Data informed design, not data-driven design (Neil Turner)

You might have heard that data is now a big thing in business, especially BIG data (as opposed to small data – that’s just for wimps). Business folk simply can’t get enough of it. Data telling them what their customers are up to. Data telling them how their products and services are performing. Data telling them how ‘productive’ their employees are. Governments are now even using big data to help subtly influence the behaviour of their unsuspecting public. For example the British Government has a well published ‘Nudge unit’, or behavioural insights team to give them their official name, which in their words, “help people to make better choices for themselves” (and no doubt the Government). (uxforthemasses.com)