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Persuasive Visualization: Data + Design = Engagement

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A presentation for the DRIVE-2014 Conference

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Persuasive Visualization: Data + Design = Engagement

  1. 1. Persuasive Visualization Data + Design = Engagement presented at DRIVE/2014 by Seth Familian Founder + CEO · Maptiv8 · seth@maptiv8.com
  2. 2. A little context about me… …before we dive in corporate strategist product + engineering manager PROPRIETARY + CONFIDENTIAL © 2014 GradMap, Maptiv8, and Familian&1, All Rights Reserved experience designer 2
  3. 3. A conceptual framework for persuasive visualization Data
 (stats + metrics) Visual 
 Metrics intuitive Game 
 Mechanics relevant Engagement Aesthetics
 (visual design) immersive Motivation
 (game design) PROPRIETARY + CONFIDENTIAL © 2014 GradMap, Maptiv8, and Familian&1, All Rights Reserved 3
  4. 4. Three different types of persuasive visualization ‣ Visual metrics
 eliminating “walls of text” through better design ‣ Game mechanics
 leveraging ego + competition alongside data viz ‣ Preconnection
 engaging around curiosity, anticipation + utility PROPRIETARY + CONFIDENTIAL © 2014 GradMap, Maptiv8, and Familian&1, All Rights Reserved 4
  5. 5. in practice Visual Metrics Eliminating “walls of text” through better design
  6. 6. Visual Metrics Case Study Valley Self-Store + South Valley Storage x95 PROPRIETARY + CONFIDENTIAL © 2014 GradMap, Maptiv8, and Familian&1, All Rights Reserved 6
  7. 7. Visual Metrics Case Study Adorama Sales Channel Dashboards 8.4M transactions 250K affiliate IDs 28 Confidential sub-channels PROPRIETARY + CONFIDENTIAL © 2014 GradMap, Maptiv8, and Familian&1, All Rights Reserved 7
  8. 8. Visual Metrics Case Study Root Division Financials PROPRIETARY + CONFIDENTIAL © 2014 GradMap, Maptiv8, and Familian&1, All Rights Reserved 8
  9. 9. in practice Game Mechanics leveraging ego + competition alongside data viz
  10. 10. Game Mechanics Case Study Root Division Board Give/Get PROPRIETARY + CONFIDENTIAL © 2014 GradMap, Maptiv8, and Familian&1, All Rights Reserved 10
  11. 11. Game Mechanics Case Study Haas Lifelong Connections Campaign 240 Students Haas Lifelong Connections Campaign in the FTMBA class of 2007 FTMBA 2007 4 Cohorts 
 of 60 Students Oski 2007 Young Bear Award Axe 0% 100% 33% 6% THE OUTCOME 0% 100% 20% 3% for outstanding achievement on a fundraising project
 for UC Berkeley are assigned on year 1 day 1 THE LINGERING QUESTION 0% 30% 7% 99.6% photo-labels of every student in the class Blue 0% 10% 99% 31% total participation How to capture the Gold 0% 100% 36% 8% immediacy and tangibility of this experience in a digital interface? PROPRIETARY + CONFIDENTIAL © 2014 GradMap, Maptiv8, and Familian&1, All Rights Reserved 11
  12. 12. Game Mechanics Case Study GradMap Core Concept: Self-Segmentation School Data Social Data drives the basic map enriches 
 user profiles PROPRIETARY + CONFIDENTIAL © 2014 GradMap, Maptiv8, and Familian&1, All Rights Reserved 12
  13. 13. Game Mechanics Case Study GradMap v1.0: Giving-Centric PROPRIETARY + CONFIDENTIAL © 2014 GradMap, Maptiv8, and Familian&1, All Rights Reserved 13
  14. 14. Game Mechanics Case Study GradMap v1.0 Outcome: Participation Lift Pilot Test 1: FY12 Sign-in Rate 20-year Giving Trend Map-Enabled Gift Rate %∆ over
