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TO BOLDLY GO…

     FROM INFORMATION
     TO UNDERSTANDING
                @stephenanderson

                    #BigD12
Product
Stephen P.   Strategy




                        aND
                       n
             Deonsisuglting
             C




 Anderson
Product
Stephen P.   Strategy




                        aND
                       n
             Deonsisuglting
             C




 Anderson
Product
Stephen P.   Strategy




                        aND
                       n
             Deonsisuglting
             C




 Anderson
information
How do we make sense of
complex information
        information?
To Boldly Go… From Information to Understanding
To Boldly Go… From Information to Understanding
USER EXPERIENCE
          THE EXPERIENCE ECONOMY
        DESIGNING FOR EXPERIENCES
               BRAND EXPERIENCES
       EXPERIENCE DESIGN STRATEGY
 CUSTOMER EXPERIENCE MANAGEMENT
           EXPERIENTIAL MARKETING

WHAT CREATES A GREAT EXPERIENCE…?
communications layer

   presentation
       layer


    The ‘thing’
      itself

    perceptions
COMPANY
     SPACE

communications 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’
                           itself
RATIONAL                                             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/
http://www.poetpainter.com/
To Boldly Go… From Information to Understanding
To Boldly Go… From Information to Understanding
To Boldly Go… From Information to Understanding
The Blue Sky of Benefits
Finally, something good!




Drowning in a Sea of Deductibles
amount of money that the insured must pay before any
benefits from the health insurance policy can be used.
The Blue Sky of Benefits
Finally, something good!                                                 Co-insurance

                                                                         This is usually a percentage amount that is the
                            Co-payments                                  insured's 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
                                                                               Deductible




Drowning in a Sea of Deductibles
amount of money that the insured must pay before any
benefits from the health insurance policy can be used.

                                                                                                            Family
                                                                                                           Deductible
(Buying a house)
To Boldly Go… From Information to Understanding
In addition to the down payment, you'll 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
be, 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 typically
2-3%. These costs are significant -- especially after you've already
had to come up with a lot of cash for the down payment.
In addition to the down payment, you'll 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 you've already
                                      -- from 1 to 8% of the price of the home, though more typically
                    r
The range is all ove        2-3%.
                            had to come up with a lot of cash for the down payment.
To Boldly Go… From Information to Understanding
To Boldly Go… From Information to Understanding
To Boldly Go… From Information to Understanding
To Boldly Go… From Information to Understanding
To Boldly Go… From Information to Understanding
ENLIGHTENMENT &
 UNDERSTANDING




BEWILDERMENT!
(AND COMPLETE TRUST IN BROKER!)
ENLIGHTENMENT &
 UNDERSTANDING




BEWILDERMENT!
(AND COMPLETE TRUST IN BROKER!)
ENLIGHTENMENT &
 UNDERSTANDING


        SYNTHESIS

        EVALUATION

         ANALYSIS

       APPLICATION

     COMPREHENSION

       KNOWLEDGE



BEWILDERMENT!
(AND COMPLETE TRUST IN BROKER!)
How do we make sense of
complex 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 YOU

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

Q|   (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 YOU

Q|   (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
Information is cheap.
Understanding is expensive.
–K ARL F AST
LIMITED WAYS
ABUNDANCE OF
               (BIOLOGICALLY)   CRUD* TOOLS
 INFORMATION


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


                    2              3
                 TO RESPOND
To Boldly Go… From Information to Understanding
To Boldly Go… From Information to Understanding
To Boldly Go… From Information to Understanding
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 minute

50 million tweets per day

72.9 products ordered on amazon per second

700 billion minutes spend on FaceBook each month

2.9 emails sent per second

28,000 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 minute

50 million tweets per day

72.9 products ordered on amazon per second

700 billion minutes spend on FaceBook each month
                   …cell phone companies record much of the
2.9 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 user
28,000 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
http://www.slideshare.net/jmusser/j-musser-apishotnotgluecon2012
http://www.slideshare.net/jmusser/j-musser-apishotnotgluecon2012
http://www.slideshare.net/jmusser/j-musser-apishotnotgluecon2012
Fish Oil Makes You Smarter
Here is an example of pure self-experimentation.
Tim lundeen gave himself a cognitive test of 100
simple math problems, every day for 130 days.
On day 80, he started taking double his normal
dose of DHA (from fish oil), and his time to
complete the math problems decreased. See the
chart to right.




