In addition to the down To Boldly Go… From Information to Understanding

TO BOLDLY GO… FROM INFORMATION TO UNDERSTANDING @stephenanderson #BigD12

ProductStephen P. Strategy aND n Deonsisuglting C Anderson

information

How do we make sense ofcomplex information information?

USER EXPERIENCE THE EXPERIENCE ECONOMY DESIGNING FOR EXPERIENCES BRAND EXPERIENCES EXPERIENCE DESIGN STRATEGY CUSTOMER EXPERIENCE MANAGEMENT EXPERIENTIAL MARKETINGWHAT CREATES A GREAT EXPERIENCE…?

communications layer presentation layer The ‘thing’ itself perceptions

COMPANY SPACEcommunications layer presentation layer The ‘thing’ itself perceptions PERSONAL SPACE

COMPANY SPACE EM PH AS S IS ON IS O EMPHA BR AND N ECT communications layer BUI DIR G LD AGIN ING M ESS presentation layer The ‘thing’ itselfRATIONAL EMOTIONAL perceptions AP PE TO AL RE S TO AS A LS ON PE S AP T ION E MO PERSONAL SPACE

http://www.poetpainter.com/thoughts/article/classifying-experiences

http://www.poetpainter.com/

The Blue Sky of BenefitsFinally, something good!Drowning in a Sea of Deductiblesamount of money that the insured must pay before anybeneﬁts from the health insurance policy can be used.

The Blue Sky of BenefitsFinally, something good! Co-insurance This is usually a percentage amount that is the Co-payments insureds responsibility. A common co-insurance split is 80/20. This means that the insurance The co-payment is a ﬁxed amount that company will pay 80% of the procedure and the the insured is required to pay at the time insured is required to pay the other 20%. of service. It is usually required for basic doctor visits and when purchasing 100% prescription medications. 90/10 $10/ $45 / $55 80/20 $10/ $35 / $45 Emergencies and Specialists Office Visits Prescriptions Endocrinologist, oral surgery, broken wrist, chiropractor, x-rays Pharmaceutical Deductible $250/pp ? Individual DeductibleDrowning in a Sea of Deductiblesamount of money that the insured must pay before anybeneﬁts from the health insurance policy can be used. Family Deductible

(Buying a house)

In addition to the down payment, youll also have to payclosing costs -- miscellaneous fees charged by those involved withthe home sale (such as your lender for processing the loan, the titlecompany for handling the paperwork, a surveyor, local governmentoffices for recording the deed, etc.). The amount varies, but couldbe, say, $6000 on a $130,000 house. The range is all over the map-- from 1 to 8% of the price of the home, though more typically2-3%. These costs are significant -- especially after youve alreadyhad to come up with a lot of cash for the down payment.

In addition to the down payment, youll also have to pay closing costs -- miscellaneous fees charged by those involved with the home sale (such as your lender for processing the loan, the title company for handling the paperwork, a surveyor, local government offices for recording the deed, etc.). The amount varies, but could ome of the price of the h be, say, $6000 on a $130,000 house. The range is all over the map 8% the map --These costs 1 to from are significant -- especially after youve already -- from 1 to 8% of the price of the home, though more typically rThe range is all ove 2-3%. had to come up with a lot of cash for the down payment.

ENLIGHTENMENT & UNDERSTANDINGBEWILDERMENT!(AND COMPLETE TRUST IN BROKER!)

ENLIGHTENMENT & UNDERSTANDING SYNTHESIS EVALUATION ANALYSIS APPLICATION COMPREHENSION KNOWLEDGEBEWILDERMENT!(AND COMPLETE TRUST IN BROKER!)

How do we make sense ofcomplex information information?

