User Experience Architecture For Discovery Applications

Joe Lamantia User Experience Lead Enterprise Products EndecaUser Experience (UX) jlamantia@endeca.comBest Practices forLatitude DiscoveryApplications Mark Burrell, Ph.D. VP Worldwide Lead, User Experience mburrell@endeca.com © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

• How can you harness the power and flexibility of Latitude to create useful, usable, and compelling discovery applications for your business users?User Experience (UX)Best Practices forLatitude Discovery • This session goes beyond the technology toApplications explore how you can apply analytics best practices, user interface design patterns, and the fundamental principles of information design and visualization to compose discovery applications that optimize user discovery, success, engagement, and adoption. © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

User Experience at EndecaWho we are• You may know us from Professional Services• We’ve moved to Product Development• We’ve expanded the teamWe need you• User panel for future research, design reviews, and evaluation To join, fill out a brief survey at tinyurl.com/endecaux• We’re also conducting interviews at the conference Talk to Kirsten Robinson, Joe Lamantia, or Mark Burrell © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Endeca for Enterprise Discovery Enabling Business & People via Information Visibility & Discovery ? ? ? © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.5

Endeca for Enterprise Discovery Enabling Business & People via Information Visibility & Discovery INFORMATION VISIBILITY ? ? ? © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.5

Endeca for Enterprise Discovery Enabling Business & People via Information Visibility & Discovery INFORMATION VISIBILITY DISCOVERY ? ? ? Analyzing Evaluating Exploring Monitoring © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.5

Endeca for Enterprise Discovery Enabling Business & People via Information Visibility & Discovery INFORMATION VISIBILITY DISCOVERY ? ? ? © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.5

Discovery Shift: From BI to Discovery From: To:   Search  Exploration, decision support and discovery  Content and data  Information assets, facets, & relationships  Static “reports”  Interactive-dynamic summaries, dialogue & exploration  Discrete features and functions  Integrated solutions and holistic experiences  One size fits all presentations  Personalized, adaptive solutions  Solitary user  Collaboration and community © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.6

AgendaUnderstanding User Needs• Segmentation Models• Modes of DiscoveryDesign Patterns for Discovery Applications• Information Layout, Workflow and Interactivity• Screen-level patterns, application structure patterns and component group patternsDesign Principles for Information Design & Visualization• Fundamentals of Visual Perception• Chart selection © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Understanding Discovery: Key Questions What are the business strategies & objectives? Who are the critical users/people/communities? What are the strategic user goals & user scenarios? ? What do people need to know and what key questions do they need to answer? What decision/discovery support and information assets will help people achieve their goals? How do people need to interact with information assets to achieve their goals? How do people need to interact and collaborate with other people to achieve their goals? © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Discovery Spectrum: Key Dimensions User Types Goals & Modes of Discovery Scenarios Discovery Assets  Electronics Engineer  “Find part #35456…”  Locating  Products  Purchasing Agent  “Discover compatible  Analyzing  Rich Media  Novice Shopper parts …”  Evaluating  Textual Info  Technical Enthusiast  “Understand part  Comparing  Relationships  Etc. obsolescence …”  Verifying  Community  etc.  Etc.  Etc. © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

