Intent & Impact: Thoughts on Persuasion in Visualization

INTENT & IMPACT Thoughts on Persuasion in Visualization presented by Interactive Things 1I dubbed it impact and intent and it will be more an collection of thoughts and questions foryou to reﬂect on, discuss, seek answers than a complete theory.

Explore → Ideate → Create → Publish presented by Interactive Things 2One thing that strikes me is the amount of talk around the visual and functional qualities ofvisualizations or the process of creating them, but I feel a lack of discussion around theunderlying motivation and the resulting outcome.I think that visualization should be seen as a means to an end and not an end in its ownright. Thus, this talk is focused on the things that happen before the exploration phase andafter the publication.

Talk - Action = Shit presented by Interactive Things 3The underlying thought is…I am totally stealing this from Brendan Dawes.

INTENT & IMPACTHave a clear understandingwhy you do what you do.presented by Interactive Things 4

01 Set your aim Informing people → Increase knowledge Convincing people → Shape opinions Nudge people → Change behavior presented by Interactive Things 5First we need to be clear about our goal with the visualization.Do you wan‘t to inform people to increase their knowledge? Fine.Or do you want to convince people and shape their opinions? That‘s ﬁne, too.Or do you want to nudge people to ultimately change their behavior ? That‘s great!Inspired by Enrico Bertini, Fell in Love with Data

Increasing Knowledge presented by Interactive Things 6How do humans learn and increase their knowledge?

Sarah Slobin „ Something new, relevant, diﬀerent, informative and even entertaining is a good place to start. “ 7If you plan to inform and delight readers then something new, relevant, different, informativeand even entertaining is a good place to start.Sarah Slobin, Visual Journalist for the Wall Street Journal, previously at NYT, Fortune, CNNMoney.

Scheiter, Wiebe, & Holsanova Decorative →Enlivening Text Representational →Making information more concrete Organisational →Bringing coherence to data Interpretative →Enhancing understanding of data Transformative →Recode information into more concrete and memorable form, organizing it through relations, and providing systemic means of retrieval presented by Interactive Things 8Transformative visualization have the strongest positive learning effect. Thus, I highlyrecommend to move your efforts in this direction.Make information concrete & memorable.Organize it for faster comprehension.Provide options for analysis.

Shaping Opinions presented by Interactive Things 9How do humans build up their opinions and beliefs?

Aristoteles „ In an ideal society opinions are the end result of informed discussions, readings, & listenings. “ 10That‘s quite a romantic view on us as humans, but we know it better, right?

Whenever we are confronted with external stimuli we ﬁrst resort to what we feel or what we believe and later to what we think.stimuli limbic system neocortex reaction The cognitive process is a combination of emotion & reason. presented by Interactive Things 11

Clara Kayser-Bril, Nicolas Kayser-Bril and Marion Kotlarski: 100 Years of World Cuisine„100 Years of World Cuisine“ uses very strong visuals that immediately provoke an emotionalreaction to convey their story.

Changing Behavior presented by Interactive Things 13What is necessary for humans to change their behavior?

Behavior Model According to B. J. Fogg is peoples behavior a result of the convergence of three elements: Motivation, Ability, & Trigger presented by Interactive Things 14To do a certain task or even to change behavior someone must be motivated for that.Furthermore, the users ability or the tasks simplicity either should be as easy as possible or itshould be perceived easy to do. Finally, the user must be triggered for action.As designers and developers we need to make it simple for them to use. Thus, the abilityshould be a problem.So how can we motivate people?And how can we include triggers for action at the right time?

Behaviormodel.orgBehaviormodel.org

Gamification Using game mechanics in non-gaming contexts to improve user engangement or even change user behavior. You know, stuff like rewards, leaderboards, competitions. presented by Interactive Things 16There are many services that are sucessfully using game mechanics to increase userengagement. So, it looks like a promising method that could be applied to visualization aswell.

TidyStreet.orgTidy Street is a project from Brighton, UK that happend earlier this year.Each day the participants electricity usage over the previous 24 hours will be marked on thestreet compared to the average Brighton household‘s electricity usage.

TidyStreet.org

02 Tell a storypresented by Interactive Things 20

Donald Norman „ Stories are important cognitive events, for they encapsulate, into “ one compact package, information, knowledge, context, & emotion. 21Effectively designed transformational visualizations can assume this exact role, acting notjust as simple data representations but rather as layered, multidimensional, opticalallegories, perceptually aequivalent to stories.Inspired by Carla Casilli.

