Video via Ted Talk. All rights reserved.

A talk given by Rochelle King, the global VP of user experience and design at Spotify, in 2014.

For a digital and media product, every design decision is a component of the entire business decision. When talking about transforming data into business decision, the relationship between data and product designers is even more worth noting. As representation and measurement of user behavior, data help inform and empower designers to make decisions and should be applied to future work for designing experience.

Compared to physical products, digital products don’t have to be static. Dynamics of data gives designers inifinite possibilities to refine their products as they learn more and more about users. While users and their behaviors are changing, the relationship between data and designers keeps evolving.

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