We are all shaped by our experiences and perspectives. While data can help inform decisions, true understanding requires open-mindedness, empathy and wisdom.

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Numbers for Humans
Edo-Jan Meijer

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Today’s agenda
• Introduction
• Communication
• I think therefore I am
- Short break –
• Tell your story
• Seeking for patterns
- Short break -
• Aesthetics
• Ethics

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Edo-Jan Meijer
• 1993 – 1998: Design Academy Eindhoven
- Industrial Design – specialization: Public Space
• 2007 – 2013: Unit4 Internet Solutions
- Online Marketer
- E-Commerce Strategist
- Manager Creation
• 2013 – present: Unit4
- Global Head of the User Experience Center
linkedin.com/in/edojan
@edojan
flickr.com/edojan
edo-jan.meijer@unit4.com
facebook.com/edojan

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Edo-Jan Meijer
Explorer PainterPhotographer

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Edo-Jan Meijer
Design thinkerInnovator
Old Brain
New Brain
Impulse
Creative manager

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Utrecht Granada Wroclaw Benelux

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Disciplines in UX Center
5-Nov-17

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UX Mission:
Everybody who uses a Unit4 product,
needs to have a great day on the job.

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We can do that by
Considering
all Unit4 products as
reliable,
professional,
and friendly
colleagues.

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Hi, my name is Unit4,
Nice to meet you and a warm
welcome in our team.
I’m looking forward working
with you!

11. Communication

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EUREKA!

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they just don't get it

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Reality

20. I think;
therefore
I am

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It is your decisions,
and not your
conditions, that
determine your
destiny
Tony Robbins

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I am NOT a product
of my circumstances.
I AM a product of my
decisions.
Stephen Covey

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Cogito
ergo sum
I think; therefore I am
- Rene Descartes -

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Let’s test that

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Think
of a
green rabbit

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DO NOT
think of a
pink crocodile

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Stop thinking
for
30 seconds

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What was his age?
Was Albert Einstein
younger or older than 35
when he died?

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What was his age?
Was Boris Yeltsin
younger or older than 115
when he died?

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Both
76

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EAT
SO_P

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WASH
SO_P

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A
B
What is the longest line?

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A
B
What is the longest line?

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What do you do if these guys start to chase you?

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https://www.youtube.com/watch?v=geRA3KgkbhY

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How is this possible?

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Cognitive heuristics
• A heuristics is a mental shortcut that
avoid heavy thinking
• Crucial in surviving
• Allows us to solve problems faster,
although more error-prone than an
algorithm
• It reduces the search for problem
solving
• Leads to unconsciousness acts
• Can also lead to errors in judgement
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How our brain works
• Impulses enter the Old Brain first;
• This Old Brain causes uncounsious
reactions, based on mental shortcuts,
agreements, biases, prejudices;
• When there is a reason for it, the input
shifts to the New Brain;
• It will only shift if an image is already
formed in the Old Brain;
• Processing data in the New Brain costs a lot of
energy (hardly there...)
Old Brain
unconscious
New Brain
conscious
Impulse

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Same amount of energy a fridge light uses and empty after approx. 10/15 minutes

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We need to sleep, eat, drink, restore energy.

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So, have a rest, eat a stroopwafel!

46. Tell your
story

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The fundament of your story
Think of your analysis as a story
• Find the story first: explore the data
• Determine what you want people to do as a
result
• Write out a ‘story board’ for your audience.
Be authentic; let your story flow
• Make it personal, make it emotional
• Start with a metaphor or anecdote
• Develop with data: authenticity is rooted in
facts, and facts are rooted in data
• Supplement hard data with qualitative data
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Make it visual
• Use pictures, graphs, charts when possible
• Design your graphs and charts for instant
readability
Make it easy for your audience
• Telling a story should be simple and direct.
Stick to 2-3 key issues and how they relate
to your audience

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What story you want to tell?
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+ =
Target audience context
What are the needs?
What communication channel?
What tone of voice?
What communication style?
v
Your story
What questions will you
answer?
And how will you tell
your story?
Your goal
What do you want to
accomplish?
What are your goals
and objectives?

