????數據不會為了你而自動創新。數據可以展現某些模式，幫助我們預測結果，也可以幫助我們驗證理論。但是當研發某些全新事物時，光靠數據無法催生出下一代的“殺手級”產品。如果美劇《雙峰鎮》（Twin Peaks）的編劇或加拿大太陽馬戲團（Cirque de Soleil）的老板當初只在數據的預測范圍內考慮問題的話，那么觀眾的欣賞偏好數據可能會顯示《雙峰鎮》的品味太古怪了，另外的數據則會顯示，在日益低迷的馬戲市場上開辦一家新的馬戲團是件多么瘋狂的事。

????對于從事“創新”業務的企業來說，好的設計是成功的關鍵因素之一。設計師可以幫助企業設想它們的業務定位，或者對現有的業務進行重新設想。創意是發明創造的關鍵，而對于創造性的突破來說，數據仍然非常重要——尤其是當它和人類獨有的想象力和直覺結合在一起的時候。

????大企業傳統上喜歡讓咨詢顧問來告訴他們如何利用數據來為企業服務，以提高公司業務的效率，同時更好地進行實時決策。而技術人員則喜歡以靈活的方式構建數據。它們會對數據進行分析組合和交叉引用，以使它更加高效和智能。

????Data will not innovate on your behalf. Data can show patterns and help predict outcomes, and it can also help validate theories. But when working on something entirely new, data alone is unlikely to lead to the next killer product. As some others have observed, the world would not have experienced Twin Peaks or Cirque de Soleil if the creators had worked within the boundaries of data-validated predictability. The audience preference data would have shown that Twin Peaks is too weird, and data would also have shown that it would be crazy to start a new venture in the declining circus market.

??? For companies in the business of "new," good design is a key ingredient. Designers can help organizations imagine where their business could be or reimagine an existing business. Creativity is a crucial component of invention. For creative breakthroughs, data can still be very powerful -- if it's coupled up with the uniquely human traits of imagination and intuition.

??? Traditionally, large organizations tend to work with business consultants to help them understand how to use data to their benefit -- to become more efficient and to make better real-time decisions. Technologists on the other hand, tend to try to structure data in a flexible way. They analyze it, dashboard it, and cross-reference it to make it more efficient and intelligent.

????設計師則喜歡從一個全然不同的角度利用數據。他們會直觀地思考對于終端用戶和活生生的人來說，怎樣才能從數據中獲益。設計師有一個根深蒂固的想法，就是關注怎樣把事情簡單化，唯一的目的是取悅終端用戶，不管這些用戶是企業用戶還是普通消費者。設計師們知道如何把復雜、分散的數據變得形象化，變得易于理解，更重要的是變得更加人性化。在如何讓數據適應我們紛繁復雜的生活和現實世界的問題上，設計可以扮演一個關鍵的角色。我們生活的方方面面都需要依賴于種種數據服務，而設計師可以給這些服務帶來故事情節和人情味。

????對于屏幕上的體驗來說，尤其是對于移動設備的屏幕體驗，簡潔已經成了一個口號。如果一家公司希望用更智能的方式來利用數據造福用戶，服務的設計可以給他們最重要的服務帶來簡潔的特性。下面幾個例子就說明了以設計為導向的數據使用可以產生的力量。

????The designer tends to approach data from a completely different angle. They will intuitively think about the end user and how real people can benefit from the data. Designers have it ingrained to focus on simplicity and bring a singular focus to delighting the end user -- regardless of whether they are a business user or consumer. Designers know how to take complex or disparate information and make it tangible, understandable, and importantly, more human. Design can play a key role to make digital data adapt to our messy lives and the real world. Designers can bring stories and humanity back into the digital services we increasingly rely on for all aspects of our lives.

????For onscreen experiences, simplicity has become a watchword, especially for mobile devices. Service design can bring simplicity to the forefront for a company wanting to use data in smarter ways to benefit the user. Here are a few examples that illustrate the power of a design-led approach to data: