The document proposes a dynamically structured dashboard called Newsboard designed using a newspaper metaphor for business intelligence. It discusses how the newspaper metaphor and narrative visualization can improve user acceptance. A case study at a company found the static desktop version increased initial acceptance but later decreased without dynamism. The document outlines criteria for dynamic prioritization of key performance indicators. A user study found people preferred Newsboard and felt it would provide quicker insight and increase motivation to use it more regularly compared to static dashboards, especially on tablets. The conclusions were that Newsboard has the potential to significantly improve user acceptance of business intelligence.

1. NEWSBOARDTHE NEWSPAPER AS A USER INTERFACE DESIGN
METAPHOR FOR BUSINESS INTELLIGENCE
Thesis Master: Business Information Systems
Prepared by:
Kemal Sütçü
Supervised by:
Prof dr. Marcel Worring
July 2, 2015

3. PROBLEM DEFINITIONThe Summary
Productivity
Paradox
Enhancing
User
Acceptance
Low System
Use
Missing the
potential of
effective use
of information
BI for
Competitive
Advantage
Knowledge
Driven
Economy
Information
as a Vital
Resource
The Potential The Obstacle The Solution

4. User
Acceptance
The Potential of
Narrative
Visulalisation
The Power of Using
Metaphors
The Need for
Mobility
The Need for
Dynamism

5. SOLUTION SPACEThe Potential of Narrative Visualization
 Combine interactive graphics with
narratives
 Using this combination to create richer
stories for the users and convey the
information more effectively
 information can be communicated in
more psychologically-efficient
format
 to provide fast and intuitive
exploration may enhance user
acceptance

6. SOLUTION SPACEThe Power of Using Metaphors
 increasing the initial familiarity between a
user and computer interface
 “Users can form a set of expectations about an
interface if metaphors, which may reflect concrete
and familiar ideas of users about the real world, are
used while designing it.” (Apple Computer, 1983)
 Decreases the required adaption time

7. SOLUTION SPACEThe Power of Using Metaphors: The News Metaphor
 an old and widely used concept with which
everyone is familiar
 an appropriate approach for creating story-telling
interface
 Therefore there is a match between the
use of narrative visualisation and the
newspaper metaphor.

8. SOLUTION SPACEThe Need For Dynamism
 The use of the newspaper metaphor induces the
expectation of dynamism for the users.
 users expect that a newspaper brings the latest up-to-
date news and emphasize the important ones.
 every day a newspaper contains different news or has a
different order of the sections based on the current
agenda
 Dynamic ordering based on the importance of each
section which may enable quicker transmission of
information to a user by providing an initial impression

9. SOLUTION SPACEThe Need For Mobility: A General Look
 Limited time for decision making
 The mobility of employees
 Decision supporting tools should be available at any place
or time
 Many organizations focus their BI strategies on mobile
business intelligence and the interest in it has grown
rapidly in commercial markets

10. SOLUTION SPACEThe Need For Mobility: The Match with the Newspaper Metaphor
 Tablet newspapers are widely used
 Users are familiar with the concept
 May decrease the required time for adoption
 Therefore tablets may be used as a medium to
implement such an interface

11. Enhancing
User
Acceptance
The Potential of
Narrative
Visualization
The Newspaper
Metaphor
supports
The Dynamism
imposes Mobility: Tablet
as a Medium
is suitable
for
SOLUTION SPACEThe Summary

12. RESEARCH QUESTION
How can we create a dynamically-structured
dashboard designed using a newspaper
metaphor on tablets and does it improve user
acceptance in comparison to a static desktop
based approach?
“
“

13. NEWSBOARDThe Concept Definition
 The Newsboard is an interface concept which is a multi-column
layout with rectangular subsections of KPIs. The subsections are
dynamically ordered using a scientific prioritization method
HEADLINE: KPIa
Secondary Section:
KPIb
Third Section:
KPIc
Fourth Section:
KPId
Fifth Section:
KPIe
dynamic
dynamic

14. NEWSBOARDThe Dynamism: AHP (Analytic Hierarchy Process)
 AHP is widely used for multiple criteria decision
making problems.
 Quantitative method to prioritize KPIs based on multiple
criteria in organizations
 AHP is appropriate for dynamism of the Newsboard
concept because it is implementable on the engine
behind the interface.
 Converts qualitative judgements of decision makers into
quantitative priorities

15. NEWSBOARDThe Dynamism: AHP (Analytic Hierarchy Process)

16. NEWSBOARDThe Dynamism: The Two Variables
Global Weights
obtained by AHP
Change Rates (%)
of The KPIs
Final Rankings of
the Newsboard
Sections

