PREVIOUS CHAPTER Chapter 10 | From Data to Understanding Silicon Valley companies, with the likes of Google leading the charge. The clas- sic anecdote that symbolizes their reliance on data is how Google ran an experiment to collect data on what shade of blue (out of 41 candidates2) would be most appropriate for a button. A designer who left Google because of these types of behavior said it was an indication of the lack of appreciation of intuition and creativity, necessary preconditions for innovation in design.3 Data-driven AI techniques have only exasperated the issue and strengthened the argument of those who call for every decision to be data driven. A favor- ite statement to throw around in these data-obsessed times is that data is the new oil.4 It should be treated as a commodity that an organization drills for, extracts, transforms,...
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