User Profile: Strategic Leader Role Description • Sets the overall strategy and direction of an Primary Modes of Discovery: organisation, by developing long-term plans and • Monitoring, Analyzing, Evaluating capabilities to position the organization for future Example Scenarios (SVP Sales) success • Monitor how well we are tracking to revenue and Examples margin targets by division • Director of Brand Image, Conoco-Phillips; SVP • Identify problem/success areas and where to Private Sector, OTPP; General Mgr, Division, Auto intervene and reward Co; SVP Sales, Beverage Maker Key Questions Goals • Are we hitting or exceeding target revenue and • Sets strategic direction & objectives for an quantity and market share? organisation to optimize success • What is our market share profile across divisions? • Develop long-term plans to achieve strategic Are we trending in the right direction? objectives. • Which brands/categories are underperforming? • Monitor achievement of strategic objectives, • Are our strategic categories performing well or not? progress wrt market trends and the overall (e.g. healthy lifecycle products increasing or organisational context and direction. decreasing? By how much?) Are we hitting targets? • Identify strategic problems & opportunities. © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Enterprise Discovery Workers: End-UsersStrategic Leader: End Users Analyst:• Set strategic direction & objectives for • Monitor, measure, & inform others an org to optimize success re: org functioning in re: key metrics &• Develop long-term strategic plans value chain• Monitor achievement of strategic • Generate insights and objectives, trends/directional progress, recommendations to help optimize org context Strategic strategy & management• Identify strategic problems & Leader • Advise or answer questions for opportunities Strategic Leaders & Mgrs Designer:Managers: Operations Product/ Relationship • Design-create activities or artifacts• Plan & manage execution of strategic Manager Service Manager that specify execution of processes, plans -- processes, people, products- Manager support relationships, or define services , & relationships -- to optimize products, services outcomes/value• Monitor detailed execution, diagnose issues , identify opportunities; inform Strategic Leaders Rep: • Monitor-manage-support relationships with specific customers- Analyst Designer Rep partners to optimize value © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Modes are a tool for designing discovery solutions that• leverage what is common about people’s discovery needs and activities (human cognition and perception)• allowing for what varies (information structures, frame of reference [business domain] © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Discovery “Modes”“a broad, but identiﬁable literary method, mood, or manner, that is not tied exclusively to a particular form or genre. [Some] examples are the satiric mode, the ironic, the comic, the pastoral, and the didactic. (CB)” http://en.wikipedia.org/wiki/Mode_(literature) © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Rhetorical ModesExpositionThe purpose of exposition (or expository writing) is to explain and analyze information by presenting an idea, relevant evidence, andappropriate discussion.ArgumentationThe purpose of argumentation (also called persuasive writing) is to prove the validity of an idea, or point of view, by presenting soundreasoning, discussion, and argument that thoroughly convince the reader. Persuasive writing is a type of argumentation with the additionalaim to urge the reader to take some form of action.DescriptionThe purpose of description is to re-create, invent, or visually present a person, place, event, or action so that the reader can picture thatwhich is being described. Descriptive writing can be found in the other rhetorical modes.NarrationThe purpose of narration is to tell a story or narrate an event or series of events. This writing mode frequently uses the tools of descriptivewriting. Narration is an especially useful tool for sequencing or putting details and information into some kind of logical order, usuallychronological. http://en.wikipedia.org/wiki/Rhetorical_modes © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Identifying Modes “Understand the quality performance of a part and module set in manufacturing and the field so that I can determine if I should replace that part.” (Engineering) “Understand a leads underlying positions so that I can assess the quality of the investment opportunity.” (Portfolio Manager) “Understand a portfolios exposures to assess portfolio-level investment mix.” (Portfolio Manager) “I need to understand the cost drivers for this commodity so I can negotiate better terms with my suppliers and forecast business risk based on market indices.” (Procurement) Mode: ‘Comprehend’ (understand) © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Modes of Discovery: LookupLocating To find a specific (possibly known) item e.g. I need to find a new part with particular technical attributes and then source it from the most qualified supplier - EngineeringVerifying To confirm or substantiate that an item or set of items meets some specific criterion e.g. How can I determine if I am looking at the latest information for a part or supplier? - Supply Chain SpecialistMonitoring To maintain awareness of the status of an item or data set for purposes of management or control e.g. I need to monitor at risk/failing customers/dealers so I can prompt my Account Reps to fix the problems - Sales Manager © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Modes of Discovery: LearnComparing To examine two or more items to identify similarities & differences e.g. I need to compare our module set teardowns with competitive teardown information to see if we’re staying competitive for cost, quality and functionality - EngineeringComprehending To generate insight by understanding the nature or meaning of an item or data set e.g. I need to analyze and understand consumer-customer-market trends to inform brand strategy & communications plan – Director, Brand ImageExploring To proactively investigate or examine an item or data set for the purpose of serendipitous knowledge discovery e.g. I need to understand the cost drivers for this commodity so I can negotiate better terms with my suppliers and forecast business risk based on market indices - Procurement © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Modes of Discovery: InvestigateAnalyzing To critically examine the detail of an item or data set to identify patterns & relationships e.g. I need to know the cost drivers for a part such as materials that impact cost. Is the relationship a correlation or step function for a part cost driver? - EngineeringEvaluating To use judgement to determine the significance or value of an item or data set with respect to a specific benchmark or model e.g. I need to determine my current state in my prints so I can evaluate if I have price variation to negotiate a better price - ProcurementSynthesizing To generate or communicate insight by integrating diverse inputs to create a novel artifact or composite view e.g. I need to prepare a weekly report for my boss (sales mgr) of how things are going - Account Rep © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Comparison–driven Optimization1. Replace a problematic part Analyze (from sourcing, cost or technical perspective)2. with an equivalent or better part Compare3. without compromising quality Evaluate and cost. © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Comparison–driven Optimization1. Analyze Analyze2. and understand gaps between current cost of commodity Compare3. versus best in class Evaluate manufacturing costs. © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Comparison–driven Optimization Analyze Compare Evaluate Core Engineer: Identify parts used for same function as candidates for commonization and complexity reduction Engineering: Replace a problematic part (from sourcing, cost or technical perspective) with an equivalent or better part without compromising quality and cost. Engineering: Compare our module set teardowns with competitive teardown information to see if we’re staying competitive for cost, quality and functionality. Portfolio Manager: Compare a leads performance claims with relevant benchmarks to assess the leads claims