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A Visual Survey, Classification and Analysis of Data Visualizations at and of Events

!! !Sebastian Sadowski!Interaction Design Laboratories!University for Applied Science Potsdam, [email protected]

!Monika Hoinkis!Interaction Design Laboratories!University for Applied Science Potsdam, [email protected]!

!!ABSTRACT The physical and digital perception of events is increasingly merging e.g. by live-streaming talks, presenting the space utilization digitally or social media feed on site. The generated data needs to be visualized (in real-time) to be perceptible and communicable. In recent years, various approaches and projects regarding this issue have been developed. Therefore, the aim of this paper is the classification of different visualizations pointing out important characteristics and the development of a guideline to provide the reader with an useful tool to find the appropriate visualization method for future projects. !Keywords Data visualization, event, survey, case study, visual data analysis. !

1. INTRODUCTION Events are attracting many people who gather in a specific space for a specific time to discuss certain topics or to network. More and more, events are not only focusing on whats happening in the physical space but rather trying to open up the event to a wider audience e.g. by live-streaming talks and panels or presenting the social media feed on site. Depending on the size of the conference, the content that is being created is more or less complex. Data visualization has become increasingly important in many fields as a tool to convey and explore complex sets of data. Therefore, it is not surprising that an increasing amount of data visualizations can be found at events or play an increasing important role to present an event digitally.

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Figure 1. Overview of presented data visualisations and their classification.

This paper collects a wide range of examples which deal with visualization of data at and of events with different approaches and visualization forms. The purpose is the classification of different visualizations and the development of a guideline for evolving new projects to find the appropriated visualization method. Additionally, this paper will also discuss the reasons and intensions behind specific classifications of data visualizations at and of events. !2. RELATED WORK DensityDesign is a research lab in the Design Department of the Politecnico di Milano focusing on the visual representation of “complex social, organizational and urban phenomena” [1]. In 2012, DensityDesign were approached to develop a twitter real-time visualization. They did some research to identify the most interesting twitter visualizations developed between 2009 and 2012.

DensityDesign found several opportunities for data visualization using Twitter: social ties analysis, links between geography and themes or languages, real-time visualization of a particular topic (like a conference), or to analyze a past topic and its “storyfication” [2]. DensityDesign identified three main fields:

• Real-time visualizations: visualizing twitter stream in realtime during conferences or big events.

• Visual search: online tools that create a dynamic visual output for a twitter search.

• Storytelling: the use of visualization to tell an event in the past. There are both interactive and static examples.

The selected projects for each field can be found on the project website [2]. !3. CLASSIFICATION METHOD Based on the collection of examples, we identified and classified different characteristics of visualizations. The results are three main categories and a set of properties.

The classification is based on subjective measurements and are mainly focused on the overall picture. The aim is to identify patterns and links between categories, properties and intentions to develop a guideline about the appropriated visualization method. !3.1. Categories The categories consist of content-related attributes which are creating a bound to the semantic meaning of the visualization [Fig. 1]. • Real-time social media visualizations: visualizing an event's

social media feed in real-time

• Story telling: visualizing relevant and interesting stories from an even, mostly from a past point of view

• Brand experience: the use of data visualization to strengthen the brand or support a corporate design !

3.2. Properties The properties refer to the visual characteristics and provide some insights into the effect of different visualization techniques.

Each property consists of a numeric range between 1 and 10 for characterizing the visualization. In general, one meaning rather less applicable and ten meaning more applicable. Though, the rating system always depends on the specific property and is defined as presented in Table 1 to 4. !Table 1. Property: Technology

!Table 2. Property: Visual language

!Table 3. Property: Presentation size

!Table 4. Property: Interaction

4. CASE STUDIES OF VISUALIZATION We gathered examples from sources such as research papers, blogs and books in order to get a wider range of visualizations. We also reviewed a small collection of visualizations which were not presented at events (e.g. permanent installations in show rooms or buildings) but nonetheless could have been shown on events, as well.

