Online Intelligence Solutions Data Visualization and Dashboard Design LIVE WEBINAR 04/04/2013

Jacques WARREN CEO WAO/MARKETING Today’s Speaker 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?

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. Why care about data visualization?

Fundamental Visualization Principles

In Information Visualization : Perception for Design, Colin Ware identifies several pre- cognitives attributes: Color – Difference Couleur - Intensity Position – 2D Form - Orientation Form - Length Form - Thickness Form - Size Form - Form Form - Mark Form - Enclosure Movement - Blinking Coulor – Contextual Perception text Fundamental Visualization Principles The Power of the Human Eye

Getsalt of visual perception (partial) ProximitySimilarity Enclosure and continuity Linking Fundamental Visualization Principles The Power of the Human Eye

The power of the line SalesProfitsSalesProfitsSalesProfits Fundamental Visualization Principles

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

Two General Types Tables & Graphs Fundamental Visualization Principles

Tables for values Graphs for trends/Overall comparison Two General Types Fundamental Visualization Principles

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

Should be self- sufficient Source : Our CRM TITLE UNITS CATEGORY SOURCE REFERENCE PERIOD LEGEND “The Central region had the best sales, while the East region had losses.” Alternative Title Fundamental Visualization Principles

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

Basic Visual Elements DotsBarsLines 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 Fundamental Visualization Principles A B C Company Specific D

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 What is Graphical Excellence? Fundamental Visualization Principles

The famous Data-Ink Ratio “Above all, show the data” Edward Tufte Fundamental Visualization Principles

Avoid Chart Junk Fundamental Visualization Principles

Lower the Lie Factor Fundamental Visualization Principles

The Ducks! Fundamental Visualization Principles

And the infamous infographics… Fundamental Principles of Design

Faulty, or Inefficient Visualization

Wrong scales Faulty, or Inefficient Visualization

Wrong height/width ratio Faulty, or Inefficient Visualization

12% 16% 22% 20% 15,5% 14,5% Enough with pie charts! 22% 20% 16% 15,5% 14,5% 12% Faulty, or Inefficient Visualization

12% 16% 22% 20% 15,5% 14,5% 22% 20% 16% 15,5% 14,5% 12% Faulty, or Inefficient Visualization Enough with pie charts!

Enough with 3-D!!! Cosmetic (!) Several categories Faulty, or Inefficient Visualization

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

New Visualization Types

Spark Lines In Excel 2010 New Visualization Types

Heat Maps New Visualization Types

Tree Maps New Visualization Types

Animated bubbles Introduced by Pr. Hans Rosling : gapminder.org Example : New Visualization Types – Animated Bubbles

Bullet Graphs Current Value Target 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%

What you see really is just the tip of the iceberg You should kow…

“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 What is a dashboard? So, a dashboard is a communication tool!

It is NOT an analytical tool Strategic View Operational View What is a dashboard?

The Pilot Metaphor What is a dashboard?

Dashboard Design & Production Steps Preliminary Decisions - Which metrics should be exposed? - What is the dashboard refresh frequency? - Who is the audience? - What platform to use (HighTech, Low Tech) ?

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

High Tech or Low Tech ? Important factors to consider: - Time - Technical complexity - Budget Dashboard Design & Production Steps Writing the specifications

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

You have to “sell” your project, and also insist on how important decisions are at each stage. Go through the approval cycle Dashboard Design & Production Steps

Breaking in period and training Dashboard Design & Production Steps

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 Sparklines Bullet Graphs 32% Numbers! Elementary Principles of Dashboard Design

Contextualising Results Fundamental element which bears meaning Determinng the comparison periods Elementary Principles of Dashboard Design

Contextualising Results

Should you leave room for comments? Elementary Principles of Dashboard Design

Neglecting to give context Common Design Mistakes

Choosing the wrong kind of visualization Common Design Mistakes

Using a non-optimized visualization Common Design Mistakes

Introducing useless variety 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 ! Common Design Mistakes

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.

If the statistics are boring, then you’ve got the wrong numbers. E. Tufte Visualization is not about putting lipstick on a pig

Online Intelligence Solutions Thank you!