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Adobe Summit - Data Storytelling

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Data, Visualizations, and Creative to drive change

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Adobe Summit - Data Storytelling

  1. 1. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  2. 2. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Data Storytelling Chris Haleua | Sr. Product Marketing Manager | Adobe Eduard Latour | Marketing Insights Manager | Lego
  3. 3. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3 Chris Haleua Product Marketing Manager chaleua@adobe.com Edward Latour Marketing Insights Manager Edward.Latour@LEGO.co m
  4. 4. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Summary 4 1 | The Purpose of Data Storytelling 2 | The Psychology of Data Storytelling 3 | Data: The Foundation of Your Data Story 4 | Narrative: The Structure of Your Data Story 5 | Visuals: The Key Scenes of Your Data Story Data Narrative Visuals Engage CHANGE
  5. 5. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Numbers have an important story to tell. They rely on you to give them a clear and convincing voice Stephen Few
  6. 6. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.6 value from data by processing it, visualizing it, and communicating it is going to be an essential skill in the next decade." Hal Varian Chief Economist Google
  7. 7. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Psychology of Storytelling
  8. 8. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8 Inform or tell a story?
  9. 9. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Ignaz Semmelweis 1818-1865 True Valuable Actionable Adopted Childbed Fever Mortality: 10% with doctors vs. 4% with midwives
  10. 10. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Childbed Fever Mortality Rates 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M 1846 1847 1848 1849 Handwashing policy introduced mid-May Strict controls enforced on negligent students Semmelweis dismissed 12% 4% 5% 82% 2% 0% 0%
  11. 11. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. MAIN POINT EXPLAN. FOCUS LINEAR SEQ. NARR. ELEMENTS VISUALS Data Storytelling Often Often Often OftenYes Curated Reports & Dashboards Often Often Often YesMaybe Infographics Often Maybe Maybe YesMaybe Data Visualizations Maybe Rarely No YesMaybe Automated Reports No No No OftenNo Automated Dashboards No No No YesNo Not All Delivery Tools Are Created Equal Effort Required
  12. 12. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. How Much Effort Should You Invest in Data Storytelling? Expected Simple Inexpensive Intuitive Disruptive Complex Costly Counterintuitive Insight Type Low Value High ValueBusiness Impact Story Zone
  13. 13. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Stories Beat Statistics More Memorable More Persuasive 5% vs. 60%statistics stories $1.40 vs. $2.40statistics stories
  14. 14. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Analytics Path to Value
  15. 15. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  16. 16. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16 side of reason, but they help us to reach decisions Dr. Antonio Damasio
  17. 17. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Data LOGIC EMOTION Why Data Stories? Story
  18. 18. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18 We hear statistics, but we feel stories
  19. 19. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. DATA Shields Up When we read dry, factual arguments, we read with our dukes up. We are critical and Stories Have a Unique Effect on Audiences
  20. 20. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Stories Have a Unique Effect on Audiences DATA STORY Shields Down absorbed in a story we drop our intellectual guard. We are moved emotionally and this seems to leave Jonathan Gottschall Author, The Storytelling Animal Shields Up
  21. 21. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Analytics Path to Value
  22. 22. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Narrative Visuals3 Keys to Data Storytelling Data
  23. 23. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Data Narrative VisualsExplain: Narrative + Data
  24. 24. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Narrative Data Enlighten: Data + Visuals Visuals
  25. 25. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Narrative Data Engage: Narrative + Visuals Engage Visuals
  26. 26. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Data Narrative Visuals Engage CHANGE Influence Change With Data Stories
  27. 27. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. MAIN POINT Five Essential Elements of a Data Story have a point! It makes it so much more interesting for the
  28. 28. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. MAIN POINT EXPLANATORY FOCUS Descriptive Explanatory Describe To represent or give an account of in words or pictures Who? What? When ? WHY? HOW? Explain To make plain or clear; render understandable or intelligible Five Essential Elements of a Data Story
  29. 29. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. MAIN POINT EXPLANATORY FOCUS LINEAR SEQUENCE Story An account of a connected series of events. Five Essential Elements of a Data Story
  30. 30. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. MAIN POINT EXPLANATORY FOCUS LINEAR SEQUENCE NARRATIVE ELEMENTS Five Essential Elements of a Data Story
  31. 31. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What Do We Learn about Carl & Ellie? Dream Vacation Diverse Backgrounds Do-It- Yourselfers Childhood Romance Different Styles Work Together at Zoo Renovated Dream Home Wanted a Family Unable to Have Kids Financial Setbacks Bucket List Grieving Widower Still Romantic Grow Old Together
  32. 32. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Five Essential Elements of a Data Story MAIN POINT EXPLANATORY FOCUS LINEAR SEQUENCE NARRATIVE ELEMENTS VISUALS lady screamed. Bring her on and Mark Twain
  33. 33. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Customer Journey We were lost & confused on shop.LEGO.com
  34. 34. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Navigation Confusion 34 ? 40% Exit10% Ninjago 22% Global Navigation
  35. 35. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 70% Lower Satisfaction Projected Loss: $8 Million 40% Exit10% Ninjago 22% Global Navigation Navigation Confusion
  36. 36. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 70% Lower Satisfaction Projected Loss: $8 Million 40% Exit10% Ninjago 22% Global Navigation NARRATIVE ELEMENTS EXPLANATORY FOCUS VISUALS LINEAR SEQUENCE MAIN POINT Navigation Confusion
  37. 37. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. DATA
  38. 38. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Data Narrative Visuals Engage CHANGE Data is the Foundation of Your Data Story
  39. 39. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Two Sides of Indiana Jones Field Archaeologist Professor
  40. 40. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Exploratory Explanatory Flexibility & speed are critical. I am the audience. I know the data. Clarity is critical. I am NOT the audience. I have a story to tell.