                              http://quantifiedself.com/2011/01/results-of-the-buttermind-experiment/
To Boldly Go… From Information to Understanding
To Boldly Go… From Information to Understanding
To Boldly Go… From Information to Understanding
To Boldly Go… From Information to Understanding
To Boldly Go… From Information to Understanding
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 of
data are created daily.
*That’s 2,500,000,000,000,000,000!!




                                  http://www.overloadstories.com/2012/05/bigdata/
CREDIT CARD PROCESSING
                                                                              RED LIGHT CAMERAS
Between people and machines,
                                                                                      TOLLTAGS
over 2.5 quintillion* bytes of                                         EMAIL
data 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 WAYS
ABUNDANCE OF
               (BIOLOGICALLY)   CRUD* TOOLS
 INFORMATION


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


                                   3
                 TO RESPOND
To Boldly Go… From Information to Understanding
YOUR BRAIN
WORKING   YOUR BRAIN
MEMORY
WORKING      YOUR BRAIN
    MEMORY

 UNDERSTANDING
JUDGEMENT
 RELATIONSHIPS
Short-term memory is
where the real work of
sense-making takes place

          WORKING          YOUR BRAIN
          MEMORY

       UNDERSTANDING
     JUDGEMENT
        RELATIONSHIPS


Short-term memory has
a limited amount space.
Freeze (or regret)




          “maximizing / satificer”
Trust your gut.
Trust your gut.
Trust others.
Trust authorities.
Multitask (or try to!)
Develop better filters.
Develop better filters.
    It's not information
overload, it's filter failure

Clay Shirky
Learn to cope.
Unplug.
Unplug.
Unplug.
Make sense of it all?
Make sense of it all?
All this begs the question:

“Why?”

For what purpose(s) are we
collecting, organizing, and
managing all this information?
A      RCISE!
 N EXEIS SENTENCE:
     TH
  COMPLETE                 AND CONSUME
Q|“AS HUMA NS, WE COLLECT …”
  INFORMATIO N IN ORDER TO
A      RCISE!
 N EXEIS SENTENCE:
     TH
   COMPLETE                 AND CONSUME
Q| “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 CONSUME
Q| “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 WAYS
ABUNDANCE OF
               (BIOLOGICALLY)   CRUD* TOOLS
 INFORMATION


                                   3
                 TO RESPOND
LIMITED WAYS
ABUNDANCE OF
               (BIOLOGICALLY)   CRUD* TOOLS
 INFORMATION
                 TO RESPOND
create
read
update
delete
?an easier way
Is there
to understa nd health
insurance plans?
The Blue Sky of Benefits
Finally, something good!                                                 Co-insurance

                                                                         This is usually a percentage amount that is the
                            Co-payments                                  insured's 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
                                                                               Deductible




Drowning in a Sea of Deductibles
amount of money that the insured must pay before any
benefits from the health insurance policy can be used.

                                                                                                            Family
                                                                                                           Deductible
?his page help
Does t
me d ecide which
camera to buy?
To Boldly Go… From Information to Understanding
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

                                                                                x
Dark 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
To Boldly Go… From Information to Understanding
?ih s help
Does t
me de  cide which
 flight I should
     choose?
To Boldly Go… From Information to Understanding
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 & Paid
Wow. This was 112%     While 73 isn’t a bad   Text commenting on     Text commenting on    Text commenting on    Text commenting on
of your target. Good   number, at 32% it’s    this performance       this performance      this performance      this performance
job!!                  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
To Boldly Go… From Information to Understanding
To Boldly Go… From Information to Understanding
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 development
have concentrated on accumulating, organizing,
managing, preserving, and facilitating access to
information The next stage in the evolution of
information.
digital libraries is transforming them from
searchable repositories to knowledge environments
                                         environments.

