The document describes efforts to improve engagement with a publication on Scottish transport statistics. Key aims were to make key points clearer, more visually appealing, and memorable with "at-a-glance" summaries. Stakeholders provided feedback and mockups were produced. Infographics were created in Inkscape and PowerPoint. Feedback was incorporated throughout the process. The final outputs included 13 infographic chapter summaries, a revised summary chapter, and an interactive Excel tool. Feedback on the changes has been positive, with increased accessibility and impact.

1. Scottish
Transport
Statistics
2014
Improved
Communication
Transport Analytical Services
Scottish Transport Statistics 2014
Transport Analytical Services
Ben Collier -
ben.collier@scotland.gsi.gov.uk More information: bit.ly/STS2014-info

2. The key aim of this review was to increase
engagement with the publication
– it was hoped that making the key points
clearer and more visually appealing would
engage potential users
providing memorable, “at-a-glance”
summaries as well as encouraging them to
explore the publication further.
In addition, these data visualisations can be
reused or adapted for use online or in social
media, with the chapter summaries printable
as standalone factsheets.
Key aims:
Increase engagement Make key points clearer
and more visually appealing
Produce memorable,
“at-a-glance” summaries of key content Create resources for dissemination
and future use by the team
Scottish Transport Statistics 2014
Transport Analytical Services
Ben Collier
ben.collier@scotland.gsi.gov.uk More information: bit.ly/STS2014-info

3. A broad specification for the
content was agreed within the
team based on previous
stakeholder feedback.
Narrative
KEY FACTS DEMO-
GRAPHIC
ANALYSIS
LOCAL
AUTHORITY
FIGURES
MORE
DETAIL
Mock-ups were produced.
Scottish Transport Statistics 2014
Transport Analytical Services
Ben Collier -
ben.collier@scotland.gsi.gov.uk More information: bit.ly/STS2014-info

4. Several other analysts from across SG and other
agencies were undertaking similar work. We
arranged a session to share best practice
and learn from their experiences.
The design process should be
iterative, seeking input from
colleagues at each stage
Colleagues in communication provided
particularly useful advice on style,
presentation and accessibility.
They also gave feedback on the
narrative of the infographic and
assisting in clear communication
for non-expert.
Not difficult to read
Scottish Transport Statistics 2014
Transport Analytical Services
Ben Collier -
ben.collier@scotland.gsi.gov.uk More information: bit.ly/STS2014-info

5. We sought regular feedback from
communications colleagues and others in
Transport Analytical Services throughout
development.
KEEP COLOURS
CONSISTENT
BIGGER
LOOKS GOOD
THIS IS CLEARER NOW
Scottish Transport Statistics 2014
Transport Analytical Services
Ben Collier -
ben.collier@scotland.gsi.gov.uk More information: bit.ly/STS2014-info

6. Inkscape was used to create
vector images, which were
assembled in Powerpoint.
Scottish Transport Statistics 2014
Transport Analytical Services
Ben Collier -
ben.collier@scotland.gsi.gov.uk More information: bit.ly/STS2014-info

7. The vector icons, once made, were saved in a catalogue on eRDM for future use by the team.
This allows for the preservation of a consistent team “style” or brand and saves time in making
future content.
70% of
households
have access to
at least one car
Scottish Transport Statistics 2014
Transport Analytical Services
Ben Collier -
ben.collier@scotland.gsi.gov.uk More information: bit.ly/STS2014-info

8. QR codes were
generated using
http://goqr.me and
links were shortened
using bit.ly
This allowed
us to track
user
engagement:
http://www.transportscotland.gov.uk/statistics/j357783-14.htmBit.ly/STS2014-Personal
March April May June
Scottish Transport Statistics 2014
Transport Analytical Services
Ben Collier -
ben.collier@scotland.gsi.gov.uk More information: bit.ly/STS2014-info

9. The final outputs:
13 infographic chapter summary sheets A revised Summary Chapter with infographics and charts
An interactive Excel charting tool
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Scottish Transport Statistics 2014
Transport Analytical Services
Ben Collier -
ben.collier@scotland.gsi.gov.uk More information: bit.ly/STS2014-info

10. • Feedback on these changes has been
very positive
• Infographics shared and re-used by
stakeholders on social media, including
twitter and blogs.
• Many users have commented on
increased accessibility of the
publication, especially for non-technical
and casual audiences.
Increased impact
Scottish Transport Statistics 2014
Transport Analytical Services
Ben Collier -
ben.collier@scotland.gsi.gov.uk More information: bit.ly/STS2014-info

11. Scottish Transport Statistics 2014
Transport Analytical Services
Ben Collier -
ben.collier@scotland.gsi.gov.uk More information: bit.ly/STS2014-info

12. Scottish Transport Statistics 2014
Transport Analytical Services
Ben Collier -
ben.collier@scotland.gsi.gov.uk More information: bit.ly/STS2014-info

13. Scottish Transport Statistics 2014
Transport Analytical Services
Ben Collier -
ben.collier@scotland.gsi.gov.uk More information: bit.ly/STS2014-info

14. Scottish Transport Statistics 2014
Transport Analytical Services
Ben Collier -
ben.collier@scotland.gsi.gov.uk More information: bit.ly/STS2014-info