Lesson taught at Cambridge in the Engineering & Manufacturing tripod program.

1. The Visualization SpectrumA Systematic Overview of Visualisation Methods for Managers Martin J. Eppler University of Lugano (USI) www.knowledge-communication.org / www.lets-focus.com Martin.Eppler@gmail.com Cambridge, IfM, September 28th 2006

2. VisualizationMethodsforManagement:OurOverview

3. Outline The Realm of Visualization Visualization Classifications An Activity-based View How to choose the right Method Conclusion :

4. The ABC of Visualization Size Color/ Texture . . Position Animation Orientation Form Source: adapted from J. Bertin

5. Accuracy Ranking of Quantitative Perceptual Tasks Position More Accurate Length Angle Slope Area Less Accurate Volume Color Density Source: Mackinlay 88 from Cleveland & McGill

6. Emprical Results: Use of visualization in management -> Quantitative charts dominate, what about conceptual visualization? Source: Meier, 1994

7. Overview of Quantitative Diagrams Source: www.corda.com; Howard Wainer, 2001

8. Diagram Types (static) Structure TimeSeries Phases / Steps Relationships (dynamic) Process Clustering/ Positioning cyclical continuous linear linear hierarchical Network Venn Matrix Coordinates t Timeline Process Cycle Spectrum Pyramid Network Venn Matrix Cartesian Overview of NineSimple Qualitative Business Diagrams

10. Important aspects are represented with larger shapes, stronger colors that indicate higher importance.

11. The pattern of grouping distinguishes between central and secondary information.

12. The arrangement corresponds to logical flow.

13. Proximity implies similarity, distance suggests differences

14. Identical shapes or colors designate identical types of objects (visualize different things differently)A B Source: adapted and expanded from Rhodes, 1991, p. 135.

15. Outline The Realm of Visualization Visualization Classifications An Activity-based View How to choose the right Method Conclusion :

17. sets the stage

18. kinds of measurements, scale, ...

19. Content

20. marks

21. point symbols, lines, areas, bars, …

22. Labels

23. title, axes, tic marks, ...Graphs Charts Maps Diagrams

24. An Empirical Taxonomy: Lohse et al. 1994 structure diagrams: description of physical object cartograms: spatial maps showing quantitative data maps: symbolic representation of physical geography graphic tables process diagrams icons: e.g., logos time charts: e.g., Gantt charts network charts: flow chart, org chart, decision trees, pert tree photo-realistic pictures tables: single to multiple rows graphs: quantitative information using position and magnitude of geometric objects. 1-3D, examples: cartesian or polar coordinate system: scatterplots, line bar, pie chart, Chernoff face graphs)

25. Horn´s elements of Visual Language

26. Other Taxonomies Shneiderman (1996) proposes a task by data type taxonomy of information visualization with seven data types: one-, two-, three-dimensional data, temporal and multi-dimensional data, tree and network data and seven tasks (overview, zoom, filter, details-on-demand, relate, history, and extracts). Card, et al., 1998) constructed a data-oriented taxonomy for information visualization techniques, which is based on Card and MacKinlay (1997): This taxonomy divides the field of visualization into several subcategories: Scientific Visualization, GIS, Multi-dimensional Plots, Multi-dimensional Tables, Information Landscapes and Spaces, Node and Link, Trees, Text Transforms

27. Outline The Realm of Visualization Visualization Classifications An Activity-based View How to choose the right Method Conclusion :

28. The KnowViz Framework (Eppler & Burkhard 2005)

29. Examples of the seven Types Envisioning: mental imagery, thinking aloud Sketching: doodling, flip charting Expressing: visual metaphor, cartoon Diagramming: Gantt chart, Toulmin chart Mapping: geographic map, knowledge map Materializing: Lego serious play, Compad Exploring: treemap, parallel coordinates

30. 1. Examples of Envisioning Verbal Metaphors: ‚Backwardparking‘ Analogies: Benzol ring invention Parables: The Elephantandthe 4 blind man Simulation: Mentallyvisualizing an activity.

31. 2. Examples of Sketching

32. 3. Examples of Expressing: Visual Metaphor

33. 3. Examples of Expressing: Cartoons

34. 4. Examples of Diagramming

35. 5. Examples of Mapping

36. 6. Examples of Materializing

37. 7. Examples of Exploring

38. Comparative Description of each Activity Type + -

39. Outline The Realm of Visualization Visualization Classifications An Activity-based View How to choose the right Method Conclusion :

40. When to use which quantitative chart type? Line graph x-axis requires quantitative variable Variables have continuous values familiar/conventional ordering among ordinals Bar graph comparison of relative point values Scatter plot convey overall impression of relationship between two variables Pie Chart? Emphasizing differences in proportion among a few numbers

41. When to use which map?(Small, 1999)

42. Selecting the right Visualization Activity = i.e., Iceberg risk metaphor = i.e., scenario sketching = i.e., Gantt chart for project

43. The visualization spectrum contains quantitative and qualitative visualization formats. They can be used to depict structures or processes. In order to choose the right method, think about its main purpose, the content type, the target audience and communication situation. Conceive of visualization as an activity and choose among envisioning, sketching, ex-pressing, diagramming, mapping, materializing or exploring. ! Conclusion

44. Great Books on Visualization

46. Sachs-Hombach, K. (2005). Bildwissenschaft / Image Sciences.

47. Eppler, M. (2006) Managing Information Quality: Increasingthe Value of Information in knowledge-intensive Products andProcesses, 2nd ext. Edition.

48. Eppler, M. (2003) The Image of Insight: Using Visual MetaphorstoCommunicateKnowledge, in Journal of Universal Computer Science

49. Eppler, M. (2002) Making Knowledge Visible throughKnowledgeMaps, in: Holsapple (Ed.): Knowledge Management Handbook

50. M. Peterson (1995) Interactive and Animated Cartography

51. Eppler, M., Sukowski, O. (2000) Managing Team Knowledge, in: European Management Journal, June, Oxford.

52. Eppler, M. (2006) A comparison between concept maps, mind maps, conceptual diagrams and visual metaphors. In: Information Visualization, September Issue.

53. Eppler, M. (1999) Conceptual Management Tools, NetAcademy Press. Online at: www.analyst-academy.org & www.knowledge-communication.org

54. Galloway, D. (1994) : Mapping Work Processes

55. Horn, R.E. (1998) Visual Language. Global Communication for the 21st Century

56. Horn, R. (1989): Mapping Hypertext

57. Huff, A.(1990) Mapping Strategic Thought

58. Huff, A. (2001) Mapping Strategic Knowledge

59. Probst, G., Deussen, A., Eppler, M., Raub, S. (2000): Kompetenz-Management

60. Wurman, R. Information Architects, 1996

61. Wurman, R. Information Anxiety2, 2001Visualization Overview Visual Metaphors Knowledge Maps Diagrams