–K ARL F AST
The initial stages of digital library development
have concentrated on accumulating, organizing,
managing, preserving, and facilitating access to
information. The next stage in the evolution of
digital libraries is transforming them from
searchable repositories to knowledge environments
                                         environments.

–K ARL F AST
The initial stages of digital library development
have concentrated on accumulating, organizing,
managing, preserving, and facilitating access to
information. The next stage in the evolution of
digital libraries is transforming them from
searchable repositories to knowledge environments.

–K ARL F AST
Information is cheap.
Understanding is expensive.
Information is cheap.
Understanding is expensive.
VISUAL-
                              PATTERN
PERCEPTUAL   INTERACTIONS
                            RECOGNITION


    1            2             3
PROCESSING
VISUAL-
                              PATTERN
PERCEPTUAL   INTERACTIONS
                            RECOGNITION


                 2             3
PROCESSING
To Boldly Go… From Information to Understanding
To Boldly Go… From Information to Understanding
http://goodexperience.com/2011/12/at-last-a-good-infogr.php
Why are infographics so
useful for making sense of
complex information?
http://www.ted.com/talks/david_mccandless_the_beauty_of_data_visualization.html
“PRE-ATTENTIVE PROCESSING”
“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



    TOUCH




SENSORY 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

                                UNDERSTANDING
PRE-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               UNDERSTANDING
PRE-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               UNDERSTANDING
PRE-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
http://www.storytellingwithdata.com/2011/06/learning-from-bad-graphics.html
A skateboarder holds on to the
merry-go-round pictured to the
right. The platform of the
merry-go-round has a 7-foot
radius and makes a complete
turn every 6 seconds. The
skateboarder lets go at the 2
o'clock position in the picture,
at which time she is 30 feet
from the padded wall. How
long will it take the
skateboarder to hit the wall?




                  http://worrydream.com/#!/SimulationAsAPracticalTool
http://worrydream.com/#!/SimulationAsAPracticalTool
http://worrydream.com/#!/SimulationAsAPracticalTool
VISUAL-
                              PATTERN
PERCEPTUAL   INTERACTIONS
                            RECOGNITION


                 2             3
PROCESSING
VISUAL-
                              PATTERN
PERCEPTUAL   INTERACTIONS
                            RECOGNITION


                               3
PROCESSING
To Boldly Go… From Information to Understanding
There are three basic interactions:

Conversing:                                                 Navigating:
                               Manipulating:
conveying intended                                          moving from one
                               touching, grasping, or
actions through                                             location or piece of
                               handling visually
language (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.
To Boldly Go… From Information to Understanding
To Boldly Go… From Information to Understanding
To Boldly Go… From Information to Understanding
Interactions allows
  for serendipity:




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




                                 Watch this!
     http://vimeo.com/36579366
Interaction is necessary for
personalized understanding:
Interaction discourages
   biased viewpoints:
Interaction discourages
   biased viewpoints:
Interaction discourages
   biased viewpoints:
VISUAL-
                              PATTERN
PERCEPTUAL   INTERACTIONS
                            RECOGNITION


                               3
PROCESSING
VISUAL-
                              PATTERN
PERCEPTUAL   INTERACTIONS
                            RECOGNITION
PROCESSING
Why do we know these are all the letter A?


A A A A
A A A A

A AA A
http://imjustcreative.com/unevolvedbrands/
http://imjustcreative.com/unevolvedbrands/
http://imjustcreative.com/unevolvedbrands/
http://imjustcreative.com/unevolvedbrands/
http://imjustcreative.com/unevolvedbrands/
To Boldly Go… From Information to Understanding
To Boldly Go… From Information to Understanding
“Message of Love from the Dolpins”
(Message d’Amour des Dauphins)

If you look at the vase you’ll probably agree
that it depicts a man holding and kissing a
woman from behind. What if I told you that
the image in fact depicts a number of
dolphins?
In fact it depicts both - it’s all a matter of how
your brain interprets it. Kids, who are
“inexperienced” tend to see the dolphins.
Grownups tend to see the loving couple, Some
grownups can’t even see the dolphins if they
try really hard.
It’s all about what the brain expects and
knows. If you know how to see a certain
pattern, you’re more likely to see that pattern.
To Boldly Go… From Information to Understanding
HEARING



