persuasive visualization: data + design = engagement
DESCRIPTION
A presentation for the DRIVE-2014 ConferenceTRANSCRIPT
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Data + Design = Engagement
Seth Familian Founder + CEO · Maptiv8 · [email protected]
presented at DRIVE/2014 by
VisualizationPersuasive
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PROPRIETARY + CONFIDENTIAL © 2014 GradMap, Maptiv8, and Familian&1, All Rights Reserved
A little context about me……before we dive in
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product + engineering manager experience designercorporate strategist
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PROPRIETARY + CONFIDENTIAL © 2014 GradMap, Maptiv8, and Familian&1, All Rights Reserved
A conceptual frameworkfor persuasive visualization
3
Data (stats + metrics)
Aesthetics (visual design)
Motivation (game design)
intuitive
immersive
relevant
Engagement
Visual Metrics
Game Mechanics
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PROPRIETARY + CONFIDENTIAL © 2014 GradMap, Maptiv8, and Familian&1, All Rights Reserved
Three different typesof 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
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Eliminating “walls of text”
through better design
MetricsVisual
in practice
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PROPRIETARY + CONFIDENTIAL © 2014 GradMap, Maptiv8, and Familian&1, All Rights Reserved
Valley Self-Store + South Valley Storage
6
Visual Metrics Case Study
x95
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PROPRIETARY + CONFIDENTIAL © 2014 GradMap, Maptiv8, and Familian&1, All Rights Reserved
Adorama Sales Channel Dashboards
7
Visual Metrics Case Study
8.4M
transactions
250K affiliate IDs
28 sub-channels
Confidential
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PROPRIETARY + CONFIDENTIAL © 2014 GradMap, Maptiv8, and Familian&1, All Rights Reserved
Root Division Financials
8
Visual Metrics Case Study
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leveraging ego + competition
alongside data viz
MechanicsGame
in practice
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PROPRIETARY + CONFIDENTIAL © 2014 GradMap, Maptiv8, and Familian&1, All Rights Reserved
Root Division Board Give/Get
10
Game Mechanics Case Study
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PROPRIETARY + CONFIDENTIAL © 2014 GradMap, Maptiv8, and Familian&1, All Rights Reserved
Haas Lifelong Connections Campaign
11
Game Mechanics Case Study
Haas Lifelong Connections Campaign FTMBA 2007
0% total
participation
Oski 0%
Axe 0%
Blue 0%
Gold 0%
6%
10%
3%
8%
7%
240 Students in the FTMBA class of 2007
4 Cohorts of 60 Students
are assigned on year 1 day 1
2007 Young Bear Award
for outstanding achievement on a
fundraising projectfor UC Berkeley
photo-labels of every student in the class
33%
31%
20%
36%
30%
100%
99%
100%
100%
99.6%
THE OUTCOME
How to capture the
immediacy and
tangibility of this
experience in a
digital interface?
THE LINGERING QUESTION
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PROPRIETARY + CONFIDENTIAL © 2014 GradMap, Maptiv8, and Familian&1, All Rights Reserved
School Data
drives the basic map
Social Data enriches
user profiles
GradMap Core Concept: Self-Segmentation
12
Game Mechanics Case Study
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PROPRIETARY + CONFIDENTIAL © 2014 GradMap, Maptiv8, and Familian&1, All Rights Reserved
GradMap v1.0: Giving-Centric
13
Game Mechanics Case Study
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PROPRIETARY + CONFIDENTIAL © 2014 GradMap, Maptiv8, and Familian&1, All Rights Reserved
Pilot Test 1: FY12 Sign-in Rate 20-year Giving TrendMap-Enabled
Gift Rate%∆ over
20-yr avg
1st Reunion (FTMBA-11) 30% 47% 31%
5th Reunion (FTMBA-07) 29% 34% 55%
GradMap v1.0 Outcome: Participation Lift
14
Game Mechanics Case Study
Pilot Test 2: FY13
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%
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PROPRIETARY + CONFIDENTIAL © 2014 GradMap, Maptiv8, and Familian&1, All Rights Reserved
GradMap v1.0 Outcome: Donor (Re)activation
15
Game Mechanics Case Study
Still Underengaged!