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focus
6 lenses

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MAP
WHY
1 2 3
A #
& 2
MULTI VARIABLE
WHERE

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MAP
WHY
1 2 3
A #
& 2
MULTI VARIABLE
WHERE

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Who & what - Portrait
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MAP
WHY
1 2 3
A #
& 2
MULTI VARIABLE
WHERE

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How many - Comparison
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MAP
WHY
1 2 3
A #
& 2
MULTI VARIABLE
WHERE

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Where - Map
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MAP
WHY
1 2 3
A #
& 2
MULTI VARIABLE
WHERE

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When - Timeline
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MAP
WHY
1 2 3
A #
& 2
MULTI VARIABLE
WHERE

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How - Flowchart
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MAP
WHY
1 2 3
A #
& 2
MULTI VARIABLE
WHERE

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Why – Multi variable
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64. Seeking for
patterns

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2 5 7 8
What is the sum?

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What is the sum?
2 85 7

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Gestalt Principles
Gestalt psychology is an attempt to
understand the laws behind the ability to
acquire and maintain meaningful
perceptions in an apparently chaotic
world.

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Gestalt Principles
1. Proximity
2. Similarity
3. Continuity
4. Closure
5. Figure-Ground
6. Symmetry

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Proximity

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Proximity

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Proximity

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Proximity

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Proximity

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Similarity

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Similarity

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Similarity

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Similarity

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Similarity

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Continuity

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Continuity

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Continuity

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Continuity

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Closure

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Closure

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Closure

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Closure

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Figure-Ground

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Figure-Ground

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Figure-Ground

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Figure-Ground

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Figure-Ground

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Symmetry

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Symmetry

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Symmetry

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Symmetry

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Optical illusions
5-Nov-17 Unit4 CONNECT

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Optical illusions
5-Nov-17 Unit4 CONNECT

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Optical illusions
5-Nov-17 Unit4 CONNECT

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Chapter two
Data

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Gosh… I need some more sugar

102. Aesthetics

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Common Graphic Design Pitfalls: Typography
Mismatching fonts
TOO
FoNtS
many
Bad font in context
Your
money is
safe with
me!
Hard to read text
TRY TO
READ
THIS!

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Design
principles
Common Graphic Design Pitfalls: Color
Wrong colors for
context
Not consistent
Topic A
Topic A
Topic A
Finance
Funeral
Festival
Wrong color
scheme
Not enough contrast
Too much contrast
Same hue

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Design
principles
Common Graphic Design Pitfalls: Layout
Lack of negative
space
NEED
SPACE
I
Elements not
aligned
Where’s
the
harmony?
No visual hierarchy
Neutral
Important
Forget about
this

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Design: original

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Design: change font to ‘Sans Serif’ (Arial, Verdana)

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Header larger font

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Align content

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Add contrast color in header

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Add zebra striping

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Remove horizontal lines

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Remove vertical lines

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Increase cell spacing

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Remove outline

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Add color

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Remove underline hyperlinks

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Start - Finish

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Why – Multi variable
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How many - Comparison
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How - Flowchart
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Where - Map
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When - Timeline
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Who & what - Portrait
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126. Ethics

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Why is data communication important?
• In the early societies, there was only one
truth, determined by religions.
• Later we believed other authorities like a
police agent, a teacher, a doctor, a
senior, a journalist, a parent
• Then we believed in the power of every
individual: a free will. We were the
captains of our own souls.
• Today, we rely on data, it is the new
authority: where to go, what to think.
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Why is data communication important?
• Data needs to be visualized
• A receiver of a message interprets the
message with all biases, shortcuts,
agreements, prejudices.
• Data presentation is often designed to
convince an audience of an opinion
• Our brain can interpret the message
unconscious as objective facts instead of
an opinion
• Human trust the visualization instead of
the data.
• Data visualization can create a gap
between reality and verity
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0
10
15
20
25
30
35
40
45

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138. Wrap-up

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Recommendations
1. Find your story in the data, not the other way around
2. Before you visualize the data, match your goals with your audience needs
3. Keep in mind that, whoever the audience is, they all have the same limitations
(heuristics)
4. Be smart and make use of the Gestalt- and the Design Principles
5. Be honest: don’t lie, don’t manipulate, you have a big responsibility
6. Test, test, and test your story
7. Have loads of fun!
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140. Thank you!
edo-jan.meijer@unit4.com