Procurement: See the difference between what we are spending and what we should be spending to maximize savings (between actual PO and should costs). Cost Estimators: Analyze & understand gaps between current costs of commodity versus best in class manufacturing costs © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Exploration-driven Optimization Explore Analyze Evaluate Core Engineer: Identify opportunities to optimize use of tooling capacity for my commodity/parts District Manager: Identify sales opportunities and targets (increased key customer market share across categories/brands; upsell-cross sell; promotional targets Category Manager: Evaluate & optimize our product portfolio: Which products should we de-list and retire? What new products should we be making/selling? Brand Manager: Identify the best customer/consumer/region targets for our brand/products Core Buyer: Determine suppliers to use for parts in my program and execute sourcing agreements Program Administrator: Identify customers/marketers/dealers failing & at risk of de-branding based on performance problems © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Strategic Insight Analyze Comprehend Evaluate Engineering: Track module cost versus functionality over time to determine trends. Engineering: Understand the quality performance of a part and module set in manufacturing and the field so that I can determine if I should replace that part. Portfolio Manager: Understand a leads underlying positions so that I can assess the quality of the investment opportunity Portfolio Manager: Understand a portfolios exposures to assess portfolio-level investment mix Procurement: I need to understand the cost drivers for this commodity so I can negotiate better terms with my suppliers and forecast business risk based on market indices. © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Strategic Oversight Monitor Analyze Evaluate SVP Sales: Monitor how well we are tracking to revenue and margin targets by division Supervisor/Inspector: Monitor and grade incoming incidents; close incidents, add incident close codes Core Engineer: Monitor global commodity use in relation to plan/guidelines to identify gaps that require corrective action District Manager: Monitor how well we are tracking to revenue and margin targets by division Brand Manager: Monitor & evaluate how our brand is performing in re: revenue, margin, and market share targets Financial Analyst: Monitor & assess commodity status against strategy/plan/target © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Comparison–driven Synthesis (~4%) Analyze Compare Synthesize Director, Brand Image: Analyze and understand consumer-customer-market trends to inform brand strategy & communications plan Engineering: Find out how many parts I have in my module set of parts and find ways to reduce cost across them Core Buyer: Formulate scope & strategy for sourcing and gap closure Brand Image Analyst: Analyze and understand a market: marketer network, competitive position, customer sat, & share, etc. to inform brand strategy and communications plan © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Modes and User Roles Monitor Comprehend Strategic Leader Explore Evaluate Product- Service Manager Comprehend Compare Operations Relationship Manager Manager Designer Analyst Rep © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Common Collaborations Strategic Leader Product- Service Manager Operations Relationship Manager Manager Compare Verify Designer Analyst Rep Explore Analyze Evaluate © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Common Collaborations Strategic Leader Product- Service Manager Operations Relationship Manager Manager Designer Analyst Rep © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Common Collaborations Strategic Leader Synthesize Product- Service Manager Synthesize Operations Relationship Manager Manager Synthesize Synthesize Designer Analyst Rep © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Design for Effective • Application StructuresDiscovery • Information Layout, Workflow and InteractivityApplications • UI Design Pattern Library © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Design Principles for Discovery SolutionsMatch screen composition to discovery needs• No one size fits allAssemble screens using common combinations of components• Show ‘relatedness’ by grouping components visuallyAssemble discovery applications using several types of screensSupport user groups by creating different applications © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Page 2 Page 3Screen Structure: Page 4.A | Page 4.B Metrics BarʻMulti-purposeʼ Search View 1 View 2 View 3Purpose BreadcrumbSupports exploration, comparisonand visualization. Results TableModesLocatingVerifying Guided Chart Chart NavigationEvaluatingAnalyzing View 1 View 2 View 3ExploringComponents Cross Tab Range FilterBreadcrumbGuided NavigationMetrics Bar Record DetailResults Table © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Data SourceApplication Structure: BClassicUsers Multi- purposeAnalyst / Designer rolesManager roles Multi- Multi- purpose purposeScreen typesMulti-purpose Data Data Source Source A C © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Data SourceApplication Structure: BClassic AnalyzeUsers Multi- purposeAnalyst / Designer rolesManager roles Multi- Multi- purpose purposeScreen typesMulti-purpose Evaluate Compare Data Data Source Source A C © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Discovery Solution TrendsLarger volumes of data• Including unstructured dataGrowing discovery application structures• Depth, breadthVaried discovery needs• Summation vs. detail, time frames, domainsNavigation flow between pages• E.g. ‘Drilling for oil’, U-shaped navigationLarge communities of discovery workersDiverse Perspectives © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Screen Structure:Status & AlertsDashboard Page 1 Page 2 Page 3PurposePresent global KPIs Metrics Bar Metrics BarAll business overviewSummary of one domain / several Metrics Bar Metrics Bar Alertsdomains / processes Metrics Bar Metrics Bar Metrics Bar Metrics Bar Chart AlertsModes Metrics BarMonitoringExploringComponents Cross TabMetrics BarAlertsChartCross Tab © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Screen Structure:VisualizationDashboard Page 1 Page 2 Page 3PurposePresent global KPIs Metrics Bar Metrics Bar Metrics BarAll business overviewSummary of one domain / several Chart Chart Chartdomains / processesModes Chart Chart ChartMonitoringExploringComponentsMetrics Bar Cross TabChartCross Tab © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Application Structure: DataHub and Spoke Source C Metric Metric Metric Data Data Data A B CUsersAnalyst / Designer roles Multi-Manager roles purposeScreen types DashboardMulti-purpose Multi- Multi- purpose purpose Data Data Source Source A B © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Application Structure: DataHub and Spoke Source C Metric Metric Metric Data Data Data A B CUsers AnalyzeAnalyst / Designer roles Multi-Manager roles purpose MonitorScreen types DashboardMulti-purpose Multi- Multi- purpose purpose Evaluate Compare Data Data Source Source A B © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Design Pattern: Analytics Dashboard• Identify the primary user segments that will be served by the dashboard and develop an appropriate strategy for dealing with variation among those users.• Identify the data and metrics that are most relevant to the priority user segment(s). Organize the content and dashboard elements into meaningful groups so that connections between related elements are immediately apparent.• Draw attention to exceptions or important changes so that the user can gain immediate visibility into deviations from expected or desired values.• Provide clear indicators of the default time frames applied for varied dashboard elements and the freshness/recency of the information (e.g. date/time of updates). http://patterns.endeca.com/content/library/en/home/patterns/analytics_dashboard.html © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Endeca User Interface Design Pattern Library A growing set of user interface design patterns providing guidance and best practices for creating great search, faceted exploration, and Discovery Solutions http://patterns.endeca.com © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.44

