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Big data and design thinking at the core of business growthData is never rare in businesses, but the full usage of unstructured data, especially from the Internet, brings more innovation in product and marketing design as well as in risk control. Many common attributes of big data and design thinking exist. To start with, both begin with high-quality data. Data extracted in pure and uncontaminated form—unstructured, structured, in motion, at rest, real time and so on—is fed into cognitive applications. Big data use cases have huge impact on our businesses. They can transform the business with its abilities to increase profits, drive efficient processes and mitigate risks. Many large organizations, especially those in traditional industry sectors such as telecommunications, financial services and manufacturing, are beginning to realize the importance of design thinking combined with big data for true customer centricity. In this new paradigm shift across businesses, success lies in simplifying complex and disconnected digital customer experiences using big data–enabled insights and user-centric design thinking and methods. These logics run across the entire ecosystem of desktop, kiosk and automated teller machine (ATM), mobile and tablet devices to emerging channels such as wearable devices and augmented reality interactions. Design thinking and big data use cases involve similar steps in creating world-class products, services and customer experiences. The process begins by empathizing with users and understanding their requirements in a very personal way. Solving problems with data necessitates a diversity of thought and an approach that balances number crunching with thoughtful design to solve targeted problems. With customer demographics evolving—for example, millennials becoming mainstream and more discerning, savvy and sophisticated—businesses need to be more committed to designing highly connected experiences supported by big data. Such products and services are expected to connect at a human level and experience high growth. Consider some key, common principles between big data and design thinking: User empathy: Empathy is a first step to creating a vital human-centered design process and a powerful big data use case for customer analytics. Designers have to immerse themselves in the physical environment of their customers to have a deeper personal understanding of the issues involved in the complete customer journey.High-quality data: Big data and design thinking both start with high-impact data that is business focused. A user-centered, big data use-case design process starts with user data. Design artifacts can be created that address the needs of real users, and then tests those

Source: Dynamic duo: Big data and design thinking | IBM Big Data & Analytics Hub