Information is cheap.Understanding is expensive.–K ARL F AST | “Interaction and the epistemic potential of digital libraries”

Information is cheap.Understanding is expensive.–K ARL F AST | “Interaction and the epistemic potential of digital libraries” Read this! http://www.springerlink.com/content/4755373gw24g00l8/?MUD=MP

AN EXERCISE! LIST SOME THINGS YOUQ| (OR YOUR FIND CUSTOMERS CONFUSING /CLIENTS)

AN EXERCISE! LIST SOME THINGS YOUQ| (OR YOUR FIND CUSTOMERS CONFUSING /CLIENTS) • My AT&T phone bill • The world of artisan cheese s • IP addresses, domain names, hosting, email, URLs/U RIs, etc. • Playing the “rewards points” game w/ Hotels, Airlines Cr edit Cards • Understanding international sh ipping opt ions across carriers

AN EXERCISE! LIST SOME THINGS YOUQ| (OR YOUR FIND CUSTOMERS CONFUSING /CLIENTS) • My AT&T phone bill • The world of artisan cheese s • IP addresses, domain names, hosting, email, URLs/U RIs, etc. • Playing the “rewards points” game w/ Hotels, Airlines Cr edit Cards • Understanding international sh ipping opt ions across carriers • YOUR TURN!

Information is cheap.Understanding is expensive.–K ARL F AST

LIMITED WAYSABUNDANCE OF (BIOLOGICALLY) CRUD* TOOLS INFORMATION 1 2 3 TO RESPOND

LIMITED WAYSABUNDANCE OF (BIOLOGICALLY) CRUD* TOOLS INFORMATION 2 3 TO RESPOND

1. “TEMPERANCE. Eat not to dullness; drink not to elevation.”2. “SILENCE. Speak not but what may benefit others or yourself; avoid trifling conversation.”3. “ORDER. Let all your things have their places; let each part of your business have its time.”4. “RESOLUTION. Resolve to perform what you ought; perform without fail what you resolve.”5. “FRUGALITY. Make no expense but to do good to others or yourself; i.e., waste nothing.”6. “INDUSTRY. Lose no time; be always employ’d in something useful; cut off all unnecessary actions.”7. “SINCERITY. Use no hurtful deceit; think innocently and justly, and, if you speak, speak accordingly.”8. “JUSTICE. Wrong none by doing injuries, or omitting the benefits that are your duty.”9. “MODERATION. Avoid extremes; forbear resenting injuries so much as you think they deserve.”10. “CLEANLINESS. Tolerate no uncleanliness in body, cloaths, or habitation.”11. “TRANQUILLITY. Be not disturbed at trifles, or at accidents common or unavoidable.”12. “CHASTITY. Rarely use venery but for health or offspring, never to dullness, weakness, or the injury of your own or another’s peace or reputation.”13. “HUMILITY. Imitate Jesus and Socrates.”

20 hours of video uploaded to YouTube every minute50 million tweets per day72.9 products ordered on amazon per second700 billion minutes spend on FaceBook each month2.9 emails sent per second28,000 MMS messages are sent every second http://www.brainpickings.org/index.php/2012/01/10/network-michael-rigley/

20 hours of video uploaded to YouTube every minute50 million tweets per day72.9 products ordered on amazon per second700 billion minutes spend on FaceBook each month …cell phone companies record much of the2.9 emails sent permetadata that travels with them, like location, second identity of the receiver, amount of data transferred, and the cost of the transmission. The average user28,000 MMS messages are sent every second has 736 pieces of this personal data collected every day, and different service providers retain this information for anywhere between 12 and 60 months. http://www.brainpickings.org/index.php/2012/01/10/network-michael-rigley/

http://www.slideshare.net/jmusser/j-musser-apishotnotgluecon2012

Fish Oil Makes You SmarterHere is an example of pure self-experimentation.Tim lundeen gave himself a cognitive test of 100simple math problems, every day for 130 days.On day 80, he started taking double his normaldose of DHA (from fish oil), and his time tocomplete the math problems decreased. See thechart to right. http://quantiﬁedself.com/2011/01/results-of-the-buttermind-experiment/

http://dougkanter.ﬁles.wordpress.com/2012/01/databetes7729blog.jpg

http://www.ted.com/talks/lang/en/anders_ynnerman_visualizing_the_medical_data_explosion.html

Between people and machines,over 2.5 quintillion* bytes ofdata are created daily.*That’s 2,500,000,000,000,000,000!! http://www.overloadstories.com/2012/05/bigdata/

