1. School of Information Management & Systems University of California at Berkeley Final Presentation13 May 2004 MappingChina Master’s Final Presentation Kari Holmquist Cecilia Jiang Paulette Pan Ashley Tan

2. School of Information Management & Systems University of California at Berkeley Final Presentation13 May 2004 Agenda Project Background  Target users and needs Our Process  Design evolution  Methods and Tools  Information Architecture Future directions

3. School of Information Management & Systems University of California at Berkeley Final Presentation13 May 2004 Project Overview

4. School of Information Management & Systems University of California at Berkeley Final Presentation13 May 2004 Situational Analysis China’s growing business position Everyone wants to do business in China  Find partners, Set up business  Navigate through the intricate web of relationships What’s already out there  analyst reports, online news, portals, company databases, financial sites, etc. Problems with current solutions  Too much information, and much of it text-heavy  Difficult to identify business trends in China  Difficult to research companies in China

5. School of Information Management & Systems University of California at Berkeley Final Presentation13 May 2004 The MappingChina solution Demonstrates a Web-based information infrastructure, with an emphasis on data visualizations Support market research and analysis related to the high-tech industry in China Would use existing market research and industry analyst databases as data sources  (e.g. Hoover’s, Yahoo!Finance, Faulkner’s)  Currently uses our own database  Currently limited to wireless telecommunications

6. School of Information Management & Systems University of California at Berkeley Final Presentation13 May 2004 User Profiles entrepreneurs bizdev professionals students jobseekers Market researchers

7. School of Information Management & Systems University of California at Berkeley Final Presentation13 May 2004 User Profiles entrepreneurs bizdev professionals students jobseekers Market researchers Target user selection: Few connections in the field Limited funds (DB, report fees) Want/need to move quickly young

8. School of Information Management & Systems University of California at Berkeley Final Presentation13 May 2004 Design Evolution

9. School of Information Management & Systems University of California at Berkeley Final Presentation13 May 2004 User-Centered Design Process 4 rounds of iterative design, with qualitative and quantitative test metrics Usability Testing  target user profiles, Think-aloud task completion, followed by questionnaire (45-minute sessions) Functional Testing  two test cases : (1) dynamic JSP pages, (2) Flash visualization, Desig n Impleme nt Test

10. School of Information Management & Systems University of California at Berkeley Final Presentation13 May 2004 First Concept Design Competitive Analysis  Five forces for companies in the wireless telecom space However…  Many other websites provide similar information; “easy” to provide for China too

11. School of Information Management & Systems University of California at Berkeley Final Presentation13 May 2004 Revised Concept Design Interactive data visualizations  Geographic mapping of companies/industries, pie charts, company relationships Good:  Communicates our design ideal/vision Bad:  Too ambitious for our limited resources

12. School of Information Management & Systems University of California at Berkeley Final Presentation13 May 2004 Final Concept  Data visualization  Industry overviews and relationships  Major players by industry  Company data and relationships (parents/subsidiaries, partners, competitors)  Resource links (URLs, government info, associations, conferences)

13. School of Information Management & Systems University of California at Berkeley Final Presentation13 May 2004 Final Prototype Demo http://dream.sims.berkeley.edu:8080/MappingChina/index.jsp

14. School of Information Management & Systems University of California at Berkeley Final Presentation13 May 2004 Visual Information Seeking Overview first Zoom and filter Details-on-demand A starting point for designing advanced graphical user interfaces Source: Shneiderman B., (1996) “The Eyes Have It: A Task by Data Type Taxonomy for Information Visualization”

15. School of Information Management & Systems University of California at Berkeley Final Presentation13 May 2004 Some Inspiration Prefuse SmartMoney Visual Thesaurus

16. School of Information Management & Systems University of California at Berkeley Final Presentation13 May 2004 Some Inspiration: SmartMoney Size of squares symbolizes market share

17. School of Information Management & Systems University of California at Berkeley Final Presentation13 May 2004 Some Inspiration: Visual Thesaurus Line styles symbolize type of relationship

18. School of Information Management & Systems University of California at Berkeley Final Presentation13 May 2004 Some Inspiration: Prefuse Line thickness symbolize strength of relationship

19. School of Information Management & Systems University of California at Berkeley Final Presentation13 May 2004 System Architecture Java parser Java validator XML files XML schemas Python script MySQL Database XML files Java validator Flash visualization resources Human input JSP pages

20. School of Information Management & Systems University of California at Berkeley Final Presentation13 May 2004 Java parser Java validator XML files XML schemas Python script MySQL Database XML files Java validator Flash visualization resources Human input JSP pages System Architecture

21. School of Information Management & Systems University of California at Berkeley Final Presentation13 May 2004 Database Design Location Currency_ Type Industry Comp_ Industry Company Relationship Deals Deal_ Purpose Product Company_ Relations Legal_ Instrument Relationship_ Type

22. School of Information Management & Systems University of California at Berkeley Final Presentation13 May 2004 Java parser Java validator XML files XML schemas Python script MySQL Database XML files Java validator Flash visualization resources Human input JSP pages System Architecture

23. School of Information Management & Systems University of California at Berkeley Final Presentation13 May 2004 Different kinds of data  Financial stats (Yahoo!Finance)  Market analysis (Faulkner’s) Complex data  Relationship types  Company roles  Deal/product information  Industry/sector associations Lack of standard business language Information Architecture Issues

24. School of Information Management & Systems University of California at Berkeley Final Presentation13 May 2004 Future Directions

25. School of Information Management & Systems University of California at Berkeley Final Presentation13 May 2004 Future Implementation Integrate with existing data sources  Market research and industry analyst data banks Extend features  Add temporal information  Show degrees of separation  Relationships between companies and political entities  Capital markets Develop other visualizations  Interactive pie charts  Geographic maps

26. School of Information Management & Systems University of California at Berkeley Final Presentation13 May 2004 Thanks to Our faculty advisor: Ray Larson Marti Hearst, Drew Isaacs, Jihong Wu Sanderson; Michael Buckland, Fred Gey, Aitao Chen, and Kim Carl; Kevin Heard, Yoon Lee; bizdev/marketing folks Bruce Baikie, Jason Pan, Anand Halbe, Travis Darrow (IDC); Alan Newberger (Flash class); Jeff Heer (SNA); Mike Voytovich; many others… Most of all, Hong Qu!

27. School of Information Management & Systems University of California at Berkeley Final Presentation13 May 2004 Appendix

28. School of Information Management & Systems University of California at Berkeley Final Presentation13 May 2004 focuses on patterns of relations among people, organizations, etc. How users benefit from using it:  Describe networks of relations  Tease out the prominent patterns  Trace the flow of information  Discover effects on people and organization Source: Garton L., Caroline H., & and Wellman, B. (1997). “Studying Online Social Networks, ” JCMC 3(1). Social Network Analysis