Data design and the popularity of visual thinking

Posted by Duke Sherman on March 19 at 9:00 AM Today my Twitter friend Garrick Schmitt of Razorfish and Digital Design Blog posted this excellent visualization round up on AdAge today. He gave a few examples of how artists, agencies, products, advertisers and publishers are using the art of data visualization.

While Garrick offers the pervasive awareness of data being illuminated by Google’s mission to organize the world’s information as a reason for the interest data design from the everyman, I fall back to a position even more fundamental to our behavior. I suggest that the web has become a powerful behavioral training tool for all of its users. As we have increasingly have more ways to consume more data the smarter we are at consumption. The effect of this training means that efforts to organize information in not just more valuable but more desirable ways has increased the visibility of the efforts data designers.

Understanding and valuing charts and graphs has become a matter of course while using online tools. When my 65-year-old mom searches for deals on www.kayak.com she has to sort data. She sees charts and graphs that map out her optimal ticket purchasing times and understands them immediately. When she sorts through reviews she sees star ratings and value metrics expressed in blocks of color. Google, social services and ecommerce has increased the awareness of the bytes behind the sites and while they serve us we are getting trained to understand data hierarchies and value relationships in a way that we have hardly noticed. It makes me think of the McLuhan quotes, “we become what we behold" and "we shape our tools, and thereafter our tools shape us.” 1

This leads me into one of my favorite topics of late, visual thinking.

Visual thinking is surprisingly simple with getting started being the hard step and getting good the long one. Dave Gray and his firm X-Plane are doing a magnificent job leading the pack. Dave’s “unbook” Marks and Meaning (download $9.50 & print on demand $24.95) being one of my favorites for all skill levels.

So what is it? It has been known as "thinking out loud". Perhaps "making to think" is the better expression. Or "conceptual prototyping" if we want to be academic about the whole thing.

At any rate, I believe the training we have received around data visualization representing everyday things we care about (as opposed to dry board room ready stats). We see UPS using white boards to illustrate their products and process.



We are becoming keenly aware of the systems behind our results. We accept that. We love it. I see horrible ads with charts with arrows pointing up and to the right to show that you WILL make money or get better value by using a product or service. The trick here is not that it works so well as selling tool but that people understand and accept this as a way to advertise. Charts are icons for higher intelligence and deeper value and rather than being dismissed as dull we want more. Perhaps it is my own perception but I see it more and more.


(see more here)

Of course when people smoke cigarettes they often think everyone smokes and when they stop they realize that is not true. Perhaps I have just drunk my own Kool Aid although the proliferation of data design sites doesn't lie.

Back to visual thinking.

This is an increasingly popular way to co-develop thoughts. It helps to ensure that everyone is on the same page. Here is my rough overview:

What is it?
It is thinking out loud.
It is getting away from your normal communication tools.

Why do we use it?
To get on the same page so we don’t waste time and we have the chance to improve each others thoughts before we work in higher fidelity tools.

When do we use it?
You can use it any point but it is most important when you are either building an idea as a group, thinking as a group and particularly useful can't get an idea across verbally. Or when you find yourself talking in circles drawing is a great next step to help you get unstuck.

Caveat: If someone just wants you to agree so they can be right or move on to the next project be very cautious on the approach. Conversations often starts with a casual "What do you think about....?" can be dangerous. Get the facts: timeline, goals, etc. before responding. Open discussions are much easier to drive using visual thinking.

What to expect from visual thinking?
Visual thinking is about sketching out an idea and getting all the parts laid out and connected. This means it has little to do with being pretty. It has to do with getting ideas out. It is the start.

Strategies, designs, illustrations are often the next steps. This is a form of rough data visualization. It is high level. A circle might represent a database. It is the prototype of an idea. It will look very little like the finished product that results from that kind of thinking.


How do we do it

1) Just do it
Few of us can draw that well. Don't worry.
If someone laughs say "your turn next" and smile big.

Use big paper, white board, pens, etc.

Get some space baby! Work it out!

2) Get it out
Draw everything you say or at least make a note of it somewhere. Don’t lose things that might be valuable later. Write down everyone’s comments. This will validate and engage them.

3) Label religiously
Unless you aren’t very religious. If not label like the thing you do a lot and with great enthusiasm.

4) Talk about what you are thinking
People can help you think things through if you share your thoughts with them as you draw.

5) Invite everyone to take part
Regularly ask people in the group if they want to add something. Sometimes require it. Particularly if people are shy. You will be surprised who breaks out of their shell when put on the spot.

6) Use a common visual language
The more 'human' the picture, the more human the response."--Dan Roam, author of Back of the Napkin another great visual thinker.

Elements to use:
networks - seeing the system
connections - what does it mean when two or more points touch?
hierarchy - what is more important? why?
time - does what you are expressing change over time?
distance - over distance?
intensity of relationship - is more value exchanged in one instance over another similar one?
illustrations of objects, places, people - do icons make more sense than just shapes?

There are many more. Find what fits for you.

7) Keep ideas at the right level
If you are combining more than 3-4 variables (time, value, distance and size for instance) you are probably on a new idea or a very different version of the initial idea. Start a new version or a completely new drawing. Make sure to capture the old one!

8) Capture and move on
When the energy is flowing and the white space runs out make sure you have a digital camera to tak a pictuer and move to the next thing. Double check images to make sure they are in focus BEFORE erasing. Assign someone to translate to charts or written document after the meeting.


Best practice:
It is easiest to think visually if you are always thinking that you will have to describe what someone is saying now to someone else later. This keeps you thinking of the best ways to represent the idea. It will force you to draw charts and graphs and little pictures. It is the difference between thinking about your perspective and seeing it from other peoples’ perspective.

Are you a human centered thinker?
One fun way to see if you are inward or outward thinking is to use your finger to draw the letter "E" on your forehead.
Which way did you draw it?

If you drew it so others could read it you are outward thinking. If you drew it so you would read it the right way then you are inward thinking. This is important to be aware of when communicating.


Finally, watch this last Demetri Martin clip. Hopefully it will help you understand how easy it can be to draw badly and have a big impact. People actually pay a lot to watch him play with charts.



1 more clever person for the road: Indexed
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