CREDIT CARD PROCESSING RED LIGHT CAMERASBetween people and machines, TOLLTAGSover 2.5 quintillion* bytes of EMAILdata are created daily. SMS UPLOADED PHOTOS & VIDEOS*That’s 2,500,000,000,000,000,000!! TWEETS, FB UPDATES WEB PAGES/BLOG POSTS ANALYTICS SEARCH QUERIES CLIMATOLOGICAL INFORMATION STORING HUMAN GENOME MORE SELF REPORTING DEVICES GOVERNMENT HEALTH DATA ONLINE LEARNING AND STUDENT ASSESSMENTS APIS MORE D http://www.overloadstories.com/2012/05/bigdata/

LIMITED WAYSABUNDANCE OF (BIOLOGICALLY) CRUD* TOOLS INFORMATION 2 3 TO RESPOND

LIMITED WAYSABUNDANCE OF (BIOLOGICALLY) CRUD* TOOLS INFORMATION 3 TO RESPOND

YOUR BRAIN

WORKING YOUR BRAINMEMORY

WORKING YOUR BRAIN MEMORY UNDERSTANDINGJUDGEMENT RELATIONSHIPS

Short-term memory iswhere the real work ofsense-making takes place WORKING YOUR BRAIN MEMORY UNDERSTANDING JUDGEMENT RELATIONSHIPSShort-term memory hasa limited amount space.

Freeze (or regret) “maximizing / satificer”

Trust your gut.

Trust others.

Trust authorities.

Multitask (or try to!)

Develop better filters.

Develop better filters. Its not informationoverload, its filter failureClay Shirky

Learn to cope.

Unplug.

Make sense of it all?

All this begs the question:“Why?”For what purpose(s) are wecollecting, organizing, andmanaging all this information?

A RCISE! N EXEIS SENTENCE: TH COMPLETE AND CONSUMEQ|“AS HUMA NS, WE COLLECT …” INFORMATIO N IN ORDER TO

A RCISE! N EXEIS SENTENCE: TH COMPLETE AND CONSUMEQ| “AS HUMA NS, WE COLLECT …” INFORMATIO N IN ORDER TO make sense of the world and our place in it ...to increase/deepen our understanding. be better humans. ...to better understand our interests, beliefs and the world around us teach, grow personally or record events do- with intent affect change in ourselves or our environment make sense of future information by comparison/integration keep us learning and exploring our world

A RCISE! N EXEIS SENTENCE: TH COMPLETE AND CONSUMEQ| “AS HUMA NS, WE COLLECT …” INFORMATIO N IN ORDER TO make sense of the world and our place in it ...to increase/deepen our understanding. be better humans. ...to better understand our interests, beliefs and the world around us teach, grow personally or record events do- with intent affect change in ourselves or our environment make sense of future information by comparison/integration keep us learning and exploring our world How are we doing at designing for these real human needs?

LIMITED WAYSABUNDANCE OF (BIOLOGICALLY) CRUD* TOOLS INFORMATION 3 TO RESPOND

LIMITED WAYSABUNDANCE OF (BIOLOGICALLY) CRUD* TOOLS INFORMATION TO RESPOND

createreadupdatedelete

?an easier wayIs thereto understa nd healthinsurance plans?

?his page helpDoes tme d ecide whichcamera to buy?

Can you m ake it eas ier to spot?the patterns in the data?

Align by: Date Initial Release 11/26 12/9 1/26 x x xDark Knight 11/26 12/9 1/26 x x x Bolt 12/9 11/26 1/21 x x Benjamin x Button

5 year old could use?Is this s omething a

?ih s helpDoes tme de cide which flight I should choose?

needs my attention?Do these help me foc us on what

March 2010 Overall, your performance improved. However, while you did better (+21% increase!) following up on new opportunities, you didn’t have as many Wins this month (-14%) as in previous months NOTE: ACES ARE HIGH! 213 73 64 53 38 12 Leads Contacted Contacts Qualified Interviews Proposals Written Sales Closed! Closed & PaidWow. This was 112% While 73 isn’t a bad Text commenting on Text commenting on Text commenting on Text commenting onof your target. Good number, at 32% it’s this performance this performance this performance this performancejob!! below last months average of 45%. VIEW PIPELINE DETAILS FOR MARCH 2010 How does this compare? My Peers: Previous Months Leads Contacted Contacts Qualified Interviews Proposals Written Sales Closed! Closed & Paid

THERE’S SOMETHING MISSING FROM ALL OF THESE...

