Data Visualization and Dashboard Design

Online Intelligence Solutions

LIVE WEBINAR 04/04/2013

Jacques WARRENCEOWAO/MARKETING

Today’s Speaker

If you feel like it: #measure

You’re very lucky

You get 2 full training days in…

40 minutes!

DISCLOSURE

I belong to a cult.

Why Care About Visualisation? Analytics Governance

Data-Viz belong here

Why Care About Data Visualization?

You don’t make friends with this:

Why care about data visualization?

Or this:

- Believe it or not, creating efficient graphs is not easy, even with Excel!

- Confusion is the main problem.

- So, clarity then becomes the number one goal!

- Graphs are used to communicate a maximum of relevent information as immediately as possible.

- One major problem with analytics is adoption of its results and recommendations.

- Communicating clearly definitely increase analytics chances of success.

Fundamental Visualization Principles

In Information Visualization : Perception for Design, Colin Ware identifies several pre-cognitives attributes:

Color – Difference

Couleur - Intensity

Position – 2D

Form - Orientation

Form - Length

Form - Thickness

Form - Size

Form - Form

Form - Mark

Form - Enclosure

Movement - Blinking

Coulor – Contextual Perception

text text

The Power of the Human Eye

Getsalt of visual perception (partial)Proximity Similarity

Enclosure and continuity

Linking

The Power of the Human Eye

The power of the line

Sales Profits

First Principle

Don’t visualize!!!

Two General Types

Tables & Graphs

Tables for valuesGraphs for trends/Overall comparison

Two General Types

Facilitate understanding

Source : Système CRM

Or at least try not to hinder it!

Central East West South

$200,000

$400,000

$600,000

$800,000

$1,000,000

$1,200,000

$1,400,000

$1,600,000

Ventes en dollars canadiens

Ventes de meubles par région et profits - Juin 2012

($16,312) $48,937

Profit

Should be self-sufficient

Source : Our CRM

CATEGORYSOURCE

REFERENCE PERIOD

LEGEND

“The Central region had the best sales, while the East region had losses.”

Alternative Title

Optimize attention time

Source : Système CRM

Visualization allows for immediate comparison (length), while color can be used to quickly bring attention.

Basic Visual ElementsDots

Central East South West

$500,000

$1,000,000

$1,500,000

$2,000,000

$2,500,000

$3,000,000

$3,500,000

$4,000,000

$4,500,000

January-2009 February-2009 March-2009 April-2009 May-2009 June-2009 July-2009August-2009September-2009

October-2009 November-2009 December-2009 January-2010 February-2010 March-2010 April-2010 May-2010 June-2010 July-2010August-2010September-2010

October-2012 November-2012 December-2012

$50,000

$100,000

$150,000

$200,000

$250,000

$300,000

$350,000

$400,000

$450,000

$500,000

Lines 90%

Amaretto Caffe Latte Caffe Mocha Chamomile Columbian DarjeelingDecaf Espresso ..Decaf Irish Crea

Earl Grey Green TeaLemon

Regular Espresso

($10,000)

($5,000)

$5,000

$10,000

$15,000

$20,000

$25,000

$30,000

$35,000

$40,000

$45,000

Profit

January-2010 February-2010 March-2010 April-2010 May-2010 June-2010 July-2010August-2010

September-2010October-2010 November-2010 December-2010 January-2011 February-2011 March-2011 April-2011 May-2011 June-2011July-2011

August-2011September-2011

$24,000

$26,000

$28,000

$30,000

$32,000

$34,000

$36,000

$38,000

SalesBasic Visual Elements - Dots

January-2010 February-2010 March-2010April-2010May-2010June-2010July-2010August-2010

September-2010October-2010 November-2010 December-2010 January-2011 February-2011 March-2011April-2011May-2011June-2011July-2011

August-2011September-2011

$24,000

$26,000

$28,000

$30,000

$32,000

$34,000

$36,000

$38,000

$0 $200 $400 $600 $800 $1,000 $1,200 $1,400

Advertising Costs

Profit

Basic Visual Elements - Lines

Amaretto Caffe Latte Caffe Mocha Chamom.. Columbian DarjeelingDecaf EspressoDecaf Irish CreamEarl Grey Green Tea Lemon Mint Regular Espresso

$10,000

$20,000

$30,000

$40,000

$50,000

$60,000

$70,000

$80,000

$90,000

$100,000

$110,000

$120,000

$130,000

Product

$0 $20,000 $40,000 $60,000 $80,000 $100,000 $120,000

Ventes en dollars

Columbian

Caffe Mocha

Decaf Espresso

Chamomile

Darjeeling

Earl Grey

Decaf Irish Cream

Caffe Latte

Green Tea

Amaretto

Regular Espresso

Basic Visual Elements - Bars

Colors are semantically charged

Don’t forget color blind people!

Semantic Charges of Colors – Bringing attention

$200,000

$400,000

$600,000

$800,000

$1,000,000

$1,200,000

$1,400,000

$1,600,000

Different Colors

$200,000

$400,000

$600,000

$800,000

$1,000,000

$1,200,000

$1,400,000

$1,600,000

Different Hues

Choosing a Color Palette

Company Specific

Graphical excellence is that which gives to the viewer the greatest number of ideas in the shortest time with the least ink in the smallest space.