         TASTE



         SMELL



        TOUCH




    SENSORY ORGANS            SHORT-TERM     LONG-TERM MEMORY
                                MEMORY

     UNDERSTANDING           UNDERSTANDING
PRE-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           UNDERSTANDING
PRE-ATTENTIVE PROCESSING   JUDGEMENT
      RELATIONSHIPS          RELATIONSHIPS
        BALANCE




          PAIN                                  SEMIOTICS
          TIME



       TEMPERATURE




          AND
         MORE!
HEARING



         TASTE



         SMELL



        TOUCH

                                             METAPHORS /SCHEMA
    SENSORY ORGANS            SHORT-TERM        LONG-TERM MEMORY
                                MEMORY

     UNDERSTANDING                           UNDERSTANDING
PRE-ATTENTIVE PROCESSING   JUDGEMENT
      RELATIONSHIPS          RELATIONSHIPS
        BALANCE




          PAIN                                  SEMIOTICS
          TIME



       TEMPERATURE




          AND
         MORE!
HEARING



         TASTE



         SMELL



        TOUCH

                                          METAPHORS /SCHEMA
    SENSORY ORGANS           SHORT-TERM      LONG-TERM MEMORY
                               MEMORY

     UNDERSTANDING                        UNDERSTANDING
PRE-ATTENTIVE PROCESSING   JUDGEMENT
      RELATIONSHIPS                        RELATIONSHIPS
        BALANCE




          PAIN                               SEMIOTICS
          TIME



       TEMPERATURE




          AND
         MORE!
The Blue Sky of Benefits
Finally, something good!                                                 Co-insurance

                                                                         This is usually a percentage amount that is the
                            Co-payments                                  insured's 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
                                                                               Deductible




Drowning in a Sea of Deductibles
amount of money that the insured must pay before any
benefits from the health insurance policy can be used.

                                                                                                            Family
                                                                                                           Deductible
To Boldly Go… From Information to Understanding
My “A-Ha!” moment about pattern recognition
Aesthetic                     Perceived                      Semiotics/   Conceptual   Narratives
Associations                  Affordances                    Iconography   Metaphor      & Stories
 (shapes, colors, movement)   (shadows, reflections, etc.)
Aesthetic                     Perceived                      Semiotics/   Conceptual   Narratives
Associations                  Affordances                    Iconography   Metaphor      & Stories
 (shapes, colors, movement)   (shadows, reflections, etc.)




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




                        What do all these have in common?
Aesthetic                     Perceived                      Semiotics/   Conceptual   Narratives
Associations                  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 WAYS
ABUNDANCE OF
               (BIOLOGICALLY)     CRUD* TOOLS
 INFORMATION
                 TO RESPOND



    VISUAL-
                                    PATTERN
  PERCEPTUAL     INTERACTION
                                  RECOGNITION
  PROCESSING




3 CONSIDERATIONS RELATED TO UNDERSTANDING
Why this is thrilling…
Understanding what is already
known, but hasn’t been shown
http://mattmckeon.com/facebook-privacy/
http://mattmckeon.com/facebook-privacy/
http://mattmckeon.com/facebook-privacy/
http://mattmckeon.com/facebook-privacy/
http://mattmckeon.com/facebook-privacy/
http://mattmckeon.com/facebook-privacy/
Creating a shared platform
     for conversation
http://www.slideshare.net/danroam/healthcare-napkins-all
http://www.slideshare.net/danroam/healthcare-napkins-all
http://www.slideshare.net/danroam/healthcare-napkins-all
http://www.businessmodelgeneration.com/
http://www.businessmodelgeneration.com/
Exploring what
 is unknown
A single DNA sequencer can
now generate in a day what
it took 10 years to collect for
the Human Genome Project.
Exploring what
           is unknown




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




http://datavisualization.ch/tools/pathline-connecting-designers-with-scientists/
http://www.ted.com/talks/aaron_koblin.html
Thank you!
slideshare.net/stephenpa




  getmentalnotes.com


Stephen P Anderson
         .
@stephenanderson
www.poetpainter.com

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To Boldly Go… From Information to Understanding