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engaging stakeholders aroundcuriosity, anticipation + utility
connectionPre
in practice
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PROPRIETARY + CONFIDENTIAL © 2014 GradMap, Maptiv8, and Familian&1, All Rights Reserved
Chicago Booth Class of 2012
17
Preconnection Case Study
50%
100%
weeks since launch
0 1 2 3 4
Map Sign-in Rates reconnection
32% Chicago Booth MBA-121.5 yrs after
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PROPRIETARY + CONFIDENTIAL © 2014 GradMap, Maptiv8, and Familian&1, All Rights Reserved
Menlo Circus Club Networking Event
18
Preconnection Case Study
50%
100%
weeks since launch
0 1 2 3 4
Map Sign-in Rates preconnection v. reconnection
32% Chicago Booth MBA-121.5 yrs after
46% Menlo Circus 2 days prior
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PROPRIETARY + CONFIDENTIAL © 2014 GradMap, Maptiv8, and Familian&1, All Rights Reserved
DRIVE/2014 Conference
19
Preconnection Case Study
50%
100%
weeks since launch
0 1 2 3 4
Map Sign-in Rates preconnection v. reconnection
32% Chicago Booth MBA-121.5 yrs after
46% Menlo Circus 2 days prior
54% DRIVE-2014 1 week prior
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PROPRIETARY + CONFIDENTIAL © 2014 GradMap, Maptiv8, and Familian&1, All Rights Reserved
Haas incoming FTMBA Class of 2015
20
Preconnection Case Study
50%
100%
weeks since launch
0 1 2 3 4
Map Sign-in Rates preconnection v. reconnection
90% FTMBA-15 6 weeks prior
32% Chicago Booth MBA-121.5 yrs after
46% Menlo Circus 2 days prior
54% DRIVE-2014 1 week prior
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PROPRIETARY + CONFIDENTIAL © 2014 GradMap, Maptiv8, and Familian&1, All Rights Reserved
GradMap v2.0Subhead
21
Resources Menu
Activity Feeds
Volunteer Tools
Class Notes
Better Search
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PROPRIETARY + CONFIDENTIAL © 2014 GradMap, Maptiv8, and Familian&1, All Rights Reserved
Integrated Supporters ViewSubhead
22
Supporters Pivot
Supporter Feeds
Any Pmt Processor
Effortless Giving
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PROPRIETARY + CONFIDENTIAL © 2014 GradMap, Maptiv8, and Familian&1, All Rights Reserved
Achieving Continuous Engagement
23
giving campaign
Campaign Mode
‣ 1st seen in final semester
‣ Only donors visible by default
‣ Key action = “give”
student life
Student Map
‣ Launched before 1st semester
‣ Everyone visible by default
‣ Key action = “sign-in”
final semester graduationadmissions
alumni engagement
‣ Available post-graduation
‣ Donors “badged” annually
‣ Key action = “engage”
Alumni Map campaign mode 2x/yr
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PROPRIETARY + CONFIDENTIAL © 2014 GradMap, Maptiv8, and Familian&1, All Rights Reserved
March
Introducing Maptiv8
24
‣ Eventbrite Integration
‣ Embeddable Maps
‣ Direct Messaging
‣ Mobile-First Design
‣ Roll-ups + Cross-Filters
for events
for alumni for stakeholders
April
May
June
July
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PROPRIETARY + CONFIDENTIAL © 2014 GradMap, Maptiv8, and Familian&1, All Rights Reserved
Key takeawaysfor 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
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Let’s discuss your questions + comments
or drop me a line!
Seth Familian · Founder + CEO · Maptiv8 · [email protected]
You!Thank