data Design and Taxonomy team at Udemy in building discovery and personalization product experiences. Previously, she worked on building the world’s largest economic graph at LinkedIn, redesigning websites to center on users at the US State Department, and solving search problems at Kaiser Permanente. Eloise earned her Master’s in Library and Information Science from the University of Washington Information School and just wants to make it easier to find what you’re looking for.