Data Aurora is a Data Science innovation services firm that uses data-driven sensemaking to design better human experiences from anthropological patterns. Based on our practice of sensemaking, we help customers through Dataphenomenology™. Humans decide how moments should be remembered and they want to navigate the world better without friction. Our role is to reduce complexity and design experience that they can feel, remember, and relate to. Dataphenomenology™ is meant by using data science to earn empathy that transforms pico-moments into better human experiences towards your products. Predictive Analytics can tell a Gelato shop, for example, how many Gelatos its customers will eat in a day; Data Aurora can reveal how those customers perceive the Gelato experience.