Factor Definition Description

0 Analog Physical visualization

10 Digital Computer generated visualization


0 AbstractExperimental, artistic approach, stronger focus on the aesthetic

10 FigurativeStraight approach, stronger focus on the content


0 Small From smartphone to poster size

10 Big From projection to big screen

Factor Property Description

0 Static No interaction possibilities

10 Interactive Many interaction possibilities

The criteria for selecting a project was mostly the degree of representation for a specific visualization method. This paper is not considering the different types of events due to the focus on the visualization form. In this section, we present 25 selected projects, most of them have been realized in recent years and none of them emerged before 2004. Projects are briefly described, the author(s) and venue are presented and the aim or focus is identified. Throughout, unique project features are marked in bold face to highlight new or interesting approach(es). The properties for each of the examples are listed below the description to give the reader an understanding of our evaluating method. !4.1. Real-time Social Media Visualization The following 10 examples are visualizing the event's social media content in real-time. !Cisco Live Social Media Hub In October 2012, Cisco - the networking equipment company - launched a Social Media Listening Center at its global headquarters in San Jose, United States. The system monitors around 5,000 daily social mentions across 70 company-related Facebook pages, 100 Twitter accounts, as well as other social platforms [3]. Each year, the company organizes the Cisco Live Event - an education and training event for IT professionals worldwide. In 2013, the hub was first presented at the event executed by the

“Social Media Listening and Intelligence team” [4]. The Social Media Hub was set up in a prime location (near the main entrance) showing real-time content and conversations from the event. Attendees could observe eight different kinds of visualizations including twitter streams based on hashtags, volume of tweets or key messages from keynotes on a 6x2 meter screen.

Technology: 10, visual language: 10, presentation size: 10, interaction: 10. !

revisit - Twitter Visualization Revisit by Moritz Stefaner is a real-time visualization of Twitter messages around a specific topic especially designed for conferences [5]. The visualization focuses on the temporal dynamics in the Twitter stream, highlighting of the most important people and displaying of conversational threads established by retweets and replies. The rhythm of the stream is presented by displaying new tweets to the front first. Tweets are visually connected in case they are linked by retweets or replies. Revisit has been used at various events e.g. at the FutureEverything conference in Manchester, United Kingdom on a 40-inch display in the foyer or at the Eyeo Festival in Minneapolis, United States via a stage projection (approximately 9x4 meters) during the breaks.

Technology: 10, visual language: 6, presentation size: 9, interaction: 10.

Generative Design Based Twitter VisualizationThe twitter visualization by precious design studio was adopted on the corporate generative design of the re:public 2011 conference in Berlin, Germany [6]. A huge map of tweets (12 x 4 meter) was projected on the main stage showing trending topics tagged with the conference hashtag “#rp11”. Additionally, every attendee got one of three colors sticked on their badge and were asked to tweet this color, as well. The tweets were

visualized as pixelated rhombuses (colored for tweets by conference attendees) which grouped themselves by hashtags and therefore formed small islands on a blue colored screen.


Andromeda TwitterwallThe twitter visualization Andromeda by DensityDesign Research Lab focused on the social dynamics which arises around a topic: relationships between users, user activity and interaction with the topic [7]. According to the metaphor of the solar system, the wall projection should be considered as a space of debate with twitter users positioning themselves around a gravitation center. Only active users stayed close to the center and users who are citing each other became closer.

However, the strength of the visualization is the visual metaphor to represent the social dynamics. DensityDesign visually reduced themselves on movements and simple shapes. Users are displayed as polygons, the number of edges represents the number of tweets and the size is proportional to the distance from the center. New tweets are displayed centrally and when a user cites another one, both of them moved to the center, as well. DensityDesign planned to extend the visualization: showing a network of correlated hashtags, a timeline and location groups. The interactive visualization was used at the Frontier of Interaction conference in Milan, Italy on a 10x5 meter large wall projection on the main stage behind the speakers.

Technology: 10, visual language: 2, presentation size: 10, interaction: 10. !CNN Ecosphere The installation and website CNN Ecosphere by Heimat Berlin and Minivegas was all about the stimulation of the digital discussion on climate change according to the motto “Plant a thought, watch it grow” [8].

The real-time twitter based 3D animation displays tweets tagged with the conference hashtag “#COP17”. Tweets were mapped on a 3D globe as “seeds” and grouped by trees representing the

common topics discussed in that tweets. Trees could grow depending on the conversation and seeds could fall off and create a new tree. It was possible to zoom in to the globe and tweets could “vote up the tree” by retweeting or navigate through the ecosphere and by liking a comment. At the event the 3D animation on the website was turned into a 3D hologram on site to bring the conversation to the delegates. Besides, the team

published daily renders of the visualization to monitor the system over time and obey the discussion growth.

