MappingChina

1. MappingChina Master’s Final Presentation Kari Holmquist Cecilia Jiang Paulette Pan Ashley Tan

2. Agenda • Project Background • Target users and needs • Our Process • Design evolution • Methods and Tools • Information Architecture • Future directions

3. Project Overview

4. Situational Analysis • China’s growing business position • Everyone wants to do business in China • Find partners, Set up business • Navigate through the intricate web of relationships • What’s already out there • analyst reports, online news, portals, company databases, financial sites, etc. • Problems with current solutions • Too much information, and much of it text-heavy • Difficult to identify business trends in China • Difficult to research companies in China

5. The MappingChina solution • Demonstrates a Web-based information infrastructure, with an emphasis on data visualizations • Support market research and analysis related to the high-tech industry in China • Would use existing market research and industry analyst databases as data sources • (e.g. Hoover’s, Yahoo!Finance, Faulkner’s) • Currently uses our own database • Currently limited to wireless telecommunications

6. User Profiles jobseekers students entrepreneurs bizdev professionals Market researchers

7. User Profiles Target user selection: • Few connections in the field • Limited funds (DB, report fees) • Want/need to move quickly jobseekers students young entrepreneurs bizdev professionals Market researchers

8. Design Evolution

9. Test Design Implement User-Centered Design Process • 4 rounds of iterative design, with qualitative and quantitative test metrics • Usability Testing • target user profiles, Think-aloud task completion, followed by questionnaire (45-minute sessions) • Functional Testing • two test cases: (1) dynamic JSP pages, (2) Flash visualization,

10. First Concept Design • Competitive Analysis • Five forces for companies in the wireless telecom space • However… • Many other websites provide similar information; “easy” to provide for China too

11. Revised Concept Design • Interactive data visualizations • Geographic mapping of companies/industries, pie charts, company relationships • Good: • Communicates our design ideal/vision • Bad: • Too ambitious for our limited resources

12. Final Concept • Data visualization • Industry overviews and relationships • Major players by industry • Company data and relationships (parents/subsidiaries, partners, competitors) • Resource links (URLs, government info, associations, conferences)

13. Final Prototype Demo http://dream.sims.berkeley.edu:8080/MappingChina/index.jsp

14. Visual Information Seeking A starting point for designing advanced graphical user interfaces • Overview first • Zoom and filter • Details-on-demand Source: Shneiderman B., (1996) “The Eyes Have It: A Task by Data Type Taxonomy for Information Visualization”

15. Some Inspiration SmartMoney Prefuse Visual Thesaurus

16. Some Inspiration: SmartMoney • Size of squares symbolizes market share

17. Some Inspiration: Visual Thesaurus • Line styles symbolize type of relationship

18. Some Inspiration: Prefuse • Line thickness symbolize strength of relationship

19. resources XML files Flash visualization validator Python script Java XML files Java parser Java validator JSP pages MySQL Database XML schemas Human input System Architecture

20. resources XML files Flash visualization validator Python script Java XML files Java parser Java validator JSP pages MySQL Database XML schemas Human input System Architecture

21. Database Design Currency_ Type Location Industry Company_ Relations Deal_ Purpose Deals Company Comp_ Industry Relationship Legal_ Instrument Product Relationship_ Type

22. resources XML files Flash visualization validator Python script Java XML files Java parser Java validator JSP pages MySQL Database XML schemas Human input System Architecture

23. Information Architecture Issues • Different kinds of data • Financial stats (Yahoo!Finance) • Market analysis (Faulkner’s) • Complex data • Relationship types • Company roles • Deal/product information • Industry/sector associations • Lack of standard business language

24. Future Directions

25. Future Implementation • Integrate with existing data sources • Market research and industry analyst data banks • Extend features • Add temporal information • Show degrees of separation • Relationships between companies and political entities • Capital markets • Develop other visualizations • Interactive pie charts • Geographic maps

26. Thanks to • Our faculty advisor: Ray Larson • Marti Hearst, Drew Isaacs, Jihong Wu Sanderson; Michael Buckland, Fred Gey, Aitao Chen, and Kim Carl; Kevin Heard, Yoon Lee; bizdev/marketing folks Bruce Baikie, Jason Pan, Anand Halbe, Travis Darrow (IDC); Alan Newberger (Flash class); Jeff Heer (SNA); Mike Voytovich; many others… • Most of all, Hong Qu!

27. Appendix

28. Social Network Analysis • focuses on patterns of relations among people, organizations, etc. • How users benefit from using it: • Describe networks of relations • Tease out the prominent patterns • Trace the flow of information • Discover effects on people and organization Source: Garton L., Caroline H., & and Wellman, B. (1997). “Studying Online Social Networks, ” JCMC 3(1).