Data Visualization and Dashboard Design

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A webinar I gave about some often neglected data visualization principles, as well as how to conduct a dashboard design project.

Published in: Business, Technology

Data Visualization and Dashboard Design

  1. 1. Online Intelligence Solutions Data Visualization and Dashboard Design LIVE WEBINAR 04/04/2013
  2. 2. Today’s Speaker Jacques WARREN CEO WAO/MARKETING If you feel like it: #measure
  3. 3. You’re very lucky You get 2 full training days in… 40 minutes!
  4. 4. DISCLOSURE I belong to a cult.
  5. 5. Why Care About Visualisation? Analytics Governance Data-Viz belong here
  6. 6. Why Care About Data Visualization?
  7. 7. Why care about data visualization? You don’t make friends with this:
  8. 8. Why care about data visualization? Or this:
  9. 9. Why care about data visualization? - 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.
  10. 10. Why care about data visualization? - One major problem with analytics is adoption of its results and recommendations. - Communicating clearly definitely increase analytics chances of success.
  11. 11. Fundamental Visualization Principles
  12. 12. Fundamental Visualization Principles The Power of the Human In Information Visualization : Perception for Design, Colin Ware identifies Eye several pre-cognitives attributes: Color – Difference Form - Orientation Form - Size Form - Length Coulor – Contextual Perception Form - Form Form - Enclosure Couleur - Intensity Movement - Blinking Position – 2D Form - Thickness Form - Mark text text
  13. 13. Fundamental Visualization Principles The Power of the Human Eye Getsalt of visual perception (partial) Enclosure and continuity Proximity Similarity Linking
  14. 14. Fundamental Visualization Principles The power of the line Sales 2000 Profits Sales Profits Sales Profits 2010
  15. 15. Fundamental Visualization Principles First Principle Don’t visualize!!!
  16. 16. Fundamental Visualization Principles Two General Types Tables & Graphs
  17. 17. Fundamental Visualization Principles Two General Types Graphs for trends/Overall comparison Tables for values
  18. 18. Fundamental Visualization Principles Facilitate understanding Or at least try not to hinder it! Source : Système CRM
  19. 19. Fundamental Visualization Principles TITLE Should be selfsufficient REFERENCE PERIOD LEGEND UNITS Alternative Title “The Central region had the best sales, while the East region had losses.” SOURCE Source : Our CRM CATEGORY
  20. 20. Fundamental Visualization Principles Optimize attention time Visualization allows for immediate comparison (length), while color can be used to quickly bring attention. Source : Système CRM
  21. 21. Fundamental Visualization Principles Basic Visual Elements Dots Bars Lines 90 %
  22. 22. Fundamental Visualization Principles Basic Visual Elements - Dots
  23. 23. Fundamental Visualization Principles Basic Visual Elements - Lines
  24. 24. Fundamental Visualization Principles Basic Visual Elements - Bars
  25. 25. Fundamental Visualization Principles Colors are semantically charged Don’t forget color blind people!
  26. 26. Fundamental Visualization Principles Semantic Charges of Colors – Bringing attention Different Colors Different Hues
  27. 27. Fundamental Visualization Principles Choosing a Color Palette Company Specific A B C D
  28. 28. Fundamental Visualization Principles What is Graphical Excellence? 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
  29. 29. Fundamental Visualization Principles The famous Data-Ink Ratio “Above all, show the data” Edward Tufte Décembre Novembre Octobre Septembre Août Juillet Juin Mai Avril Mars Février Janvier Décembre Novembre Octobre Septembre Août 42.0% 41.0% 40.0% 39.0% 38.0% 37.0% 36.0% 35.0% 34.0% 33.0% 32.0%
  30. 30. Fundamental Visualization Principles Avoid Chart Junk
  31. 31. Fundamental Visualization Principles Lower the Lie Factor
  32. 32. Fundamental Visualization Principles The Ducks!
  33. 33. Fundamental Principles of Design And the infamous infographics…
  34. 34. Faulty, or Inefficient Visualization
  35. 35. Faulty, or Inefficient Visualization Wrong scales 11000 11000 10800 10000 10600 9000 10400 8000 7000 10200 6000 10000 5000 9800 4000 9600 3000 9400 2000 9200 1000 9000 0 Chaises Fauteuils Tables Lampes Chaises Fauteuils Tables Lampes
  36. 36. Faulty, or Inefficient Visualization Wrong height/width ratio
  37. 37. Faulty, or Inefficient Visualization Enough with pie charts! 22% 14,5 % 20% 12 % 16 % 15,5% 20 % 22 % 16% 15,5 % 14,5 % 12%
  38. 38. Faulty, or Inefficient Visualization Enough with pie charts! 22% 14,5 % 20% 12 % 16 % 15,5% 20 % 22 % 16% 15,5 % 14,5 % 12%
  39. 39. Faulty, or Inefficient Visualization Enough with 3-D!!! Cosmetic (!) Several categories
  40. 40. Solution Examples From a Client
  41. 41. Examples from a client The 3D effect doesn’t add anything
  42. 42. Examples from a client Visualization was not necessary here
  43. 43. Examples from a client
  44. 44. Examples from a client
  45. 45. Examples from a client
  46. 46. New Visualization Types