THERE’S SOMETHING MISSING FROM ALL OF THESE... RELATIONSHIPS!INCLUDING PROCESSES, PROPORTIONS & CHANGES OVE R TIME

The initial stages of digital library developmenthave concentrated on accumulating, organizing,managing, preserving, and facilitating access toinformation The next stage in the evolution ofinformation.digital libraries is transforming them fromsearchable repositories to knowledge environments environments.–K ARL F AST

The initial stages of digital library developmenthave concentrated on accumulating, organizing,managing, preserving, and facilitating access toinformation. The next stage in the evolution ofdigital libraries is transforming them fromsearchable repositories to knowledge environments environments.–K ARL F AST

The initial stages of digital library developmenthave concentrated on accumulating, organizing,managing, preserving, and facilitating access toinformation. The next stage in the evolution ofdigital libraries is transforming them fromsearchable repositories to knowledge environments.–K ARL F AST

Information is cheap.Understanding is expensive.

VISUAL- PATTERNPERCEPTUAL INTERACTIONS RECOGNITION 1 2 3PROCESSING

VISUAL- PATTERNPERCEPTUAL INTERACTIONS RECOGNITION 2 3PROCESSING

http://goodexperience.com/2011/12/at-last-a-good-infogr.php

Why are infographics souseful for making sense ofcomplex information?

http://www.ted.com/talks/david_mccandless_the_beauty_of_data_visualization.html

“PRE-ATTENTIVE PROCESSING”

Form: Orientation

Form: Orientation Line Length

Form: Orientation Line Length Line Width

Form: Size

Form: Size Enclosure

Form: Size Enclosure Shape

Form: Curvature

Form: Curvature Proximity

Form: Curvature Proximity Proximity

Color: Hue

Color: Hue Intensity

Spatial Position: 2-D Position

Motion:

HEARING Short-term memory is where the real work of sense-making TASTE takes place SMELL TOUCHSENSORY ORGANS SHORT-TERM LONG-TERM MEMORY MEMORY UNDERSTANDING JUDGEMENT RELATIONSHIPS BALANCE PAIN TIME Short-term memory has a TEMPERATURE AND MORE! limited amount space.

HEARING Short-term memory is where the real work of sense-making TASTE takes place SMELL TOUCH SENSORY ORGANS SHORT-TERM LONG-TERM MEMORY MEMORY UNDERSTANDINGPRE-ATTENTIVE PROCESSING JUDGEMENT RELATIONSHIPS BALANCE PAIN TIME Short-term memory has a TEMPERATURE AND MORE! limited amount space.

HEARING Short-term memory is where the real work of sense-making TASTE takes place SMELL TOUCH SENSORY ORGANS SHORT-TERM LONG-TERM MEMORY MEMORY UNDERSTANDING UNDERSTANDINGPRE-ATTENTIVE PROCESSING JUDGEMENT RELATIONSHIPS BALANCE PAIN TIME Short-term memory has a TEMPERATURE AND MORE! limited amount space.

HEARING Short-term memory is where the real work of sense-making TASTE takes place SMELL TOUCH SENSORY ORGANS SHORT-TERM LONG-TERM MEMORY MEMORY UNDERSTANDING UNDERSTANDINGPRE-ATTENTIVE PROCESSING JUDGEMENT RELATIONSHIPS RELATIONSHIPS BALANCE PAIN TIME Short-term memory has a TEMPERATURE AND MORE! limited amount space.

http://www.storytellingwithdata.com/2011/06/learning-from-bad-graphics.html

A skateboarder holds on to themerry-go-round pictured to theright. The platform of themerry-go-round has a 7-footradius and makes a completeturn every 6 seconds. Theskateboarder lets go at the 2oclock position in the picture,at which time she is 30 feetfrom the padded wall. Howlong will it take theskateboarder to hit the wall? http://worrydream.com/#!/SimulationAsAPracticalTool

http://worrydream.com/#!/SimulationAsAPracticalTool

VISUAL- PATTERNPERCEPTUAL INTERACTIONS RECOGNITION 2 3PROCESSING

VISUAL- PATTERNPERCEPTUAL INTERACTIONS RECOGNITION 3PROCESSING

There are three basic interactions:Conversing: Navigating: Manipulating:conveying intended moving from one touching, grasping, oractions through location or piece of handling visuallylanguage (i.e., the information to perceptible aspects (i.e.,mouth and talking). another (i.e., the feet the hands and handling). and walking). adapted from Karl Fast “Interaction and the epistemic potential of digital libraries”

Thinking and doing.Thinking through doing.