Screen Structure: Page 1 Page 2 Page 3Visual Discovery Page 4.A | Page 4.B Metrics Bar2 Axes Search View 1 View 2 View 3Purpose Breadcrumb Metrics BarInsight into single core process, orgunit, aspect of ecosystem, global kpi.Modes Chart ChartComparingAnalyzing Guided NavigationVerifyingComponentsBreadcrumb Results TableGuided Navigation Range FilterMetrics BarChartCross Tab © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Screen Structure: Page 1 Page 2 Page 3Visual Discovery Page 4.A | Page 4.B Metrics Bar4 Axes Search View 1 View 2 View 3Purpose Breadcrumb Breadcrumb Metrics BarVisual insight into single coreprocess, org unit, aspect ofecosystem, global kpi. Chart ChartModesAnalysis Guided NavigationEvaluationVerifying Chart ChartExplorationComponentsBreadcrumb Range Filter Cross TabGuided NavigationMetrics BarChartCross Tab © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Application Structure: BrDifferentiated Metric Metric MetricPurposeProvide differentiated discoverycapability for summarization vs. Visualizationdetailed engagement with data. 2 axesUsersAnalyst / Designer roles DashboardManager rolesScreen types Visualization Visualization 2 axes 2 axesMulti-purpose © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Application Structure: BrDifferentiated Metric Metric MetricPurposeProvide differentiated discovery Analyzecapability for summarization vs. Visualizationdetailed engagement with data. 2 axesUsers MonitorAnalyst / Designer roles DashboardManager rolesStrategic Leader roles Evaluate Visualization Compare Visualization 2 axes 2 axesScreen typesDashboardVisualizationMulti-purpose © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Design Pattern: Analytics Applications• Provide a clearly identifiable “Home” or “launch” page that supports the initiation of common discovery tasks and acts as a hub for ongoing discovery work. The optimal design of the “Home” or “launch” page will depend on its purpose and context, but the following are common types...• Provide links to past discovery work (e.g., “bookmarked” views, results sets, saved searches etc.) to enable resumption or recall of past analyses.• Allow the user to independently control the visibility of selected elements of the display, i.e. the visualizations, results table, faceted navigation, etc. http://patterns.endeca.com/content/library/en/home/patterns/analyticsApplications.html © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Screen Structure: Page 1 Page 2 Page 3Unstructured Data SearchDiscoveryPurpose Breadcrumb Results ListUnderstand unstructured dataModesComprehendingExploring CompareSynthesis Guided Navigation Record Detail Find SimilarComponentsSearchBreadcrumb Record DetailGuided NavigationResults ListCompareRecord Detail © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Application Structure:Multi-perspective VisualizationUsers 2 axesAnalyst / Designer rolesManager rolesStrategic Leader Visualization Dashboard 2 axesScreen types VisualizationDashboard Unstructured 2 axesVisual 2 axesVisual 4 axesUnstructured Visualization Visualization 4-axes 4-axes © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

