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The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
The government's online future in the age of persuasive design
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The government's online future in the age of persuasive design

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This is a very exciting time to be involved in the public web presence for a large governmental organization. …

This is a very exciting time to be involved in the public web presence for a large governmental organization.

We see things rapidly changing because of:

- The release of a flood of public data from Data.gov (and similar even more ambitious UK endeavors) and the “cloud”.
- The ability to provide fantastic new tools to transform “data” into brilliant visualizations that drive decisions.
- New techniques you can use to positively influence Americans

As a result, however, the danger is:
- You are left with a jumble of web sites, tools and pages that leaves your organization’s online goals unmet.
- You fail to meet the ever increasing public demand to provide great usability/accessibility and your agency loses creditability online.
- You miss the opportunity to help millions of citizens by not influencing their decisions and lifestyles for the better.

What you will learn:
- Techniques to manage the flood of data your organization is providing online
- How critical it is to listen to and engage your audiences in order to meeting the demands of the public.
- Key persuasive design techniques and how you can put them to use today

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  • 1. The Government’s Online Future in the Age of Persuasion
    John Whalen, PhDDirector, User Experience & Designe.magination
    http://www.flickr.com/photos/gsfc
  • 2. About e.magination
    e.magination is a full service Web presence and application development firm offering persuasive design brought to life by innovative use of technology.
    Headquartered in Baltimore, MD
    Founded in 1992
    50+ Employees
    Cleared Staff
    Usability Center
    Largest Web Design Firm in Baltimore in 2007 - 2009
  • 3. Introduction
  • 4. FACT 1
    There has been a massive release of data into Data.gov
  • 5. Not easy to make heads or tails of it all…
  • 6.
  • 7. FACT 2There are terrific new information visualization tools.
    http://bit.ly/md-technologists-by-year
  • 8. Source: http://bit.ly/us-foreign-aid
  • 9. FACT 3There are new techniques you can use to encourage positive behaviors.
  • 10.
  • 11. 3 Challenges
    …if you don’t keep up…
  • 12. CHALLENGES
    You are left with a jumble of data, tools and pages that leaves your organization’s online goals unmet.
    You fail to meet the ever increasing public demand to provide great usability/accessibility and your agency loses creditability online.
    You miss the opportunity to help millions of citizens by not influencing their decisions and lifestyles for the better.
  • 13. Once upon a time there was once a public site
    “…it grew and grew and grew”
    CHALLENGE 1You are left with a jumble of data, tools and pages that leaves your organization’s online goals unmet.
  • 14. “…it grew and grew and grew”
  • 15. “…it grew and grew and grew, until one day…”
  • 16. “…it was a big mess!”
    CHALLENGE 1You are left with a jumble of data, tools and pages that leaves your organization’s online goals unmet.
  • 17. Usability – Simulated Data
    % Success at Goals
    2008
    2004
    2000
    1996
    CHALLENGE 2 You fail to meet the ever increasing public demand to provide great usability/accessibility…
  • 18. Consumer Satisfaction – Simulated Data
    Satisfaction
    2008
    2004
    2000
    1996
    CHALLENGE 2 You fail to meet the ever increasing public demand to provide great usability/accessibility…
  • 19. Consumer Satisfaction – Simulated Data
    Satisfaction Rating
    2008
    2004
    2000
    1996
    CHALLENGE 2…and you loose credibility online.
  • 20. CHALLENGE 3 You miss the opportunity to help millions of citizens by not influencing their decisions.
  • 21. What you should do
  • 22. WHAT YOU SHOULD DO
    Listen to your audience. Understand their perspective
    Manage the flood of data: Use visualization to create a compelling story.
    Use persuasive design to put the two together – help your audience to make better and informed decisions.
  • 23. 1. Listen to and engage your AUDIENCE
    How to…
  • 24. New/Free Tools
    Twitter: Klout
    Twitter: Tweetdeck
    Blogs/Inbound: HubSpot
    Blogs: FeedBurner
    Website + Videos: Google Analytics
    ForeSee ACSI
    ANALYTICSThere are great analytic tools to get big picture.
  • 25. If there was one thing you could change, what would it be?
    and
    What is the #1 thing you are looking for?
    (top tasks)
    If you only ask 2 questions, ask these ones:
  • 26. Why social media?
    Incredible growth in usage
    Lead Generation
    Low cost
    Build community
    Demonstrate expertise
    Listen to your audience
    Highly targeted
    Understand how you are under-serving your audience.
  • 27. Your Key Audiences:
    Security Professional
    • One call, A-list attention
    • 28. Digested intelligence
    • 29. Problem solver
    • 30. Secure transport
