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Page 1: helper.ipam.ucla.edu/publications/caws2/caws2_13111.pdfthe thing you want to do the items you want to take action on the value you will measure for the
Page 2: helper.ipam.ucla.edu/publications/caws2/caws2_13111.pdfthe thing you want to do the items you want to take action on the value you will measure for the
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I have data.

Can you visualize it for me?

That depends. What do you want

to see?

I want to see my annual sales!

Page 7: helper.ipam.ucla.edu/publications/caws2/caws2_13111.pdfthe thing you want to do the items you want to take action on the value you will measure for the

Maybe it’ll look like

the Matrix!

Or the Minority

Report!

Or something

spinning in 3D!

And everything will

become suddenly

clear!

Page 8: helper.ipam.ucla.edu/publications/caws2/caws2_13111.pdfthe thing you want to do the items you want to take action on the value you will measure for the

What’s interesting about your

annual sales?

What varies about these products?

Well, some of our products are

selling very differently year after

year

We change both the color and the

sales pitch every year, and for each

store

Page 9: helper.ipam.ucla.edu/publications/caws2/caws2_13111.pdfthe thing you want to do the items you want to take action on the value you will measure for the

What visualization

would make most

sense here?

How do I take on this

dataset?

I need to learn

something from my

dataset

I need to communicate

something about this

data

I want to monitor my

data

These People

How do I get PowerBI

to build my

dashboard?

How do I use this

visualization in Excel?

Not These

How do I describe

what I do today?

Page 10: helper.ipam.ucla.edu/publications/caws2/caws2_13111.pdfthe thing you want to do the items you want to take action on the value you will measure for the

Head

Fu

zzy

Cri

sp

Page 11: helper.ipam.ucla.edu/publications/caws2/caws2_13111.pdfthe thing you want to do the items you want to take action on the value you will measure for the

Operation

Tree

A Task-Oriented

View of

Visualization

Multiple Views

Data Counseling The Nonprofit

Thermometer

Conclusion

Page 12: helper.ipam.ucla.edu/publications/caws2/caws2_13111.pdfthe thing you want to do the items you want to take action on the value you will measure for the

Data Psychotherapy

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•

•

•

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http://showcase.ixdetic.com/

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Operationalization

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the thing you want to do

the items you want to take action on

the value you will measure for the objects

the way the data divides

action

object

descriptor

partition

question

task

Page 24: helper.ipam.ucla.edu/publications/caws2/caws2_13111.pdfthe thing you want to do the items you want to take action on the value you will measure for the

action

object

descriptor

partition

question

describe

the capital campaign

how well its doing

-

how is our capital campaign doing?

understand & communicate the current state of the capital campaigntask

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the thing you want to do

the items you want to take action on

the value you will measure for the objects

the way the data divides

action

object

descriptor

partition

question

task

will help choose a specific visualization or interaction

will correspond to rows of the data

will correspond to measures

will correspond to dimensions and grouping keys

Page 27: helper.ipam.ucla.edu/publications/caws2/caws2_13111.pdfthe thing you want to do the items you want to take action on the value you will measure for the
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• •

•

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action

object

descriptor

partition

question

understand and communicate

donor, in the scope of this campaign

outreach, giving rate

donor group

“How do I understand & communicate how many donors we’ve

reached out to, and their giving rates, for our capital campaign – for

each class of donors?

task

Page 31: helper.ipam.ucla.edu/publications/caws2/caws2_13111.pdfthe thing you want to do the items you want to take action on the value you will measure for the

When did they last give?

How much did they give?

What is their capacity to give?

Page 32: helper.ipam.ucla.edu/publications/caws2/caws2_13111.pdfthe thing you want to do the items you want to take action on the value you will measure for the

… how donors move between categories

… how long-term donor cultivation works

… the difference between annual fundraising and capital

campaigns

…

Page 33: helper.ipam.ucla.edu/publications/caws2/caws2_13111.pdfthe thing you want to do the items you want to take action on the value you will measure for the

What decisions would knowing this fact

change?

What does the viewer need to know?

Page 34: helper.ipam.ucla.edu/publications/caws2/caws2_13111.pdfthe thing you want to do the items you want to take action on the value you will measure for the
Page 35: helper.ipam.ucla.edu/publications/caws2/caws2_13111.pdfthe thing you want to do the items you want to take action on the value you will measure for the

“How do I understand & communicate how many donors we’ve

reached out to, and their giving rates, for our capital campaign – for

each class of donors?

action

object

descriptor

partition

question

task

action

object

descriptor

partition

question

task

donors what is the group & giving history for a donor?

Identify group & giving history for a donor

Ok, looks pretty good!

Page 36: helper.ipam.ucla.edu/publications/caws2/caws2_13111.pdfthe thing you want to do the items you want to take action on the value you will measure for the

“How do I understand & communicate how many donors we’ve

reached out to, and their giving rates, for our capital campaign – for

each class of donors?

action

object

descriptor

partition

question

task

action

object

descriptor

partition

question

task

giving rate What is the giving rate for this donor group?

Describe the giving rate for a donor group?

Page 37: helper.ipam.ucla.edu/publications/caws2/caws2_13111.pdfthe thing you want to do the items you want to take action on the value you will measure for the
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T

PA O D

Q

T

PA O D

Q

Q

T

PA O D

T

PA O D

Q

T

PA O D

Q

T

PA O D

Q

T

PA O D

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T

PA O D

Q

T

PA O D

Q

Q

T

PA O D

T

PA O D

Q

T

PA O D

Q

T

PA O D

Q

T

PA O D

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Interviews

Look at

data

PrototypesInterviews

Data

analysis

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• How much of a thing is there?

Page 49: helper.ipam.ucla.edu/publications/caws2/caws2_13111.pdfthe thing you want to do the items you want to take action on the value you will measure for the

• How much of a thing is there?

• How are groups different from each other?

Page 50: helper.ipam.ucla.edu/publications/caws2/caws2_13111.pdfthe thing you want to do the items you want to take action on the value you will measure for the

• How much of a thing is there?

• How are groups different from each other?

• How does something change over time?

Page 51: helper.ipam.ucla.edu/publications/caws2/caws2_13111.pdfthe thing you want to do the items you want to take action on the value you will measure for the

• How much of a thing is there?

• How are groups different from each other?

• How does something change over time?

• Do things fall into groups, or follow a rule?

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