Interactions allows for serendipity: http://vimeo.com/36579366

Interactions allows for serendipity: Watch this! http://vimeo.com/36579366

Interaction is necessary forpersonalized understanding:

Interaction discourages biased viewpoints:

VISUAL- PATTERNPERCEPTUAL INTERACTIONS RECOGNITION 3PROCESSING

VISUAL- PATTERNPERCEPTUAL INTERACTIONS RECOGNITIONPROCESSING

Why do we know these are all the letter A?A A A AA A A AA AA A

http://imjustcreative.com/unevolvedbrands/

“Message of Love from the Dolpins”(Message d’Amour des Dauphins)If you look at the vase you’ll probably agreethat it depicts a man holding and kissing awoman from behind. What if I told you thatthe image in fact depicts a number ofdolphins?In fact it depicts both - it’s all a matter of howyour brain interprets it. Kids, who are“inexperienced” tend to see the dolphins.Grownups tend to see the loving couple, Somegrownups can’t even see the dolphins if theytry really hard.It’s all about what the brain expects andknows. If you know how to see a certainpattern, you’re more likely to see that pattern.

HEARING TASTE SMELL TOUCH SENSORY ORGANS SHORT-TERM LONG-TERM MEMORY MEMORY UNDERSTANDING UNDERSTANDINGPRE-ATTENTIVE PROCESSING JUDGEMENT RELATIONSHIPS RELATIONSHIPS BALANCE PAIN TIME TEMPERATURE AND MORE!

HEARING TASTE SMELL TOUCH METAPHORS /SCHEMA SENSORY ORGANS SHORT-TERM LONG-TERM MEMORY MEMORY UNDERSTANDING UNDERSTANDINGPRE-ATTENTIVE PROCESSING JUDGEMENT RELATIONSHIPS RELATIONSHIPS BALANCE PAIN SEMIOTICS TIME TEMPERATURE AND MORE!

My “A-Ha!” moment about pattern recognition

Aesthetic Perceived Semiotics/ Conceptual NarrativesAssociations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.)

Aesthetic Perceived Semiotics/ Conceptual NarrativesAssociations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.) Bouba-Kiki Effect

Aesthetic Perceived Semiotics/ Conceptual NarrativesAssociations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.)

Aesthetic Perceived Semiotics/ Conceptual NarrativesAssociations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.) What do all these have in common?

“Data to Ink Ratio”

Unde rstanding “Data to Ink Ratio”

Information is cheap.Understanding is expensive.–K ARL F AST

3 FORCES RELATED TO INFORMATION LIMITED WAYSABUNDANCE OF (BIOLOGICALLY) CRUD* TOOLS INFORMATION TO RESPOND VISUAL- PATTERN PERCEPTUAL INTERACTION RECOGNITION PROCESSING3 CONSIDERATIONS RELATED TO UNDERSTANDING

Why this is thrilling…

Understanding what is alreadyknown, but hasn’t been shown

http://mattmckeon.com/facebook-privacy/

Creating a shared platform for conversation

http://www.slideshare.net/danroam/healthcare-napkins-all

http://www.businessmodelgeneration.com/

Exploring what is unknownA single DNA sequencer cannow generate in a day whatit took 10 years to collect forthe Human Genome Project.

Exploring what is unknownhttp://datavisualization.ch/tools/pathline-connecting-designers-with-scientists/

http://www.ted.com/talks/aaron_koblin.html

Thank you!slideshare.net/stephenpa getmentalnotes.comStephen P Anderson .@stephenandersonwww.poetpainter.com

In addition to the down To Boldly Go… From Information to Understanding

Stephen Anderson

In addition to the down