Edward Segel & Jeffrey Heer Narrative Visualization: Telling Stories with Data Martini Glass Structure Interactive Slideshow Drill-Down Story presented by Interactive Things 22Edward Segel and Jeffrey Heer published a wonderful paper in 2010 about this topic — Irecommend everybody has a look at it. Narrative Visualization: Telling Stories with Data

Faces of the Dead by New York TimesMartini Glass Structure: Starts with one story and then let‘s the user explore further.

Budget Forecasts, Compared With reality by Amanda Cox for New York TimesInteractive Slideshow: Tells the story over multiple slides with every slide being interactive.

Murder: New York City by New York TimesDrill-Down Story: The user needs to start exploring the application to get more detailedinformation.

03 Make it personalpresented by Interactive Things 26

Jobless Rate for People Like You by New York TimesStart with the general public

Jobless Rate for People Like You by New York TimesSelect your own demography…

Jobless Rate for People Like You by New York TimesAnd then start comparing it to related or opposite demographics.

04 Don‘t be evil The people trust you to act with fair spirit — please be aware of that.presented by Interactive Things 30

You can twist data just like a balloon animal. But, keep in mind that these things usually pop before you get home.canopic on ﬂickr.com

presented by Interactive Things 32

When you design to convey your audience to consider novel opinions, here are some things to keep in mind: • Bandwidth • Overload • Framing • Scale • Social Effects presented by Interactive Things 33Bandwidth How much information can we process?Overload Remove unnecessary distractionsFraming What‘s the context of the information?Scale Show consequences and implications based on the informationSocial Effects Social remoteness may prevent sympathising with the information — makeit human!

INTENT & IMPACTHave a clear vision for what youwant to achieve with your work.presented by Interactive Things 34

John Snow: Cholera MapJohn Snow: Cholera Map

John Snow convinced Whitehead that the Broad Street pump was the source of the local infections. Whitehead then joined with Snow in tracking the contamination to a faulty cesspool and the outbreak’s index case presented by Interactive Things 36Henry Whitehead was a Church of England Cleric.

Florence Nightingale: Causes of Mortality in the Army in the EastFlorence Nightingale: Causes of Mortality in the Army in the East

Florence Nightingale convinced military authorities,Parliament and Queen Victoria to carry out her reforms.Her insistence on good sanitation, fresh air and publichealth saved thousands of lives, both for soldiers andcivilians, on battleﬁelds and in hospitals.presented by Interactive Things 38

Al Gore, An Inconvenient TruthAl Gore, An Inconvenient Truth

• Over 106,000 tons of carbon were offset in the year following the ﬁlms release, which is equivalent to 225 million car miles. • 4200+ tons of carbon were offset just by people swtiching to compact ﬂuorescent light bulbs. • Over 15 climate change bills have been introduced in Congress, with the historic Markey-Waxman Bill passing the House in June, 2009. • Over 2600 people have been trained to give The Climate Project presentation and 4 million people on all seven continents have heard the presentation.presented by Interactive Things 40

05 Plan Plan the actions that you want people to take after engaging with your work. presented by Interactive Things 41Like, Share, Digg, Save are not impacting peoples lives!Include actionable items into your visualizations & interfaces and set up the infrstructure forpeople to take action.

Small Habits by GreenPeace & Daniel FischerInclude actionable items into your visualizations & interfaces and set up the infrstructure forpeople to take action.Small Habits by GreenPeace & Daniel Fischer

The Humans Development by Global Giving & Roland LoessleinInclude actionable items into your visualizations & interfaces and set up the infrstructure forpeople to take action.The Humans Development by Global Giving & Roland Loesslein

06 Observe Observe the impact that your work has after you published it.presented by Interactive Things 44

Google Analytics Feedburner Twitter Search Social Mention presented by Interactive Things 45Try to measure as much as possible about the usage of your visualization.Google Analytics, Google Reader, Twitter, Social Mention.Dont stop there and rather set up your own analytics…

UNDP & Interactive Things: Human Development Report 2.0The UNDP measures all submitted conﬁgurations to learn from the people. Ultimately thiscould inﬂuence how the different dimensions of the Human Development Index arewheighted.

OECD, Moritz Stefaner & Raureif: Better Life IndexJust like the UNDP, the OECD measures user interaction in their newest application calledBetter Life Index.

Recap1. Set your aim2. Tell a story3. Make it personal4. Don‘t be evil5. Plan for actions6. Observe your impactpresented by Interactive Things 48

THANKS!If you have any questions, please get in touch.Email benjamin@interactivethings.comTwitter @wiederkehrPhone +41 76 533 33 72presented by Interactive Things 49

Intent & Impact: Thoughts on Persuasion in Visualization

by Benjamin Wiederkehr on Aug 05, 2011

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Intent & Impact: Thoughts on Persuasion in Visualization — Presentation Transcript

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