Info-Driven Product Design

welcome to bsides Boston 2016 this is our poor family law vs law student projects when we've had also about some so glad you guys were able to get to it I like to pretend they're for speakers morning the common ground support I guess 10 years of professional experience originated in startups with information for all principal of the committee has a PhD from Cambridge University and computational neuroscience his affiliations with MIT and see Larry University NASCAR work here that he will be presented to us as information your own product designer on some similar convergence thank you so much I don't was it good hey partner so so today's topic is present you and you in design framework for product event

call it the permission the lack of a better word but I must admit this the first time I'm giving this house is still good friend I'm doing um so let's give you a bit of context because why I'm quietening it's an important topic I think there is a shortage of scope you look around folks estimates the 13 million cybersecurity dr. open right now both white and you know in a couple of here I know right that's what I was not a catch that's what I was thinking and then a couple of years it will be six million oh that's why I didn't mess I think so you know six million job openings it's pretty if you have a work

ahead of you will not

and insane potatoes and you know is that you can see the best job in the world I don't know what any one of you regret not getting sand inside that so so that was definitely gambling skills right now foreseeable future and so this talk is a little bit about how to reach this gasps how to kind of educate product management so it takes its main legal product minute but hopefully use it security so so let me give you a little bit of background on further planning and acknowledge that there on the free books and be honest I think they are on two different frameworks it seems like every big company has their own framework sav has one IBM at one I don't

know if it doesn't it work even google has their own design framework you know like legislating one particular one in this case I like Stanford framework it's also used by I do hope design thinking is very popular so just to give you a clip like what what our design framework let's go through one of them and you know that much maybe works for us to get that much early in the morning so let's go to cooperating um so design framework design thinking consists out of four stages intuitively well if you start with anything and attempt to find the progress your idea to put a couple of solutions and then you start protocol let me do you so I went to Japan and I

work in a start-up and let's see what we can help the Japanese with technologies and one of the ideas that we had like how can we teach kids to hope you know it's a popular thing nowadays everyone will go to the same thing like last issue of how to code something to get any runs so in the beginning and went terribly wrong so what what is then went from a couple of ideas it's probably too complicated talking so yeah so maybe it was too complicated but I mean I mean it's kids so we kind of adjusted it so sir the kids hated this problem somebody keep going and you are going for the kids right now but to think about

Japanese kids if it's this it's there are some specific right what what could be specific about Japanese get that kind of made it different or Japanese people environment culture okay more telling you amor giving you be the one giving you people read things like that so so that's the part of empathy right so you want to a handful size and presence then what is happening ideal even before you feel and you know that's why this record popular so it is analogies the program that happens in the COS days of testing was we didn't take some Japanese money's right so there's nothing funny about this really eat them they think apartment producer grade isn't like the

rural state government drop anything engineers out in mechanics and you do this you if you disappointed them so it's a cultural change and I'm sure you then so once you divide this problem like that right then you can understand like okay so we still want to do coding we think this is the right thing to do but we do have a problem in we empathize with what the proper ones and so then you can start iterating on top of it and so what we did is we decided to do and think about robots right I run into them like Robert so we say okay there are 0 to focus manipulative robots right so we'll teach you how to manipulate

movement and the mothers hospital a great thing and encoding was just a side effect as it turns out community property so we can sleep as an example of it is entering the framework that we focus on today is information is based on information theory just kind of by a show of hands how many all right I mean it's very cool thing you know like I did background and conditional universe anything it's like one of the really good theories that's how the brain works how to work with it so it wasn't meant like what China he recently celebrated course obviously this happy birthday but I learned everything from dating the kind who's gonna very famous guy and also

unfortunately died this year so it's kind of my way commemorating the main point of information theory is this equation so H the letters that they use to kind of summarize the with information and he is the probability of the events that I have so it's a function of probability so let me give you a couple of examples we can make it most businesses so imagine your door and other liberal you come cheap coming up so you have one she coming up one might even otherwise even otherwise you and they keep coming on and you like okay a lot of white sheep i'm pretty bored achievement I when she and so imagine that something oh yeah just like that

