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:

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.

 

 

To explain or to eliminate, that is the question

Today, I take a look at another project from Ray Vella's class at NYU.

(The above image is a honeypot for "smart" algorithms that don't know how to handle image dimensions which don't fit their shadow "requirement". Human beings should proceed to the full image below.)

As explained in this post, the students visualized data about regional average incomes in a selection of countries. It turns out that remarkable differences persist in regional income disparity between countries, almost all of which are more advanced economies.

The graphic is by Danielle Curran.

I noticed two smart decisions.

First, she came up with a different main metric for gauging regional disparity, landing on a metric that is simple to grasp.

Based on hints given on the chart, I surmised that Danielle computed the change in per-capita income in the richest and poorest regions separately for each country between 2000 and 2015. These regional income growth values are expressed in currency, not indiced. Then, she computed the ratio of these growth rates, for each country. The end result is a simple metric for each country that describes how fast income has been growing in the richest region relative to the poorest region.

One of the challenges of this dataset is the complex indexing scheme (discussed here). Carlos' solution keeps the indices but uses design to facilitate comparisons. Danielle avoids the indices altogether.

The reader is relieved of the need to make comparisons, and so can focus on differences in magnitude. We see clearly that regional disparity is by far the highest in the U.K.

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The second smart decision Danielle made is organizing the countries into clusters. She took advantage of the horizontal axis which does not encode any data. The branching structure places different clusters of countries along the axis, making it simple to navigate. The locations of these clusters are cleverly aligned to the map below.

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Danielle's effort is stronger on communications while Carlos' effort provides more information. The key is to understand who your readers are. What proportion of your readers would want to know the values for each country, each region and each year?

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A couple of suggestions

a) The reference line should be set at 1, not 0, for a ratio scale. The value of 1 happens when the richest region and the poorest region have identical per-capita incomes.

b) The vertical scale should be fixed.

The gift of small edits and subtraction

While making the chart on fertility rates (link), I came across a problem that pops up quite often, and is  ignored by most software programs.

Here is an earlier version of the chart I later discarded:

Compare this to the version I published in the blog post:

Aside from adding the chart title, there is one major change. I removed the empty plots from the grid. This is a visualization trick that should be called adding by subtracting. The empty scaffolding on the first chart increases our cognitive load without yielding any benefit. The whitespace brings out the message that only countries in Asia and Africa have fertility rates above 5.0. 

This is a small edit. But small edits accumulate and deliver a big impact. Bear this in mind the next time you make a chart.

 

P.S.

(1) You'd have to use a lower-level coding language to execute this small edit. Most software programs are quite rigid when it comes to making small-multiples (facet) charts.

(2) If there is a next iteration, I'd reverse the Asia and Oceania rows.

 

Visualizing fertility rates around the globe

The following chart dropped on my Twitter feed.

It's an ambitious chart that tries to do a lot. The underlying data set contains fertility rate data from over 200 countries over 20 years.

The basic chart form is a column chart that is curled up into a ball. The column chart is given colors that map to continents. All countries are grouped into five continents. The column chart can only take a single data series, so the 2019 fertility rate is chosen.

Beyond this basic setup, the designer embellishes the chart with a trove of information. Here's a close up:

The first number is the 2019 fertility rate, which means all the data encoded into the columns are also printed on the chart itself. Then, the flag of each country forms the next ring. Then, the name of the country. Finally, in brackets, the percent change in fertility rate between 2000 and 2019.

That is not all. Some contextual information are injected in those arrows that connect the columns to the data labels. A green arrow indicates that the fertility rate is trending lower - which is the case in most countries around the world. Once in a while, a purple arrow pops up. In the above excerpt, Seychelles gets a purple arrow because this island nation has increased the fertility rate from 2000 to 2019.

Also hiding in the background are several dashed rings. I think only the one that partially overlaps with the column chart contains any information - the other rings are inserted for an artistic reason. To decipher this dashed ring, we must look at the inset in the top left corner. We learn that the value of 2.1 children per woman is known as the replacement fertility rate. So it's also possible to assess whether each country is above or below the replacement fertility rate threshold.

[I'm presuming that this replacement threshold is about the births necessary to avoid a population decline. If that's the case, then comparing each country's fertility rate to a global fertility rate threshold is too simplistic because fertility is only one of several key factors driving a country's population growth. A more sophisticated model should generate country-level thresholds.]

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Data graphics serve many functions. This chart works well as an embellished data table. It does take some time to find a specific country because the columns have been sorted by decreasing 2019 fertility rate but once we locate the column, all the other data fields are clearly laid out.

