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This is a very exciting time to be involved in the public web presence for a large governmental organization. We see things rapidly changing because of:- The release of a flood of public data from Data.gov (and similar even more ambitious UK endeavors) and the “cloud”.- The ability to provide fantastic new tools to transform “data” into brilliant visualizations that drive decisions.- New techniques you can use to positively influence Americans As a result, however, the danger is:- You are left with a jumble of web sites, tools and pages that leaves your organization’s online goals unmet.- You fail to meet the ever increasing public demand to provide great usability/accessibility and your agency loses creditability online.- You miss the opportunity to help millions of citizens by not influencing their decisions and lifestyles for the better. What you will learn:- Techniques to manage the flood of data your organization is providing online- How critical it is to listen to and engage your audiences in order to meeting the demands of the public.- Key persuasive design techniques and how you can put them to use today
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The Government’s Online Future
in the Age of Persuasion
http://www.flickr.com/photos/gsfc
John Whalen, PhDDirector, User Experience & Design
e.magination
About e.magination
e.magination is a full service Web presence and application development firm offering persuasive design brought to life by innovative use of technology.
– Headquartered in Baltimore, MD– Founded in 1992– 50+ Employees– Cleared Staff– Usability Center– Largest Web Design Firm in Baltimore in 2007 - 2009
INTRODUCTION
FACT 1
There has been a massive release of data into Data.gov
Not easy to make heads or tails of it all…
http://bit.ly/md-technologists-by-year
FACT 2
There are terrific new information visualization tools.
FACT 3
There are new techniques you can use to encourage positive behaviors.
3 CHALLENGES…if you don’t keep up…
CHALLENGES
1. You are left with a jumble of data, tools and pages that leaves your organization’s online goals unmet.
2. You fail to meet the ever increasing public demand to provide great usability/accessibility and your agency loses creditability online.
3. You miss the opportunity to help millions of citizens by not influencing their decisions and lifestyles for the better.
Once upon a time there was once a public site
“…it grew and grew and grew”
CHALLENGE 1
You are left with a jumble of data, tools and pages that leaves your organization’s online goals unmet.
“…it grew and grew and grew”
“…it grew and grew and grew, until one day…”
“…it was a big mess!”
CHALLENGE 1
You are left with a jumble of data, tools and pages that leaves your organization’s online goals unmet.
Usability – Simulated Data
2008200420001996
% S
ucce
ss a
t G
oals
CHALLENGE 2
You fail to meet the ever increasing public demand to provide great usability/accessibility…
Consumer Satisfaction – Simulated Data
2008200420001996
Sat
isfa
ctio
n
CHALLENGE 2
You fail to meet the ever increasing public demand to provide great usability/accessibility…
Consumer Satisfaction – Simulated Data
2008200420001996
Sat
isfa
ctio
n R
atin
g
CHALLENGE 2
…and you loose credibility online.
CHALLENGE 3
You miss the opportunity to help millions of citizens by not influencing their decisions.
WHAT YOU SHOULD DO
WHAT YOU SHOULD DO
1. Listen to your audience. Understand their perspective
2. Manage the flood of data: Use visualization to create a compelling story.
3. Use persuasive design to put the two together – help your audience to make better and informed decisions.
1. LISTEN TO AND ENGAGE YOUR AUDIENCE
How to…
New/Free Tools
• Twitter: Klout• Twitter: Tweetdeck
• Blogs/Inbound: HubSpot
• Blogs: FeedBurner
• Website + Videos: Google Analytics
• ForeSee ACSIANALYTICS
There are great analytic tools to get big picture.
If there was one thing you could change, what would it be?
and
What is the #1 thing you are looking for?(top tasks)
If you only ask 2 questions, ask these ones:
Why social media?
• Incredible growth in usage• Lead Generation• Low cost• Build community• Demonstrate expertise• Listen to your audience• Highly targeted
Understand how you are under-serving your audience.
Your Key Audiences:
Security Professional
- One call, A-list attention
- Digested intelligence
- Problem solver- Secure transport- Instant data access
(e.g., travel tracker)
Individual Traveler
- Learn about options- Medical and evacuation policy- Problem solving[and advanced users: - light intelligence and travel assistance]
HR Professional
- Great benefits- People feel ‘taken
care of’- Can help with any
problem- Assist in travel
coordination- Security, tracking
systems
Medical Professional
- Great medical recommendations
- Multilingual support- Ability to transport
patients quickly
Scholastic
- Complete official paperwork
- Some audiences want security, problem solving ability
Develop representative personas that guide your work.
