Alan Smith OBE
Principal Methodologist
ONS Data Visualisation Centre
USER
needs
WHO ARE OUR KEY USERS?
Not all institutes share the same goals:
1. ‘show me the numbers’. Everyone does this.
2. ‘from data to meaningful information’. Not
everyone does this…
User needs will be different depending which
role(s) a producer is following…
“…Among the Code of Practice requirements are that
producers of official statistics should prepare full and frank
commentary and analysis that aid interpretation including:
•information on the quality and reliability of statistics in
relation to the range of potential uses
•information on methods, procedures and classifications
•factual information about the policy or operational context
•formats for the presentation of statistics in graphs, tables
and maps that enhance clarity, interpretability and
consistency…
…In the view of the Statistics Authority, the public has a right
to know the statisticians’ understanding of the messages from
the statistics, just as they have a right to the data itself. It is
common, and proper, for statisticians in government
departments to brief policy colleagues on the substance of
the statistics. That knowledge should, as a matter of
principle, be shared more widely.”
(The Value of Statistical Commentary, 23rd July 2010)
If you are interested in storytelling…
…meet your new best friend
The Power Which
of the Graphical
Graph? Method
The “Don’t worry” Version
The “Problem lies here” Version
Context is EVERYTHING
1. Supporting journalists with
‘discovery’ interfaces
“Excellent use of dynamic and interactive graphics.
Exactly the sort of tool which will encourage user
engagement”
RSS Excellence in Official Statistics Awards 2010 Panel,
on Interactive Ageing Map (winner, Communication Category)
Graphics in the Wild part 1
2. Supporting (lazier) journalists
with ‘syndicatable’ content…
‘Syndicatable’ content does not
mean ‘dumbing it down’ or
making it more difficult to get
to the real information…
Users in Societal Context
“Our children are living in the
most intensely stimulating
period in the history of the
Earth… they are being besieged
with information and calls for
their attention from every
platform”
Sir Ken Robinson
http://www.youtube.com/watch?v=zDZFcDGpL4U
Do people like numbers?
“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, Levenshulme
Some numbers about people not liking numbers
46.9%
• In 2003,
of adults in England
lacked Level 1 numeracy skills
49.1%
• In 2011,
of adults in England
Source: 2011 Skills for Life Survey
lacked Level 1 numeracy skills
Users are Experts!
Users:
get simple accessibility
considerations right
3 Category Stacked Bar Chart
A typical ‘Corporate’ colour scheme
3 Category Stacked Bar Chart
Isoluminant, Complementary-Multichrome colour scheme.
3 Category Stacked Bar Chart (red/green colour-blind)
Isoluminant, Complementary-Multichrome colour scheme.
3 Category Stacked Bar Chart (B&W monitor/printer)
Isoluminant, Complementary-Multichrome colour scheme.
3 Category Stacked Bar Chart
Monochromatic colour scheme with monotonic luminance(+)
and saturation(+) contrast.
3 Category Stacked Bar Chart (red/green colour-blind)
Monochromatic colour scheme with monotonic luminance(+)
and saturation(+) contrast.
3 Category Stacked Bar Chart (B&W monitor/printer)
Monochromatic colour scheme with monotonic luminance(+)
and saturation(+) contrast.
If you go ‘beyond the numbers’,
the content should be
designed to ENGAGE the
target users…
….or it will be IGNORED and/or
BETTERED by others = a big
waste of money
PROMOTION
FEEDBACK (may need thick skin)
CELEBRITY-WATCH
ANNOYED not on list
PLEASED not on list
CULTURAL OBSERVATIONS
alan.smith@ons.gsi.gov.uk
advice
DATA
VISUALISATION
CENTRE
production
bit.ly/onsdvc
design
@theboysmithy