The project has been developed for the 17th Conference of the Parties organized by the United Nations in Durban, South Africa. On site the ecosphere was projected on an approximately 4x1.5 meter large wall and a 2x2 meter large 3D hologram.

Technology: 10, visual language: 2, presentation size: 8, interaction: 10. !Analog Twitter Wall at re:publica The analog twitter wall by precious design studio for the re:publica conference 2012 in Berlin, Germany consisted of a 14x3 meter long scaffolding construction [9].

Inspired by the conference theme “Action!” design studio precious forever wanted to bring the virtual to the physical space and create some visible action. They printed out every tweet tagged with the conference hashtag “#rp12” and pasted them on a wall. Due to the fact that the filling of the wall with paper took around six hours, tweets were much longer visible as in the

digital stream and people could interact with them manually e.g. with handwritten replies or thoughts about tweets on the wall.

Technology: 2, visual language: 9, presentation size: 9, interaction: 10. !emoto - Online Visualization The emote project by Moritz Stefaner, Dr. Drew Hemment and Studio Nand was a real-time online visualization about the global response on Twitter around the Olympic Games 2012 in London, United Kingdom. The aim was to capture and visualize the excitement around the event by visualizing first, the positive and negative attention for each event, athlete or social topic via the “topics view” and second, by visualizing tweets in real-time in the “message stream view” [10]. The sentiment score for a topic was visualized based on an origami-style shape with triangles representing the volume of Twitter messages. Tweets in the message stream were displayed as cards coloured according to

their sentiment values, scaled correspondingly to their relative “importance” and moved from right to left depending on their size.

Technology: 10, visual language: 5, presentation size: 1, interaction: 10. !F5 Twitter Visualizer For the creativity festival f5 2011 in New York, Minivegas created an interactive installation that visualized the F5 twitter feed alternately into abstract shapes or the logo [11].

The visualization was based on little coloured squares that were “dancing, floating and flying around” to form various shapes.

Images tweeted by attendees were deconstructed into large numbers of coloured pieces and text-only tweets were displayed by multicolored shapes to follow the outlines of a font.

Technology: 10, visual language: 5, presentation size: 2, interaction: 10. !Postano: Social Media Displays Postano is a social media aggregation and display platform [12]. Their mission is to work with brands to curate and display the “best fan content available”. Postano collects and curates content from Facebook, Instagram, Twitter, Vine and other social networks and display it on large screens during events or mobile applications.

The visualization methods various from a large canvas of tiles to dynamic letterpress-style posters. The difference to other projects

is the social media curation (e.g. moderation or auto filters for profanity, text-only posts, small images) with the aim to strengthen the brand experience at events. Postano has been used at events such as the SXSW 2013 conference in Austin, United States presented on a 40-inch display or at the Dell World 2012 conference in Austin on two stage projections about 7x3 meters in size.

Technology: 10, visual language: 10, presentation size: 10, interaction: 10. !Social Wall Experience The Twitter and Instagram visualization by STEADY New York focuses on the experience of a vast array of display formats [13].

The software consists of three main components: a high-end CMS administration tool capable of assigning/filtering social content, a local syncronisation utility and a front-end display view. The display size various from 4x2 meters to 15x3 meters of stacked displays. The highly image-focusing visualizations consists of either a canvas of tiles or a random matrix of images on different

backgrounds. The visualization has been used as live events for American Express, Nike, Nivea and others.