2. MANAGE THE FLOOD OF DATA: VISUALIZATION
How to…
Source: http://www.thebackofthenapkin.com/tools.php
Use the right kind of visualization to help people understand the story behind your data.
Source: http://www.xplane.com/
Beautiful stories can be created with amazing simplicity.
Financialcrisis cost
New DealNASA’s lifetimebudget
Marshall Plan
UKBailout
Chinesestimuluspackage
Worst casescenario
Africa’sDebt
Source: http://www.informationisbeautiful.net/2009/the-visual-miscellaneum/
Physical space can be more powerful than a bar chart.
Source: http://www.informationisbeautiful.net/2009/the-visual-miscellaneum/
Use simplicity – no legend, no lines, but still story.
Source: http://www.informationisbeautiful.net/2009/the-visual-miscellaneum/
Information dense visuals can reveal trends.
Source: http://bit.ly/200-years
Multidimensional: brings large data set to life. (4-D)
Source: http://www.juiceanalytics.com/chartchooser/
Great resource: Tufte approved Excel charts!
http://www.orangemath.com/graphics/napoleon_russia_graph.jpg
The gold standard for story telling: Napoleon’s march on Russia
Source: http://www.visual-literacy.org/periodic_table/periodic_table.html
Got inspiration?
Source: http://www.informationisbeautiful.net/2009/the-visual-miscellaneum/
Great resource: The Visual Miscellaneum
3. PRACTICAL PERSUASIVE DESIGN TECHNIQUES
2000 2005 2010
I define persuasive technology as any interactive computing system designed to change people’s attitudes or behaviors.
“I wantone but…”
“Is it anygood?”
“Conversion”“Is it worththat price?”
ReputationAuthority
Social Proof
FramingAnchoringMimicry
Loss AversionStatus Quo
Effort
ScarcityLoss Aversion
Ownership
“What’s that?”
LikabilityFree
Commitment
“Oh Cool”
Intrigue EndowmentAesthetics
“Why wouldI want one?”
NarrativeAchievement
Persuasion During Buying Process
I want my government colleagues to be as sophisticated as my commercial colleagues.
LikeabilityFree
Commitment
A
B C
IntrigueEndowmentAesthetics
IntrigueEndowmentAesthetics
Which works better?
NarrativeAchievement
Barbeque by the pool
ReputationAuthority
Social Proof
A C
B ???
Loss AversionStatus Quo
Effort
A
B
C
Loss AversionStatus Quo
Effort
A
A
A
Loss AversionStatus Quo
Effort
B C
C
WHAT YOU SHOULD DO
1. Listen to your audience. Understand their perspective.
2. Manage the flood of data: Use visualization to create a compelling story.
3. Use persuasive design to put the two together – help your audience to make better and informed decisions.
One example of bringing dry data to life.
“I wantone but…”
“Is it anygood?”
“Conversion”“Is it worththat price?”
ReputationAuthority
Social Proof
FramingAnchoringMimicry
Loss AversionStatus Quo
Effort
ScarcityLoss Aversion
Ownership
“What’s that?”
LikabilityFree
Commitment
“Oh Cool”
Intrigue EndowmentAesthetics
“Why wouldI want one?”
NarrativeAchievement
Persuasion During Buying Process
I want my government colleagues to be as sophisticated as my commercial colleagues.
http://www.flickr.com/photos/gsfc
Imagine the possibilities…
“I wantone but…”
“Is it anygood?”
“Conversion”“Is it worththat price?”
ReputationAuthority
Social Proof
FramingAnchoringMimicry
Loss AversionStatus Quo
Effort
ScarcityLoss Aversion
Ownership
“What’s that?”
LikabilityFree
Commitment
“Oh Cool”
Intrigue EndowmentAesthetics
“Why wouldI want one?”
NarrativeAchievement
Persuasion During Buying Process
I want my government colleagues to be as sophisticated as my commercial colleagues.
http://www.flickr.com/photos/gsfc
Imagine the possibilities...
@[email protected]://slideshare.net/emagination
Thank You
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