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![Page 1: Dashboards](https://reader035.fdocuments.us/reader035/viewer/2022062405/55561880d8b42a3f168b533e/html5/thumbnails/1.jpg)
DashboardingChris Sietsema
March 1, 2010
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What We Will Discuss
• Visual Design
• Technology
• Maintaining & Delivering Value
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Why Use Dashboards?
• Organize Important Information…for speedy interpretation
• Make Decisions Easier
• Maintain / Increase Client Confidence
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A Common Issue
• Are you satisfied with your current approach to measurement?
ISITE Design 2010 Web Strategy ReportSurvey of 268 Organizations
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Not More Data.Rather, The Right Data.
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Three Elements
1. Visual Display
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Three Elements
2. Single Page / Screen
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Three Elements
3. Most Important Info
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Dashboards Can Also Be…
• Bi-Directional
• Alert Generating
• Always On & Online
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Common Problems
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Too Much
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Poor DisplayPoor Display
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Poor or Confusing Math
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The Human Brain
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Short Term Memory
• One Screen, No Scrolling
7 ± 2
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Visual Encoding
FINISHED FILES ARE THE RESULT OF YEARS OF SCIENTIFIC STUDY COMBINED WITH THE
EXPERIENCE OF YEARS
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Visual Encoding
HOW MANY
F’S
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Visual Encoding
FINISHED FILES ARE THE RESULT OF YEARS OF SCIENTIFIC STUDY COMBINED WITH THE
EXPERIENCE OF YEARS
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Visual Encoding
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Careful Balance
PrettyINFORMATIVE
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The Dashboard is a Utility,Not a Piece of Art.
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Placement & Orientation
1 .1 .2 ^
2 ^
2 2
3 311
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Creating Your Dashboard
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What’s the Goal?
• Corporate– What is the business objective?– “We Need to Accomplish X”
• Personal– How is your primary contact measured?– “If we do Y, I get a bonus!”
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Beware of HiPPOsBeware of HiPPOs
“Highest Paid Person’s Opinion”
Avinash Kaushik – Occam’s Razor
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Select Metrics Carefully
Transactions
Traffic
Bounce Rate
Clickthrough Rate
Sentiment
Revenue per Recipient
AOV
Sales Revenue
Cost Per Lead
Market Share
Top 10 Products
Most Productive Keywords
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Focus on The Finish Line
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Assign the Appropriate Display
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Bar Graphs
• Multiple measure comparison• Allows for clear visual comparison of data• Nominal, Ordinal & Interval comparisons
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Bar Graphs
• Stacked bars allow for contrast between parts of a whole
• Requires less real estate than pie charts• Example above is an ordinal comparison
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Line Graphs
• Show historical data• Greater detail than bar graph for timelines• Displays movement of data
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Bullet Graphs
• Actual vs. Target Measurements
• Key measures can be compared
• Saves space while conveying the point
• Many prefer to gauges
• http://bit.ly/bulletgraph
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Scatter Plots
• Defines correlations between data sets• Helps answer the question, “is there a
relationship between these values?”
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Choose Your ToolChoose Your Tool
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Tools
• Google Analytics Custom Reports
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Tools
• Off the Shelf Tools
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Tools
• Off the Shelf Tools
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Tools
You don’t have to be a
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Tools
• Google Charts (requires developer)
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Final Steps
1. Create
2. Maintain
3. Get Feedback
4. Continuously Improve
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Questions?
• Chris Sietsema
• @sietsema• linkedin.com/in/sietsema• 480.389.5435
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Slide-ography
• 6 | Owl - EraPhernalia Vintage on flickr Creative Commons• 5 | Television – dailyinvention on flickr Creative Commons• 8 | Important Bench – Valerie Everett on flickr Creative Commons• 10 | Sample Dashboard from Information Dashboard Design by Stephen Few• 11 | Pm5d mixing board from Yamaha Audio• 12 | Crayon Drawing – mpclemens on flickr Creative Commons• 13 | Sequent calculus for classical linear logic on Wikimedia Commons• 14 | Brain – perpetualplum on flickr Creative Commons• 20 | Scale of Justice on Wikimedia Commons• 23 | VW Dashboard – jepoirrier on flickr Creative Commons• 25 | Hippo – Giles Douglas on flickr Creative Commons• 27 | Checkered Flag – tharrin on flickr Creative Commons• 34 | Tools – denise carbonell on flickr Creative Commons• 36 | Olympic Dashboard – iDashboards• 37 | Product Tour Dashboards – Tableau Software• 40 | Sample Dashboard from GilliganOnData.com