EvaluateApplication Structure:Multi-perspective Analyze VisualizationUsers 2 axesAnalyst / Designer rolesManager roles SynthesizeStrategic Leader Visualization Dashboard Monitor 2 axesScreen types Explore VisualizationDashboard Unstructured 2 axesVisual 2 axesVisual 4 axes ComprehendUnstructured Visualization Visualization 4-axes 4-axes Compare Comprehend Verify © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Application Structure:Comprehensive Multi- Visualization purposeUsers 2 axesAnalyst / Designer rolesManager rolesStrategic Leader Visualization Dashboard 2 axesScreen typesDashboard Visualization Unstructured 2 axesVisual 2 axesVisual 4 axesUnstructured Visualization Visualization 4-axes 4-axes © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Application Structure: ExploreComprehensivePurpose Multi- Visualization purpose 2 axesUsers MonitorAnalyst / Designer roles Visualization DashboardManager roles 2 axesStrategic Leader Compare Visualization Unstructured 2 axesScreen types ComprehendDashboard AnalyzeVisual 2 axes Visualization VisualizationVisual 4 axes 4-axes 4-axesUnstructured Evaluate © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Screen Structure: Application 1 Application 2Discovery Hub Metrics Bar Metrics Bar AlertsPurpose Metrics BarHub connects linked apps & Syndicated Contentcommunities Chart ChartModesExploringMonitoring Application 3 Metrics BarComponents Metrics BarSyndicated ContentMetrics Bar Metrics Bar Syndicated ContentChartAlerts BookmarksBookmarks © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Discovery Environment Visualization 2 axesPurposeIntegrate multiple discovery Visualization Dashboard 2 axesapplications with overlapping but Visualization 2 axes Unstructured Visualization 2 axesdistinct communities of users Visualization Visualization 4-axes 4-axes Visualization Dashboard 2 axes Visualization Unstructured 2 axesUsers Visualization 4-axes Visualization 4-axesAnalyst / Designer ? Rep rolesManager rolesStrategic Leaders Visualization 2 axesScreen Types Visualization 2 axes DashboardVisualization Visualization Unstructured 2 axesUnstructured Visualization VisualizationDashboard (variants) 4-axes 4-axesDiscovery Hub © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Discovery Environment Visualization 2 axesPurposeIntegrate multiple discvoery Visualization Dashboard 2 axesapplications with overlapping but Visualization 2 axes Unstructured Visualization 2 axesdistinct communities of users Visualization Visualization 4-axes 4-axes Visualization Dashboard 2 axes Visualization Unstructured 2 axesUsers Visualization 4-axes Visualization 4-axesAnalyst / Designer ? Rep rolesManager rolesStrategic Leaders Synthesize Visualization 2 axesScreen Types Explore Visualization Dashboard 2 axesVisualization Visualization Unstructured 2 axesUnstructured Visualization VisualizationDashboard (variants) 4-axes 4-axesDiscovery Hub Monitor © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Implementation TipsLayout/Configuration of components should be consistent within a community.Filters First. When you find yourself making lots of pages and tabs, first askwhether you are providing a different visualization or a different slice of data. If thelatter – can navigation be used instead?Drop-Downs Second. When you find yourself making lots of pages and tabs, lookfor commonality across the visualizations. If only a few dimensions/metrics change– can drop-downs be used instead?Tabs Group Data and Visualizations. The right way to use tabs is when thevisualization is too dense or big to fit on the screen. © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Key Design Guidelines - Consistency • Use of “listen to data source” should be consistent • All numeric fields should have a formatter • Traffic lights should be used consistently • Metric and dimension naming conventions should be consistent and user-friendly • All dimensions should have a dimension group • Dimensions displayed should be consistent in pages/tabs that share a • Unlike OLAP – all Endeca analytics datasource are based on dynamic record sets • High cardinality dimensions should • Showing users the records that are leverage dimension search and driving analytics helps them more… link appreciate exploratory capabilities • Multi-or dimensions are typically preferred by users • Is a dimension is expanded – this should be done consistently © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

