This is a very exciting time to be involved in the public web presence for a large governmental organization. We see things rapidly changing because of: - The release of a flood of public data from Data.gov (and similar even more ambitious UK endeavors) and the “cloud”. - The ability to provide fantastic new tools to transform “data” into brilliant visualizations that drive decisions. - New techniques you can use to positively influence Americans As a result, however, the danger is: - You are left with a jumble of web sites, tools and pages that leaves your organization’s online goals unmet. - You fail to meet the ever increasing public demand to provide great usability/accessibility and your agency loses creditability online. - You miss the opportunity to help millions of citizens by not influencing their decisions and lifestyles for the better. What you will learn: - Techniques to manage the flood of data your organization is providing online - How critical it is to listen to and engage your audiences in order to meeting the demands of the public. - Key persuasive design techniques and how you can put them to use today

1. The Government’s Online Future in the Age of Persuasion John Whalen, PhDDirector, User Experience & Designe.magination http://www.flickr.com/photos/gsfc

2. About e.magination e.magination is a full service Web presence and application development firm offering persuasive design brought to life by innovative use of technology. Headquartered in Baltimore, MD Founded in 1992 50+ Employees Cleared Staff Usability Center Largest Web Design Firm in Baltimore in 2007 - 2009

3. Introduction

4. FACT 1 There has been a massive release of data into Data.gov

5. Not easy to make heads or tails of it all…

7. FACT 2There are terrific new information visualization tools. http://bit.ly/md-technologists-by-year

8. Source: http://bit.ly/us-foreign-aid

9. FACT 3There are new techniques you can use to encourage positive behaviors.

11. 3 Challenges …if you don’t keep up…

12. CHALLENGES You are left with a jumble of data, tools and pages that leaves your organization’s online goals unmet. You fail to meet the ever increasing public demand to provide great usability/accessibility and your agency loses creditability online. You miss the opportunity to help millions of citizens by not influencing their decisions and lifestyles for the better.

13. Once upon a time there was once a public site “…it grew and grew and grew” CHALLENGE 1You are left with a jumble of data, tools and pages that leaves your organization’s online goals unmet.

14. “…it grew and grew and grew”

15. “…it grew and grew and grew, until one day…”

16. “…it was a big mess!” CHALLENGE 1You are left with a jumble of data, tools and pages that leaves your organization’s online goals unmet.

17. Usability – Simulated Data % Success at Goals 2008 2004 2000 1996 CHALLENGE 2 You fail to meet the ever increasing public demand to provide great usability/accessibility…

18. Consumer Satisfaction – Simulated Data Satisfaction 2008 2004 2000 1996 CHALLENGE 2 You fail to meet the ever increasing public demand to provide great usability/accessibility…

19. Consumer Satisfaction – Simulated Data Satisfaction Rating 2008 2004 2000 1996 CHALLENGE 2…and you loose credibility online.

20. CHALLENGE 3 You miss the opportunity to help millions of citizens by not influencing their decisions.

21. What you should do

22. WHAT YOU SHOULD DO Listen to your audience. Understand their perspective Manage the flood of data: Use visualization to create a compelling story. Use persuasive design to put the two together – help your audience to make better and informed decisions.

23. 1. Listen to and engage your AUDIENCE How to…

24. New/Free Tools Twitter: Klout Twitter: Tweetdeck Blogs/Inbound: HubSpot Blogs: FeedBurner Website + Videos: Google Analytics ForeSee ACSI ANALYTICSThere are great analytic tools to get big picture.

25. If there was one thing you could change, what would it be? and What is the #1 thing you are looking for? (top tasks) If you only ask 2 questions, ask these ones:

26. Why social media? Incredible growth in usage Lead Generation Low cost Build community Demonstrate expertise Listen to your audience Highly targeted Understand how you are under-serving your audience.