okay well I mean good is this for this thing with on actually invest the so they keep coming up and you you can't the ship the first shape searching closer and then suddenly instead of one of the white shapes a black sheet comes up you've never seen the flexion wheel and while that's a big surprise so information and kind of a measure of surprised like you have something that came out with a low probability there's there's a type information carrying event attention um I think the password scary going Wow look too short all right yeah it's a temporary password is Lucas I'm in excuse everything everything this is a good so information is method of

the probability and the low probability events carry the most information it doesn't really like the slide oh maybe it is so the main point about information theory is a very peculiar property of information through purchases it doesn't really care about the value of the event so it's only cares about the probability something has more value to you than less value it doesn't incorporate that so if you like black she's touching me like that right so let me give you another example so you have this white sheep coming on and they keep coming out of this door and then some nails of the store jumps a big tagging right so the first thing that I did get the hell out of print well so

Tiger makes a big difference versus a black sheep right leg shape I exciting for tigers on a more valuable to me it then but information theory doesn't capture it so this is kind of the key property this is the reason why we use information satirical for this product design is because we're saying we will not a prior arrest assign any value to to the information we will not say this information is more valuable than done we'll just say we don't know what the values information about through the old-fashioned Olympic sensible anyone has questions about me while we learned about projector slides I really just background for this presentation I normally hits less but then you stand

with like strange accent so so let me give you an example of how information driven product design can contribute to kind of the data sets father right so back in the day she is been working in in a matchmaking company less dating question goes and so we have nine ten minute Lions win it for the job and the turquoise to to mention them and I was the paper scientist who created the solver so you know how many furious no you know there is my friend this so before they tow sentences so when I came into this company they had loads of it and they had all this information today and they had like the names of the

people the location whether the like cats or dogs work what's the color they expected the celery like all of us and and we came in and we started analyzing this in turn up none of this was actually important to to do the measuring 450 kilograms right I looked in with her then I realized the only thing that was really critical for success was the ecstasy of you know how to do the login for us to the respond I mean I call it kind of focus for that and you know like just a personal tip if you were wondering my know in response to your tender try to change infected I'm not saying that that's what they use

it in for a different activity two very strong practice so so the main point of this example under I'm just going to go through a lot of product design examples and show you how information will print the main point of this example is when I came in none of the engineers in this entire technology was recording any of this day because there were like here we we care about cans we care about celery would care about your nail but they didn't really understand that if you report all this data in the background you can actually filter today because that's not how product managers thing so that's kind of the idea of information through a particular do not a prior I

think that there is valuable information and less value you will never know you know the distance you will never know what really correlate just make sure that you record all of it and it will voice so let me give you another example yeah so far so far the living on onto the back he did for activity oh right um so let's see so that was the first example rights with a dissenting coupled with a matchmaking where we stay where

we say record all the information a painting so maximize the information that you think a record everything and of course the caveat get is refer those information that you can as long as it doesn't impede a character from any questions and it uses like all men and women separately you can record information in the background without kind of stopping the user from experiencing a good product that's the best and let me get this so you have to perform however this is the sorry success criteria have you ever had on this one so that's the same like when you're designing the product don't think about the bell gertie don't don't think like you're the biggest edges and you

will know what to report right then i have the same thing like I you didn't and I thought that I know what the report well I'm not even working again oh you're sharing a 40 pots dad yo what's good Rick correct but would eat right there oh no it just it's always different right okay let me give you a Mexican hey let's face it it's a company right this is making my koala my exit the predictor that we want to do is how to optimize the money to her right right right yeah I guess what I'm saying is thinking about you're saying like waffles but all that behind but you also do make the decision on front of what

your success criteria books don't know about your ego good you know okay because you will never know the co comes to you and if they say we will use a girls instead of rubbing oh and then you're like okay I'll demet aight i'm really good hungry so so that's the thing like what what do they move this talk to create a system that kind of reduces the shortage of the cyber security and gave us if we were in a contagious dentist they will tell you but how do they know right I wasn't it a sentence I came and I didn't know what it cookin up so don't build the products access know the product if enabled it