If analytics statements are the same except for 1-3 dimensions/metrics, considerwhether the statement can be parameterized – with varying dimensions/metricsexposed as options in drop-down box.If analytics statements are the same (same metrics/dimensions) except for theWHERE clause – the WHERE clause typically represents a rule-orientedclassification of the underlying records.Can this WHERE clause be converted into an additional attribute of the record?(Classify records based on these rules during data ingest.) If so – tabs can often beeliminated.Highlight these new dimensions in the application so users are aware of them. © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

The correct use of tabs is to offer different views of the same data.When you see scroll-bars in the browser – it is a good signal that tabs may beneeded.If there is >1 visualization on the page, ask yourself is user need to correlateinformation between those visualizations. If so, they should be on the same page.If not, separate them into different tabs – less is more when using screen realestate. © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Dimension overload. If there are lots of dimension in the GuidedNavigation menu –consider using precedence rules. Are there groups of those dimensions that makesense to display after user has drilled into a certain category of data?Additionally – remember that the “lookahead” dimension search in the Searchboxcomponent spans all dimensions in the application.Grouping by month dimension. The default sort order for any textual dimension isalphabetic. This is typically not desired for Month dimensions. Manually create/order these dimension values in the DeveloperStudio.Sub-pages versus outer-tabs. Generally speaking, sub-pages should be avoided.The user needs to hover over page in order to learn that sub-pages exists. Outertabs are always visible. If need to link to page/content – then sub-page may be onlyoption. © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Record Type. Are the users going to understand this concept? If no – exclude fromnavigation component.Search. This is the most differentiated feature of Latitude. Leverage it – thereshould be a search box on every page. Record search and compound dimensionsearch are very powerful features. They are also novel features from userstandpoint – provide them with examples of valuable search strings.DEFINE statements aren’t free. The MDEX Engine still needs to do work, even ifthe results aren’t returned. Make sure that DEFINEs are needed for your analyticsstatement.Toggle edit controls. This should be disabled for end-users. It adds a lot of visualclutter to the application. © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Design Principles for • Fundamentals of Visual PerceptionInformation Design & • Chart SelectionVisualization © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Visual PerceptionCognitive processing• Iconic memory (“graphics buffer”)• Short-term memory (“RAM”)• Long term memory (“hard disk”)Stephen Few, “Tapping the Power of Visual Perception” © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Visual PerceptionPerception is tuned to detect certain visual primitivesJock McKinlay, “Designing Great Visualizations” © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Preattentive Attributes Stephen Few, “Tapping the Power of Visual Perception”Which can be used to encode quantitative information? © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Accuracy of Perception Jock McKinlay, “Designing Great Visualizations”What might this mean for design? © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

