Visual I|O interview

BusinessWeek put out an interested podcast interview with Angela Shen-Hsieh, CEO of Visual I|O as part of its series on 10 Cutting-Edge Designers. She describes her company as "allowing people to get insights or understanding or perspectives from information." (Hey, we do that too!) From what I've seen, Visual I|O has done some innovative things with presenting data. Check out this demonstration of their capabilities--a highly interactive tool to help a baseball manager decide if they should pull a pitcher from the game:

Visual I|O Baseball Visualization

But enough advertising for a competitor. I thought Ms. Shen-Hsieh made some interesting points about the state of the business intelligence industry. For example:

BusinessWeek interviewer: "Do you find that you have to do some education with your clients to convince them that design, information design, visualization techniques are really a valuable tool?"

Ms. Shen-Hsieh: "I feel that is a problem in our industry in that the technical challenges have been so fierce, there have been so many of them, that the focus has been mainly on in the IT world on the collection of the data, the storage of it and the access of it. This next frontier is really at getting at the last 18 inches between the screen and your brain. So we don't really talk too much about design, we talk about the problems and how this addresses the problems."

Well put. We've written before about the failure of business intelligence to live up to promises.

I do take issue with Ms. Shen-Hsieh when she dismisses Excel as a tool for visualizing information (and the blatant set-up by the interviewer):

Interviewer: "Excel spreadsheets and pie chiarts just don't seem to be up to the challenge of solving corporate problems today, in part because they can't address all the complex parameters that some of these decisions involve. Is the static nature of those visualization tools also a problem?"

Ms. Shen-Hsieh: "I think the lack of interactivity is the problem; I think the lack of business-focuses, problem-focused, solution-focused visualization is the problem...In the most simpliest terms, if you think of Excel, you've got an x-axis and y-axis, so you basically have two dimensions of data that you are looking at at any one time. But a complex problem is going to have lots of dimensions that you need to consider. That's what visualization gets you. It gives you a much broader concext besides a flat, tabular, x-y.

It isn't fair to say Excel can't do more than two axes. There are many ways to show multiple dimensions, make Excel dynamic, even visually compelling. Granted, it doesn't come out of the box this way--but any visualization requires some work.

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2 comments


June 6, 2006
Henk said:

Innovative, yes. But as useless as an ashtray on a motorbike without a training course of at least a week. BTW, all pictures can be made with Excel, albeit it will take some time to do it. Only the grey connection lines and these dots on the "circle graph" (what's the proper name for this ? Even pie charts are more clear than this) can only be hand picked - but they are confusing. Frankly, Zach, I don't see the point you want to make. But if this is your fiercest competitor, can I buy shares in Juice Analytics? [wink]


June 6, 2006
Kelly O'Day said:

Zach:

Thanks for an interesting post.

Ms. Shen-Hsieh's states "In the most simpliest terms, if you think of Excel, you’ve got an x-axis and y-axis, so you basically have two dimensions of data that you are looking at at any one time. A complex problem is going to have lots of dimensions hat you need to consider. That’s what visualization gets you. It gives you a much broader context besides a flat, tabular, x-y".

A few points:

1. All of the Visual I/O examples shown in your post are 2-D. These plots are "flat". Does Ms. Shen-Hsieh think that makes them bad?

2. Ms. Shen-Hsieh makes some breath taking leaps when she jumps from: 1) talking about Excel being 2 dimensional to 2) "..complex problems.." having "...lots of dimensions that you need to consider" to 3) "that's what visualization gets you". This leap from Excel is only 2D to 'visualization" is the answer needs to be parsed to really see what she is claiming.

3. She is partly right, most of our problems are multi-dimensional. The dimensions, however, are in the data, not in some vauge "visualization" concept. The solution is to do effective multi-dimensional analysis.

4. She has made 8 standard 2-D plots of the demonstration data set. These are 8 data slices out of potentially dozens. Are these the most important, the best for discovering the underlying data structure? We don't really know.

5. As Ms. Shen-Hsieh shows in the example, we need to view our multivariable data through multiple 2D windows. It's not the 2D plot tool that is the problem, it's how we are using the 2D tool.

6. Why blame Excel? Do we blame the carpenter or the saw for poor woodworking?

7. Effective data visualization requires the user to query, slice, dice data into multiple 2D windows to see/ understand the underlying structure in the data. Relying on just one 2D plot won't work.

8. Excel, like other charting tools, displays data in 2 dimensions at a time. However, we can add additional factors by using techniques like Trellis - lattice displays. S-Plus, R use mutiple 2D plot arrays (trellis / lattice analogy) to systematically display the relationship between three-four factors at a time. Factors 1 and 2 are "conditioned" by Factors 3 /4 and plotted in a 2D plot array. While each plot is 2D, the multiple plot array allows the user to see the role of Factors 3 - 4 on Factors 1 and 2..

9. Excel users can create vertical and/or horizontal panel charts to simulate trellis like displays that can help in multi-variable analysis.

10. The problem is not in 2D charts or Excel. The problem is how users Excel (or any other tool) and 2D plots to investigate a multi-dimensional problem.

11. An Excel user could do the same thing as Ms. Shen-Hsieh if they have their data well structured and have good charting skills, and use their imagination to ask the right questions of how does X relate to Y, Z, Q T and other factors? Those who ony look at X versus Y won't benefit with any tool.

12. An Excel user can make Trellis like (Cleveland, Robbins) or small multiple like(Tufte, Few) charts. I have a number of examples of horizontal and vertical panel charts on my site ( http://processtrends.com) that your readers can download and try out on their own.

13. A skilled investigator (good statistical and data visualization background) with Excel can beat an unskilled investigator with a "'powerful tool" 90 out of 100 times.

14. Let's focus on improving investigators' skills by showing users how to address multi-dimensional problems. Training in muti-variable analysis will be useful no matter what "visualization tool" is used.

In the carpenter example, let's make sure he has the fundamental skills (training if necessary) before we buy him expensive that new (costly) power tool.

Kelly O'Day
http://processtrends.com

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