IsisInBlog

Arranging to Persuade: Tunneling or Guided Persuasion

Fogg’s Principle of Tunneling:  “Using computing technology to guide users through a process or experience provides opportunities to persuade along the way.”

            This month we take a journey to tunneling in our series on B. J. Fogg’s seven tools of persuasion from his book Persuasive Technology:  Using Computers to Change What We Think and Do.  Fogg cites software installation as a tunnel.  That frequently involves staying near the computer and answering questions every so often.  You are a captive audience as the installation proceeds.  As such, you may experience promotions for other products or about the benefits of your new purchase.  You and the company share a journey of software installation, with the company selecting the sights along the route. 

                 In his narrative, but not in his Principle, Fogg defines a tunnel as a committed journey, like an amusement park ride.  Once you sit in that gondola (or begin software installation), you’re committed to the entire journey.  In information arrangement, tunneling encompasses a wider definition.  You are enticed along a journey that you may or may not complete.  At any point you may decide what you are looking for is not worth the effort, or you may complete the journey, ending it only when you find what you are looking for.

            One example of persuasive tunneling is the arrangement of a grocery store.  Many people pop into the store just for a quart of milk.  Milk sometimes goes bad suddenly so you pick it up on a quick errand.  That’s why milk is always at the back of the store.  If it was at the front, you would buy that one item and head on home.  When it’s at the back, you travel through the store aisles, experiencing other products and perhaps buying something else.

The Vietnam Veterans Memorial (VVM) provides a more complex tunnel.  Its 140 panels increase in height from 8 inches at the ends to over 10 feet in the center.  Names are inscribed in chronological order by date of casualty and alphabetical order within each day.  So it would seem that visitors take a journey from the beginning of the war to the end. 

That is the case, but the journey actually begins in the center.  Maya Lin wanted the VVM to symbolize a circle so the names begin and end at the tall center panels, indicated by the only two dates on the Memorial, 1959 and 1975.  No other dates appear.  Walking along the panels, the only indication of a new day is the beginning of a new set of names in alphabetical order.  Even though this is the journey of the Vietnam War, it does not feel like a persuasive tunnel, since we only see a massive display of names. 

Many visitors believe the chronology begins at the short left panel.  That’s logical since we read from left to right, not from the center to the right to the left and back again to the center.  When we experience the VVM from left to right, the shape of the memorial helps us feel the shape of war.  A few deaths at the beginning, building to a crescendo at the center and winding down to just a few names at the end.  In this case, because we know the names are in chronological order, the shape of the VVM creates a journey along the panels, persuading us to experience feelings about the progression of war.           

 

Illustration used with permission from Microsoft.

Arranging to Persuade: Reduction or Persuading through Simplifying

 

Last month I introduced B J Fogg’s seven tools of persuasion as outlined in his book, Persuasive Technology: Using Computers to Change What We Think and Do.  I showed how information arrangement exploits these tools with specific reference to the Vietnam Veterans Memorial (VVM).  The VVM arranges its names in chronological order by date of casualty, grouping together soldiers who served at the same time.  In so doing, the memorial demonstrates six of the Fogg's seven persuasive tools.  This month, let’s take a deeper look at the first tool, Reduction or Persuading through Simplifying.

Reduction strategy is all about cost/benefit analysis.  How much effort (cost) achieves the benefit?  Fogg describes Amazon’s 1-click ordering method as pure reduction.  Before this innovation, every click in the online sales process was a chance for customers to change their minds.  Will they go on to the next buying step or will they give up and click over to another Website?  At Amazon, one click seals the deal.  If a mind changes later, there’s a new cost/benefit analysis for the effort involved in cancelling the order.

Many years ago, when Ma Bell stopped being our only telephone company, the new phone services battled mightily for customers.  It became very easy to change your long distance company.  One brief request and it was done.  Sometimes you didn’t even have to bother with the request.  Sign your name to some freebie promo and you might find out later that the small print was an agreement to change phone services.  One step and it didn’t even involve thinking about phones.

Maya Lin’s VVM is a more honorable example of reduction, but her controversial proposal almost didn’t get approved.  Among many complaints about Lin’s design was the chronology, which requires the use of an index to find an individual name.  Critics wanted the names on the VVM in alphabetical order, making the memorial itself a giant index. 