let me here we go maybe a more interesting you come this is from 2011 probably many of you have heard of it so you can't detect the person from the history was postmortem how many of you know but yeah I hope so that's another surprising thing right so we had all this data for four years in basically for quite a lot of time right and then somebody comes in and starts looking into features and it turns out we can predict it very well right dependent it doesn't depend on how fast the person is I think none of the stuff that makes them so the person is diving in dependence on the gaps that you create

the features that you created in between today specifically structured Internet no one knew muck same thing with mouse me right so quite a lot of companies do right now mouse movements to detect whether it's a real person logging in and sometimes I feel good I think so this was the two examples of unicron's data sent how if you want to do information from product is it do not be partially do not think that you know better just record everything as long as it doesn't if you do it's a shame you don't happen in screen but um have you ever seen a law get feel friend so I know so when you look in back in the

days what the response was if you missed that the email of the password because you're a do you know so then it does could change the little bit and people were saying well you showed you to expose this information to the user you shouldn't tell them that this evil doesn't exist because then that gas moving the genomics it turns out my I hope this is like it give I thought this is like foundation of cybersecurity but if you actually going to Facebook Google in linked it right now they actually tell you that this account doesn't it so the only company that's that actually does not tell you that and and you know I mean so this is the

classical examples of back in the day you didn't want to expose this one bit of information this is this one extra bit saying that this email and password condition is it just one extra bit and so that that's how you should think about it one little bit medals from set of screws and you know I mean this is data leakage it's been around for years like if your cyber security you find a port but what product management if they don't think with it and let me give you a more relevant example um the battery is yang 05 how many have photos that we can fingerprint a person based on their better each other yeah so let's it puts

out 15 so relatively reason that it's very cool so it's based on your battery you can see which person is accessing your website and you can track them according to the website that then exit and the reason why it quite wipe this one is it because the battery information is using a float number which has a very strong a big precision so you come in you have this battery discharge that has a big number and then you go to another website that people say okay it's the same person with the same bat very level 22 this different so the only thing that you have to do to fix it is instead of reporting it as a

load report the decision that's a very simple thing to do that's how they fix is likely to be there was no discussion after this guy's figure the data they they basically change from flow to an end and everything was time but this is the type of thinking that you need to do right you need to this thinking and my well am I giving one bit of information away like literally every bit matter that kind of mixing and this is how kind of the books like when you when you combine these good things right so what's the difference between this login screen at this blog entry Google can actually track all the information then they can they keep the store everything

like that II the timing when you login everything right and so the great some sort of i don't know i mean upset about ten standard practices but they attract some photo is this the right user and if you are above a certain scholar then they kind of show you your future and show you the email that you love me so you're coming up and they stay hey here is your name is your signature please put in the password but if you're below a certain score than them so that's kind of you know in education information from a product with and when you record everything you can cuz storage is free don't don't think of storage in the

problems and then you use that to kind of adjust how much information to expose and combat you so that's kind of so that's kind of the first part of the talk oh well you know like i showed you how information current product you that can help you with beta sign when you say i want to report all the information again and how you can do it's for cyber security where you want to minimize the information that you exposed to them to the user right so that that kind of my summer and precious so nobody everything like required randomly recordable all the things that you can report and then double in it is like this hiking when

you want to go for hanging video now as far as making analytics and we sir km it is called a bottom wall well look at me so this is different oh yeah that's what I love ya but but they've done the same way the key is no to focus with that because I give you an example of a long time that was all this super West energy right let's have this they then let's read predict this get one Mary so right now there's another direction of consequences right so if you were focused on that stuff hold it you were creating might be not actually that you so that's kind of the thing like if you

start thinking about my ship without working with on use you will kind of miss out on over because the algorithmic and you know i mean like this way you kind of have a history of with it but i understand that you can say okay we realize that now looks but we'll go to describe a little bit but then you're not have it so if you actually think that this data will be directly well you can see people aquatica sorry go back to your company isn't eligible to remove from the public websites who they work with and you know record everything else inside of you so if you have on today that yam and I think so far the only

thing we found this where'd you go to find this infinite this is so like if you want to make for some money filters and that you have collected all this information like like they take units one example this is one of the projects that was working with this month we basically building in time after over 50 great bottle full Ares and other homeless cover more about

all right thank you very much