Dashboarding
Chris Sietsema
March 1, 2010
What We Will Discuss
• Visual Design
• Technology
• Maintaining & Delivering Value
Why Use Dashboards?
• Organize Important Information
…for speedy interpretation
• Make Decisions Easier
• Maintain / Incre...
A Common Issue
• Are you satisfied with your current
approach to measurement?
ISITE Design
2010 Web Strategy Report
Survey...
Not More Data.
Rather, The Right Data.
Three Elements
1. Visual Display
Three Elements
2. Single Page / Screen
Three Elements
3. Most Important Info
Dashboards Can Also Be…
• Bi-Directional
• Alert Generating
• Always On & Online
Common Problems
Too Much
Poor DisplayPoor Display
Poor or Confusing Math
The Human Brain
Short Term Memory
• One Screen, No Scrolling
7 ± 2
Visual Encoding
FINISHED FILES ARE
THE RESULT OF YEARS
OF SCIENTIFIC STUDY
COMBINED WITH THE
EXPERIENCE OF YEARS
Visual Encoding
HOW MANY
F’S
Visual Encoding
FINISHED FILES ARE
THE RESULT OF YEARS
OF SCIENTIFIC STUDY
COMBINED WITH THE
EXPERIENCE OF YEARS
Visual Encoding
Careful Balance
Pretty
INFORMATIV
E
The Dashboard is a Utility,
Not a Piece of Art.
Placement & Orientation
1 .1 .
2 ^2 ^
22
33
11
Creating Your Dashboard
What’s the Goal?
• Corporate
– What is the business objective?
– “We Need to Accomplish X”
• Personal
– How is your primar...
Beware of HiPPOsBeware of HiPPOs
“Highest Paid Person’s Opinion”
Avinash Kaushik – Occam’s Razor
Select Metrics Carefully
Transactions
Traffic
Bounce Rate
Clickthrough Rate
Sentiment
Revenue per Recipient
AOV
Sales Reve...
Focus on The
Finish Line
Assign the Appropriate Display
Bar Graphs
• Multiple measure comparison
• Allows for clear visual comparison of data
• Nominal, Ordinal & Interval compar...
Bar Graphs
• Stacked bars allow for contrast between parts of
a whole
• Requires less real estate than pie charts
• Exampl...
Line Graphs
• Show historical data
• Greater detail than bar graph for timelines
• Displays movement of data
Bullet Graphs
• Actual vs. Target
Measurements
• Key measures can be
compared
• Saves space while
conveying the point
• Ma...
Scatter Plots
• Defines correlations between data sets
• Helps answer the question, “is there a
relationship between these...
Choose Your ToolChoose Your Tool
Tools
• Google Analytics Custom Reports
Tools
• Off the Shelf Tools
Tools
• Off the Shelf Tools
Tools
You don’t have to be a
Tools
• Google Charts (requires developer)
Final Steps
1. Create
2. Maintain
3. Get Feedback
4. Continuously Improve
Questions?
• Chris Sietsema
• @sietsema
• linkedin.com/in/sietsema
• 480.389.5435
Slide-ography
• 6 | Owl - EraPhernalia Vintage on flickr Creative Commons
• 5 | Television – dailyinvention on flickr Crea...
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Dashboards

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Dashboards

  1. 1. Dashboarding Chris Sietsema March 1, 2010
  2. 2. What We Will Discuss • Visual Design • Technology • Maintaining & Delivering Value
  3. 3. Why Use Dashboards? • Organize Important Information …for speedy interpretation • Make Decisions Easier • Maintain / Increase Client Confidence
  4. 4. A Common Issue • Are you satisfied with your current approach to measurement? ISITE Design 2010 Web Strategy Report Survey of 268 Organizations
  5. 5. Not More Data. Rather, The Right Data.
