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Online Intelligence Solutions

Data Visualization and Dashboard Design
LIVE WEBINAR 04/04/2013
Today’s Speaker

Jacques WARREN
CEO
WAO/MARKETING
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?
Why care about data visualization?
You don’t make friends with this:
Why care about data visualization?
Or this:
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.
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.
Fundamental Visualization Principles
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
Fundamental Visualization Principles

The Power of the Human
Eye
Getsalt of visual perception (partial)
Enclosure and continuity

Proximity

Similarity

Linking
Fundamental Visualization Principles

The power of the line

Sales
2000

Profits

Sales

Profits

Sales

Profits

2010
Fundamental Visualization Principles

First Principle
Don’t visualize!!!
Fundamental Visualization Principles

Two General Types
Tables & Graphs
Fundamental Visualization Principles

Two General Types
Graphs for trends/Overall comparison

Tables for values
Fundamental Visualization Principles

Facilitate understanding

Or at least try not to hinder it!
Source : Système CRM
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
Fundamental Visualization Principles

Optimize attention time
Visualization allows for
immediate comparison
(length), while color
can be used to quickly
bring attention.
Source : Système CRM
Fundamental Visualization Principles

Basic Visual Elements
Dots

Bars

Lines

90
%
Fundamental Visualization Principles

Basic Visual Elements - Dots
Fundamental Visualization Principles

Basic Visual Elements - Lines
Fundamental Visualization Principles

Basic Visual Elements - Bars
Fundamental Visualization Principles

Colors are semantically charged

Don’t forget color blind people!
Fundamental Visualization Principles

Semantic Charges of Colors – Bringing attention
Different Colors

Different Hues
Fundamental Visualization Principles

Choosing a Color Palette
Company Specific

A

B

C

D
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
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%
Fundamental Visualization Principles

Avoid Chart Junk
Fundamental Visualization Principles

Lower the Lie Factor
Fundamental Visualization Principles

The Ducks!
Fundamental Principles of Design

And the infamous infographics…
Faulty, or Inefficient Visualization
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
Faulty, or Inefficient Visualization

Wrong height/width ratio
Faulty, or Inefficient Visualization

Enough with pie charts!

22%

14,5
%

20%

12
%
16
%

15,5%

20
%

22
%

16%
15,5
%
14,5
%
12%
Faulty, or Inefficient Visualization

Enough with pie charts!
22%

14,5
%

20%

12
%
16
%

15,5%

20
%

22
%

16%
15,5
%

14,5
%
12%
Faulty, or Inefficient Visualization

Enough with 3-D!!!
Cosmetic (!)

Several categories
Solution Examples From a Client
Examples from a client

The 3D effect doesn’t add
anything
Examples from a client

Visualization was not necessary here
Examples from a client
Examples from a client
Examples from a client
New Visualization Types
New Visualization Types
Spark Lines

In Excel 2010
New Visualization Types
Heat Maps
New Visualization Types

Tree Maps
New Visualization Types – Animated Bubbles
Animated bubbles

Introduced by Pr.
Hans Rosling :
gapminder.org

Example :
http://bit.ly/WZAxqL
New Visualization Types
Bullet Graphs
Target

Current Value

Qualitative Thresholds
New Visualization Types
Bullet Graphs &
Sparklines
Working horizontally
Dashboarding
In This Part

What is a dashboard?
Dashboard Design Project Main
Steps
Dashboard Design Fundamental
Principles
You should kow…

Dashboard Design:
- Design

30%

- Project Management

70%
You should kow…

What you see really is just the tip
of the iceberg
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!
What is a dashboard?

It is NOT an analytical tool
Strategic View

Operational View
What is a dashboard?

The Pilot Metaphor
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) ?
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
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!
Dashboard Design & Production Steps
Writing the specifications
Dashboard Design & Production Steps
Writing the specifications
High Tech or Low
Tech ?
Important factors to consider:
- Time
- Technical complexity
- Budget
Dashboard Design & Production Steps
Making the wireframe
Putting the pieces together
Dashboard Design & Production Steps
Making the design
Get as close as
possible to the final
look & feel
Dashboard Design & Production Steps
Making the prototype
Excel is very good
for prototyping
CAVEAT:
The chosen platform may have
its own design limitations.
Dashboard Design & Production Steps
Making the dashboard with real
data
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.
Dashboard Design & Production Steps
Breaking in period and training
Elementary Principles of Dashboard Design
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
Elementary Principles of Dashboard Design
Organizing the area – Reading directions
Elementary Principles of Dashboard Design
Organizing the area – Separating the
zones
Elementary Principles of Dashboard Design
Choosing Visualization – What & How
NO!

Graphs

Bullet Graphs

Sparklines

Numbers!

32%
Elementary Principles of Dashboard Design
Contextualising Results
Fundamental element which bears
meaning
Determinng the comparison periods
Elementary Principles of Dashboard Design
Contextualising Results
Elementary Principles of Dashboard Design
Should you leave room for comments?
Common Design Mistakes
Neglecting to give context
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
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
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 $
Common Design Mistakes
Not showing everything on the same view
Common Design Mistakes
Cluttering graphs and the dashboard with
useless decoration
Common Design Mistakes
Designing graphs and dashboards that are plain..
ugly!
Common Design Mistakes
Using off-putting colors !
Examples of “trendy” design
Examples of “trendy” design
Examples of “trendy” design
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.
Visualization is not about putting lipstick on a
pig
If the statistics are boring, then you’ve
got the wrong numbers.
E. Tufte
Thank you!

Online Intelligence Solutions

contact@atinternet.com
www.atinternet.co
m

jw@waomarketing.com
www.waomarketing.co
m

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