What is Data Design?

This is an Eval Central archive copy, find the original at freshspectrum.com.

Do you want to become a confident data designer? The first step is probably understanding what data design even means.

I shared the following definition when writing my blog post about how to become a data designer. But in this post, I plan to dig deeper.

What is data design?

Data design is a blend of two very different skillsets. It requires a mix of skills in research methods, data analysis, graphic design, communications strategy, UX design, and data visualization.

That skill mix allows an individual to create useful data products, find and tell good data stories, un-complicate complex information, connect with audiences across multiple platforms, increase reporting effectiveness (a.k.a. create better reports), and increase reporting efficiency (a.k.a. implement a faster design process).

Why the world needs data design?

There are many reasons. Here are just a few.

1. We have access to more information than ever.
2. Effectively sharing data has always been tricky.
3. Everyone is overwhelmed. This makes sharing important things harder.
4. The status quo approaches to data sharing are less effective than ever.
5. Most data people are not taught anything about design or modern communications in school.

Is data design the same thing as data visualization design?

I say no.

Data visualization is the graphical representation of information and data.

Design is not about visuals. It’s not about art. In the words of Milton Glaser, “design is the process of going from an existing condition to a preferred one.”

For me, data design is about changing the condition of an analysis so that it can actually reach an audience. It’s more than data visualization and it’s more than data storytelling.

It could be about how to structure information so that it can be shared more freely on the web. Or how the information is prioritized on a page so that the right information sticks in the reader’s mind. Or it could be how we utilize illustration to engage the reader to dive deeper into the analysis.

Some of this might involve creating visuals. But sometimes we can have the biggest impact through simple adaptation. Adapting a long dull report into a web page, a series of simple one pagers, a bunch of little infographics, or a set of videos can exponentially increase the value of the report.

How Matters.

As my career has evolved the thing I keep coming back to is that how we share information and data matters as much as what we share.

The best analysis, evaluation, or research project in the world isn’t going to make any difference if it’s packaged in a long PDF and then buried in some web archive.

Data Design in Practice.

Here are some of the things a good data designer should be able to do.

Reduce Complexity

Remember the whole “everyone is overwhelmed” thing. It means if we want our data to stick, we have to reduce the complexity. This means reducing the “cognitive load” so that the report requires less mental processing power.

Increase Retention

If we want our work to be useful, we need to do more than just throw information at people. It needs to stick in our reader’s memory. Better design can help improve how our readers remember what we share.

Increase Engagement

Can you make your work interesting? What does it take to encourage your reader to care about what comes next? This is where good data storytelling and illustration can play a significant role.

Expand Reach

Most status quo reports are not designed to travel. If you want people to share your work with others or include it in their own presentations, better design can help.

What other questions do you have about data design?

Let me know if the comments.