  6. 6. Three Elements 1. Visual Display
  7. 7. Three Elements 2. Single Page / Screen
  8. 8. Three Elements 3. Most Important Info
  9. 9. Dashboards Can Also Be… • Bi-Directional • Alert Generating • Always On & Online
  10. 10. Common Problems
  11. 11. Too Much
  12. 12. Poor DisplayPoor Display
  13. 13. Poor or Confusing Math
  14. 14. The Human Brain
  15. 15. Short Term Memory • One Screen, No Scrolling 7 ± 2
  16. 16. Visual Encoding FINISHED FILES ARE THE RESULT OF YEARS OF SCIENTIFIC STUDY COMBINED WITH THE EXPERIENCE OF YEARS
  17. 17. Visual Encoding HOW MANY F’S
  18. 18. Visual Encoding FINISHED FILES ARE THE RESULT OF YEARS OF SCIENTIFIC STUDY COMBINED WITH THE EXPERIENCE OF YEARS
  19. 19. Visual Encoding
  20. 20. Careful Balance Pretty INFORMATIV E
  21. 21. The Dashboard is a Utility, Not a Piece of Art.
  22. 22. Placement & Orientation 1 .1 . 2 ^2 ^ 22 33 11
  23. 23. Creating Your Dashboard
  24. 24. What’s the Goal? • Corporate – What is the business objective? – “We Need to Accomplish X” • Personal – How is your primary contact measured? – “If we do Y, I get a bonus!”
  25. 25. Beware of HiPPOsBeware of HiPPOs “Highest Paid Person’s Opinion” Avinash Kaushik – Occam’s Razor
  26. 26. Select Metrics Carefully Transactions Traffic Bounce Rate Clickthrough Rate Sentiment Revenue per Recipient AOV Sales Revenue Cost Per Lead Market Share Top 10 Products Most Productive Keywords
  27. 27. Focus on The Finish Line
  28. 28. Assign the Appropriate Display
  29. 29. Bar Graphs • Multiple measure comparison • Allows for clear visual comparison of data • Nominal, Ordinal & Interval comparisons
  30. 30. Bar Graphs • Stacked bars allow for contrast between parts of a whole • Requires less real estate than pie charts • Example above is an ordinal comparison
  31. 31. Line Graphs • Show historical data • Greater detail than bar graph for timelines • Displays movement of data
  32. 32. Bullet Graphs • Actual vs. Target Measurements • Key measures can be compared • Saves space while conveying the point • Many prefer to gauges • http://bit.ly/bulletgraph
  33. 33. Scatter Plots • Defines correlations between data sets • Helps answer the question, “is there a relationship between these values?”
  34. 34. Choose Your ToolChoose Your Tool
  35. 35. Tools • Google Analytics Custom Reports
  36. 36. Tools • Off the Shelf Tools
  37. 37. Tools • Off the Shelf Tools
  38. 38. Tools You don’t have to be a
  39. 39. Tools • Google Charts (requires developer)
  40. 40. Final Steps 1. Create 2. Maintain 3. Get Feedback 4. Continuously Improve
  41. 41. Questions? • Chris Sietsema • @sietsema • linkedin.com/in/sietsema • 480.389.5435
  42. 42. Slide-ography • 6 | Owl - EraPhernalia Vintage on flickr Creative Commons • 5 | Television – dailyinvention on flickr Creative Commons • 8 | Important Bench – Valerie Everett on flickr Creative Commons • 10 | Sample Dashboard from Information Dashboard Design by Stephen Few • 11 | Pm5d mixing board from Yamaha Audio • 12 | Crayon Drawing – mpclemens on flickr Creative Commons • 13 | Sequent calculus for classical linear logic on Wikimedia Commons • 14 | Brain – perpetualplum on flickr Creative Commons • 20 | Scale of Justice on Wikimedia Commons • 23 | VW Dashboard – jepoirrier on flickr Creative Commons • 25 | Hippo – Giles Douglas on flickr Creative Commons • 27 | Checkered Flag – tharrin on flickr Creative Commons • 34 | Tools – denise carbonell on flickr Creative Commons • 36 | Olympic Dashboard – iDashboards • 37 | Product Tour Dashboards – Tableau Software • 40 | Sample Dashboard from GilliganOnData.com
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