Technology: 10, visual language: 10, presentation size: 10, interaction: 10. !Results The 10 discussed projects are mostly Twitter-based visualizations and only two of them are using additional social media channels such as Instagram and Facebook. The examples are mostly digital implementations (average technology value: 9.2) and all the contest is generated by the attendees so they are all highly interactive (average interaction value: 10). Real-time social media visualizations are presented on rather big screens or projections (average presentation value: 7.9). The content is mostly presented “as it is” (average visual language value: 6.2) and only 3 out of 10 projects pursuit a rather abstract visualization way. !4.2. Story Telling The following 13 examples are focusing on the visualization of stories or the presentation of an event review. !4010 – Facebook Tree The data visualization by design studio onformative for the Telekom flagship store in Berlin, Germany illustrates the store's Facebook communication [14]. The idea was to “bring the virtual identity and online communication back to the store” by analyzing posts recorded over the last four years and visualize them on an approximately 9x3 meter large wall. The number of likes and comments, post type, post length and time of creation have been illustrated with the visualization metaphor of a leaf on a generative organic tree. Each parameter influenced the form of the leafs thus visitors could try to read and explore the online

communication on site. Paper labels were added on top of the visualization to highlight important (e.g. most commented or liked) posts and the visitor could read Facebook posts by scanning a QR code with a smartphone.


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emoto - Interactive Installation and Data Sculpture The data sculpture is part of the emoto project (see 4.1). It presents the Twitter archive emote has gathered and visualizes stories and insights of the excitement around the Olympic Games in London 2012. The physical data sculpture consists of 17 CNS-milled plates each representing tweets for one day of the Olympics [15]. The three-dimensional surface visualized the

aggregated tweets per hour and sentiment level in horizontal bands whereby it was possible to haptically explore the data. Overlay projections and heat maps highlighted individual stories and visitors could navigate through them by using a controller knob. Additionally, a 9.5 meter long printed “Sentigraph” was exhibited presenting the average mood for all events and topics as tracked by emote.


!resonet: Mapping the Resonate Twitter Community Resonet by Moritz Stefaner is “an attempt” to map the twitter accounts and their relations related to the Resonate festival 2013 in Belgrad, Serbia [16]. The web or image-based network visualization presents Twitter users who are connected to some seed accounts (festival speakers, organizers and attendees). The size of the username depends on the size of the number of

followers in the network and users are visually connected depending on their shared followers. The interaction is limited to zooming and dragging.


!Eyeo Network - Overlapping Relationship Data The poster of the Eyeo Festival 2013 in Minneapolis, United States by Nicholas Felton is based on a comprehensive questionnaire with the festival attendees [17]. Finally, Felton used two questions to create the visualization. Firstly, “Who the attendees of the conference were interested in hearing speak?” and secondly, “As what do you consider yourself?” (e.g. entertainer, designer, journalist). Therefore, the network visualization told the story of who wanted to see which speaker.

The approximately 1x1 meter large poster was hung around the foyer of the festival.


!Domestic Data Streamers: Spoon vs. Fork The data sculpture “Spoon vs. Fork” by Domestic Data Streamers - a collective of designers and researchers from Barcelona - was presented at the SWAB International Art Fair of Barcelona, Spain

in October 2013 [18]. The aim of the project was the aggregation and visualization of the fair attendee's profiles by asking them a very simple question: to choose between a spoon or a fork. Additionally, personal details were gathered via an iPad app such as the social status, weight, height, L/R handed, country of origin, age and gender. The meta data was directly visualized via a string and knot system by assistants creating a physical parallel coordinates plot on an approximately 8x3 meter large wall.


!Voting System Behance Reviews The “liquid data installation” [19] by Domestic Data Streamers was used as a voting system for the candidates of the last talk of the Behance Portfolio Reviews 2013 event in Barcelona, Spain. Domestic Data Streamers developed an ephemeral laboratory where data is literally turned into liquid suitable for the venue: an old beer factory. The aim was to measure and visually perceive the attendee's votes for each speaker. Therefore, votes entered on an iPad app were translated into a fixed amount of liquid and sucked up in bottles for each candidate. The generated dynamic

data stream created a three-dimensional graphic or in other words a physical, three-dimensional bar chart. The iPad terminal was approximately 1.5x0.5 meters large and the hoses and bottles were positioned on a 4x4 meter large space.


!re:publica 2013 in 30 Images The collection of visualizations about the re:public conference 2013 in Berlin, Germany by Petra Sammer illustrated the conference experience from a personal perspective [20]. Over three days, Sammer published various live, freehand visualizations via Twitter e.g. about the gender, age, mood, beard or equipment distribution on site. She also visualized some funny and hard to measure data such as the average length of queues, cell phone signal strength or amount of “power-socket-searchers”.