As a generator of data insights, this chart is less effective. The main insight I obtained from it is a rough ranking of continents, with African countries predominantly having higher fertility rates, followed by Asia and Oceania, then Americas, and finally, Europe which has the lowest fertility rates. If this is the key message, a standard choropleth map brings it out more directly.

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Here is a small-multiples rendering of the fertility dataset. I chose 1999 values instead of 2000 to make a complete two-decade view.

The columns represent a grouping of countries based on their 1999 fertility rates. The left column contains countries with the lowest number of births per woman, and the fertility rate increases left to right - both within an individual plot and in the grid.

If you're wondering, the hidden vertical axis sorts the countries by their 1999 rank. The lighter colors are 1999 values while the darker colors are 2019 values. For most countries the dots are shifting left over the 20 years. There are some exceptions. I have labeled several of these exceptions (e.g. Kazakhstan and Mongolia), and rendered them in italic.

 

 

 

Visually displaying multipliers

As I'm preparing a blog about another real-world study of Covid-19 vaccines, I came across the following chart (the chart title is mine).

As background, this is the trend in Covid-19 cases in the U.K. in the last couple of months, courtesy of OurWorldinData.org.

The React-1 Study sends swab kits to randomly selected people in England in order to assess the prevalence of Covid-19. Every month, there is a new round of returned swabs that are tested for Covid-19. This measurement method captures asymptomatic cases although it probably missed severe and hospitalized cases. Despite having some shortcomings, this is a far better way to measure cases than the hotch-potch assembling of variable-quality data submitted by different jurisdictions that has become the dominant source of our data.

Rounds 12 and 13 captured an inflection point in the pandemic in England. The period marked the beginning of the end of the belief that widespread vaccination will end the pandemic.

The chart I excerpted up top broke the data down by age groups. The column heights represent the estimated prevalence of Covid-19 during each round - also, described precisely in the paper as "swab positivity." Based on the study's design, one may generalize the prevalence to the population at large. About 1.5% of those aged 13-24 in England are estimated to have Covid-19 around the time of Round 13 (roughly early July).

The researchers came to the following conclusion:

We show that the third wave of infections in England was being driven primarily by the Delta variant in younger, unvaccinated people. This focus of infection offers considerable scope for interventions to reduce transmission among younger people, with knock-on benefits across the entire population... In our data, the highest prevalence of infection was among 12 to 24 year olds, raising the prospect that vaccinating more of this group by extending the UK programme to those aged 12 to 17 years could substantially reduce transmission potential in the autumn when levels of social mixing increase

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Raise your hand if the graphics software you prefer dictates at least one default behavior you can't stand. I'm sure most hands are up in the air. No matter how much you love the software, there is always something the developer likes that you don't.

The first thing I did with today's chart is to get rid of all such default details.

For me, the bottom chart is cleaner and more inviting.

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The researchers wanted readers to think in terms of Round 3 numbers as multiples of Round 2 numbers. In the text, they use statements such as:

weighted prevalence in round 13 was nine-fold higher in 13-17 year olds at 1.56% (1.25%, 1.95%) compared with 0.16% (0.08%, 0.31%) in round 12

It's not easy to perceive a nine-fold jump from the paired column chart, even though this chart form is better than several others. I added some subtle divisions inside each orange column in order to facilitate this task:

I have recommended this before. I'm co-opting pictograms in constructing the column chart.

An alternative is to plot everything on an index scale although one would have to drop the prevalence numbers.

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The chart requires an additional piece of context to interpret properly. I added each age group's share of the population below the chart - just to illustrate this point, not to recommend it as a best practice.

The researchers concluded that their data supported vaccinating 13-17 year olds because that group experienced the highest multiplier from Round 12 to Round 13. Notice that the 13-17 year old age group represents only 6 percent of England's population, and is the least populous age group shown on the chart.

The neighboring 18-24 age group experienced a 4.5 times jump in prevalence in Round 13 so this age group is doing much better than 13-17 year olds, right? Not really.

While the same infection rate was found in both age groups during this period, the slightly older age group accounted for 50% more cases -- and that's due to the larger share of population.

A similar calculation shows that while the infection rate of people under 24 is about 3 times higher than that of those 25 and over, both age groups suffered over 175,000 infections during the Round 3 time period (the difference between groups was < 4,000).  So I don't agree that focusing on 13-17 year olds gives England the biggest bang for the buck: while they are the most likely to get infected, their cases account for only 14% of all infections. Almost half of the infections are in people 25 and over.

