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Creating an Effective Dashboard

Karen Ragotte – Marketing Director

Peder Enhorning – President

July 24, 2013

Dashboard design principles

Examples

Dashboard Design - 5 Steps

Q&A

Agenda

• Leading BI and digital analytics company since 2001

• 800+ customers across North America

• 450+ consulting engagements

Unilytics Overview

Dashboards

bolster your decision making and planning

Help businesses: monitor key performance indicators (KPIs) better understand your customers respond to competitive pressures more quickly

On a scale of 1 to Lindsay Lohan, how bad was that decision you just made?!

Dashboards should…

• Emphasize graphics over text

• Fit on a single page (without scrolling)

• Self-service data analysis and reporting

• Be customized specifically for the information consumer

• Based on Goals & Objectives and KPI driven (Choose metrics that matter)

• “What is the most important decision you make on a regular basis?”

Major Guidelines

• Place the most important part in top left

• Place legends for a view to the right

• Single color schemes for each dashboard

• Many dashboards vs many views in single dashboard?

• Make dashboards Interactive to provide Guided Analytics!

Types of Images

• When you are showing a change over time, you should use a time series

Types of Images

• When you are showing where something is, use a map

Types of Images

• When you are showing the highest or lowest value use a bar chart

Orientation

Don’t be afraid to rotate so text is easier to read

Don’t use Pie Charts (and never in 3-D!!)

West Central EastShoesPantsShirtsSocks

West Central EastShoesPantsShirtsSocks

Instead use Bar ChartWest

Shoes Pants Shirts Socks0%

10%

20%

30%

40%

50%

WestCentralEast

Central EastShoesPantsShirtsSocks

Maps is the only place to use Pie Charts

2 6 4 6 5 3 4 2 16 5 4 3 2 4 7 5 80 6 4 6 5 3 4 2 16 5 4 8 6 4 6 5 34 2 1 6 5 4 6 6 85 3 7 5 9 2 5 0 68 7 6 5 2 5 4 8 68 6 4 6 5 3 4 2 16 2 1 6 9 5 4 6 95 4 6 5 8 5 8 6 46 5 3 4 2 1 6 5 46 8 5 8 6 4 6 5 34 8 5 6 8 7 6 8 67 8 4 6 5 3 7 0 16 3 5 4 3 2 7 6 49 6 0 9 7 8 6 1 53 6 7 5 5 8 4 2 04 2 6 4 6 5 3 4 21 6 5 4 3 2 4 7 58 0 6 4 6 5 3 4 21 6 5 4 8 6 4 6 53 4 2 1 6 5 9 4 68 5 3 7 5 2 5 0 68 7 6 5 2 5 4 1 68 6 4 6 5 3 4 9 21 6 5 4 6 1 8 5 86 4 6 5 3 4 2 1 65 4 6 1 8 5 8 6 94 6 5 3 4 2 1 6 54 6 4 8 5 6 8 7 68 6 7 8 4 6 5 3 79 0 1 6 3 5 4 3 27 6 4 1 6 0 7 8 61 5 3 6 7 5 6 5 48 6 4 6 5 3 4 2 16 5 4 6 8 5 3 7 52 5 0 6 8 7 6 5 25 4 6 8 6 4 6 5 34 2 1 6 5 4 6 2 85 8 6 4 6 5 3 4 21 6 5 4 6 8 5 8 64 6 5 3 4 2 1 6 54 6 0 8 5 6 8 3 42 1 6 5 4 6 7 8 5 8 6 4 6 5 3 4 2 16 5 4 6 5 8 5 8 64 6 5 3 4 2 1 6 54 6 4 8 5 6 8 7 68 6 7