28. Digested intelligence

29. Problem solver

30. Secure transport

32. People feel ‘taken care of’

33. Can help with any problem

34. Assist in travel coordination

36. Multilingual support

38. Some audiences want security, problem solving abilityDevelop representative personas that guide your work.

39. 2. Manage the flood of data: visualization How to…

40. Use the right kind of visualization to help people understand the story behind your data. Source: http://www.thebackofthenapkin.com/tools.php

41. Beautiful stories can be created with amazing simplicity. Source: http://www.xplane.com/

42. Physical space can be more powerful than a bar chart. New Deal NASA’s lifetimebudget Worst casescenario Marshall Plan Chinesestimuluspackage UKBailout Financialcrisis cost Africa’s Debt Source: http://www.informationisbeautiful.net/2009/the-visual-miscellaneum/

43. Use simplicity – no legend, no lines, but still story. Source: http://www.informationisbeautiful.net/2009/the-visual-miscellaneum/

44. Information dense visuals can reveal trends. Source: http://www.informationisbeautiful.net/2009/the-visual-miscellaneum/

45. Multidimensional: brings large data set to life. (4-D) Source: http://bit.ly/200-years

46. Great resource: Tufte approved Excel charts! Source: http://www.juiceanalytics.com/chartchooser/

47. The gold standard for story telling: Napoleon’s march on Russia http://www.orangemath.com/graphics/napoleon_russia_graph.jpg

48. Got inspiration? Source: http://www.visual-literacy.org/periodic_table/periodic_table.html

49. Great resource: The Visual Miscellaneum Source: http://www.informationisbeautiful.net/2009/the-visual-miscellaneum/

50. 3. Practical Persuasive design techniques

51. 2000 2005 2010

52. I define persuasive technology as any interactive computing system designed to change people’s attitudes or behaviors.

53. Persuasion During Buying Process “I want one but…” “Is it anygood?” “Conversion” “Is it worththat price?” “What’s that?” “Oh Cool” “Why wouldI want one?” Scarcity Loss Aversion Ownership LikabilityFreeCommitment Intrigue Endowment Aesthetics Loss Aversion Status Quo Effort FramingAnchoringMimicry NarrativeAchievement ReputationAuthority Social Proof I want my government colleagues to be as sophisticated as my commercial colleagues.

54. C B A Likeability Free Commitment

55. Intrigue Endowment Aesthetics

56. Which works better? Intrigue Endowment Aesthetics

57. Barbeque by the pool Narrative Achievement

58. B ??? C A Reputation Authority Social Proof

59. A B C Loss Aversion Status Quo Effort

60. A A A Loss Aversion Status Quo Effort

61. B C C Loss Aversion Status Quo Effort

62. WHAT YOU SHOULD DO Listen to your audience. Understand their perspective. Manage the flood of data: Use visualization to create a compelling story. Use persuasive design to put the two together – help your audience to make better and informed decisions.

63. One example of bringing dry data to life.

64. Imagine the possibilities… Persuasion During Buying Process “I want one but…” “Is it anygood?” “Conversion” “Is it worththat price?” “What’s that?” “Oh Cool” “Why wouldI want one?” Scarcity Loss Aversion Ownership LikabilityFreeCommitment Intrigue Endowment Aesthetics Loss Aversion Status Quo Effort FramingAnchoringMimicry NarrativeAchievement ReputationAuthority Social Proof I want my government colleagues to be as sophisticated as my commercial colleagues. http://www.flickr.com/photos/gsfc

65. Imagine the possibilities... Persuasion During Buying Process “I want one but…” “Is it anygood?” “Conversion” “Is it worththat price?” “What’s that?” “Oh Cool” “Why wouldI want one?” @johnwhalen john.whalen@emagination.com http://slideshare.net/emagination Scarcity Loss Aversion Ownership LikabilityFreeCommitment Intrigue Endowment Aesthetics Loss Aversion Status Quo Effort FramingAnchoringMimicry NarrativeAchievement ReputationAuthority Social Proof I want my government colleagues to be as sophisticated as my commercial colleagues. http://www.flickr.com/photos/gsfc

66. Thank You Copyright © 2010 e.magination network, llc. All rights reserved. This and all subsequent pages are Confidential and Proprietary.