Visualizing composite ratings

A twitter reader submitted the following chart from Autoevolution (link):

This is not a successful chart for the simple reason that readers want to look away from it. It's too busy. There is so much going on that one doesn't know where to look.

The underlying dataset is quite common in the marketing world. Through surveys, people are asked to rate some product along a number of dimensions (here, seven). Each dimension has a weight, and combined, the weighted sum becomes a composite ranking (shown here in gray).

Nothing in the chart stands out as particularly offensive even though the overall effect is repelling. Adding the overall rating on top of each column is not the best idea as it distorts the perception of the column heights. But with all these ingredients, the food comes out bland.

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The key is editing. Find the stories you want to tell, and then deconstruct the chart to showcase them.

I start with a simple way to show the composite ranking, without any fuss:

[Since these are mockups, I have copied all of the data, just the top 11 items.]

Then, I want to know if individual products have particular strengths or weaknesses along specific dimensions. In a ranking like this, one should expect that some component ratings correlate highly with the overall rating while other components deviate from the overall average.

An example of correlated ratings is the Customers dimension.

The general pattern of the red dots clings closely to that of the gray bars. The gray bars are the overall composite ratings (re-scaled to the rating range for the Customers dimension). This dimension does not tell us more than what we know from the composite rating.

By contrast, the Developers Ecosystem dimension provides additional information.

Esri, AzureMaps and Mapbox performed much better on this dimension than on the average dimension. 

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The following construction puts everything together in one package:

Best chart I have seen this year

Marvelling at this chart:

 

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The credit ultimately goes to a Reddit user (account deleted). I first saw it in this nice piece of data journalism by my friends at System 2 (link). They linked to Visual Capitalism (link).

There are so many things on this one chart that makes me smile.

The animation. The message of the story is aging population. Average age is moving up. This uptrend is clear from the chart, as the bulge of the population pyramid is migrating up.

The trend happens to be slow, and that gives the movement a mesmerizing, soothing effect.

Other items on the chart are synced to the time evolution. The year label on the top but also the year labels on the right side of the chart, plus the counts of total population at the bottom.

OMG, it even gives me average age, and life expectancy, and how those statistics are moving up as well.

Even better, the designer adds useful context to the data: look at the names of the generations paired with the birth years.

This chart is also an example of dual axes that work. Age, birth year and current year are connected to each other, and given two of the three, the third is fixed. So even though there are two vertical axes, there is only one scale.

The only thing I'm not entirely convinced about is placing the scroll bar on the very top. It's a redundant piece that belongs to a less prominent part of the chart.

Think twice before you spiral

After Nathan at FlowingData sang praises of the following chart, a debate ensued on Twitter as others dislike it.

The chart was printed in an opinion column in the New York Times (link).

I have found few uses for spiral charts, and this example has not changed my mind.

The canonical time-series chart is like this:

 

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The area chart takes no effort to understand. We can see when the peaks occurred. We notice that the current surge is already double the last peak seen a year ago.

It's instructive to trace how one gets from the simple area chart to the spiral chart.

Step 1 is to center the area on the zero baseline, instead of having the zero baseline as the baseline. While this technique frequently makes for a more pleasant visual (because of our preference for symmetry), it actually makes it harder to see the trend over time. Effectively, any change is split in half, which is why the envelope of the area is less sharp.

In Step 2, I massively compress the vertical scale. That's because when you plot a spiral, you are forced to fit each cycle of data into a much shorter range. Such compression causes the year on year doubling of cases to appear less dramatic. (Actually, the aspect ratio is devastated because while the vertical scale is hugely compressed, the horizontal scale is dramatically stretched out due to the curled up design)

Step 3 may elude your attention. If you simply curl up the compressed, centered area chart, you don't get the spiral chart. The key is to ask about the radius of the spiral. As best I can tell, the radius has no meaning; it is gradually increased so that each year of data has its own "orbit". What would the change in radius translate to on our non-circular chart? It should mean that the center of the area is gradually lifted away from the zero line. On the right chart, I mimic this effect (I only measured the change in radius every 3 months so the change is more angular than displayed in the spiral chart.) The problem I have with this Step is that it serves no purpose, while it complicates cognition,

In Step 4, just curl up the object into a ball based on aligning months of the year.

This is the point when I realized I missed a Step 2B. I carefully aligned the scales of both charts so that the 150K cases shown in the legend on the right have the same vertical representation as on the left. This exposes a severe horizontal rescaling. The length of the horizontal axis on the left chart is many times smaller than the circumference of the spiral! That's why earlier, I said one of the biggest feature of this spiral chart is that it imposes a dubious aspect ratio, that is extremely wide and extremely short.

As usual, think twice before you spiral.

 

 

Visual design is hard, brought to you by NYC subway

This poster showed up in a NY subway train recently.

Visual design is hard!

What is the message? The intention is, of course, to say Rootine is better than others. (That's the Q corner, if you're following the Trifecta Checkup.)

What is the visual telling us (V corner)? It says Rootine is yellow while Others are purple. What do these color mean? There is no legend to help decipher it. And yellow-purple doesn't have a canonical interpretation (unlike say, red-green). In theory, purple can be better than yellow.

The other mystery is the black dot on the fifth item. (This is the NYC subway so the poster could have been vandalized.) It could mean "diet + lifestyle analyzed" is a unique feature of Rootine, not available on any other platform. That implies purple to mean available but not as effective, which significantly lessnes the impact of the chart.

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Finally, let's imagine the data that may exist to support this chart.

The aggregation of all competitors to "Others" imposes a major challenge. If yellow means yes, and purple means no, we'd expect few if any purple dots because across all competitors, there is a good chance that at least one of them has a particular feature.

Next, I'm dubious about the claim of "precision dosed, unique to you". I'm imagining they are selling some kind of medicine or health food, which can be "dosed". Predictive modelers like to market their models as "personalized," unique to each person but such a thing is impractical. Before you start using their products, they have no data on you, or your response to those products. How could the recommendation be "precision dosed, unique to you"?

Even if you've used the product for a while, it will be tough to achieve a good level of optimality with so little data. In fact, given that your past data are used to generate actions intended to improve your health - that is to say, to cause the future data to diverge from the past data, how do you know that any change you observe next period is caused by the actions you took? The pre-post difference is both affected by temporal shifts and the actions you've taken. If the next period's metric improves, you may want to believe that the actions worked. If the next period's metric declines, are you willing to conclude that the actions you took backfired?

"Formulas improve with you". This makes me more worried than relieved.

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Problems like these can be solved by showing our work to others. Sometimes, we're too immersed in our own world we don't see we have left off key information.