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User Needs

User Needs. Alan Smith OBE ONS Data Visualisation Centre, United Kingdom @theboysmithy. First, a little look at big data. 12 billion. The Big Data challenge. Back to user needs. User needs are not new. 1801. Societal challenges.

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User Needs

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  1. User Needs • Alan Smith OBE • ONS Data Visualisation Centre, United Kingdom • @theboysmithy

  2. First, a little look at big data

  3. 12 billion

  4. The Big Data challenge...

  5. Back to user needs...

  6. User needs are not new 1801

  7. Societal challenges

  8. “I phoned Camelot and they fobbed me off with some story that -6 is higher, not lower, than -8, but I’m not having it”Tina Farrel, 23, Manchester Numeracy and statistical literacy

  9. Numbers about people not liking numbers • In England, there is a ‘Skills for Life’ Survey, measuring levels of numeracy, literacy and IT skills in the working age population • In 2003, 46.9% of working age adults in England lacked Level 1 numeracy skills. • In 2011, 49.1%of working age adults in England lacked Level 1 numeracy skills.

  10. The Data Mountains • The global data supply reached 2.8 zettabytes (ZB) in 2012 (IDC Digital Universe study) • 90% of the data in the world today has been created in the last two years alone (IBM) • From now until 2020, the digital universe will about double every two years (IDC). • From 2005 to 2020, the digital universe will grow by a factor of 300, from 130 exabytes to 40,000 exabytes, or 40 trillion gigabytes (more than 5,200 gigabytes for every man, woman, and child in 2020)(IDC).

  11. To engage, content needs to be engaging

  12. Learning to see how people see

  13. Above All, Users Need Context

  14. Perceptual Tuning • what can you see?

  15. Perceptual Tuning • what can you see?

  16. Impact on Policy Decisions? • how does official data inform the debate?

  17. Change over time • job done?

  18. A statistical role • to focus presentation on what matters

  19. Add context • use other data appropriately

  20. Appropriate narrative • ...makes a clear message

  21. Compare and contrast the differing messages

  22. Another example

  23. A perfect graph? • anything wrong?

  24. the remaining distance to equality White space is important! • the story can be in the ‘no data’ space

  25. the remaining distance to female domination Understand the implications • scaling is a statistical control

  26. Function & Aesthetics

  27. A cautionary story • I conducted a survey which asked respondents just one closed question: • Q. Are you happy with the customer service you received today? • A. YES/NO • RESULTS: • 85% said YES • 15% said NO

  28. Survey Results: 85% YES 15% NO TOTAL pixels: 76,523 pixels ‘NO’: 11,579 TOTAL pixels: 61,621 pixels ‘NO’: 7,557 TOTAL pixels: 29,002 pixels ‘NO’: 2,154 =15% =12% =7%

  29. Function & Aesthetics

  30. Bateman et al • “...people‘s accuracy in describing the embellished charts was no worse than for plain charts, and that their recall after a two-to-three-week gap was significantly better.” “Although we are cautious about recommending that all charts be produced in this style, our results question some of the premises of the minimalist approach to chart design.

  31. Thank you • Alan Smith OBE • ONS Data Visualisation Centre, United Kingdom • @theboysmithy

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