The Ubiquitous Pie Chart Jorge Camoes, “Eye Candy and the Pie”Which is biggest – Item 3, 4 or 5?• Why is this difficult to interpret?• How might it be improved? © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Short term memoryLimited to 3-7 chunks of data at a timeStephen Few, “Tapping the Power of Visual Perception” © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Information Design and Visualization Principles1. Use 2-D position and the line length to encode quantitative values2. Use lines graphs to show patterns formed by a set of values across a continuous range3. Dont try to communicate relationships between multiple values by showing one value at a time.4. Multiple graphs shown together are often a better solution than a single graph, especially when several variables are involved.5. Different views of the same data set give insight into relationships that can’t be seen from one perspective only.6. Allow the user to filter out irrelevant data and focus on their key questions.Stephen Few, “Information Visualization, Design, and the Arts” © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Chart Selection What How much Where When How Why 30% 35% 13% 13% 2% 7%bullet 7 5% Bar 60 23% heat map 20 29% Line 22 29% Flowchart 3 0% Bubble 15 0%thermometer 7 5% pixel bar 7 3% region map 15 22% Sparkline 19 25%number 8 6% column 60 23% pushpin map 20 29% Gantt 11 15%colored shape 57 41% pixel column 6 2% Timeline 13 17% schematic 7 10%text 60 43% thermometer 6 2% Swimlanes 9 12% organization chart 1 1% brick 9 4% Cycle 0 0% quadrant 0 0% number grid 11 4% Progression 1 1% connections map 4 6% stacked bar 22 9% venn diagram 1 1% clustered bar 22 9% stacked column 23 9% clustered column 22 9% variable width column 1 0% bullet 6 2% pie 1 0% concentric pie 0 0% © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Chart Selection Grid Map TimeLine Bubble What How much Where When How Why 30% 35% 13% 13% 2% 7% Flowchart 3 0% Bubble 15 0%bullet 7 5% bar 60 23% heat map 20 29% Line 22 29%thermometer 7 5% pixel bar 7 3% region map 15 22% Sparkline 19 25%number 8 6% column 60 23% pushpin map 20 29% Gantt 11 15%colored shape 57 41% pixel column 6 2% schematic 7 10% Timeline 13 17%text 60 43% thermometer 6 2% organization Swimlanes 9 12% brick 9 4% chart 1 1% Cycle 0 0% number grid 11 4% quadrant 0 0% Progression 1 1% stacked bar 22 9% connections clustered bar 22 9% map 4 6% stacked column 23 9% venn diagram 1 1% clustered column 22 9% variable width column 1 0% bullet 6 2% pie 1 0% concentric pie 0 0% © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Design Patterns: Spatial Information VisualizationPoint Location Map• Define iconic “pins” that can clearly convey precise spatial location along with relevant information about each record http://patterns.endeca.com/content/library/en/home/patterns/ pointLocationMap.htmlRegion Map• Define boundaries for the regions at an appropriate level of granularity to align with the users’ discovery scenarios, mental models, and expected level of analysis http://patterns.endeca.com/content/library/en/home/patterns/regionMap.htmlHeat Map• Define a function by which record density values can be mapped to “intensity” values that align with the users’ discovery scenarios, mental models, and expected level of analysis http://patterns.endeca.com/content/library/en/home/patterns/heatMap.html © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

