????許多公司一直相信大量囤積數(shù)據(jù)的好處,，現(xiàn)在他們正在尋找能利用這些數(shù)據(jù)造福顧客的方法,。大數(shù)據(jù)給各行各業(yè)的企業(yè)提供了一個(gè)變得更加透明、更值得信任,，并在競(jìng)爭(zhēng)中脫穎而出的機(jī)會(huì),，而且能讓他們的用戶在產(chǎn)品和服務(wù)上獲得更加個(gè)性化的體驗(yàn)。

????大量的數(shù)據(jù)造成了巨大的復(fù)雜性,，而設(shè)計(jì)的力量可以化繁為簡(jiǎn),，讓這些數(shù)據(jù)能被普通人理解，因此設(shè)計(jì)在大數(shù)據(jù)上就有了用武之地,。它的作用就是把信息變成人們可以使用的,、有意義的觀點(diǎn)，賦予冷冰冰的數(shù)據(jù)以生動(dòng)的含義,，同時(shí)把數(shù)據(jù)與我們居住的這個(gè)紛繁復(fù)雜的世界聯(lián)系起來(lái),。那么企業(yè)應(yīng)該如何更好地利用設(shè)計(jì)，使人們從“怕數(shù)據(jù)”變成“愛(ài)數(shù)據(jù)”呢,？

????我們開(kāi)始發(fā)現(xiàn),，在智能手機(jī)和其它聯(lián)網(wǎng)設(shè)備的影響下，消費(fèi)者的行為和預(yù)期正在發(fā)生變化,。這些設(shè)備帶來(lái)了海量的數(shù)據(jù)點(diǎn),，揭示出人們?cè)谌魏翁囟〞r(shí)刻需要哪些信息，以及他們希望從哪里獲得信息,。消費(fèi)者們已經(jīng)意識(shí)到他們的數(shù)據(jù)是有價(jià)值的,，因此他們可以期望,、甚至是要求對(duì)方用某種價(jià)值來(lái)交換他們的數(shù)據(jù)。數(shù)據(jù)已經(jīng)成了一種新的貨幣,，企業(yè)也要從這個(gè)角度來(lái)看待數(shù)據(jù),。人們?cè)敢夤笆炙蜕系男畔⒃蕉啵髽I(yè)利用這些信息為消費(fèi)者量身打造某種體驗(yàn)的潛力就越大,。但是人們對(duì)于隱私問(wèn)題的擔(dān)憂卻讓這個(gè)過(guò)程變成了一個(gè)復(fù)雜的挑戰(zhàn),。

????對(duì)于許多企業(yè)來(lái)說(shuō)，如何讓用戶覺(jué)得自己在用一種很“酷”的方式使用他們的數(shù)據(jù),，而不是以一種鬼鬼祟祟,、令人不自在的方法使用他們的數(shù)據(jù)，這是一個(gè)很難把握的平衡,。設(shè)計(jì)師解決這個(gè)挑戰(zhàn)的方法是建立一套貌似能神奇地對(duì)某個(gè)用戶的習(xí)慣做出回應(yīng)的系統(tǒng),。視頻網(wǎng)站Netflix就是一個(gè)很好的例子。Netflix通過(guò)謹(jǐn)慎地利用用戶的瀏覽數(shù)據(jù),，來(lái)向用戶推薦他們可能喜歡的其它視頻,，讓用戶覺(jué)得這些視頻都是為自己量身推薦的。移動(dòng)社交網(wǎng)站Foursquare則已經(jīng)轉(zhuǎn)型成了一個(gè)推薦引擎,，會(huì)根據(jù)用戶的地理位置和一天中不同的時(shí)間,，向用戶推薦有用的信息和當(dāng)?shù)氐膬?yōu)惠服務(wù)。只要企業(yè)把用戶的數(shù)據(jù)當(dāng)成一項(xiàng)服務(wù)來(lái)妥善使用,，隨著用戶提供的信息越多,，他們的體驗(yàn)就會(huì)越好，從而逐漸打消消費(fèi)者對(duì)于企業(yè)可能泄露用戶個(gè)人信息的疑慮,。

????Companies that have long believed in the virtues of hoarding data are now looking for ways to use it to the benefit of their customers. Big data presents a massive opportunity for organizations across industries to become more transparent and trustworthy, get a leg up on the competition, and empower their users to have more personalized experiences with their products and services.

????But with great volumes of data comes great amounts of complexity. That's where design's power to simplify and make sense of data for ordinary individuals comes in. It's about turning information into meaningful insights people can use, giving data a human shape and a connection with the messy real world that we live in. So how can companies better use design to turn data dread into data delight?

????We're just beginning to see the extent to which smartphones and other connected objects are influencing a shift in consumer behavior and expectations. These devices are giving rise to a huge range of data points around what information people want at any given time and who they want it from. Consumers have now figured out that they can expect -- indeed demand -- value in exchange for "their" data. It's the new currency, and companies need to start treating it as such. The more information people are willing to give up, the more potential a company has to personalize an experience for them. But privacy concerns make this a complicated challenge.

????For many companies, getting the balance right between using data in ways that are cool rather than creepy can be difficult. Designers approach this challenge by creating intelligent systems that seem to magically respond to a user's habits. Netflix (NFLX) is a good example of this, carefully using viewing data to present recommendations that feel tailor-made. Foursquare has transformed itself into a recommendation engine, providing helpful information and local offers to users customized to their location and time of day. This savvy use of data as a service will likely reduce consumers' skepticism and fears around sharing personal information as the more they provide, the better their experience is.