Find the 9’s

2 6 4 6 5 3 4 2 16 5 4 3 2 4 7 5 80 6 4 6 5 3 4 2 16 5 4 8 6 4 6 5 34 2 1 6 5 4 6 6 85 3 7 5 9 2 5 0 68 7 6 5 2 5 4 8 68 6 4 6 5 3 4 2 16 2 1 6 9 5 4 6 95 4 6 5 8 5 8 6 46 5 3 4 2 1 6 5 46 8 5 8 6 4 6 5 34 8 5 6 8 7 6 8 67 8 4 6 5 3 7 0 16 3 5 4 3 2 7 6 49 6 0 9 7 8 6 1 53 6 7 5 5 8 4 2 04 2 6 4 6 5 3 4 21 6 5 4 3 2 4 7 58 0 6 4 6 5 3 4 21 6 5 4 8 6 4 6 53 4 2 1 6 5 9 4 68 5 3 7 5 2 5 0 68 7 6 5 2 5 4 1 68 6 4 6 5 3 4 9 21 6 5 4 6 1 8 5 86 4 6 5 3 4 2 1 65 4 6 1 8 5 8 6 94 6 5 3 4 2 1 6 54 6 4 8 5 6 8 7 68 6 7 8 4 6 5 3 79 0 1 6 3 5 4 3 27 6 4 1 6 0 7 8 61 5 3 6 7 5 6 5 48 6 4 6 5 3 4 2 16 5 4 6 8 5 3 7 52 5 0 6 8 7 6 5 25 4 6 8 6 4 6 5 34 2 1 6 5 4 6 2 85 8 6 4 6 5 3 4 21 6 5 4 6 8 5 8 64 6 5 3 4 2 1 6 54 6 0 8 5 6 8 3 42 1 6 5 4 6 7 8 5 8 6 4 6 5 3 4 2 16 5 4 6 5 8 5 8 64 6 5 3 4 2 1 6 54 6 4 8 5 6 8 7 68 6 7

Coloring the 9’s highlights them

Adding color to cross-tabs make values jump out

Here’s the same information using size and color

Save space by combining legends

Infraction Measure Values Tickets

PARK HWY PROHIBED TIME/DAY $15,211,880 380,297 STAND SIGNED TAXICAB STAND $150,090 3,752 PARK OVER 3 HOURS $30,740 769

PARK PROHIBITED TIME NO PERMIT $13,586,460 452,882 PARK-HWY EXCESS PERMTD TIME $133,530 3,338 PARK 9M OF INTERSECTING HWY $30,720 768

PARK FAIL TO DISPLAY RECEIPT $10,383,780 346,126 PARK-3M OF FIRE HYDRANT $115,600 2,890 PARK-9M OF INTERSECTING HWY $29,880 747

PARK/LEAVE ON PRIVATE PROPERTY $10,099,830 315,620 STOP VEH OTR THN BCYCL-BYCL LN $115,560 2,889 PARK HEAVY TRUCK-SIGNED HIGHWA $29,610 740

PARK FAIL TO DEP. FEE MACHINE $7,021,800 234,060 PARK FAIL TO DEPOSIT FEE METER $112,290 2,807 PARK HVY TRK HWY TIMES/DAYS $28,350 709

STOP HWY PROHIBITED TIME/DAY $6,325,740 25,303 STOP HWY PROHIBITED TIMES/DAYS $112,260 2,807 PARK VEHICLE OUTSIDE OF SPACE $27,360 684

PARK IN A FIRE ROUTE $6,205,250 103,421 STOP ROADSDE STOPPED/PARKED VE $108,540 2,714 FAIL TO PARK/STOP PARA RTHD HW $25,140 629

PARK-HWY DRNG PROH TIMES/DAYS $4,297,040 107,426 PARK-HWY DRNG PROH TIMES/DAYS $107,426 2,686 PARK IN A FIRE ROUTE $24,821 621

STOP-HWY-PROHIBITED TIMES/DAYS $4,291,620 71,527 STOP HWY PROHIBITED TIME/DAY $105,429 2,636 STOP ON/OVER SIDEWALK/FOOTPATH $24,066 602

STD VEH HWY PROHIB TIME/DAY $4,218,720 105,468 STOP SIGNED HWY PRO TIMES/DAYS $104,400 2,610 PARK HVY TRU NOT PER TIME/DAY $23,670 592

PARK 3M OF FIRE HYDRANT $3,284,900 82,123 PARK BUS PROHIBITED TIME $103,800 2,595 PARK DISABLD LOADING NO PERMIT $23,400 585

PARK HWY IN EXCESS PRMTD TIME $2,221,950 74,065 STAND VEH HWY PRO TIME/DAY $102,360 2,559 PARK/LEAVE-FIRE ROUTE $23,000 575

STAND VEH-HWY-PROH TIME/DAYS $2,217,300 73,910 STAND VEH HWY PROHIB TIME/DAY $99,660 2,492 PARK IN PUBLIC LANE $22,733 568

PARK IN DISABLED NO PERMIT $2,093,850 65,433 PARK IN DISABLED NOT DROP OFF $99,000 2,475 PARK - ON FRONT YARD $22,600 565

PARK HWY AT PROHIB TIME/DAY $1,566,760 52,225 PARK-LONGER THAN 3 HOURS $97,275 2,432 PARK VEHICLE WHILE NOT IN PARK $22,155 554

STOP ON/OVER SIDEWALK/FOOTPATH $1,443,960 5,776 STAND DISABL LOADING NO PERMIT $97,200 2,430 PARKING MACH-NOT USED/NO FEE $20,976 524