Graphical excellence is the well-designed presentation of interesting data”

Edward Tufte, The Visual Display of Quantitative Information, 1983

What is Graphical Excellence?

The famous Data-Ink Ratio

“Above all, show the data” Edward Tufte

Décem

Mai0.0%

200.0%

400.0%

600.0%

800.0%

1000.0%

1200.0%

Janvie

Févri

Juille

32.0%33.0%34.0%35.0%36.0%37.0%38.0%39.0%40.0%41.0%42.0%

Avoid Chart Junk

Lower the Lie Factor

The Ducks!

And the infamous infographics…

Fundamental Principles of Design

Faulty, or Inefficient Visualization

Chaises Fauteuils Tables Lampes9000

Chaises Fauteuils Tables Lampes0

Wrong scales

Wrong height/width ratio

Enough with pie charts!

Enough with 3-D!!!

Cosmetic (!) Several categories

Solution Examples From a Client

Examples from a client

The 3D effect doesn’t add anything

Visualization was not necessary here

New Visualization Types

Spark Lines

In Excel 2010

Heat Maps

Tree Maps

Animated bubbles

Introduced by Pr. Hans Rosling :

gapminder.org

Example : http://bit.ly/WZAxqL

New Visualization Types – Animated Bubbles

Bullet Graphs

Current Value

Target

Qualitative Thresholds

Bullet Graphs & Sparklines

Working horizontally

Dashboarding

In This Part

What is a dashboard?

Dashboard Design Project Main StepsDashboard Design Fundamental Principles

You should kow…

Dashboard Design:

- Design 30%

- Project Management 70%

What you see really is just the tip of the iceberg

You should kow…

“A visual display of the most important information needed to achieve one or more objectives which fits entirely on a single computer screen so it can be monitored at a glance”

Stephen Few

So, a dashboard is a communication tool!

It is NOT an analytical tool

Strategic View

Operational View

The Pilot Metaphor

Dashboard Design & Production Steps

Preliminary Decisions

- Which metrics should be exposed?- What is the dashboard refresh frequency?

- Who is the audience?

- What platform to use (HighTech, Low Tech) ?

Project Stages- Writing functional specifications- Writing technical specifications- Making the wireframe

- Making the design

- Making the prototype

- Making the dashboard with real data

Writing specifications

- Never a very “sexy” stage

- Essential because of complexity of projects- Making modifications later than sooner always costs more money!

Writing the specifications

High Tech or Low Tech ?

Important factors to consider:- Time- Technical complexity- Budget

Writing the specifications

Making the wireframe

Putting the pieces together

Making the design

Get as close as possible to the final look & feel

Making the prototype

Excel is very good for prototypingCAVEAT:The chosen platform may have its own design limitations.

Making the dashboard with real data

You have to “sell” your project, and also insist on how important decisions are at each stage.

Go through the approval cycle

Breaking in period and training

First, some clarification

- You are limited by the platform you chose- Distribution has a strong impact on design

Elementary Principles of Dashboard Design

Fits entirely on a single screen/view

- We must see everything within the same screen

- Avoid creating dashboards that require scrolling

Organizing the area – Reading directions

Organizing the area – Separating the zones

Choosing Visualization – What & HowNO! Graphs Sparklines

Bullet Graphs

Numbers!

Contextualising Results

Fundamental element which bears meaningDeterminng the comparison periods

Contextualising Results

Should you leave room for comments?

Neglecting to give context

Common Design Mistakes

Nord Sud Est Ouest - $

50,000.00 $

100,000.00 $

150,000.00 $

200,000.00 $

250,000.00 $

300,000.00 $

350,000.00 $

Nord Sud Est Ouest - $

50,000.00 $

100,000.00 $

150,000.00 $

200,000.00 $

250,000.00 $

300,000.00 $

350,000.00 $

Choosing the wrong kind of visualization

1 2 3 4 5 6 7 80 $

20,000 $

40,000 $

60,000 $

80,000 $

100,000 $

120,000 $

140,000 $

160,000 $

180,000 $

Ventes Budget

1 2 3 4 5 6 7 8

-15.0%

-10.0%

Ventes Budget

Using a non-optimized visualization

0 $20,000 $40,000 $60,000 $80,000 $

100,000 $120,000 $140,000 $160,000 $180,000 $

40,000 $

80,000 $

120,000 $

160,000 $

Profits

0 $ 50,000 $ 100,000 $ 150,000 $ 200,000 $

Projections

Introducing useless variety

Not showing everything on the same view

Cluttering graphs and the dashboard with useless decoration

Designing graphs and dashboards that are plain.. ugly!

Using off-putting colors !

Examples of “trendy” design

Since I must conclude…

- Communicating efficiently is very hard- Design must not take the place of information.- There can be 10 solutions to the same design problem; always choose data first.

If the statistics are boring, then you’ve got the wrong numbers.

E. Tufte

Visualization is not about putting lipstick on a pig

Online Intelligence Solutions

www.waomarketing.com

contact@atinternet.com

jw@waomarketing.comwww.atinternet.c

Thank you!

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