17. NEWSBOARDThe Dynamism: Main Characteristics
 Users can have a personal version of the
Newsboard based on their own priorities
 Users can manually arrange the sections
independent of prioritization engine

20. RESEARCH METHODSA Case Study
 Arçelik is a large international durable goods company with
more than €4.5 Billion net annual turnover. The similar concept
was implemented on desktop devices, without any dynamism:
 Was successful to create initial familiarity for the users. Therefore,
increased the user acceptance for a short term
 However, lack of dynamism
decreased the long term user
acceptance, users claimed that the
interface became boring
 It was not available on mobile
devices.

21. RESEARCH METHODSUser Study
 User experiments with the mock-up developed
 12 subjects including C level employees and BI and
Reporting experts
 12 interviews were conducted
NAME JOB TITLE COMPANY
Fatih Kemal Ebiçlioğlu
President of Koç Holding Durable
Goods Group
Koç Holding
Polat Şen Chief Financial Officer Arçelik A.S.
Tülin Karabük Chief Marketing Officer Arçelik A.S.
Hüseyin Öner Director of IT Arçelik A.S.
Sibel Yazıcı Kesler
Director of Budget Reporting and
Analysis
Arçelik A.S.
Hümeyra Özener
Manager of Financial and
Managerial Reporting
Arçelik A.S.
Rakibe Musal Manager of Price Cost Analysis Arçelik A.S.
Hande Güniçen
Manager of Corporate
Performance Development
Arcelik A.S.
Erkan Altan Managing Partner
Metric
Technology
Halil Bakan Expert BI Consultant
Metric
Technology
Deniz Günay BI Specialist Arçelik A.S
Tuğba Atmaca BI Specialist Arçelik A.S.

22. RESEARCH RESULTSUser Study
Sub-Question 1: What criteria should be used to prioritize KPIs on Newsboard in
order to enable dynamic structuring?
1. Up-to-date (12 Occurrences): KPIs on Newsboard should be chosen among
the ones which are updated more frequently.
2. Strategically Relevant (12 Occurrences): KPIs on Newsboard should be
relevant to current strategic goals of the company.
3. Actionable (11 Occurrences): KPIs on Newsboard should be able to lead
decision makers to take actions.
4. Related to Personal Targets (7 Occurrences): KPIs related to individual
targets might lead users to increase their attention and motivate them to
use Newsboard more often.
5. Specific (5 Occurrences): KPIs should be specific to the function which the
user is working in.
We asked for top 5 most important criteria to prioritize the KPIs. Top 5 most
commonly stated criteria are:

23. RESEARCH RESULTSUser Study
Sub-Question 2: What are the advantages and disadvantages of implementing a dynamically
structured dashboard designed using the newspaper metaphor as business intelligence interface on
tablets?
# Question
Avera
ge
1 I like the Newsboard. 4.92
2 Newsboard is easy to use 4.75
3
I would use the dynamic Newsboard more often than regular static
dashboard.
4.83
4 I like the dynamic structure of the Newsboard 4.83
5 Newsboard would provide quicker insight than a regular dashboard. 4.67
6 Newsboard would provide deeper insight than a regular dashboard. 2.33
7 The dynamic structure of Newsboard makes it harder to get used to. 1.5
8
The dynamic structure of the Newsboard would increase my
motivation to use it more often.
4.75
9
I would like to have the Newsboard personalized according to my
priorities rather than having a global version.
4
10
I would use the Newsboard more often since I can access it on my
mobile device.
5
11 Tablet is a suitable device for using the Newsboard. 5
12 Newsboard has too much text. 2
13 Newsboard is too complex for me to use. 1.17
14 Newsboard is only suitable for top level hierarchy. 1.42
15 Newsboard can be used by employees of all level in the hierarchy. 4.67

24. RESEARCH RESULTSUser Study
Sub-Question 2: What are the advantages and disadvantages of implementing a dynamically
structured dashboard designed using the newspaper metaphor as business intelligence interface on
tablets?

25. CONCLUSIONS
 the use of a dynamically-structured dashboard designed using the
newspaper metaphor on tablets would have a significant
positive impact on user acceptance of business
intelligence in organizations.

26. CONCLUSIONS
 Newsboard may make a contrubution for eliminating the
productivity paradox in BI platform by increasing user
acceptance.
 Organizations which use the Newsboard may gain competitive
advantage by accessing the critical business information
quicker, readily analysed, at any time, at any place.

27. Questions?