  • 1. TO BOLDLY GO… FROM INFORMATION TO UNDERSTANDING @stephenanderson #BigD12
  • 2. Product Stephen P. Strategy aND n Deonsisuglting C Anderson
  • 3. Product Stephen P. Strategy aND n Deonsisuglting C Anderson
  • 4. Product Stephen P. Strategy aND n Deonsisuglting C Anderson
  • 6. How do we make sense of complex information information?
  • 9. USER EXPERIENCE THE EXPERIENCE ECONOMY DESIGNING FOR EXPERIENCES BRAND EXPERIENCES EXPERIENCE DESIGN STRATEGY CUSTOMER EXPERIENCE MANAGEMENT EXPERIENTIAL MARKETING WHAT CREATES A GREAT EXPERIENCE…?
  • 10. communications layer presentation layer The ‘thing’ itself perceptions
  • 11. COMPANY SPACE communications layer presentation layer The ‘thing’ itself perceptions PERSONAL SPACE
  • 12. 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’ itself RATIONAL EMOTIONAL perceptions AP PE TO AL RE S TO AS A LS ON PE S AP T ION E MO PERSONAL SPACE
  • 19. The Blue Sky of Benefits Finally, something good! Drowning in a Sea of Deductibles amount of money that the insured must pay before any benefits from the health insurance policy can be used.
  • 20. The Blue Sky of Benefits Finally, something good! Co-insurance This is usually a percentage amount that is the Co-payments insured's 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 Deductible Drowning in a Sea of Deductibles amount of money that the insured must pay before any benefits from the health insurance policy can be used. Family Deductible
  • 23. In addition to the down payment, you'll 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 be, 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 typically 2-3%. These costs are significant -- especially after you've already had to come up with a lot of cash for the down payment.
  • 24. In addition to the down payment, you'll 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 you've already -- from 1 to 8% of the price of the home, though more typically r The range is all ove 2-3%. had to come up with a lot of cash for the down payment.
  • 32. ENLIGHTENMENT & UNDERSTANDING SYNTHESIS EVALUATION ANALYSIS APPLICATION COMPREHENSION KNOWLEDGE BEWILDERMENT! (AND COMPLETE TRUST IN BROKER!)
  • 33. How do we make sense of complex information information?
  • 34. Information is cheap. Understanding is expensive. –K ARL F AST | “Interaction and the epistemic potential of digital libraries”
  • 35. 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
  • 36. AN EXERCISE! LIST SOME THINGS YOU Q| (OR YOUR FIND CUSTOMERS CONFUSING /CLIENTS)
  • 37. AN EXERCISE! LIST SOME THINGS YOU Q| (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
  • 38. AN EXERCISE! LIST SOME THINGS YOU Q| (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!
  • 39. Information is cheap. Understanding is expensive. –K ARL F AST
  • 40. Information is cheap. Understanding is expensive. –K ARL F AST
  • 41. LIMITED WAYS ABUNDANCE OF (BIOLOGICALLY) CRUD* TOOLS INFORMATION 1 2 3 TO RESPOND
  • 42. LIMITED WAYS ABUNDANCE OF (BIOLOGICALLY) CRUD* TOOLS INFORMATION 2 3 TO RESPOND
  • 46. 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.”
  • 47. 20 hours of video uploaded to YouTube every minute 50 million tweets per day 72.9 products ordered on amazon per second 700 billion minutes spend on FaceBook each month 2.9 emails sent per second 28,000 MMS messages are sent every second http://www.brainpickings.org/index.php/2012/01/10/network-michael-rigley/
  • 48. 20 hours of video uploaded to YouTube every minute 50 million tweets per day 72.9 products ordered on amazon per second 700 billion minutes spend on FaceBook each month …cell phone companies record much of the 2.9 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 user 28,000 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/
