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Data Driven Design in Digital Media Services – Iiris Lahti, Sanoma Media Finland

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Introducing the learnings and best practices of how to utilize data and machine learning in designing digital media services, content, marketing and better customer experiences. Concrete examples from designing Finland’s biggest media products such as Helsingin Sanomat digital news service and Ruutu video service.

Key Takeaways

  • Data driven design = Collaboration in multitalent teams
  • Data is not enough. It is most powerful when user together with service design methods and consumer research.
  • Data driven design possibilities are growing with AI
  • The same design thinking and lean service creation practices can also be used to design data products

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