Dr. Eva Deckers speaks at UX STRAT Europe 2021 on the topic: "Strategic Design: Where Are We Now?"

1. Eva Deckers
September, 2021
Data Enabled Design
Building a new design capability for data and AI
Philips Experience Design

2. Fight your tired eyes
Reflect on your brushing behavior
Optimize your cleansing routine
Get to know your skin
The meaning of data

3. The meaning of data

4. Unleash the power of design, data
and AI, to deliver meaningful,
differentiating solutions
encompassing data and AI. At the
moment it matters most, caring
for people’s health.

6. 2017:
6 Data Designers,
1 location

7. 2017:
6 Data Designers,
1 location
2021:
25 Data Designers,
globally

8. 2017:
6 Data Designers,
1 location
2021:
25 Data Designers,
globally

9. Philips Experience Design | Our strategy

10. Where we are now
Make it user centered
Functional
leadership

11. 11
Make it seamless
Designing for modular
and configurable solutions
Horizon 1

12. Make it personal
Designing for evolving experiences
“
Horizon 2

13. Make it count
Designing for systemic and
sustainable impact
“
Horizon 3

14. Make it personal
Designing for evolving experiences

15. Connecting user context directly,
virtually with the design studio

16. Deliver continuous insight from
our customers and consumers

17. Bring real time design action in
context

18. Accessible, scalable tools

19. Data Enabled Design
Designing for evolving experiences

20. We set out to truly understand the
value of data and AI for users and
ensure that propositions that
encompass data and AI are meaningful.
Make data
meaningful

21. We believe that data is a design
material we do not utilize enough yet,
we treat data as creative material
Data as creative
material

23. 2016
Initial data
enabled design
research and
prior data vis
vision projects

24. 2016
Initial data
enabled design
research (prior
data vis vision
projects)

25. 2017
New team:
data design +
service design
2016
Initial data
enabled design
research and
prior data vis
vision projects

26. Gather and explore
Translate to insights
Insight to design
Power of visualization
Deliver design tools
Interact with / Build AI
2016
Initial data
enabled design
research (prior
data vis vision
projects)
2017
New team:
data design +
service design

27. 2017
New team:
data design +
service design
2016
Initial data
enabled design
research and
prior data vis
vision projects
2018
Strengthen,
formalize data
design. Partner
on service
design.

28. 2016
Initial data
enabled design
research (prior
data vis vision
projects)
2017
New team:
data design +
service design
2018
Strengthen,
formalize data
design. Partner
on service
design.

29. 2017
New team:
data design +
service design
2016
Initial data
enabled design
research and
prior data vis
vision projects
2018
Strengthen,
formalize data
design. Partner
on service
design.
2019
Full focus on
service design.
Deliver strong,
growing service
design team.

30. 2016
Initial data
enabled design
research (prior
data vis vision
projects)
2017
New team:
data design +
service design
2018
Strengthen,
formalize data
design. Partner
on service
design.

31. 2017
New team:
data design +
service design
2016
Initial data
enabled design
research and
prior data vis
vision projects
2018
Strengthen,
formalize data
design. Partner
on service
design.
2019
Full focus on
service design.
Deliver strong,
growing service
design team.
2019
Mature data
design
capability

32. video

33. 2017
New team:
data design +
service design
2016
Initial data
enabled design
research and
prior data vis
vision projects
2018
Strengthen,
formalize data
design. Partner
on service
design.
2019
Full focus on
service design.
Deliver strong,
growing service
design team.
2019
Mature data
design
capability
2020
Move data
design closer
to business
delivery

34. 2016
Initial data
enabled design
research (prior
data vis vision
projects)
2017
New team:
data design +
service design
2018
Strengthen,
formalize data
design. Partner
on service
design.
2020
Move data
design closer
to business
delivery

35. 2016
Initial data
enabled design
research (prior
data vis vision
projects)
2017
New team:
data design +
service design
2018
Strengthen,
formalize data
design. Partner
on service
design.
2020
Move data
design closer
to business
delivery

36. video

37. 2017
New team:
data design +
service design
2016
Initial data
enabled design
research and
prior data vis
vision projects
2018
Strengthen,
formalize data
design. Partner
on service
design.
2019
Full focus on
service design.
Deliver strong,
growing service
design team.
2019
Mature data
design
capability
2020
Move data
design closer
to business
delivery
2020
Embed
experience in
the core of the
Philips Data
and AI strategy

38. Horizon 1
Accelerate connected care for specific
parts of the care pathway
Value of Data and AI is…
delivering better experience, improved
efficiency and outcomes at lower cost for
consumers/patients, specific procedures,
systems and solutions.
Horizon 2
Deliver precise and personalized care
along the health continuum
Value of Data and AI is…
delivering better experience and outcomes at
lower cost with precise and personalized
care. The right care delivered in the right
way across all elements of the health
continuum.
Horizon 3
Deliver value-based healthcare and
precision medicine at scale
Value of Data and AI is…
delivering better experience and outcomes at
lower cost for populations, consumer/patient
cohorts with specific health needs, addressing
healthy living and prevention at scale, creating
and supporting health ecosystems.
2020
Move data
design closer
to business
delivery
2020
Embed
experience in
the core of the
Philips Data
and AI strategy

39. 2017
New team:
data design +
service design
2016
Initial data
enabled design
research and
prior data vis
vision projects
2018
Strengthen,
formalize data
design. Partner
on service
design.
2019
Full focus on
service design.
Deliver strong,
growing service
design team.
2019
Mature data
design
capability
2020
Move data
design closer
to business
delivery
2020
Embed
experience in
the core of the
Philips Data
and AI strategy
2021
Focus on
delivering
experience
enablers and
scalability

40. Data Visualization UX for AI UX Data Definition
2020
Focus on
delivering
experience
enablers and
scalability

41. 2020
Focus on
delivering
experience
enablers and
scalability

42. Clinical Scientist Surgeon Patient
2020
Focus on
delivering
experience
enablers and
scalability
2017
New team:
data design +
service design

43. 2017
New team:
data design +
service design
2016
Initial data
enabled design
research and
prior data vis
vision projects
2018
Strengthen,
formalize data
design. Partner
on service
design.
2019
Full focus on
service design.
Deliver strong,
growing service
design team.
2019
Mature data
design
capability
2020
Move data
design closer
to business
delivery
2020
Embed
experience in
the core of the
Philips Data
and AI strategy
2021
Focus on
delivering
experience
enablers and
scalability
2021
Continue to
deliver and
grow, towards
a horizontal
design team

44. Patience, repetition, real life examples
Dare to do the things first, that need to be done first
Invest in collaboration with universities
Build on a strong strategic design capability
Balance where you want to go and what is the first step to scale
Working with data and AI means knowing you way in ethics, privacy and regulations
Delivering for personalization? Make it modular.
Build the bridge to tech disciplines by getting better at it yourself