ReferencesBooks Information Dashboard Design, Stephen Few, OReilly Media 2006 The Back of the Napkin, Dan Roam, Penguin 2008 The Visual Display of Quantitative Information, Edward Tufte, Graphics Press 2001 Beautiful Evidence, Edward Tufte, Graphics Press 2006 Readings in Information Visualization: Using Vision to Think, Stuart Card, Jock Mackinlay & Ben Schneiderman, Morgan Kaufmann 1999Papers The sensemaking process and leverage points for analyst technology as identified through cognitive task analysis, Pirolli, P., & Card, S. (2005) https:// analysis.mitre.org/proceedings/Final_Papers_Files/206_Camera_Ready_Paper.pdf Exploratory search: from finding to understanding, Gary Marchionini, Communications of the ACM, Volume 49 Issue 4, April 2006 http://www.ischool.utexas.edu/~i385t-sw/readings/Marchionini-2006-Exploratory_Search.pdf © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

ReferencesPapers (cont.) Tapping the Power of Visual Perception, Stephen Few, September 4, 2004 http://www.perceptualedge.com/articles/ie/visual_perception.pdf Designing Great Visualizations, Jock D. Mackinlay with Kevin Winslow, February 18, 2009 http://mkt.tableausoftware.com/downloads/designing-great-visualizations.pdf Information Visualization, Design, and the Arts: Collision or Collaboration? Stephen Few, Visual Business Intelligence Newsletter , January 2010 http://www.perceptualedge.com/articles/visual_business_intelligence/information_visualization_and_art.pdf Save the Pies for Dessert, Stephen Few, Visual Business Intelligence Newsletter, August 2007 http://www.perceptualedge.com/articles/08-21-07.pdf © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

ReferencesPapers (cont.) Creating Successful Portals With a Design Framework, Joe Lamantia, International Journal of Web Portals, 2009 http://www.igi-global.com/bookstore/article.aspx?titleid=37471 The Building Blocks of Successful Portals, Joe Lamantia, Intranets Today, 2009 http://www.intranetstoday.com/Articles/Default2.aspx?ArticleID=6087 Enhancing the Portal Experience, Joe Lamantia, International Journal of Web Portals, 2009 http://www.igi-global.com/bookstore/article.aspx?titleid=44693 Containers and Connectors as Elements in a Portal Design Framework, Joe Lamantia, International Journal of Web Portals, 2010 http://http://www.igi-global.com/bookstore/article.aspx?titleid=40319 Evolution of a Portal Suite, Joe Lamantia, International Journal of Web Portals, 2010 http://www.igi-global.com/bookstore/article.aspx?titleid=46164 © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Endeca User Interface Design Pattern Library A growing set of user interface design patterns providing guidance and best practices for creating great search, faceted exploration, and Discovery Solutions http://patterns.endeca.com © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.81

User Experience at EndecaWho we are You may know us from Professional Services We’ve moved to Product Development We’ve expanded the teamWe need you User panel for future research, design reviews, and evaluation To join, fill out a brief survey at tinyurl.com/endecaux We’re also conducting interviews at the conference Talk to Kirsten Robinson, Joe Lamantia, or Mark Burrell © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

Contacts: Joe Lamantia User Experience Lead Enterprise Products Endeca jlamantia@endeca.comQ&A Mark Burrell, Ph.D. VP Worldwide Lead, User Experience mburrell@endeca.com © 2011 Endeca Technologies Inc. All Rights Reserved. CONFIDENTIAL AND PROPRIETARY - DO NOT REPRODUCE.

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User Experience Architecture For Discovery Applications

by Joe Lamantia

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