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TL;DR: Leverage Data andGraphics To Make Your Long
Stories ShortMike Sweeney, CPSM
SMPS Virginia Annual Conference2/24/2017
Happy Throwback Thursday!
#tbt 2013
Happy Throwback Thursday!
#tbt 2015
“[INFOGRAPHIC]”
• Overused, Underwhelming• “[INFOGRAPHIC]” can be
anything – Infographic != Data Visualization– Clickbait and “visual wallpaper”
• They’re laborious to produce even when they fail
• Not always worth the expense! (we’ll show you when)
Focus Of This Presentation
• 2 case studies that show various problems and pitfalls
• Specifically using infographics to market ideas, products, approaches
• Not tool-centered, data-centered, or graphics-centered
• Storytelling-centered
Context and Purpose
Context: Who, Where, etc.
Purpose: Why An Infographic?
Original -> Redesign
Past Masters
Three Famous Infographics And How They Got Made
“Figurative Map…Russian Campaign of 1812”Charles Joseph Minard, 1869
(This is the “Free Bird” of Infographics!)
“Coxcomb Diagrams”Florence Nightingale, 1869
Periodic Table Of The ElementsModern1929: Deming (Merck & Co.)
Original1862: De Chancourtois
“The properties of bodies are the properties of numbers.”
- A. E. B. De Chancourtois
“Vis Tellurique”De Chancourtois
“Coxcombs”F. Nightingale
“Free Bird!”C. J. Minard
Context, Purpose, and Passion• Minard
– Remind France of the cost of its wars• Nightingale
– Show that more soldiers were dying in hospital than in combat
– Agitate for hospital funding• De Chancourtois
– Demonstrate periodic function of known elements’ properties; present a system to guide search for new elements
Interlude #1: Data
• With a partner, in 90 seconds:
• Describe a problem you need to communicate visually– Who is your intended audience?
(e.g. mgmt, team, public, client) – What data exists? – What format is the data in? – Is it complete or in progress?
Case 1: Show The Current State of A/E/C
Marketing AbilityHow Do You Get An Entire Industry To Up Its Game?
Use An Infographic To:
• Appeal to architects, marketers, and visual types• Show that A/E/C firms were slow or ineffective in
marketing their projects on their website• Show the current state of normal• Show an alarming statistic• Show disproportionality and explain significance• Show all our data in an appealing way• Showcase the good actors, shame the bad actors
– And encourage non-actors to participate!
Research QuestionHow effective are A/E/C firms at
marketing their newer work?
To find out, Find information about recently completed
and reported projects on member firm websites
Source: Boston Society of Architects/AIAChapter Letter Mar/Apr
132 projects : 42 member firms
Research Method – Variables
• Recorded for each project– firm name – home page URL – type of firm
– date website was reviewed– Project Status (category)
• Completed• Not Completed• Other
– project name– project page URL
(if present)
– Did a project photograph appear in the publication?
• (Y/N)
Infographic Showed –Variables
• Firm– firm (name withheld)– type of firm discipline (color)
– Membership (2 categories)• Core, Affiliate
• Project– Completion Status
• (3 categories)
– Online Status (Y/N)
– Agility (…)
– Firms relative to peers
– Between disciplines
– Between membership groups
Results – Projects
Projects Online Firms Reporting
Projects Reported Yes No Total Percent
11 Other (Award) 10 6 16 12.1% 25 Not Completed 3 82 85 64.4% 19 Completed 10 21 31 23.5% Total 23 109 132 Percent 17.42% 82.58%
• 132 projects : 42 member firms – 31 completed : 19 firms
• 10 online : 7 firms
Results - Projects Online (All)
10
3
10
82
6
21
0 20 40 60 80 100
Other (Award)
Not Completed
Completed
Online Not Completed Other Completed
Results – Projects Onlineby Membership Type
1
0
2
50
1
10
0 10 20 30 40 50 60
Affiliate (Others)
9
3
8
32
5
11
0 10 20 30 40
Core (Architecture)
Architecture Landscape Architecture Construction Specifications Environmental Graphics Engineering
Infographic 1.0
Architecture Landscape Architecture Construction Specifications Environmental Graphics Engineering
Infographic 1.0
Architecture Landscape Architecture Construction Specifications Environmental Graphics Engineering
Results - Projects OnlineAFFILIATE MEMBERS
OtherNot CompletedCompleted Online
Signal Quality – An Abstraction
• Loosely based on proportion and count of Not Completed projects to all other statuses
• Abstraction to Suggest (Incentive) a path to improvement
• Introducing Signal Quality– Static– Low Signal– Medium Signal– Clear
Signal Quality by Group
Signal Quality by Company
Signal Quality by Company
Issues Encountered• Majority Bad Obscures
Minority Good• Sizing hurt readability• Very small, very large
numbers; all significant• No branding• Display conditions not
known or chosen• Lengthy descriptions of
categories, groupings, etc.
Redesign Resolved• Sizing and Siting• Focused attention on
– Reporting Disproportionality
– Differences in Quality (Agility)
• Revealed two approaches to reporting/strategies
Infographic 2.0
What Did The Infographic Achieve?