  41. 41. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What I look at
  42. 42. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Context Columbus, Ohio Orders: 33% YoY Email Traffic: 12% Email Orders: 6% SEM Traffic: 8% SEM Orders: 39%
  43. 43. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Data Director s Cuts Data Data Storytelling Insight Explore Explain 43% Audience Data Explore Insight Audience Data Cameos Select Data Story Support Audience 98% Different Processes Shape Data That Is Shared
  44. 44. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. NARRATIVE
  45. 45. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Data Narrative Visuals Engage CHANGE Narrative Connects Insights and Adds Emotion
  46. 46. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Right Story for the Right Audience Who is the right audience for my data story? How do I adjust my data story to my audience?
  47. 47. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Why Should I Care?
  48. 48. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. How Well Do You Know Your Audience? Key business goals & personal priorities?1 Specific needs & questions? Attitudes, beliefs, biases, & preferences? Topic familiarity? How data-savvy? Seniority level? 2 3 4 5 6 Ensure data stories are relevant and meaningful Anticipate what they expect to hear or learn Less familiar More context & conceptual Less savvy Less detail & jargon More senior Lead with high-level summary Considerations Recognize negative views or conflicting opinions Audience Attributes
  49. 49. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Edward Tufte boring, you ve got the wrong
  50. 50. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Structure Your Analysis Findings As A Story
  51. 51. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. into the business are expanded Beginning Middle End Solution & Next Steps Share recommendations and discuss next steps Rising Insights Share findings that reveal deeper insights into the problem or opportunity Aha Moment Present major finding or key insight Set-up Background on current situation, character(s), and the hook Structure Your Analysis Findings as a Story Gustav Freytag (1816-1895)
  52. 52. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. How to Build Your Story Aha Moment Present major finding or key insight Set-up Background on current situation, character(s), and the hook Rising Insights Share findings that reveal deeper insights into the problem or opportunity Solution & Next Steps Share recommendations and discuss next steps
  53. 53. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. How Does This Structure Compare to Other Approaches? Past Present Future Set-Up Rising Insights Aha Moment Solution & Next Steps Problem Solution Benefit What So What What Now
  54. 54. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Start by Storyboarding Your Key Data Points Insight #1 Insight #2 Insight #7 Insight #8 Insight #5 Insight #4 Insight #6
  55. 55. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Organize Your Insights Insight #1 Insight #2 Insight #7 Insight #8 Insight #5 Insight #4 Insight #6 *Aha Moment
  56. 56. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Find Your Starting Point Insight #1 Insight #2 Insight #7 Insight #8 Insight #5 Insight #4 Insight #6 *Aha Moment
  57. 57. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Edit Your Story Insight #1 Insight #2 Insight #7 Insight #8 Insight #5 Insight #4 Insight #6Insight #9 *Aha Moment Rising Insights
  58. 58. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Have Your Data Story Drive Action Insight #1 Insight #2 Insight #7 Insight #8 Insight #4Insight #9 *Aha Moment Insight #10 #1 #2 #3 #4 Rising Insights Recommendations
  59. 59. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Humanize Your Insights 59 Who is your
  60. 60. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. How to Insert Heroes Into Your Data Story Determine which user segment matters to your story Build a rich, data-driven profile of your hero Give your hero a face Give your hero a voice Show their digital journey Qualitative dataStock photos Screenshots 54321
  61. 61. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 61 VISUALS
  62. 62. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Data Narrative Visuals Engage CHANGE Visuals Can Simplify and Explain the Complex
  63. 63. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What Patterns Do You Notice in This Table? I II III IV x y x y x y x y 10 8.04 10 9.14 10 7.46 8 6.58 8 6.95 8 8.14 8 6.77 8 5.76 13 7.58 13 8.74 13 12.74 8 7.71 9 8.81 9 8.77 9 7.11 8 8.84 11 8.33 11 9.26 11 7.81 8 8.47 14 9.96 14 8.1 14 8.84 8 7.04 6 7.24 6 6.13 6 6.08 8 5.25 4 4.26 4 3.1 4 5.39 19 12.5 12 10.84 12 9.13 12 8.15 8 5.56 7 4.82 7 7.26 7 6.42 8 7.91 5 5.68 5 4.74 5 5.73 8 6.89
  64. 64. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Anscombe's Quartet 2 4 6 8 10 12 14 2 4 6 8 10 12 14 16 y1 x1 2 4 6 8 10 12 14 2 4 6 8 10 12 14 16 y2 x2 2 4 6 8 10 12 14 2 4 6 8 10 12 14 16 y3 x3 2 4 6 8 10 12 14 2 4 6 8 10 12 14 16 18 20 y4 x4 I II III IV
  65. 65. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  66. 66. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Two Cognitive Processing Systems Lazy Controller Pattern-seeking & Heuristics Autopilot Pilot System 2  Slow  Analytical  Logical  Controlled  Effortful System 1  Fast  Intuitive  Emotional  Automatic  Effortless