MIT’s John Maeda, in his book, The Laws of Simplicity, assigns organization as the second law.  Organizing arranges similar items together and simplifies our efforts to use them.  Alphabetical order on the VVM would have made it easier to find a single name, but much harder to find a group of names. 

First, a vet would have to remember names from more than 30 years ago.  Then he would have to look up each name individually, walking along the panels from A – Z.  To prepare for the effort, he might alphabetize the names of his dead buddies, the ones he remembers, so he doesn’t have to move back and forth among the 144 panels.  The names near each lost friend would have no meaning other than an alphabetic similarity, or even the same name in some cases.  Names he can’t remember would remain forgotten.  The primary memorial activity here is similar to using a print dictionary, an exercise in the alphabet rather than an emotional experience of memory.  

Chronology reduces the effort and increases the depth of feeling.  The vet only has to remember one name.  He finds that name in the printed index and goes to a panel representing the time he spent in Vietnam.  There are all his friends who died or went missing.  If he can’t remember someone’s name, the memorial remembers for him.  They are together again, the vet seeing his reflection in the polished marble among the names of those he lost.  The next time he visits, he won’t need the index.  He’ll know where to find his friends. 

Illustration used with permission from Microsoft.

Names on a Memorial: Into the Earth (Memorials Discovered by the Strategic Information Arrangement Class)

Today is Memorial Day.  On Friday the American military announced its 1000^th death in Afghanistan.  Yesterday, British Petroleum announced that it failed in its fourth attempt to stop the massive oil spill in the Gulf of Mexico.

We study name arrangement on memorials during the final week of my online Strategic Information Arrangement class at Simmons College.  That week includes an optional forum question asking class members to describe a memorial near their home.      

Jared Stern, a Brandeis University pre-school librarian who also works at the Boston Public Library, told us about the New England Holocaust Memorial by Stanley Saitowitz, with Polish extermination camps represented by six columns extending six feet into the earth and 54 feet into the sky.  Smoke rises from “smoldering coals” toward the columns’ glass panels filled with 6,000,000 numbers evoking the tattoos of Holocaust prisoners. 

Some panels have quotations instead of numbers.  Jared included one in his remarks:     

“At first the bodies were burned, they were buried.  In January 1944, we were forced to dig up the bodies so they could be burned.  When the last mass grave was opened, I recognized my whole family, my mother and sisters and their kids.  They were all in there. (Motke Zaidt, a Holocaust survivor who was deported from Lithuania and forced to work the death detail in Chelmno.)”

Beth Toren, Web Services Librarian at West Virginia University Libraries discussed two types of memorials for the mine disasters in her state.  An April 5 explosion at the Upper Big Branch Mine killed 29 miners.  The community responded by building spontaneous memorials such as one with pieces of coal painted white with the names of those who died written in black.  It sits on lace on the ground with a cross.

The Sago Mine exploded on January 2, 2006, killing twelve miners; one survived.  This has a formal memorial in Phillippi, although it is not complete.  The photo in this post shows Ross Straight’s flat 4’ x 6’ sculpture, with figures arranged as the bodies were found when rescuers finally reached them. 

Beth spoke with the project’s organizer who said the memorial is intended to honor all who died in the mines, but they will only list the names of the twelve who died at Sago.  According to Beth’s paraphrase, “they would never be able to fit all the miners’ names that died in coalmine accidents just in that county on a memorial.”  Today, as oil continues to gush into the Gulf of Mexico, we also remember eleven energy workers who died last month when the Deepwater Horizon drilling platform exploded.      

Vermont’s Sharon North Welcome Center on I-89 demonstrates green design with sustainable energy and water facilities.  That’s where Edee Edwards, taxonomy manager at a bio-pharmaceutical services company, found Vermont Vietnam Veterans Memorial.  This first state-sanctioned Vietnam memorial was dedicated two weeks prior to DC’s memorial.  It includes both the names of those who died and of every Vermonter who served. 

