The Government’s Online Future in the Age of Persuasion<br />John Whalen, PhDDirector, User Experience & Designe.maginatio...
About e.magination<br />e.magination is a full service Web presence and application development firm offering persuasive d...
Introduction<br />
FACT 1 <br />There has been a massive release of data into Data.gov<br />
Not easy to make heads or tails of it all…<br />
FACT 2There are terrific new information visualization tools.<br />http://bit.ly/md-technologists-by-year<br />
Source: http://bit.ly/us-foreign-aid<br />
FACT 3There are new techniques you can use to encourage positive behaviors.<br />
3 Challenges<br />…if you don’t keep up…<br />
CHALLENGES<br />You are left with a jumble of data, tools and pages that leaves your organization’s online goals unmet.<br...
Once upon a time there was once a public site<br />“…it grew and grew and grew”<br />CHALLENGE 1You are left with a jumble...
“…it grew and grew and grew”<br />
“…it grew and grew and grew, until one day…”<br />
“…it was a big mess!”<br />CHALLENGE 1You are left with a jumble of data, tools and pages that leaves your organization’s ...
Usability – Simulated Data<br />% Success at Goals<br />2008<br />2004<br />2000<br />1996<br />CHALLENGE 2 You fail to me...
Consumer Satisfaction – Simulated Data<br />Satisfaction<br />2008<br />2004<br />2000<br />1996<br />CHALLENGE 2 You fail...
Consumer Satisfaction – Simulated Data<br />Satisfaction Rating<br />2008<br />2004<br />2000<br />1996<br />CHALLENGE 2…a...
CHALLENGE 3 You miss the opportunity to help millions of citizens by not influencing their decisions.<br />
What you should do<br />
WHAT YOU SHOULD DO<br />Listen to your audience. Understand their perspective<br />Manage the flood of data: Use visualiza...
1. Listen to and engage your AUDIENCE<br />How to…<br />
New/Free Tools<br />Twitter: Klout<br />Twitter: Tweetdeck<br />Blogs/Inbound: HubSpot<br />Blogs: FeedBurner<br />Website...
If there was one thing you could change, what would it be?<br />and<br />What is the #1 thing you are looking for?<br />(t...
Why social media?<br />Incredible growth in usage<br />Lead Generation<br />Low cost<br />Build community<br />Demonstrate...
Your Key Audiences:<br />Security Professional<br /><ul><li> One call, A-list attention
 Digested intelligence
 Problem solver
 Secure transport
 Instant data access     (e.g., travel tracker)</li></ul>HR Professional<br /><ul><li> Great benefits
 People feel ‘taken care of’
 Can help with any problem
 Assist in travel coordination
 Security, tracking systems</li></ul>Medical Professional<br /><ul><li> Great medical recommendations
 Multilingual support
 Ability to transport patients quickly</li></ul>Individual Traveler<br />- Learn about options<br />- Medical and evacuati...
 Some audiences want security,   problem solving ability</li></ul>Develop representative personas that guide your work.<br />
2. Manage the flood of data: visualization<br />How to…<br />
Use the right kind of visualization to help people understand the story behind your data.<br />Source: http://www.thebacko...
Beautiful stories can be created with amazing simplicity.<br />Source: http://www.xplane.com/<br />
Physical space can be more powerful than a bar chart.<br />New Deal<br />NASA’s lifetimebudget<br />Worst casescenario<br ...
Use simplicity – no legend, no lines, but still story.<br />Source: http://www.informationisbeautiful.net/2009/the-visual-...
Information dense visuals can reveal trends.<br />Source: http://www.informationisbeautiful.net/2009/the-visual-miscellane...
Multidimensional: brings large data set to life. (4-D)<br />Source: http://bit.ly/200-years<br />
Great resource: Tufte approved Excel charts!<br />Source: http://www.juiceanalytics.com/chartchooser/<br />
The gold standard for story telling: Napoleon’s march on Russia<br />http://www.orangemath.com/graphics/napoleon_russia_gr...
Got inspiration?<br />Source: http://www.visual-literacy.org/periodic_table/periodic_table.html<br />
Great resource: The Visual Miscellaneum<br />Source: http://www.informationisbeautiful.net/2009/the-visual-miscellaneum/<b...
3. Practical Persuasive design techniques<br />
2000<br />2005<br />2010<br />
I define persuasive technology as any interactive computing system designed to change people’s attitudes or behaviors.<br />
Persuasion During Buying Process<br />“I want<br />one but…”<br />“Is it anygood?”<br />“Conversion”<br />“Is it worththat...
C<br />B<br />A<br />Likeability<br />Free<br />Commitment<br />
Intrigue<br />Endowment<br />Aesthetics<br />
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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.

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

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

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