  67. 67. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Exercise: System 1 and 2 in Action A bat and ball cost $1.10. The bat goes for one dollar more than the ball. How much does the ball cost? $1.00 Ball Bat $0.10 $0.90
  68. 68. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Exercise: System 1 and 2 in Action A bat and ball cost $1.10. The bat goes for one dollar more than the ball. How much does the ball cost? $1.05 Ball Bat $0.05 $1.00
  69. 69. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Data Storytelling Frequently Involves Comparisons Product A Product B Time Period X Time Period Y Segment 1 Segment 2
  70. 70. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. - 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 - 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 Jan Feb Mar April May June July Aug Sept Oct Nov Dec What Data Conveys Your Insights Effectively? New Visitors Orders New Visitors Orders
  71. 71. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20% 25% 30% 35% 40% 45% 0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 1 2 3 4 5 6 7 8 9 10 11 12 % of Orders Ensure You Have the Right Data New Visitors % of Orders
  72. 72. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Right Data Includes Insightful Context 0% 10% 20% 30% 40% 50% 60% 70% 80% 0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec New Visitors % Traffic % of Orders New Visitors
  73. 73. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23% 12% 26% 7% 12% 18% Classic LEGO Ideas Color Can Highlight What Is Important Q1 2014 7,000 Units on Backorder Color change signifies a change in information 0 2000 4000 6000 8000 10000 12000 14000 16000 18000 20000 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 LEGO Functions Creator Mixels Ninjago
  74. 74. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Gestalt Principles Govern How We Interpret Content EnclosureProximity Connection Similarity
  75. 75. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Pre-Attentive Attributes Signal Similarities & Differences Color Orientation Size Intensity Position & Alignment Shape Motion Line Length Line Width Added MarksEnclosureCurvature
  76. 76. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Not All Attributes Are Equal Which attribute is stronger? Which attribute is stronger now? How about now?
  77. 77. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Many Different Chart Options Comparisons Vertical Bar Stacked Vertical Bar Horizontal Bar Stacked Horizontal Bar Table Heatmap Trends Vertical Bar Line Stacked Area Slopegraph Parts-to-Whole Vertical Bar Horizontal Bar Pie Chart & Donut Stacked Bar 100% Stacked Bar Waterfall Relationships Scatterplot Bubble
  78. 78. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Graphical Methods Vary in Effectiveness More accurate comparisons More generic comparisons 2D position along common but unaligned scales Length Angle Volume Shading Direction Area Curvature Color Hue 2D position along common, aligned scale Graphical Perception: Theory, Experimentation, and Application to the Development of Graphical Methods (Cleveland & McGill, 1984) via The Functional Art (Alberto Cairo, 2013)
  79. 79. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Signal Noise
  80. 80. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Direct vs. Indirect Data Delivery DIRECT 32% INDIRECT Flexibility & Control Detail (Text) Two-way communication One-way communication HYBRID:
  81. 81. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 80-90% Wasted
  82. 82. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  83. 83. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Signal Amplification Identify the right data1 Choose matching visualizations2 Calibrate visuals to message3 Remove unnecessary noise4 Highlight what is important5 Make interpretation easy6
  84. 84. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Noise Sources Ignoring audience priorities1 Using unfamiliar jargon2 Providing too much detail3 Giving in to one-sided talking4 Leaving out essential context5 Forgetting impact projections6
  85. 85. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Brain Facts Multitasking is a myth Patterns over details 10-minute attention span Vision is the dominant sense Suspense sharpens focus Memory has finite capacity
  86. 86. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Chart Staging 1. Select entire chart 2. Create a copy 3. 4. Ungroup chart 5. Convert to Drawing object 6. Add animations to parts of the chart Donut & Pie Line Bar & Column Scatterplot Bitmap
  87. 87. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Good Analogies 1. Can your audience relate to the analogy? 2. Does your analogy clarify your concept? 3. Is your analogy short and simple? 4. Is your analogy boring? 5. Can you use strong visual images with your analogy? 6. 0101101011
  88. 88. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What Will You Do With Your Truth? Data Narrative Visuals Engage CHANGE Those who tell the stories rule Hopi Indian Proverb
  89. 89. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Q&A 89 Chris Haleua chaleua@adobe.com @chrishaleua Edward Latour Edward.Latour@LEGO.com linkedin.com/in/edwardlatour @edward_latour
  90. 90. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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