Data visualization research project
- 1. Martina Ojonah Tewodros Wudematas Cassie Randolph Data Visualization Research Project Group-7
- 2. How does visuals enhance human decisions?
- 3. Title slide 1. Abstract 2. Problem Statement and Research Question 3. Main report 4. Conclusion 5. References
- 4. 1. Abstract • Using visualization enable humans absorb and understand the data better. This enables them identify new patterns and trends that were otherwise impossible to see using tabular data. • This research project intends to investigate this topic by analyzing a variety of peer-reviewed academic/research articles and utilizing available datasets that contain metrics surrounding human visual stimuli.
- 5. 2. Problem Statement and Research Question To understand the importance of visuals in the decision-making process in corporations/organizations, this research will answer the question "How does visuals enhance human decisions? "
- 6. 3.Main Report Ways you can use your data visualizations to influence decisions: Influence where viewers look Design to capture attention Encourage the eye to compare data Change default settings as needed Use visual contrast effectively Highlight the data that matters to draw audience attention
- 7. Table 1. General big data challenges.
- 8. Table 2. Big data life-cycle challenges.
- 9. Three-stage Process There are affective and cognitive responses to visual stimuli which are governed by a three-stage process in the brain: Visceral Behavioral Reflective
- 11. Three- Stage Process Levels • Visceral (“gut”) processing level: Visceral processing level reacts quickly to appearances. Researchers measure the visceral reaction when detecting reaction times to web pages. Visceral- level affective responses are largely unconscious. • Behavioral-level processing level: Involves more aspects of usability e.g., UI, UX, functionality, structure, etc. Users are consciously aware of their attitudes at this stage.
- 12. Three- Stage Process Levels • Reflective: Reflective processing is the most complex level and usually involves a user’s personal perspective on beauty, meaning, cultural context, and immediate usefulness. It often triggers memories and pragmatic judgments about overall aesthetic worth and value.
- 13. Principles of Effective Design
- 14. • Aesthetic knowledge is used by project decision makers to establish and communicate for both themselves and others the meaning of objects, social relationships, and abstract concepts in decision making contexts in which the meaning of these phenomena cannot be established effectively through other means.
- 15. Classical Aesthetics Classical aesthetics emphasizes orderliness and clarity in design; using familiar web and print conventions. Research shows classical aesthetics correlate with perceived usability. This model is most successful when users expect large amounts of information to be presented in a well- organized way typically with a clear visual hierarchy and conventional headers, subheads, captions, and navigation bars.
- 16. Expressive Aesthetics Expressive aesthetics emphasizes the originality, creativity, and visual richness of the site design. Successful expressive design generates immediate, positive visceral reactions in most users. Understanding the audience is particularly crucial in expressive design.
- 18. “The part of the brain responsible for seeing is more powerful than previously believed. In fact, the visual cortex can essentially make decisions just like the brain’s traditional ‘higher level’ areas, finds a new study led by a Michigan State University neuroscientist.”
- 19. Cynefine Framework Jeanne Moore author of “Data Visualization in Support of Executive Decision Making” describes the Cynefin framework which identifies five domains; each representing a situation an organization may be faced with. The five domains are complex, chaotic, complicated, simple, and disordered. The center domain represents disorder which is the unknown. Per the Cynefin framework, executive strategic decisions usually fall within the complex domain. This is due to lack of clear cause and effect of the decision.
- 20. Cynefine Framework Moore states that the link between data and strategic decision-making based on the characteristics of the complex domain is apparent. Jeanne Moore states that data visualization is a methodically developed graphic which represents data in a manner that allows one to obtain insights, develop understanding, identify patterns, trends, or anomalies faster, and promote engaging discussions.
- 21. Jeanne Moore also states that Data visualization has been widely used as a tool for aiding understanding of complex phenomena by using technology to integrate graphic creation with image understanding and enabling more efficient communication.
- 22. Cynefine Framework for Decision-Making
- 23. Example Experiment Things that catch our attention most are those that have features that are significantly different from their background. In the images on the next slide, it easy to identify the ripened tomato in picture 1 from among the rest compared to picture 2 where the sameness of the tomatoes make it difficult to filter anything out.
- 25. Problems with Data Visualization Visualization development faces challenges such as: Adequate viewer interaction/UX Ability to connect between data and human intuition
- 26. 4. Conclusion • Data visualization allows people in different capacities of decision making to mutually identify the most likely routes for success, and to pinpoint the most efficient means for taking ideas forward. • Data visualization is help to make the right decision because the human brain is not well equipped to devour so much raw, unorganized information and turn it into something usable and understandable.
- 27. • Data visualization helps executives see the big picture all at once from trends and numbers to hot spots and trouble areas. • We need graphs and charts to communicate data findings so that we can identify patterns and trends to gain insight and make better decisions faster.
- 28. • Data visualization technology provides a high-tech means for preparing the necessary information that enables sound business choices. • Data visualization aids in decision making because it reduces the cognitive load associated with analyzing complex data. Our lives are made easier when the data is abstracted into a form that we can reason with more intuitively. • The brain comprehends visual representation better than anything else. Data visualizations helps you understand your data better and leads to actionable insights that power strategies.
- 29. • Data Visualization is the art of representing key data points in simple-to-understand format. Ease of data discovery and insights are key when it comes to visualization. • Better the visualization, easier it will be for decision makers and stakeholders to arrive at business-critical insights that can power their strategic decisions. • Data visualization makes data discovery easier. It effectively bridges the gap between data and the insights you derive from it.
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