telling stories with data - using story spine
Post on 17-Oct-2014
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DESCRIPTION
We explore the use of Story Spine approach to bring together the traditional power of oral storytelling with the emerging strength of data visualisationsTRANSCRIPT
We are all Storytellers
Choose a story
Outline your story
Use five frames
2 3 4 51
Story Spine
Beginning | Middle | End
Beginning | Middle | End
Base Reality, Setup
New Reality,
Resolution
Struggle, Complication,
Higher Stakes,
Development
Change/ Conflict
Inciting Event
Climax /Resoluti
on
Moment of Truth
Once upon a time, there was an old man who lived next to a beach
Everyday, in the morning, he would go for a run on the beach
But one day, as he was running, he could see a figure of a little girl far away, doing a strange dance on the beach
Because of that, he ran toward her and saw that she was not dancing but instead throwing a starfish into the ocean
Astonished, he asked the girl, “Why are you throwing starfish into the ocean?”
The girl replied, “The sun is up and the tide is going out. If I don’t throw them in, they’ll all die”
Upon hearing this, the old man said, “But there is miles and miles of beach and there are starfish all along every mile. You can’t possibly make a difference?”
At this, the little girl bent down picked up yet another starfish, and threw it into the ocean.
As it met the water, she said, “It made a difference for that one.”
Base Reality
New Reality
Struggle
Change/ Conflict
Climax /Resolution
Context
Character
Change
Challenge
Credible
Concrete
Connect
A man is coming back home, tired from work on a late rainy evening. And he walks into his neighbourhood supermarket store.
As he is folding his umbrella and trying to get water off his jacket, he walks down to aisle 5.
He is looking for that one breakfast cereal box that his 5 year old has agreed to eat tomorrow morning.
He reaches the right shelf and starts looking for the cereal box. And he doesn't find it there.
He looks for help, walks around and finds a store employee who is busy stocking products in aisle 12.
He goes to him and asks, “Can you please help me find the cereal box?”
The employee looks at him, and says, “If it is not there, then it is not there. Go find it at another store.” And he goes back to stocking the shelf.
That is his moment of truth.
He walks out and decides never to shop at the supermarket again.
Base Reality
New Reality
Struggle
Change/ Conflict
Climax /Resolution
argument | STORY
analysis | SYNTHESIS
numbers | VISUALIZE
logic | EMPATHY
Hans Rosling – Joy of Stats
Solve the
Problem
Build the
Message
Tell the Story
• Define problem • Develop
hypotheses• Collect facts• Conduct
analysis• Synthesize
output
• Structure thoughts
• Develop message
• Map audience • Understand
outcome
• Apply story spine
• Develop storyboard
• Mock-up story and visual
• Develop the story /visual
• Practice - Retell and Relive
• Revisit the output
Develop the Story
Make the Case
Tablet Case Example
Tablets have emerged as a new device format with the success of the
iPad
As a smartphone ad company (SmartAds), I should be able to serve
ads on tablet devices
How big will the tablet market be by 2015?
Tablet device format provide a synergistic growth option for
SmartAds
Tablets installed base will be more
than 1/4th of smart phones base by 2015
Tablets will be the fastest growing device format in
2010-15
Three platforms will overlap and dominate both
tablet and smartphones
Why do you say that?
Annual Shipment by Device Format(In million units, actuals till 2010, estimates 2011-15)
Smartphones
Tablets
PCs
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
226 264 291 305 346 366 388 414 444 47782122 139 172
297
468
630739
898
1,105
16 63 103 148217
326
308386 430 477
659
897
1,121
1,301
1,559
1,908
3.7x
1.4x
Growth 2010 -15
20.4x
2.9xTotalDevices
Installed Base by Device Format(In million units, actuals till 2010, estimates 2011-15)
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
86%78% 77% 75%
69%60%
52% 47% 42% 38%
14%22% 23% 25% 31%
37% 42% 45% 47% 49%1%
3%6%
8%10%
13%
909 1,139 1,307 1,482 1,795 2,260 2,815 3,387 4,053 4,877
643
2,383
1,851
Break-up2015
Smartphones
Tablets
PCs
Total
Device Installed Base in 2015 by OS and Device Format(In million units, estimates for 2015)
334
Tablets (643 M units)
1,143
282
388
206
47
54
1,027
805
147Others
101
Smartphones (2383 M units)
PCs (1851 M units)
423
218
Android
iOS
WindowsPhone
Blackberry
Others
Windows Legacy
Windows 8
OS X/XI
In 2010, Apple iPad created this new category called tablets and has since redefined computing devices.
In the next five years, the overall device sales will growing by 3x, and smartphones will be growing by 4x, and the erstwhile PC will grow at 1.4x.
Tablets will be growing by 20x in the same period.
More people would start owning one of each devices – a PC, a smartphone and a tablet.
By 2013, more smartphone devices would exist than PCs in the world.
And by 2015, out of the 4.9 billion devices, nearly half of them will be smartphones. But also, there would be one fourth tablets as there are smartphones
There will be three platforms that would common across smartphones and tablets.
And with Android at 45%, iOS at 25%, and Windows at 15%, they will command nearly 85% of the market.
So SmartAds needs to be present on these three platforms across both smartphones and tablets.
Base Reality
New Reality
Struggle
Change/ Conflict
Climax /Resolution
Shows the Data
Focuses on Substance, not
Graphic
Makes the Insight Jump
Out
Allows the User to Engage
‘Killer’ Elements
Builds on Users’
Perspective
Shows the Data
Focuses on Substance,
not Graphic
Makes the
Insight Jump Out
Allows the User
to Engage
‘Killer’Elements
Builds on Users’
Perspective
Keep it Short and Simple
Practice and Play