The freehand visualizations were presented on 30 A5 size white papers on an approximately 1x3 meters large glass surface.


!Graphic Recording Graphic recording is the process of capturing people's ideas or expressions and visualize them in illustrations or words in “real-time”. It can be used as a documentation of events, tool for

knowledge management or as supporting program [21]. Anna Lena Schiller, for instance, created some visualizations for the re:public 2010 in Berlin, Germany live on the main stage.


!Visualizing the Conference Experience at the AEA Conference Students from the University of Minnesota were asked to develop an innovative method of evaluating the American Evaluation Association’s Annual Conference 2012 in Minneapolis, United States [22]. The students mapped all conference sessions (as green and pink dots) and Topical Interest Groups (as blue dots) as data points on a 2x3 meter large white paper. Conference attendees

were encouraged to place a dot sticker next to the presentation which they experienced as very helpful or interesting.


!The Science of Serendipity in the Workplace MIT researcher David Rose, design firm Gensler and exhibit-design firm Tellart teamed up to design a series of interactive installations with the aim to bring workers in tech firm companies closer together [23]. One of the idea was to enter and exit through “voting doors” with a question such as “Cake or pie?” for which people must choose

a “cake” or “pie” door to walk through. Another concept was a physical data visualization for which people have to choose a tank to put a plastic ball into thus creating a physical bar chart. The latter was planned to be a 1.5x2.5 meter large physical installation situated close to common areas such as entrance halls or toilettes.


!re:log - Stream of Attendees Analysed The information visualization “re:log” by OpenDataCity analyzes the stream of attendees at the re:publica conference 2013 in Berlin, Germany. The data were based on the login of devices to one of the approximately one hundred conference wifi access-

points [24]. After the conference, the data were published anonymously. Over three days, the web-based, interactive visualization gathered and mapped more than 6,700 devices as dots on a digital site plan. The movement of attendees from one talk and stage to another could be traced, as well as the amount of people attending a session. Even though, it was an experimental approach and not announced in advance, the further development to an analysis and evaluation tool for the organizers besides the use in journalistic fields are conceivable.


f8 Facebook Developer Conference 2010 On the f8 - Facebook Developer Conference 2010 in San Francisco, United States - near field technology was used to publish interactions directly to the Facebook platform and visualize them on a huge screen. Developed by Ben Barry and

Everett Katigbak, the so called “f8 Presence” project was an experiment with RFID technology to associate tags with attendees Facebook profiles [25]. With these tags, attendees could interact with different kiosks on site to publish various interactions to their profile, such as the check-in to readers, placed throughout the venue or the taking of photos. The aim was to bring Facebook to a real world environment and the creation of a lightweight way to share information with friends. The collected data were visualized on a 80x20-inch big video wall showing e.g. the movement of attendees from one stage to another. The visual

language of the projection should reinforced the hacker culture [26]. Therefore, the visualization was loosely based on a mission control style screen which was changing and updating throughout the event. Check-ins from one reader to another were visualized on a three-dimensional map of the event space and pictures were displayed on a grid.


!Google Heat MWC The mobile agency Moterosa and ad agency Jung von Matt developed a mobile app visualizing a real-time, filterable, popularity-based head map for the Mobile World Congress 2011 in Barcelona, Spain.

Google Heat allowed conference attendees to search for and connect with the most popular places and people of the event around the city. In addition, it was possible to filter the heat map for mobile platform or nationality and swap contact information by bumping phones. According to Monterosa, the app was downloaded 10,638 times out of 60,000 visitors and used 30 hours per person over the four days [27].


!Results The 13 discussed examples focused on storytelling in different kinds of ways: social media content, evaluation methods, as ice breakers or with the focus on micro location. They all have in common that they could be used to evaluate the event. Different fields of interest have been presented such as the feedback on interesting talks, the overall positive or negative event perception or some insights about the attendee's profile. Some of them have been used as ice breakers - defined as something to focus on to start a conversation in order to prevent any awkwardness in a social situation [28] - and were used on events to easily bring attendees together. The selected examples were mostly physical installations and tangible (average technology value: 3.1). Some of them had no

interaction possibilities at all and some depended on user input (average interaction value: 4.3). The visual language distinguishes from figurative to abstract (average visual language value: 6.5) but it was obvious that they were mostly presented in a small to medium format (average presentation value: 3.4).

