085 - Dr. William D. Báez on the Journey and ROI of Integrating UX Design into Machine Learning and Analytics Solutions

Why design matters in data products is a question that, at first glance, may not be easily answered for some until they see users try to use ML models and analytics to make decisions. For Bill Báez, a data scientist and VP of Strategy at Ascend Innovations, realizing that design and UX matters in this context was a realization that grew over the course of a few years. Bill’s origins in the Air Force, and his transition to Ascend Innovations, instilled lessons about the importance of using design thinking with both clients and users. 

 

After observing solutions built in total isolation with zero empathy and knowledge of how they were being perceived in the wild, Bill realized the critical need to bring developers “upstairs” to actually observe the people using the solutions that were being built. 

 

Currently, Ascend Innovation’s consulting is primarily rooted in healthcare and community services, and in this episode, Bill provides some real-world examples where their machine learning and analytics solutions were informed by approaching the problems from a human-centered design perspective. Bill also dives in to where he is on his journey to integrate his UX and data science teams at Ascend so they can create better value for their clients and their client’s constituents. 

Highlights in this episode include:

• What caused Bill to notice design for the first time and its importance in data products (03:12)
• Bridging the gap between data science, UX, and the client’s needs at Ascend (08:07)
• How to deal with the “presenting problem” and working with feedback (16:00)
• Bill’s advice for getting designers, UX, and clients on the same page based on his experience to date (23:56)
• How Bill provides unity for his UX and data science teams   (32:40)
• The effects of UX in medicine (41:00)

Quotes from Today’s Episode

• “My journey into Design Thinking started in earnest when I started at Ascend, but I didn’t really have the terminology to use. For example, Design Thinking and UX were actually terms I was not personally aware of until last summer. But now that I know and have been exposed to it and have learned more about it, I realize I’ve been doing a lot of that type of work in earnest since 2018. - Bill (03:37)
  
• “Ascend Innovations has always been product-focused, although again, services is our main line of business. As we started hiring a more dedicated UX team, people who’ve been doing this for their whole career, it really helped me to understand what I had experienced prior to coming to Ascend. Part of the time I was here at Ascend that UX framework and that Design Thinking lens, it really brings a lot more firepower to what data science is trying to achieve at the end of the day.” - Bill (08:29)
• “Clients were surprised that we were asking such rudimentary questions.  They’ll say ‘Well, we’ve already talked about that,’ or, ‘It should be obvious.’ or ‘Well, why are you asking me such a simple question?’ And we had to explain to them that we wanted to start at the bottom to move to the top. We don’t want to start somewhere midway and get the top. We want to make sure that we are all in alignment with what we’re trying to do, so we want to establish that baseline of understanding. So, we’re going to start off asking very simple questions and work our way up from there...” - Bill (21:09)
  
• “We’re building a thing, but the thing only has value if it creates a change in the world. The world being, in the mind of the stakeholder, in the minds of the users, maybe some third parties that are affected by that stuff, but it’s the change that matters. So what is the better state we want in the future for our client or for our customers and users? That’s the thing we’re trying to create. Not the thing; the change from the thing is what we want, and getting to that is the hard part.” - Brian (@rhythmspice) (26:33)
• 
  “This is a gift that you’re giving to [stakeholders] to save time, to save money, to avoid building something that will never get used and will not provide value to them. You do need to push back against this and if they say no, that’s fine. Paint the picture of the risk, though, by not doing design. It’s very easy for us to build a ML model. It’s hard for us to build a model that someone will actually use to make the world better. And in this case, it’s healthcare or support, intervention support for addicts. “Do you really want a model, or do you want an improvement in the lives of these addicts? That’s ultimately where we’re going with this, and if we don’t do this, the risk of us pushing out an output that doesn’t get used is high. So, design is a gift, not a tax...” - Brian (@rhythmspice) (34:34)
  
  
• “I’d say to anybody out there right now who’s currently working on data science efforts: the sooner you get your people comfortable with the idea of doing Design Thinking, get them implemented into the projects that are currently going on. [...] I think that will be a real game-changer for your data scientists and your organization as a whole...” - Bill  (42:19)