  • 53. Fish Oil Makes You Smarter Here is an example of pure self-experimentation. Tim lundeen gave himself a cognitive test of 100 simple math problems, every day for 130 days. On day 80, he started taking double his normal dose of DHA (from fish oil), and his time to complete the math problems decreased. See the chart to right. http://quantifiedself.com/2011/01/results-of-the-buttermind-experiment/
  • 61. Between people and machines, over 2.5 quintillion* bytes of data are created daily. *That’s 2,500,000,000,000,000,000!! http://www.overloadstories.com/2012/05/bigdata/
  • 62. CREDIT CARD PROCESSING RED LIGHT CAMERAS Between people and machines, TOLLTAGS over 2.5 quintillion* bytes of EMAIL data 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/
  • 63. LIMITED WAYS ABUNDANCE OF (BIOLOGICALLY) CRUD* TOOLS INFORMATION 2 3 TO RESPOND
  • 64. LIMITED WAYS ABUNDANCE OF (BIOLOGICALLY) CRUD* TOOLS INFORMATION 3 TO RESPOND
  • 67. WORKING YOUR BRAIN MEMORY
  • 68. WORKING YOUR BRAIN MEMORY UNDERSTANDING JUDGEMENT RELATIONSHIPS
  • 69. Short-term memory is where the real work of sense-making takes place WORKING YOUR BRAIN MEMORY UNDERSTANDING JUDGEMENT RELATIONSHIPS Short-term memory has a limited amount space.
  • 70. Freeze (or regret) “maximizing / satificer”
  • 77. Develop better filters. It's not information overload, it's filter failure Clay Shirky
  • 82. Make sense of it all?
  • 83. Make sense of it all?
  • 84. All this begs the question: “Why?” For what purpose(s) are we collecting, organizing, and managing all this information?
  • 85. A RCISE! N EXEIS SENTENCE: TH COMPLETE AND CONSUME Q|“AS HUMA NS, WE COLLECT …” INFORMATIO N IN ORDER TO
  • 86. A RCISE! N EXEIS SENTENCE: TH COMPLETE AND CONSUME Q| “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
  • 87. A RCISE! N EXEIS SENTENCE: TH COMPLETE AND CONSUME Q| “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?
  • 88. LIMITED WAYS ABUNDANCE OF (BIOLOGICALLY) CRUD* TOOLS INFORMATION 3 TO RESPOND
  • 89. LIMITED WAYS ABUNDANCE OF (BIOLOGICALLY) CRUD* TOOLS INFORMATION TO RESPOND
  • 91. ?an easier way Is there to understa nd health insurance plans?
  • 92. The Blue Sky of Benefits Finally, something good! Co-insurance This is usually a percentage amount that is the Co-payments insured's 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 Deductible Drowning in a Sea of Deductibles amount of money that the insured must pay before any benefits from the health insurance policy can be used. Family Deductible
  • 93. ?his page help Does t me d ecide which camera to buy?
  • 95. Can you m ake it eas ier to spot ? the patterns in the data?
  • 96. Align by: Date Initial Release 11/26 12/9 1/26 x x x Dark Knight 11/26 12/9 1/26 x x x Bolt 12/9 11/26 1/21 x x Benjamin x Button
  • 97. 5 year old could use? Is this s omething a
  • 99. ?ih s help Does t me de cide which flight I should choose?
  • 101. needs my attention? Do these help me foc us on what
  • 102. 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 & Paid Wow. This was 112% While 73 isn’t a bad Text commenting on Text commenting on Text commenting on Text commenting on of your target. Good number, at 32% it’s this performance this performance this performance this performance job!! 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
  • 105. THERE’S SOMETHING MISSING FROM ALL OF THESE...
  • 106. THERE’S SOMETHING MISSING FROM ALL OF THESE... RELATIONSHIPS! INCLUDING PROCESSES, PROPORTIONS & CHANGES OVE R TIME
  • 107. The initial stages of digital library development have concentrated on accumulating, organizing, managing, preserving, and facilitating access to information The next stage in the evolution of information. digital libraries is transforming them from searchable repositories to knowledge environments environments. –K ARL F AST