 

Stumped by the ATM

The neighborhood bank recently installed brand new ATMs, with tablet monitors and all that jazz. Then, I found myself staring at this screen:

I wanted to withdraw $100. I ordinarily love this banknote picker because I can get the $5, $10, $20 notes, instead of $50 and $100 that come out the slot when I don't specify my preference.

Something changed this time. I find myself wondering which row represents which note. For my non-U.S. readers, you may not know that all our notes are the same size and color. The screen resolution wasn't great and I had to squint really hard to see the numbers of those banknote images.

I suppose if I grew up here, I might be able to tell the note values from the figureheads. This is an example of a visualization that makes my life harder!

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I imagine that the software developer might be a foreigner. I imagine the developer might live in Europe. In this case, the developer might have this image in his/her head:

Euro banknotes are heavily differentiated - by color, by image, by height and by width. The numeric value also occupies a larger proportion of the area. This makes a lot of sense.

I like designs to be adaptable. Switching data from one country to another should not alter the design. Switching data at different time scales should not affect the design. This banknote picker UI is not adaptable across countries.

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Once I figured out the note values, I learned another reason why I couldn't tell which row is which note. It's because one note is absent.

Where is the $10 note? That and the twenty are probably the most frequently used. I am also surprised people want $1 notes from an ATM. But I assume the bank knows something I don't.

Metaphors, maps, and communicating data

There are some data visualization that are obviously bad. But what makes them bad?

Here is an example of such an effort:

This visualization of carbon emissions is not successful. There is precious little that a reader can learn from this chart without expensing a lot of effort. It's relatively easy to identify the largest emitters of carbon but since the data are not expressed per-capita, the chart mainly informs us which countries have the largest populations. 

The color of the bubbles informs readers which countries belong to which parts of the world. However, it distorts the location of countries within regions, and regions relative to regions, as the primary constraint is fitting the bubbles inside the shape of a foot.

The visualization gives a very rough estimate of the relative sizes of total emissions. The circles not being perfect circles don't help. 

It's relatively easy to list the top emitters in each region but it's hard to list the top 10 emitters in the world (try!) 

The small emitters stole all of the attention as they account for most of the labels - and they engender a huge web of guiding lines - an unsightly nuisance.

The diagram clings dearly to the "carbon footprint" metaphor. Does this metaphor help readers consume the emissions data? Conversely, does it slow them down?

A more conventional design uses a cartogram, a type of map in which the positioning of countries are roughly preserved while the geographical areas are coded to the data. Here's how it looks:

I can't seem to source this effort. If any reader can find the original source, please comment below.

This cartogram is a rearrangement of the footprint illustration. The map construct eliminates the need to include a color legend which just tells people which country is in which continent. The details of smaller countries are pushed to the bottom. 

In the footprint visualization, I'd even consider getting rid of the legend completely. This means trusting that readers know South Africa is part of Africa, and China is part of Asia.

Imagine: what if this chart comes without a color legend? Do we really need it?

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I'd like to try a word cloud visual for this dataset. Something that looks like this (obviously with the right data encoding):

(This map is by Michael Tompsett who sells it here.)

 

Pies, bars and self-sufficiency

Andy Cotgreave asked Twitter followers to pick between pie charts and bar charts:

The underlying data are proportions of people who say they won't get the coronavirus vaccine.

I noticed two somewhat unusual features: the use of pies to show single proportions, and the aspect ratio of the bars (taller than typical). Which version is easier to understand?

To answer this question, I like to apply a self-sufficiency test. This test is used to determine whether the readers are using the visual elements of the chart to udnerstand the data, or are they bypassing the visual elements and just reading the data labels? So, let's remove the printed data from the chart and take another look:

For me, these charts are comparable. Each is moderately hard to read. That's because the percentages fall into a narrow range at one end of the range. For both charts, many readers are likely to be looking for the data labels.

Here's a sketch of a design that is self-sufficient.

The data do not appear on this chart.

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My first reaction to Andy's tweet turned out to be a misreading of the charts. I thought he was disaggregating the pie chart, like we can unstack a stacked bar chart.

Looking at the data more carefully, I realize that the "proportions" are not part to the whole. Or rather, the whole isn't "all races" or "all education levels". The whole is all respondents of a particular type.

 

 

Making graphics last over time

Yesterday, I analyzed the data visualization by the White House showing the progress of U.S. Covid-19 vaccinations. Here is the chart.

John who tweeted this at me, saying "please get a better data viz".

I'm happy to work with them or the CDC on better dataviz. Here's an example of what I do.

Obviously, I'm using made-up data here and this is a sketch. I want to design a chart that can be updated continuously, as data accumulate. That's one of the shortcomings of that bubble format they used.

In earlier months, the chart can be clipped to just the lower left corner.