The memorial also has separate installations for those who died in Iraq and in Afghanistan.  These include not just names, but photos and remarks about their lives.  Since 1983, an all night vigil has been held every Memorial Day.  Edee said that even though she does not feel connected with the war in Vietnam, “this project ended up not just making me think, but making me feel.” 

In the 90’s, the Sharon rest stop almost closed, but Vermont’s Vietnam vets lobbied to keep it open.  Ten years ago, the state selected it to be renovated as a green showcase, designed by Timothy D. Smith.  Using ground source heat pumps, the center keeps warm in the cold Vermont winter and cool in the summer, not by extraction, but by sending reclaimed water into 24 wells to return with the earth’s own heat.  Take a look at the worst oil spill in U.S. history.  Instead of stealing her blood, we should let the earth nurture us with geothermal energy.

Photo Credit:  West Virginia Governor Joe Manchin’s Photo Gallery.  Album:  Sago Mine Memorial Unveiling, May 21, 2009. 

Names on a Memorial: The Power of Information Arrangement

Today’s post honors Phillip Gibbs and James Green, killed shortly after midnight on May 15, 1970 by police at Jackson State College in Mississippi.  On May 4 of that year, Allison Krause, Jeffrey Miller, Sandra Scheuer, and William Schroeder were killed by the Ohio National Guard at Kent State University.

This post will also be the Memorial Day essay for Discover the Region, where some of my writings will now be published.

Like all language, organized information persuades.  It “directs our thinking,” as biologist Stephen Jay Gould wrote about classification.  Information arrangement shapes perception and interaction.  Names on memorials are examples of organized information where arrangement defines a visitor’s experience.  The thoughtful chronology of the Vietnam Veterans Memorial builds a space for individual remembrance.  A World War I memorial does the same, but with a different arrangement strategy, reflecting the difference in the two wars.  In contrast, the random arrangement proposed for the World Trade Center memorial almost derailed the project.  Yet, in another context, random builds community at the Memorial Temples of Burning Man.   

By listing names on the Vietnam Veterans Memorial (VVM) in chronological order, designer Maya Lin gave surviving Vietnam Vets personal spaces for contemplation, spaces that make the VVM our most powerful memorial.  Names are arranged by date of casualty, not date of death.  Those who died later of wounds received in battle are listed on the day of the battle along with their buddies who died that day or went missing.  When a surviving soldier visits the VVM, he need only remember one name to look up in the index.  He finds the panel and sees the names of his friends who died in a battle he fought.  They remain together where he can visit them and remember his own experience.   

Architect Edwin Lutyens influenced Lin with his World War I Memorial to the Missing of the Somme.  This open structure of 16 huge columns, with intersecting arches and a truncated tower in Thiepval, France lists more than 72,000 names on its huge columns, names of British soldiers missing from a single battle.  Like the VVM, the memorial gives survivors an individual place of remembrance, but the two use different arrangements to achieve the same goal.  The VVM honors over 58,000 dead or missing during a 20 year war.  The Somme memorial lists those missing from a five month battle, most from a one day massacre when British troops surged into waiting German lines.     

In World War I, Britain recruited Pals Battalions.  Men who signed up together could serve the entire war with their buddies.  Cities and towns mustered their own fighting units, sending them off to France with names like the Sheffield City Battalion.  On July 1, 1916, many of these towns lost nearly a generation of young men. 

The names on the Somme memorial are arranged by British Army Order of Precedence.  That’s how military units appear on the parade ground.  These units came from individual towns, so the arrangement has the effect of organizing missing soldiers by their home towns.  Even today, with only a few remaining World War I vets, relatives and neighbors have their own place of remembrance.

Michael Arad, designer of New York’s National September 11 Memorial, ignored individual places of remembrance when he selected random as the arrangement.  This would have dispersed names from each company all over the monument.  Instead of a personal place to remember fallen coworkers, survivors would have had to hike to see each name.  The arrangement infuriated surviving families and they eventually refused to contribute to the memorial fund.  At that point, the design committee reconsidered and offered “meaningful adjacencies.”  Families can now place their loved one’s name within a group or next to an individual.  Many names will appear with the companies they worked for, but they might also be with special friends.  In one case, a married couple who worked at different companies will now be forever together on the memorial. 