  • 108. The initial stages of digital library development have concentrated on accumulating, organizing, managing, preserving, and facilitating access to information. The next stage in the evolution of digital libraries is transforming them from searchable repositories to knowledge environments environments. –K ARL F AST
  • 109. The initial stages of digital library development have concentrated on accumulating, organizing, managing, preserving, and facilitating access to information. The next stage in the evolution of digital libraries is transforming them from searchable repositories to knowledge environments. –K ARL F AST
  • 112. VISUAL- PATTERN PERCEPTUAL INTERACTIONS RECOGNITION 1 2 3 PROCESSING
  • 113. VISUAL- PATTERN PERCEPTUAL INTERACTIONS RECOGNITION 2 3 PROCESSING
  • 117. Why are infographics so useful for making sense of complex information?
  • 122. Form: Orientation Line Length
  • 123. Form: Orientation Line Length Line Width
  • 124. Form: Size
  • 125. Form: Size Enclosure
  • 126. Form: Size Enclosure Shape
  • 128. Form: Curvature Proximity
  • 129. Form: Curvature Proximity Proximity
  • 130. Color: Hue
  • 131. Color: Hue Intensity
  • 132. Spatial Position: 2-D Position
  • 134. 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 JUDGEMENT RELATIONSHIPS BALANCE PAIN TIME Short-term memory has a TEMPERATURE AND MORE! limited amount space.
  • 135. 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 PRE-ATTENTIVE PROCESSING JUDGEMENT RELATIONSHIPS BALANCE PAIN TIME Short-term memory has a TEMPERATURE AND MORE! limited amount space.
  • 136. 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 UNDERSTANDING PRE-ATTENTIVE PROCESSING JUDGEMENT RELATIONSHIPS BALANCE PAIN TIME Short-term memory has a TEMPERATURE AND MORE! limited amount space.
  • 137. 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 UNDERSTANDING PRE-ATTENTIVE PROCESSING JUDGEMENT RELATIONSHIPS RELATIONSHIPS BALANCE PAIN TIME Short-term memory has a TEMPERATURE AND MORE! limited amount space.
  • 140. A skateboarder holds on to the merry-go-round pictured to the right. The platform of the merry-go-round has a 7-foot radius and makes a complete turn every 6 seconds. The skateboarder lets go at the 2 o'clock position in the picture, at which time she is 30 feet from the padded wall. How long will it take the skateboarder to hit the wall? http://worrydream.com/#!/SimulationAsAPracticalTool
  • 143. VISUAL- PATTERN PERCEPTUAL INTERACTIONS RECOGNITION 2 3 PROCESSING
  • 144. VISUAL- PATTERN PERCEPTUAL INTERACTIONS RECOGNITION 3 PROCESSING
  • 146. There are three basic interactions: Conversing: Navigating: Manipulating: conveying intended moving from one touching, grasping, or actions through location or piece of handling visually language (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”
  • 147. Thinking and doing. Thinking through doing.
  • 151. Interactions allows for serendipity: http://vimeo.com/36579366
  • 152. Interactions allows for serendipity: Watch this! http://vimeo.com/36579366
  • 153. Interaction is necessary for personalized understanding:
  • 154. Interaction discourages biased viewpoints:
  • 155. Interaction discourages biased viewpoints:
  • 156. Interaction discourages biased viewpoints:
  • 157. VISUAL- PATTERN PERCEPTUAL INTERACTIONS RECOGNITION 3 PROCESSING
  • 158. VISUAL- PATTERN PERCEPTUAL INTERACTIONS RECOGNITION PROCESSING
  • 159. Why do we know these are all the letter A? A A A A A A A A A AA A
  • 167. “Message of Love from the Dolpins” (Message d’Amour des Dauphins) If you look at the vase you’ll probably agree that it depicts a man holding and kissing a woman from behind. What if I told you that the image in fact depicts a number of dolphins? In fact it depicts both - it’s all a matter of how your brain interprets it. Kids, who are “inexperienced” tend to see the dolphins. Grownups tend to see the loving couple, Some grownups can’t even see the dolphins if they try really hard. It’s all about what the brain expects and knows. If you know how to see a certain pattern, you’re more likely to see that pattern.
