A presentation for the DRIVE-2014 Conference

1. Persuasive
Visualization
Data + Design = Engagement
presented at DRIVE/2014 by
Seth Familian
Founder + CEO · Maptiv8 · seth@maptiv8.com

2. A little context about me…
…before we dive in
corporate strategist
product + engineering manager
PROPRIETARY + CONFIDENTIAL © 2014 GradMap, Maptiv8, and Familian&1, All Rights Reserved
experience designer
2

3. A conceptual framework
for persuasive visualization
Data
(stats + metrics)
Visual
Metrics
intuitive
Game
Mechanics
relevant
Engagement
Aesthetics
(visual design)
immersive
Motivation
(game design)
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3

4. Three different types
of 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
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4

5. in practice
Visual
Metrics
Eliminating “walls of text”
through better design

6. Visual Metrics Case Study
Valley Self-Store + South Valley Storage
x95
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6

7. Visual Metrics Case Study
Adorama Sales Channel Dashboards
8.4M
transactions
250K
affiliate IDs
28
Confidential
sub-channels
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7

8. Visual Metrics Case Study
Root Division Financials
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8

9. in practice
Game
Mechanics
leveraging ego + competition
alongside data viz

10. Game Mechanics Case Study
Root Division Board Give/Get
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10

11. Game Mechanics Case Study
Haas Lifelong Connections Campaign
240 Students
Haas Lifelong Connections Campaign
in the FTMBA class of 2007
FTMBA 2007
4 Cohorts
of 60 Students
Oski
2007 Young
Bear Award
Axe
0%
100%
33%
6%
THE OUTCOME
0%
100%
20%
3%
for outstanding
achievement on a
fundraising project
for UC Berkeley
are assigned on year 1 day 1
THE LINGERING
QUESTION
0%
30%
7%
99.6%
photo-labels
of every student in the class
Blue
0%
10%
99%
31%
total
participation
How to capture the
Gold
0%
100%
36%
8%
immediacy and
tangibility of this
experience in a
digital interface?
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12. Game Mechanics Case Study
GradMap Core Concept: Self-Segmentation
School
Data
Social
Data
drives the
basic map
enriches
user profiles
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12

13. Game Mechanics Case Study
GradMap v1.0: Giving-Centric
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13

14. Game Mechanics Case Study
GradMap v1.0 Outcome: Participation Lift
Pilot Test 1: FY12
Sign-in Rate
20-year Giving Trend
Map-Enabled
Gift Rate
%∆ over
20-yr avg
1st Reunion (FTMBA-11)
30%
47%
31%
5th Reunion (FTMBA-07)
29%
34%
55%
1st Reunion (FTMBA-12)
33%
57%
54%
5th Reunion (FTMBA-08)
22%
39%
70%
10th Reunion (FTMBA-03)
18%
23%
5%
15th Reunion (FTMBA-98)
19%
24%
50%
Pilot Test 2: FY13
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15. Game Mechanics Case Study
GradMap v1.0 Outcome: Donor (Re)activation
Still
Underengaged!
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15

16. in practice
Pre
connection
engaging stakeholders around
curiosity, anticipation + utility

17. Preconnection Case Study
Chicago Booth Class of 2012
Map Sign-in Rates
reconnection
100%
50%
32%
Chicago Booth
MBA-12
1.5 yrs after
0
1
2
3
4
weeks since launch
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17

18. Preconnection Case Study
Menlo Circus Club Networking Event
Map Sign-in Rates
preconnection v. reconnection
100%
46%
50%
Menlo Circus
2 days prior
32%
Chicago Booth
MBA-12
1.5 yrs after
0
1
2
3
4
weeks since launch
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18

19. Preconnection Case Study
DRIVE/2014 Conference
Map Sign-in Rates
preconnection v. reconnection
100%
54%
DRIVE-2014
46%
1 week prior
50%
Menlo Circus
2 days prior
32%
Chicago Booth
MBA-12
1.5 yrs after
0
1
2
3
4
weeks since launch
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19

20. Preconnection Case Study
Haas incoming FTMBA Class of 2015
Map Sign-in Rates
preconnection v. reconnection
100%
90%
FTMBA-15
6 weeks prior
54%
DRIVE-2014
46%
1 week prior
50%
Menlo Circus
2 days prior
32%
Chicago Booth
MBA-12
1.5 yrs after
0
1
2
3
4
weeks since launch
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21. GradMap v2.0
Better Search
Resources Menu
Subhead
Class
Notes
Volunteer
Tools
Activity
Feeds
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22. Integrated Supporters View
Supporters Pivot
Subhead
Effortless
Giving
Any Pmt
Processor
Supporter
Feeds
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22

23. Achieving Continuous Engagement
admissions
final semester
student life
graduation
giving campaign
Student Map
Campaign Mode
alumni engagement
Alumni Map
campaign mode 2x/yr
‣ Launched before 1st semester
‣ 1st seen in final semester
‣ Available post-graduation
‣ Everyone visible by default
‣ Only donors visible by default
‣ Donors “badged” annually
‣ Key action = “sign-in”
‣ Key action = “give”
‣ Key action = “engage”
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24. Introducing Maptiv8
for alumni
for stakeholders
for events
March
‣ Eventbrite Integration
April
‣ Embeddable Maps
May
‣ Direct Messaging
June
‣ Mobile-First Design
July
‣ Roll-ups + Cross-Filters
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25. Key takeaways
for 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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26. Thank
You!
Let’s discuss your
questions + comments
or drop me a line!
Seth Familian · Founder + CEO · Maptiv8 · seth@maptiv8.com