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. FACT 2There are terrific new information visualization tools. http://bit.ly/md-technologists-by-year

7. Source: http://bit.ly/us-foreign-aid

8. FACT 3There are new techniques you can use to encourage positive behaviors.

10. 3 Challenges …if you don’t keep up…

11. CHALLENGE 1You are left with a jumble of data, tools and pages that leaves your organization’s online goals unmet.

12. 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…

13. 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…

14. Consumer Satisfaction – Simulated Data Satisfaction Rating 2008 2004 2000 1996 CHALLENGE 2…and you loose credibility online.

15. CHALLENGE 3 You miss the opportunity to help millions of citizens by not influencing their decisions.

16. What you should do

17. 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.

18. 1. Listen to and engage your AUDIENCE How to…

19. 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.

20. 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:

21. 2. Manage the flood of data: visualization How to…

22. Use the right kind of visualization to help people understand the story behind your data. Source: http://www.thebackofthenapkin.com/tools.php

23. Beautiful stories can be created with amazing simplicity. Source: http://www.xplane.com/

24. 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/

25. Use simplicity – no legend, no lines, but still story. Source: http://www.informationisbeautiful.net/2009/the-visual-miscellaneum/

26. Information dense visuals can reveal trends. Source: http://www.informationisbeautiful.net/2009/the-visual-miscellaneum/

27. Multidimensional: brings large data set to life. (4-D) Source: http://bit.ly/200-years

28. Great resource: Tufte approved Excel charts! Source: http://www.juiceanalytics.com/chartchooser/

29. Great resource: The Visual Miscellaneum Source: http://www.informationisbeautiful.net/2009/the-visual-miscellaneum/

30. 3. Practical Persuasive design techniques

31. 2000 2005 2010

32. I define persuasive technology as any interactive computing system designed to change people’s attitudes or behaviors.

33. 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.

34. C B A Likeability Free Commitment

35. Intrigue Endowment Aesthetics

36. Which works better? Intrigue Endowment Aesthetics

37. Narrative Achievement

38. Barbeque by the pool Narrative Achievement

39. Narrative Achievement

40. Where’s the barbeque? Narrative Achievement

41. B ??? C A Reputation Authority Social Proof

42. C A & B Scarcity Loss Aversion Ownership

43. One example of bringing dry data to life. $60,243

44. 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.

45. 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

46. 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 http://linkedin.com/in/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

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