  47. 47. New Visualization Types Spark Lines In Excel 2010
  48. 48. New Visualization Types Heat Maps
  49. 49. New Visualization Types Tree Maps
  50. 50. New Visualization Types – Animated Bubbles Animated bubbles Introduced by Pr. Hans Rosling : gapminder.org Example : http://bit.ly/WZAxqL
  51. 51. New Visualization Types Bullet Graphs Target Current Value Qualitative Thresholds
  52. 52. New Visualization Types Bullet Graphs & Sparklines Working horizontally
  53. 53. Dashboarding
  54. 54. In This Part What is a dashboard? Dashboard Design Project Main Steps Dashboard Design Fundamental Principles
  55. 55. You should kow… Dashboard Design: - Design 30% - Project Management 70%
  56. 56. You should kow… What you see really is just the tip of the iceberg
  57. 57. What is a dashboard? “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!
  58. 58. What is a dashboard? It is NOT an analytical tool Strategic View Operational View
  59. 59. What is a dashboard? The Pilot Metaphor
  60. 60. Dashboard Design & Production Steps Preliminary Decisions - Who is the audience? - Which metrics should be exposed? - What is the dashboard refresh frequency? - What platform to use (HighTech, Low Tech) ?
  61. 61. Dashboard Design & Production Steps Project Stages - Writing functional specifications - Writing technical specifications - Making the wireframe - Making the design - Making the prototype - Making the dashboard with real data
  62. 62. Dashboard Design & Production Steps Writing specifications - Never a very “sexy” stage - Essential because of complexity of projects - Making modifications later than sooner always costs more money!
  63. 63. Dashboard Design & Production Steps Writing the specifications
  64. 64. Dashboard Design & Production Steps Writing the specifications High Tech or Low Tech ? Important factors to consider: - Time - Technical complexity - Budget
  65. 65. Dashboard Design & Production Steps Making the wireframe Putting the pieces together
  66. 66. Dashboard Design & Production Steps Making the design Get as close as possible to the final look & feel
  67. 67. Dashboard Design & Production Steps Making the prototype Excel is very good for prototyping CAVEAT: The chosen platform may have its own design limitations.
  68. 68. Dashboard Design & Production Steps Making the dashboard with real data
  69. 69. Dashboard Design & Production Steps Go through the approval cycle You have to “sell” your project, and also insist on how important decisions are at each stage.
  70. 70. Dashboard Design & Production Steps Breaking in period and training
  71. 71. Elementary Principles of Dashboard Design First, some clarification - You are limited by the platform you chose - Distribution has a strong impact on design
  72. 72. 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
  73. 73. Elementary Principles of Dashboard Design Organizing the area – Reading directions
  74. 74. Elementary Principles of Dashboard Design Organizing the area – Separating the zones
  75. 75. Elementary Principles of Dashboard Design Choosing Visualization – What & How NO! Graphs Bullet Graphs Sparklines Numbers! 32%
  76. 76. Elementary Principles of Dashboard Design Contextualising Results Fundamental element which bears meaning Determinng the comparison periods
  77. 77. Elementary Principles of Dashboard Design Contextualising Results
  78. 78. Elementary Principles of Dashboard Design Should you leave room for comments?
  79. 79. Common Design Mistakes Neglecting to give context
  80. 80. Common Design Mistakes Choosing the wrong kind of visualization 350,000.00 $ 350,000.00 $ 300,000.00 $ 300,000.00 $ 250,000.00 $ 250,000.00 $ 200,000.00 $ 200,000.00 $ 150,000.00 $ 150,000.00 $ 100,000.00 $ 100,000.00 $ 50,000.00 $ 50,000.00 $ - - $ Nord Sud Est Ouest $ Nord Sud Est Ouest
  81. 81. Common Design Mistakes Using a non-optimized visualization Ventes Budget Ventes 180,000 $ Budget 15.0% 160,000 $ 10.0% 140,000 $ 5.0% 120,000 $ 100,000 $ 0.0% 80,000 $ 1 -5.0% 60,000 $ 40,000 $ -10.0% 20,000 $ -15.0% 0$ 1 2 3 4 5 6 7 8 2 3 4 5 6 7 8
  82. 82. Common Design Mistakes Introducing useless variety Profits Sales 1 200,000 $ 2 3 150,000 $ 4 100,000 $ 5 6 50,000 $ 7 0$ Projections Costs 200,000 $ 150,000 $ 100,000 $ 50,000 $ 0$ 0$ 50,000 $ 100,000 $ 150,000 $ 200,000 $
  83. 83. Common Design Mistakes Not showing everything on the same view
  84. 84. Common Design Mistakes Cluttering graphs and the dashboard with useless decoration
  85. 85. Common Design Mistakes Designing graphs and dashboards that are plain.. ugly!
  86. 86. Common Design Mistakes Using off-putting colors !
  87. 87. Examples of “trendy” design
  88. 88. Examples of “trendy” design
  89. 89. Examples of “trendy” design
  90. 90. Examples of “trendy” design
  91. 91. 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.
  92. 92. Visualization is not about putting lipstick on a pig If the statistics are boring, then you’ve got the wrong numbers. E. Tufte
  93. 93. Thank you! Online Intelligence Solutions contact@atinternet.com www.atinternet.co m jw@waomarketing.com www.waomarketing.co m

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