 20-yr avg 1st Reunion (FTMBA-11) 30% 47% 31% 5th Reunion (FTMBA-07) 29% 34% 55% 1st Reunion (FTMBA-12) 33% 57% 54% 5th Reunion (FTMBA-08) 22% 39% 70% 10th Reunion (FTMBA-03) 18% 23% 5% 15th Reunion (FTMBA-98) 19% 24% 50% Pilot Test 2: FY13 PROPRIETARY + CONFIDENTIAL © 2014 GradMap, Maptiv8, and Familian&1, All Rights Reserved 14
  15. 15. Game Mechanics Case Study GradMap v1.0 Outcome: Donor (Re)activation Still Underengaged! PROPRIETARY + CONFIDENTIAL © 2014 GradMap, Maptiv8, and Familian&1, All Rights Reserved 15
  16. 16. in practice Pre connection engaging stakeholders around
 curiosity, anticipation + utility
  17. 17. Preconnection Case Study Chicago Booth Class of 2012 Map Sign-in Rates reconnection 100% 50% 32% Chicago Booth MBA-12
 1.5 yrs after 0 1 2 3 4 weeks since launch PROPRIETARY + CONFIDENTIAL © 2014 GradMap, Maptiv8, and Familian&1, All Rights Reserved 17
  18. 18. Preconnection Case Study Menlo Circus Club Networking Event Map Sign-in Rates preconnection v. reconnection 100% 46% 50% Menlo Circus 2 days prior 32% Chicago Booth MBA-12
 1.5 yrs after 0 1 2 3 4 weeks since launch PROPRIETARY + CONFIDENTIAL © 2014 GradMap, Maptiv8, and Familian&1, All Rights Reserved 18
  19. 19. Preconnection Case Study DRIVE/2014 Conference Map Sign-in Rates preconnection v. reconnection 100% 54% DRIVE-2014 46% 1 week prior 50% Menlo Circus 2 days prior 32% Chicago Booth MBA-12
 1.5 yrs after 0 1 2 3 4 weeks since launch PROPRIETARY + CONFIDENTIAL © 2014 GradMap, Maptiv8, and Familian&1, All Rights Reserved 19
  20. 20. Preconnection Case Study Haas incoming FTMBA Class of 2015 Map Sign-in Rates preconnection v. reconnection 100% 90% FTMBA-15 6 weeks prior 54% DRIVE-2014 46% 1 week prior 50% Menlo Circus 2 days prior 32% Chicago Booth MBA-12
 1.5 yrs after 0 1 2 3 4 weeks since launch PROPRIETARY + CONFIDENTIAL © 2014 GradMap, Maptiv8, and Familian&1, All Rights Reserved 20
  21. 21. GradMap v2.0 Better Search Resources Menu Subhead Class Notes Volunteer Tools Activity Feeds PROPRIETARY + CONFIDENTIAL © 2014 GradMap, Maptiv8, and Familian&1, All Rights Reserved 21
  22. 22. Integrated Supporters View Supporters Pivot Subhead Effortless Giving Any Pmt Processor Supporter Feeds PROPRIETARY + CONFIDENTIAL © 2014 GradMap, Maptiv8, and Familian&1, All Rights Reserved 22
  23. 23. Achieving Continuous Engagement admissions final semester student life graduation giving campaign Student Map Campaign Mode alumni engagement Alumni Map campaign mode 2x/yr ‣ Launched before 1st semester ‣ 1st seen in final semester ‣ Available post-graduation ‣ Everyone visible by default ‣ Only donors visible by default ‣ Donors “badged” annually ‣ Key action = “sign-in” ‣ Key action = “give” ‣ Key action = “engage” PROPRIETARY + CONFIDENTIAL © 2014 GradMap, Maptiv8, and Familian&1, All Rights Reserved 23
  24. 24. Introducing Maptiv8 for alumni for stakeholders for events March ‣ Eventbrite Integration April ‣ Embeddable Maps May ‣ Direct Messaging June ‣ Mobile-First Design July ‣ Roll-ups + Cross-Filters PROPRIETARY + CONFIDENTIAL © 2014 GradMap, Maptiv8, and Familian&1, All Rights Reserved 24
  25. 25. Key takeaways for persuasive visualization ‣ Keep it simple
 Too many categories or colors = less clarity ‣ Engage the ego
 Because it really works! ‣ Leverage preconnection
 To achieve powerful engagement PROPRIETARY + CONFIDENTIAL © 2014 GradMap, Maptiv8, and Familian&1, All Rights Reserved 25
  26. 26. Thank You! Let’s discuss your 
 questions + comments or drop me a line! Seth Familian · Founder + CEO · Maptiv8 · seth@maptiv8.com

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