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Week5-DashboardsandInfographics.pptxDashboards and Infographics Week 05 Lecture Session BUSMGT 708 Communicating Business Insights
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Learning outcomes:
By the end of this session you should be able to:
Articulate what an infographic is
Identify some key characteristics of what makes a good infographic
Materials based on Tableau resources created by:
Jeffrey Shaffer
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Agenda:
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Dashboards
Infographics
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Dashboards
Infographics
What is a dashboard?
A dashboard is a visual display of the most important information needed to achieve one or more objectives; consolidated and arranged on a single screen so the information can be monitored at a glance.
- Stephen Few (2004)
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Dashboards – Supporting Attributes
Information is presented using small, concise, direct, & clear display of media
Clearly stated messages
Each point should be limited to the space needed
Customized
tailored to the needs of a specific group or individual
Consistent layout
Data changes over time
Interface is consistent (until it’s time for the next revision)
Few, Stephen (2013), Information Dashboard Design, p. 28
Dashboard and KPI Rollups Different Views for Levels of the Organization
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Customer
Key customer contact data
Marketing
Outbound and marketing response
Sales
Orders and fulfillment
Billing
Accounts receivable and collections
Prospects
Potential customers and activities
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CEO - Strategic
Manager - Tactical
Team - Operational
KPI and Scorecard Rollups Example Scope and KPI Categories
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Sales Activities
Loyalty & Retention
Campaign Success
Revenue and Profit
Bad Debt
Team KPIs
Division Performance
Organizational Topline and Risk
Many KPI categories:
Industry Benchmarks
Cash Flow
Risk and Security
Customer Satisfaction
Asset Management
HR
Information Quality
Customer
Key customer contact data
Marketing
Outbound and marketing response
Sales
Orders and fulfillment
Billing
Accounts receivable and collections
Prospects
Potential customers and activities
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CEO - Strategic
Manager - Tactical
Team - Operational
Source: “blinged dashboard” from http://robslink.com/SAS/democd36/oil_blinged.htm
Source: “unblinged dashboard” from http://robslink.com/SAS/democd36/oil_unblinged.htm
Dashboard – Low Effectiveness
Source: Targit BI Balanced Scorecard from https://www.youtube.com/watch?v=4vuoQgYPdAw
Avoid Useless Bling
Some of the widgets and displays provided by tool vendors are glitzy but unhelpful – like these:
Require a disproportionate amount of room for the information presented
Hard to read and understand
Little actionable information
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Dashboard – High Effectiveness
Source: Information Dashboard Design by Stephen Few
CIO Dashboard
One gauge takes the same space that can accommodate twenty data points in this dashboard design.
Source: Information Dashboard Design by Stephen Few
Dashboard “Dos”
Content position and size should match its
importance and frequency of use
Use color and formatting to draw attention
where needed, rather than to decorate
Visually associate data and content that is related
Use the needs of the user to drive the layout, rather than forcing layout with an inflexible grid (note: this is a consideration when choosing tools)
When deciding placement, consider how the eye will scan the page…
Few, Stephen (2013), Information Dashboard Design, p. 28
Eye Scanning Patterns (Web)
Red indicates more visual attention on that portion of the page
Source: http://styleguide.yahoo.com/writing/write-web/eye-tracking-where-do-readers-look-first
This “F” pattern is widely cited on the web but is partially a product of text-heavy pages.
Source: http://www.useit.com/alertbox/reading_pattern.html
Eye Scanning Patterns (Web)
Patterns are affected by content…
…as well as the form of media being read.
Source: http://www.humlab.lu.se/resources/publications/studentpapers/Holmberg_04.pdf
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Emphasis Guidelines for Dashboards
Dominance of the neutral quadrants may change based on content.
Source: http://www.useit.com/alertbox/reading_pattern.html
Most emphasis
Neutral
Neutral
Least emphasis
Sales Team Dashboard
Source: Information Dashboard Design by Stephen Few
Sales Team Dashboard
Most emphasis
Neutral
Neutral
Least emphasis
Source: Information Dashboard Design by Stephen Few
CIO Dashboard
Source: Information Dashboard Design by Stephen Few
CIO Dashboard
Source: Information Dashboard Design by Stephen Few
Most emphasis
Neutral
Neutral
Least emphasis
Source: The Big Book of Dashboards (BigBookofDashboards.com)
Source: The Big Book of Dashboards (BigBookofDashboards.com)
Most emphasis
Neutral
Neutral
Least emphasis
Most emphasis
Neutral
Neutral
Least emphasis
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Dashboards
Infographics
What is an infographic?
“A tool for the designer to communicate with readers, and a tool for readers to analyze what’s being presented to them.”
Source: The Functional Art (p. 73) by Alberto Cairo
Infographics:
A quick and easy way to digest data rich information
Goals are to:
Humanize data
Capture interest with colour, images and charts
Increase retention of the message
They do this by telling a story
Quickly and clearly
With a clear purpose
To an audience that is not familiar with your topic
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Are they art or communication?
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Elements
Story/purpose evident
Clear titles
Descriptive text boxes
Good use of white space
Data referenced
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Axes on the Cairo Visualization Wheel
Note: Per Alberto, the position of these axis is subjective…and reflects his own thinking.
“How Politicians Use Twitter”
https://orig03.deviantart.net/494a/f/2014/171/0/1/size_comparison___science_fiction_spaceships_by_dirkloechel-d6lfgdf.jpg
Axes on the Cairo Visualization Wheel
Note: Per Alberto, the position of these axis is subjective…and reflects his own thinking.
