Dr. Eva Deckers, Director of Data-Enabled Design at Philips, spoke at the STRAT conference about using data to guide design decisions. She discusses 3 roadblocks to effective data-guided design and how to overcome them:

1. It is difficult to envision what data and artificial intelligence can and can't do for designing successful products
2. Designers are not trained and lack the tools to work with data as a design material
3. Designers are not given enough opportunities to participate in processes that use data to address ethical and experience design decisions