????數(shù)據(jù)不會(huì)為了你而自動(dòng)創(chuàng)新。數(shù)據(jù)可以展現(xiàn)某些模式，幫助我們預(yù)測(cè)結(jié)果，也可以幫助我們驗(yàn)證理論。但是當(dāng)研發(fā)某些全新事物時(shí)，光靠數(shù)據(jù)無法催生出下一代的“殺手級(jí)”產(chǎn)品。如果美劇《雙峰鎮(zhèn)》（Twin Peaks）的編劇或加拿大太陽馬戲團(tuán)（Cirque de Soleil）的老板當(dāng)初只在數(shù)據(jù)的預(yù)測(cè)范圍內(nèi)考慮問題的話，那么觀眾的欣賞偏好數(shù)據(jù)可能會(huì)顯示《雙峰鎮(zhèn)》的品味太古怪了，另外的數(shù)據(jù)則會(huì)顯示，在日益低迷的馬戲市場(chǎng)上開辦一家新的馬戲團(tuán)是件多么瘋狂的事。

????對(duì)于從事“創(chuàng)新”業(yè)務(wù)的企業(yè)來說，好的設(shè)計(jì)是成功的關(guān)鍵因素之一。設(shè)計(jì)師可以幫助企業(yè)設(shè)想它們的業(yè)務(wù)定位，或者對(duì)現(xiàn)有的業(yè)務(wù)進(jìn)行重新設(shè)想。創(chuàng)意是發(fā)明創(chuàng)造的關(guān)鍵，而對(duì)于創(chuàng)造性的突破來說，數(shù)據(jù)仍然非常重要——尤其是當(dāng)它和人類獨(dú)有的想象力和直覺結(jié)合在一起的時(shí)候。

????大企業(yè)傳統(tǒng)上喜歡讓咨詢顧問來告訴他們?nèi)绾卫脭?shù)據(jù)來為企業(yè)服務(wù)，以提高公司業(yè)務(wù)的效率，同時(shí)更好地進(jìn)行實(shí)時(shí)決策。而技術(shù)人員則喜歡以靈活的方式構(gòu)建數(shù)據(jù)。它們會(huì)對(duì)數(shù)據(jù)進(jìn)行分析組合和交叉引用，以使它更加高效和智能。

????Data will not innovate on your behalf. Data can show patterns and help predict outcomes, and it can also help validate theories. But when working on something entirely new, data alone is unlikely to lead to the next killer product. As some others have observed, the world would not have experienced Twin Peaks or Cirque de Soleil if the creators had worked within the boundaries of data-validated predictability. The audience preference data would have shown that Twin Peaks is too weird, and data would also have shown that it would be crazy to start a new venture in the declining circus market.

??? For companies in the business of "new," good design is a key ingredient. Designers can help organizations imagine where their business could be or reimagine an existing business. Creativity is a crucial component of invention. For creative breakthroughs, data can still be very powerful -- if it's coupled up with the uniquely human traits of imagination and intuition.

??? Traditionally, large organizations tend to work with business consultants to help them understand how to use data to their benefit -- to become more efficient and to make better real-time decisions. Technologists on the other hand, tend to try to structure data in a flexible way. They analyze it, dashboard it, and cross-reference it to make it more efficient and intelligent.

????設(shè)計(jì)師則喜歡從一個(gè)全然不同的角度利用數(shù)據(jù)。他們會(huì)直觀地思考對(duì)于終端用戶和活生生的人來說，怎樣才能從數(shù)據(jù)中獲益。設(shè)計(jì)師有一個(gè)根深蒂固的想法，就是關(guān)注怎樣把事情簡(jiǎn)單化，唯一的目的是取悅終端用戶，不管這些用戶是企業(yè)用戶還是普通消費(fèi)者。設(shè)計(jì)師們知道如何把復(fù)雜、分散的數(shù)據(jù)變得形象化，變得易于理解，更重要的是變得更加人性化。在如何讓數(shù)據(jù)適應(yīng)我們紛繁復(fù)雜的生活和現(xiàn)實(shí)世界的問題上，設(shè)計(jì)可以扮演一個(gè)關(guān)鍵的角色。我們生活的方方面面都需要依賴于種種數(shù)據(jù)服務(wù)，而設(shè)計(jì)師可以給這些服務(wù)帶來故事情節(jié)和人情味。

????對(duì)于屏幕上的體驗(yàn)來說，尤其是對(duì)于移動(dòng)設(shè)備的屏幕體驗(yàn)，簡(jiǎn)潔已經(jīng)成了一個(gè)口號(hào)。如果一家公司希望用更智能的方式來利用數(shù)據(jù)造福用戶，服務(wù)的設(shè)計(jì)可以給他們最重要的服務(wù)帶來簡(jiǎn)潔的特性。下面幾個(gè)例子就說明了以設(shè)計(jì)為導(dǎo)向的數(shù)據(jù)使用可以產(chǎn)生的力量。

????The designer tends to approach data from a completely different angle. They will intuitively think about the end user and how real people can benefit from the data. Designers have it ingrained to focus on simplicity and bring a singular focus to delighting the end user -- regardless of whether they are a business user or consumer. Designers know how to take complex or disparate information and make it tangible, understandable, and importantly, more human. Design can play a key role to make digital data adapt to our messy lives and the real world. Designers can bring stories and humanity back into the digital services we increasingly rely on for all aspects of our lives.

????For onscreen experiences, simplicity has become a watchword, especially for mobile devices. Service design can bring simplicity to the forefront for a company wanting to use data in smarter ways to benefit the user. Here are a few examples that illustrate the power of a design-led approach to data: