Alan Smith OBEPrincipal Methodologist

ONS Data Visualisation Centre

USERneeds

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)

…meet your new best friend

If you are interested in storytelling…

Which Graph?

The “Problem lies here” VersionThe “Don’t worry” Version

The Power of the Graphical Method

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…

WARNING

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

• In 2003, 46.9% of adults in England lacked Level 1 numeracy skills

• In 2011, 49.1% of adults in England lacked Level 1 numeracy skills Source: 2011 Skills for Life Survey

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

WARNING

PROMOTION

FEEDBACK (may need thick skin)

CELEBRITY-WATCH

PLEASED not on listANNOYED not on list

CULTURAL OBSERVATIONS

DATAVISUALISATION

CENTRE

alan.smith@ons.gsi.gov.uk

production

advice

design@theboysmithy

bit.ly/onsdvc