  • 169. HEARING TASTE SMELL TOUCH SENSORY ORGANS SHORT-TERM LONG-TERM MEMORY MEMORY UNDERSTANDING UNDERSTANDING PRE-ATTENTIVE PROCESSING JUDGEMENT RELATIONSHIPS RELATIONSHIPS BALANCE PAIN TIME TEMPERATURE AND MORE!
  • 170. HEARING TASTE SMELL TOUCH METAPHORS /SCHEMA SENSORY ORGANS SHORT-TERM LONG-TERM MEMORY MEMORY UNDERSTANDING UNDERSTANDING PRE-ATTENTIVE PROCESSING JUDGEMENT RELATIONSHIPS RELATIONSHIPS BALANCE PAIN SEMIOTICS TIME TEMPERATURE AND MORE!
  • 171. HEARING TASTE SMELL TOUCH METAPHORS /SCHEMA SENSORY ORGANS SHORT-TERM LONG-TERM MEMORY MEMORY UNDERSTANDING UNDERSTANDING PRE-ATTENTIVE PROCESSING JUDGEMENT RELATIONSHIPS RELATIONSHIPS BALANCE PAIN SEMIOTICS TIME TEMPERATURE AND MORE!
  • 172. HEARING TASTE SMELL TOUCH METAPHORS /SCHEMA SENSORY ORGANS SHORT-TERM LONG-TERM MEMORY MEMORY UNDERSTANDING UNDERSTANDING PRE-ATTENTIVE PROCESSING JUDGEMENT RELATIONSHIPS RELATIONSHIPS BALANCE PAIN SEMIOTICS TIME TEMPERATURE AND MORE!
  • 173. The Blue Sky of Benefits Finally, something good! Co-insurance This is usually a percentage amount that is the Co-payments insured's 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 Deductible Drowning in a Sea of Deductibles amount of money that the insured must pay before any benefits from the health insurance policy can be used. Family Deductible
  • 175. My “A-Ha!” moment about pattern recognition
  • 176. Aesthetic Perceived Semiotics/ Conceptual Narratives Associations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.)
  • 177. Aesthetic Perceived Semiotics/ Conceptual Narratives Associations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.) Bouba-Kiki Effect
  • 178. Aesthetic Perceived Semiotics/ Conceptual Narratives Associations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.)
  • 179. Aesthetic Perceived Semiotics/ Conceptual Narratives Associations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.)
  • 180. Aesthetic Perceived Semiotics/ Conceptual Narratives Associations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.)
  • 181. Aesthetic Perceived Semiotics/ Conceptual Narratives Associations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.)
  • 182. Aesthetic Perceived Semiotics/ Conceptual Narratives Associations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.)
  • 183. Aesthetic Perceived Semiotics/ Conceptual Narratives Associations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.)
  • 184. Aesthetic Perceived Semiotics/ Conceptual Narratives Associations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.) What do all these have in common?
  • 185. Aesthetic Perceived Semiotics/ Conceptual Narratives Associations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.) What do all these have in common?
  • 186. “Data to Ink Ratio”
  • 187. Unde rstanding “Data to Ink Ratio”
  • 188. Information is cheap. Understanding is expensive. –K ARL F AST
  • 189. 3 FORCES RELATED TO INFORMATION LIMITED WAYS ABUNDANCE OF (BIOLOGICALLY) CRUD* TOOLS INFORMATION TO RESPOND VISUAL- PATTERN PERCEPTUAL INTERACTION RECOGNITION PROCESSING 3 CONSIDERATIONS RELATED TO UNDERSTANDING
  • 190. Why this is thrilling…
  • 191. Understanding what is already known, but hasn’t been shown
  • 198. Creating a shared platform for conversation
  • 204. Exploring what is unknown A single DNA sequencer can now generate in a day what it took 10 years to collect for the Human Genome Project.
  • 205. Exploring what is unknown http://datavisualization.ch/tools/pathline-connecting-designers-with-scientists/
  • 206. Exploring what is unknown http://datavisualization.ch/tools/pathline-connecting-designers-with-scientists/
  • 208. Thank you! slideshare.net/stephenpa getmentalnotes.com Stephen P Anderson . @stephenanderson www.poetpainter.com