    • 31. Instant data access (e.g., travel tracker)
    HR Professional
    • Great benefits
    • 32. People feel ‘taken care of’
    • 33. Can help with any problem
    • 34. Assist in travel coordination
    • 35. Security, tracking systems
    Medical Professional
    • Great medical recommendations
    • 36. Multilingual support
    • 37. Ability to transport patients quickly
    Individual Traveler
    - Learn about options
    - Medical and evacuation policy
    • Problem solving
    [and advanced users:
    - light intelligence and travel assistance]
    Scholastic
    • Complete official paperwork
    • 38. Some audiences want security, problem solving ability
    Develop representative personas that guide your work.
  • 39. 2. Manage the flood of data: visualization
    How to…
  • 40. Use the right kind of visualization to help people understand the story behind your data.
    Source: http://www.thebackofthenapkin.com/tools.php
  • 41. Beautiful stories can be created with amazing simplicity.
    Source: http://www.xplane.com/
  • 42. Physical space can be more powerful than a bar chart.
    New Deal
    NASA’s lifetimebudget
    Worst casescenario
    Marshall Plan
    Chinesestimuluspackage
    UKBailout
    Financialcrisis cost
    Africa’s
    Debt
    Source: http://www.informationisbeautiful.net/2009/the-visual-miscellaneum/
  • 43. Use simplicity – no legend, no lines, but still story.
    Source: http://www.informationisbeautiful.net/2009/the-visual-miscellaneum/
  • 44. Information dense visuals can reveal trends.
    Source: http://www.informationisbeautiful.net/2009/the-visual-miscellaneum/
  • 45. Multidimensional: brings large data set to life. (4-D)
    Source: http://bit.ly/200-years
  • 46. Great resource: Tufte approved Excel charts!
    Source: http://www.juiceanalytics.com/chartchooser/
  • 47. The gold standard for story telling: Napoleon’s march on Russia
    http://www.orangemath.com/graphics/napoleon_russia_graph.jpg
  • 48. Got inspiration?
    Source: http://www.visual-literacy.org/periodic_table/periodic_table.html
  • 49. Great resource: The Visual Miscellaneum
    Source: http://www.informationisbeautiful.net/2009/the-visual-miscellaneum/
  • 50. 3. Practical Persuasive design techniques
  • 51. 2000
    2005
    2010
  • 52. I define persuasive technology as any interactive computing system designed to change people’s attitudes or behaviors.
  • 53. Persuasion During Buying Process
    “I want
    one but…”
    “Is it anygood?”
    “Conversion”
    “Is it worththat price?”
    “What’s that?”
    “Oh Cool”
    “Why wouldI want one?”
    Scarcity
    Loss Aversion
    Ownership
    LikabilityFreeCommitment
    Intrigue
    Endowment
    Aesthetics
    Loss Aversion
    Status Quo
    Effort
    FramingAnchoringMimicry
    NarrativeAchievement
    ReputationAuthority
    Social Proof
    I want my government colleagues to be as sophisticated as my commercial colleagues.
  • 54. C
    B
    A
    Likeability
    Free
    Commitment
  • 55. Intrigue
    Endowment
    Aesthetics
  • 56. Which
    works better?
    Intrigue
    Endowment
    Aesthetics
  • 57. Barbeque by the pool
    Narrative
    Achievement
  • 58. B ???
    C
    A
    Reputation
    Authority
    Social Proof
  • 59. A
    B
    C
    Loss Aversion
    Status Quo
    Effort
  • 60. A
    A
    A
    Loss Aversion
    Status Quo
    Effort
  • 61. B
    C
    C
    Loss Aversion
    Status Quo
    Effort
  • 62. WHAT YOU SHOULD DO
    Listen to your audience. Understand their perspective.
    Manage the flood of data: Use visualization to create a compelling story.
    Use persuasive design to put the two together – help your audience to make better and informed decisions.
  • 63. One example of bringing dry data to life.
  • 64. Imagine the possibilities…
    Persuasion During Buying Process
    “I want
    one but…”
    “Is it anygood?”
    “Conversion”
    “Is it worththat price?”
    “What’s that?”
    “Oh Cool”
    “Why wouldI want one?”
    Scarcity
    Loss Aversion
    Ownership
    LikabilityFreeCommitment
    Intrigue
    Endowment
    Aesthetics
    Loss Aversion
    Status Quo
    Effort
    FramingAnchoringMimicry
    NarrativeAchievement
    ReputationAuthority
    Social Proof
    I want my government colleagues to be as sophisticated as my commercial colleagues.
    http://www.flickr.com/photos/gsfc
  • 65. Imagine the possibilities...
    Persuasion During Buying Process
    “I want
    one but…”
    “Is it anygood?”
    “Conversion”
    “Is it worththat price?”
    “What’s that?”
    “Oh Cool”
    “Why wouldI want one?”
    @johnwhalen
    john.whalen@emagination.com
    http://slideshare.net/emagination
    Scarcity
    Loss Aversion
    Ownership
    LikabilityFreeCommitment
    Intrigue
    Endowment
    Aesthetics
    Loss Aversion
    Status Quo
    Effort
    FramingAnchoringMimicry
    NarrativeAchievement
    ReputationAuthority
    Social Proof
    I want my government colleagues to be as sophisticated as my commercial colleagues.
    http://www.flickr.com/photos/gsfc
  • 66. Thank You
    Copyright © 2010 e.magination network, llc. All rights reserved. This and all subsequent pages are Confidential and Proprietary.

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