Persuasive Visualization: Data + Design = Engagement

Data + Design = Engagement

Seth Familian Founder + CEO · Maptiv8 · [email protected]

presented at DRIVE/2014 by

VisualizationPersuasive

mailto:[email protected]?subject=

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


A conceptual frameworkfor persuasive visualization

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Data (stats + metrics)

Aesthetics (visual design)

Motivation (game design)

intuitive

immersive

relevant

Engagement

Visual Metrics

Game Mechanics


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

4

Eliminating “walls of text”

through better design

MetricsVisual

in practice


Valley Self-Store + South Valley Storage

6

Visual Metrics Case Study

x95


Adorama Sales Channel Dashboards

7


8.4M

transactions

250K affiliate IDs

28 sub-channels

Confidential


Root Division Financials

8


leveraging ego + competition

alongside data viz

MechanicsGame

in practice


Root Division Board Give/Get

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Game Mechanics Case Study


Haas Lifelong Connections Campaign

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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


School Data

drives the basic map

Social Data enriches

user profiles

GradMap Core Concept: Self-Segmentation

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GradMap v1.0: Giving-Centric

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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

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Pilot Test 2: FY13

1st Reunion (FTMBA-12) 33% 57% 54%





GradMap v1.0 Outcome: Donor (Re)activation

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Still Underengaged!

engaging stakeholders aroundcuriosity, anticipation + utility

connectionPre

in practice


Chicago Booth Class of 2012

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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


Menlo Circus Club Networking Event

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50%

100%

weeks since launch

0 1 2 3 4

Map Sign-in Rates preconnection v. reconnection


46% Menlo Circus 2 days prior


DRIVE/2014 Conference

19


50%

100%

weeks since launch

0 1 2 3 4




54% DRIVE-2014 1 week prior


Haas incoming FTMBA Class of 2015

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50%

100%

weeks since launch

0 1 2 3 4


90% FTMBA-15 6 weeks prior



54% DRIVE-2014 1 week prior


GradMap v2.0Subhead

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Resources Menu

Activity Feeds

Volunteer Tools

Class Notes

Better Search


Integrated Supporters ViewSubhead

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Supporters Pivot

Supporter Feeds

Any Pmt Processor

Effortless Giving


Achieving Continuous Engagement

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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


March

Introducing Maptiv8

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‣ Eventbrite Integration

‣ Embeddable Maps

‣ Direct Messaging

‣ Mobile-First Design

‣ Roll-ups + Cross-Filters

for events

for alumni for stakeholders

April

May

June

July


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

mailto:[email protected]?subject=

Education

Persuasive Visualization: Data + Design = Engagement