• V1.0 -- Small Practice Owners (Architects)?– Healthy discussion, lively debate– “So What”– Lowering barrier didn’t change participation
• V2.0 -- Chapter Letter Publisher (BSA)– Quantified their expectations about participation– Contract to bring this function from print to digital
part of content strategy for website– Post implementation, print publication ceased
What Did The Infographic Achieve?
0123456789
Huh? A-ha! So What?! Wow!Architects BSA
Interlude #2: Story
• With a partner, in 60 seconds:
• With the problem you defined;– What is the story you need to tell?– What will your audience be hooked by?– What is their disposition toward you?– What should they take away?– How will they take action?
Case 2: Show Improvements Made On A
Clinical Research Study
How a 3-chair dentalresearch clinic saw 3X its typical study
population in a few weeks
Use an Infographic To• Balance Out (or Reduce) a long text• Link improved outcomes to process changes• Show the severity of the challenge overcome• Quantify Project Manager’s value-add to a non-
industry audience/reviewer
• How a 3-chair dentalresearch clinic saw 3X its typical study population in a few weeks
Abstracting The Data
020406080100120140160180
Weeks 1-3 Weeks 4-6 Weeks 7-9
Clinic Capacity Available Schedule CapacityClinic Capacity Utilized Completed
0
10
20
30
40
50
1 2 3 4 5 6 7 8 9 10
Appointments by Week
Optimizing Patient Flow To Triple Study Team
Performance
020406080
100120140160180
Weeks 1-3 Weeks 4-6 Weeks 7-9Clinic Capacity Available Schedule CapacityClinic Capacity Utilized Completed
To conduct more subject visits per day, we used clinic chairs for sample collection only, and led subjects through a series of stations where study paperwork was completed
An alarming no-show rate put us behind our weekly completed appointment quota several weeks in a row. With capacity increased, we successfully overbooked the schedule to increase throughput
These steps boosted our utilization from 47% to 78%.
More subjects completed the protocol in the last three weeks than in the first six.
Issues Encountered• Data contained too many anomalies• Readability of text in siting• Limitations of Tools• Space constraints limited scope of infographic to only a
portion of the entire case• Missing data, disparate data; could not connect data together
to present a case in numbers• Numerals vs. object counts?• How to show proportions, percent growth, percent difference • Showing/highlighting statistics (KPIs) that were both dramatic
and universal• Portability and useful in multiple places
Revision: Success In 6 Lines!
Chair Session Length(% of Appt Length)
Actual Capacity (% of Target Capacity)
Utilization (% of Actual Capacity)
Booked Capacity (% of Target Capacity
Subjects Acquired (% of Target Population)
Chair Usage (% of Appt Length)
0%
25%
50%
75%
100%
125%
150%
175%
1‐3 4‐6 7‐9Weeks
Appt. Length~90 minutes
Target Capacity45 Appts/Wk
Target Population 300 Subjects
Redesign Resolved
• Focus - Improving Clinic Operations• Showing Clearly Improving/Increasing
Numbers• Focus reduced extraneous details from
text narrative• Focuses, structures, and guides attention• Extensible• Issue: Sizing and siting affect readability
Interlude #3: Design• With a partner, in 60 seconds:
• With the problem you defined;– Where will your audience view it?
• List all known parameters– What will your audience be hooked by?– What is the most significant statistic, comparison,
or relationship – and why?– Are there graphical languages or visual
metaphors your audience will understand?– What are your data, story, design resources?
Sizing and Siting:The Two Banana Peels Of Infographic Design
Use Infographics For…
• Hero Image on Blog• Thumbnail Image• Social Share (Meme)• Internal Presentation• Branded Reference Guide• Top Sheet/Cover Page• Lead Magnet• Process Map
BrandedReferenceGuide
InternalPresentation
Shareable(Meme)
Shareable(Meme)
Process Guide/ Lead Magnet
Process Guide/ Lead Magnet
Start
Gray triangles = email addresses
Directional Arrows For Clarity
Pulley armatureIs not a flow path
Too literal design;Obscures relevant details
to the message
When To Use An Infographic?
DO If:• You’re challenging conventional
wisdom or “If-Then” logic
• The data is behaving unexpectedly
• You want to compare disparate data sets side-by-side
• You want to establish that a pattern or relationship exists – or doesn’t
• You want to show change or its lack
• Traditional presentations don’t scale, require too much space, or don’t translate well to general audiences
DON’T If:• You want to show everything• You don’t know what you’re trying
to say with the infographic• A simple or short presentation is
already possible• Data you’re trying to chart is close
to each other (same table, database, etc.)
• You’re illustrating familiar or obvious information
• You don’t know the display constraints
• Your tools aren’t up to the task• You can say it in under 300 words
Resources
• “Do You Really NEED An Infographic?”– Full Report
• “From ‘So What!’ To ‘Wow!’”– Article and Case Study
• Checklist of Do’s and Don’ts– Available by email:
[email protected]• The Infographic Marketing Plan
– Coming Soon!
Thank You!
Mike Sweeney, [email protected]
LinkedInIn/michaelpsweeney
Twitter@michaelpsweeney
www.DesignProductSystems.com