The designers of the National September 11 Memorial paid dearly for an arrangement error, losing money, prestige and the community’s good will.  They went from simplistic random to perhaps the most complex arrangement on any memorial with individualized name placement and multiple types of groupings.  If the designers had originally selected an obvious arrangement, such as geographic by floor, survivors would have had their places of remembrance.  They would not have needed strong family associations to fight against the arrangement and ultimately to fight for a more detailed names design. 

In the right context, however, even random can build private spaces of remembrance.  David Best did this at Nevada’s Burning Man art festivals.  His Memorial Temples in 2001, 2002, 2003, and 2004 reflect the Somme memorial as arched open structures, topped with a tower and filled with names.  Burners inscribe the names they want to remember anywhere on the memorial.  The effect is random, but each inscription describes a private remembrance.  For the week of the festival, Burners have a personal place to grieve, a place they have chosen.  When the Temple burns on Sunday, individual memories and the combined memories of all Burners float into the evening sky.

Persuasion by Arrangement: Intended and Unintended Consequences

Arrangement persuades every day.  Lots of us pop into the grocery store for a bottle of milk.  So why is milk always at the back of the store?  That arrangement persuades us to hike through aisles of food that we only just now realize we need.  Got cookies?

The arrangement of concepts also persuades.  At the simplest level, alphabetical order implies equality and chronology implies time.  An intentional arrangement considers the needs of both user and designer to influence effective use of information.  An unintentional arrangement risks influencing users in unintended ways.

In his book Persuasive Technology: Using Computers to Change What We Think and Do, B. J. Fogg defines persuasion as “an attempt to change attitudes or behaviors or both” (p. 15).  By placing milk at the back of the store, the grocer attempts to influence buying behavior.  In the arrangement of concepts, I expand Fogg’s definition to include persuasion as reflecting a point of view.  If I use alphabetical order, I may persuade you that each item has equal value, at least in terms of the list.

Maya Lin’s Vietnam Veterans Memorial demonstrates one of the most elegant examples of persuasive arrangement.  She organized names on The Wall by date of injury, not date of death.  A soldier who died later of wounds inflicted in battle is therefore listed on the date of the battle.  His name is in alphabetical order with others who died on that day, so he is included among his buddies.  The survivors of the battle can visit The Wall and, in one section, see the names of their comrades.  This intentional arrangement persuades survivors and tourists alike to consider the fellowship of fallen soldiers.  It is one reason The Wall inspires more emotion than other memorial structures.

Maya Lin likes circles, so her chronology begins with a tall center panel and proceeds to the right as the panels descend in height.  It begins again at the farthest left of the panels, which grow to the tallest center point and the final names.  The name at the farthest right is Jessie C. Alba.  The others who died on his day are at the farthest left.

This may be an example of an unintentional arrangement decision with unintended consequences.  A theme of The Wall is comradeship among those who died together and among their friends who survived.  Because it is primarily an intentional arrangement, it obeys its own rules. Each name follows the previous name.  Last names beginning with an A signal a new day.  It is this rule that places Jessie C. Alba at the farthest end.  The others on his day are at the opposite end of The Wall, separated by 138 panels.  This separation implies the loneliness of death, which is the antithesis of The Wall’s theme of comradeship.

In the design process, it would have been a simple adjustment to move Alba’s name one place over to the farthest left panel, with the others on his day.  We do not know if that was contemplated.  The Wall is a work of art.  Each detail allows us to ponder its meaning.  Dying on a battlefield is a lonely experience, even if you are surrounded by your comrades.  But that is the opposite message from the other details on the Wall, which purposefully gather together those who died and the visitors who survived.  Intentional or not, in this one detail for Jessie C. Alba, the rules were more important than the theme.

Native Americans place one error in their artwork because only God can be perfect.  It is an intended error with an intended consequence.  Arrangement errors that go unrecognized have unintended consequences, possibly negative consequences that may defeat mission goals until the error is discovered.  Information arrangement is part of an entire message.  Take as much care with its details as you would with any other communication.

Names on a Memorial: Jessie C. Alba

(Today’s post honors Charlotte Winters, the last female U.S. veteran of World War I, who died last week at the age of 109.)