!4.3. Brand Experience Visualization as a tool to support the corporate design of an event is primary used to strengthen the brand experience. More and more, generative design approaches find their way in event communication and branding. A couple of generative design based identities for events, from political conferences such as the logo for the COP15 - United Nations Climate Change Conference Copenhagen 2009 - [29] to sport events such as the corporate identity for the British Gymnastic [30], have been developed. However, the focus of this section is visualizations based on real data to create a brand experience.

!Generative Corporate Identity for the Decoded Conference The generative corporate identity by design studio envis precisely for the decoded conference 2010 in Munich, Germany is based on the abstract visualization of letters and words [31]. The conference logo, screens for the breaks, visualizations for the posters, business cards and tags were created with a custom build software. The tool took letters and words as input and translated them into polygon shapes. The color and form of the polygons were based on the letter frequency in german. Furthermore, the

output could have been still images e.g. for the custom logo of each speaker, animations e.g. for the breaks or interactive versions.


!Poetry on the Road Between 2002 and 2013, the visual theme for the international literature festival Poetry on the Road in Bremen, Germany was developed by Boris Müller in collaboration with design agency

one/one [32]. Although the visual theme changed every year, the idea stayed the same: All graphics are generated by a computer program that turns poetry from the festival's program into visual representations. The aesthetics, design rules and themes altered every year: dynamic patterns (2002), automatic text alignment (2003), cluster of polygons (2004), tree-like structure (2005), numerical transformation (2006), tagged photos (2007), word frequency (2008), tree map and bar code (2009), origami-style data sculpture (2010), particle system (2011), poem density (2012) or the using of words as geolocation (2013).

The generated images were used in the festival’s annual poster, book, during live-performances and on site as an interactive playground that let viewers explore the poetry in a visual, non-linear way.


!Results As already mentioned, most of the brand experience examples are generative design based visual identities with a focus on aesthetic rather than data. Nevertheless, the visualization of the two selected projects are based on letters and words. Both examples have in common that they have a digital (average technology value: 6) and abstract (average visual language value: 1) visualization approach and provided a web-based application so every attendee could play around with the generative design on their own (average interaction value: 2). Surprisingly, the presentation of the generative design was rather small to medium in size (average presentation value: 3.4). !5. CONCLUSION

For our visual survey on data visualization at and of events we collected and classified various examples with different characteristics [Fig. 2 and 3]. Summing up, we present some conclusions about the three classifications concerning the four properties besides a collection of aims which could be used as a guide for finding the appropriate visualization technique or as a source of inspiration for future projects.

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Figure 3. Overview of presented projects grouped by properties visual language and presentation size. !

Figure 2. Overview of presented projects grouped by properties: technology and interaction. !

5.1. Real-time Social Media Visualization The discussed social media visualizations consisted of a figurative visual language, used digital technologies to present the feed on a big screen or projection and were highly interactive.

They were used: • to encourage more user-generated content and deeper

engagement (or to gamifying an event’s social media) • to Generate and amplify buzz • for connecting the digital with the analog world e.g. for

people who could not participate in person • for displaying trends and dynamics in online discussions,

function as “Space of Debate” • to visualize (positive and negative) excitement around the

event • as an ice breaker to bring attendees closer together or start a

conversations !5.2. Story Telling The visualizations focused on story telling had a figurative visual language, used mostly analog techniques in a rather small presentation form and were rather static than highly interactive.

The visualizations were used: • to evaluate the conference for e.g. getting:

• feedback on interesting talks • overall positive or negative event perception • attendee's profile

• as ice breakers to bring attendees closer together or start a conversations !

5.3. Brand Experience The two brand experience projects we discussed had an abstract visual language, used digital technology for the production but were also used as print products at the event. They both were mostly static and designed for small to medium large screens or projections.

The aim of the visualizations were: • brand building • creating an interactive brand and event experience • to connect the attendees closer to the venue (improve the

visitor's excitement and motivation) !This visual survey analysed 25 selected projects and defined a classification of visualization methods for data visualizations at and of events. We hope that the analyze as well as the accompanying website act as a visual reference and inspirational source for future projects. !

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