Reading the Vietnam Veterans Memorial (VVM) from left to right, like a book, Jessie C. Alba is the last name on the memorial. Because the names are listed in chronological order of casualty, visitors often think he was the last to die, but the VVM is not intended to be read like a book. 

It is intended to be experienced as a circle, with the names beginning at the center vertex and continuing east. The first half ends with Jessie, who died on May 25, 1968. Visitors then must traverse the full length of the Wall to the far west panel for the next May 25^th name, John H. Anderson. The names then proceed in chronological order, alphabetical within each date, back to the center vertex, completing the circle.

The first name for July 8, 1959, and therefore the first name at the top of Panel IE in the center vertex, is Dale R. Buis. He was watching a movie with his unit when a sniper attacked. The final names, from May 15, 1975, are on Panel 1W, one panel to the west of 1E. These eighteen died during the rescue of the S. S. Mayaguez and its crew. Richard Vandegeer is the last name on the Wall, not Jessie C. Alba.

Many first time visitors don’t get the circle metaphor, which I believe is the weakest element of the Wall. The entrance to the VVM is not in the center, but at the west or east for a linear, not a circular experience. Rather than a meaningful symbol, the circle seems like a quirk of this memorial. I’m not complaining. Who knows what details allowed a 21 year old college student to win the VVM competition and to overcome the extreme controversy of her design? This was Maya Lin’s first major work. Some of her subsequent pieces also include circles. If she wants the beginning and the end in the middle, that’s her prerogative as the artist.

But it leaves the problem of Jessie C. Alba. Rather than the last to die, Jessie is the first name of those who died on May 25, 1968. A Texan, Sergeant Alba belonged to the Army’s 101^st Airborne Division, Delta Company.  He died on the ground in Thua Thien-Hue at age 20. His is the last name on the last panel to the east, Panel 70E. The other 88 names for May 25^th begin 140 panels to the west on Panel 70W.

One of the advantages of the chronology is the listing together of all names who died in a battle on a given day. I discussed this feature of the Wall in my 1/15/07 post, “Comrades in Vietnam and the Somme.” The arrangement design allows survivors of a battle to visit one area of the Wall, find their comrades and relive the experience. The Memorial to the Missing of the Somme achieves the same goal by listing regiments together. In that arrangement, the flow for three regiments is disrupted to promote Edwin Lutyens’ architecture (see my 2/4/07 post, A Path Among the Missing).

Rather than promoting architecture, I believe the Wall got caught up in its own rules -- chronological order, alphabetical order within dates and no space to indicate a new date. But the VVM also has rules for keeping comrades together. Those who died of injuries are listed with the date of injury not the date of death. The missing are listed with the day they went missing. Because the first rules were slavishly followed, the intention of the second rules was lost for Jessie.

An information arrangement is built by rules – the rule of the alphabet, the rule of chronology, or something more complex. Information arrangers often get caught up in their own rules, forgetting they were created to serve a goal. When a rule becomes more important than the goal, it’s time to rethink the rules. Here’s another rule for the Wall. If one name is left hanging at the end of 70E, it can be moved to the top of 70W.

As it happens, Jessie was the only one in his unit to die on May 25, 1968. The nearest chronological deaths for Delta Company are Elroy E. Beier, May 5, 1968, on Panel 55E and Nickolas G. Garcia, April 22, 1969 on Panel 26W. Alba and Beier arrived in Vietnam on the same day, December 14, 1967. Garcia arrived on April 27, 1968, a month before Jessie died, eight days before Elroy died.

Perhaps it doesn’t matter that Jessie is all by himself on that farthest panel. His buddies probably don’t know anyone else who died on May 25, 1968. But now Jessie belongs to another group. He belongs to the group who died on that day and it does matter that he is separated by 140 panels from the other members of his group. It matters to his fiancé, Mary Ann Lopez, who wrote on the The Wall-USA, “In 1996 I got a chance to see the Vietnam wall with his name on it and since I got there at night time it was so overwhelming for me. The wall is so huge and very scary in a way. I finally found his name and how ironic it was that his name is the last one almost all by itself at the end.”