PARK LONGER THAN 3 HOURS $1,224,045 20,401 PARK AT EXPIRED METER $95,790 2,395 PARK-HWY PROHIB TIMES/DAYS $20,754 519

PARK ON-STRT DISABLD NO PERMIT $1,178,550 29,464 STOP - WITHIN 9.0M OF XWALK $90,300 2,258 STAND SIGNED TRANSIT STOP $18,848 471

STAND SIGNED TRANSIT STOP $1,130,880 18,848 STOP ON/OVER SIDEWALK/PATH $89,100 2,228 PARK 60CM OF DRIVEWAY/LANEWAY $18,040 451

STAND ON-ST DISABL LDG NO PRMT $1,029,150 25,729 PARK VEHICLE IN CAR-SHARE AREA $88,980 2,225 PARK VEHICLE ON ROADWAY $17,100 428

PARK ON 2AM-6AM DEC 1-MAR 31 $971,220 24,281 FAIL TO PARK/STOP PARA TO CURB $85,335 2,133 PARK STR DISABLD LDG NO DROPOF $15,750 394

PARK-HWY PROHIB TIMES/DAYS $830,160 27,672 STOP BUS PROHIBITED TIME $81,900 2,048 PARK-PASSENGER/FREIGHT LOADING $15,642 391

PARK - ON BOULEVARD $698,230 23,274 PARK LONGER THAN 3 HOURS $81,603 2,040 PARK 9M OF INTERSCTING HIGHWAY $15,229 381

PARK IN PUBLIC LANE $681,990 21,312 STOP-ON/OVER SIDEWALK/FOOTPATH $79,920 1,998 PARK HWY EXCESS OF PERM TIME $14,612 365

PARK - 3M OF FIRE HYDRANT $633,500 21,117 PARK - BETWEEN ROAD & SIDEWALK $79,600 1,990 PARK - ON BOULEVARD $13,991 350

PARKING MACH-NOT USED/NO FEE $629,280 2,517 STAND VEH HWY PRO TIMES/DAYS $76,140 1,904 PARK UNAUTH VEH IN HDCPD SPACE $13,800 345

PARK-PASSENGER/FREIGHT LOADING $625,680 10,428 STAND DISABLD LDG NOT DROP OFF $75,150 1,879 FAIL TO PARK/STOP PAR TO CURB $13,650 341

PARK 9M OF INTERSCTING HIGHWAY $609,160 15,229 PARK HWY IN EXCESS PRMTD TIME $74,065 1,852 PARK HWY PROHIBITED TIMES/DAYS $13,381 335

STOP HWY PROHIB TIME/DAY $595,860 9,931 STOP-HWY-PROHIBITED TIMES/DAYS $71,527 1,788 PARK HWY WITHN T-TYPE INTERSCT $13,040 326

PARK HWY PROHIBITED TIMES/DAYS $535,240 13,381 STOP HWY PRO TIME/DAYS $70,500 1,763 PARK OBSTRUCT DRIVE/LANE $12,360 309

PARK IN PARK NOT IN DESIG AREA $518,700 12,968 STD VEH HWY PROHIB TIME/DAY $70,312 1,758 FAIL PARK/STOP PAR RH LTD HWY $11,985 300

PARK HWY PRO TIMES/DAYS $473,520 15,784 STAND IN DISABLED NO PERMIT $67,500 1,688 PARK HWY PRO TIMES/DAYS $11,838 296

PARK OVER 3 HOURS $461,100 15,370 PARK-HWY-EXCESS PERMITTED TIME $56,760 1,419 PARK-OBS DRIVEWAY/LANEWAY/RAMP $11,800 295

PARK PROHIBITED TIME NO PERMIT $452,882 14,153 STAND VEH-HWY-PROH TIMES/DAYS $53,700 1,343 PARK FAIL TO DEP FEE IN METER $11,670 292

PARK HWY EXCESS OF PERM TIME $438,360 14,612 PARK - 3 M OF FIRE HYDRANT $52,700 1,318 FAIL TO PARK/STOP PARA RH HWY $11,670 292

PARK HWY PROHIBED TIME/DAY $380,297 1,521 PARK HWY OVER PERMITTED TIME $51,360 1,284 FAIL PARK/STOP PAR RT HAND LTD $11,160 279

PARK SIGNED HWY PRO TIMES/DAYS $379,760 6,329 PARK SIGNED HWY EXCESS OF TIME $48,390 1,210 PARK/LEAVE CONTRARY TO SIGN $10,800 270

STAND STR DISABL LDG NO DROPOF $355,950 8,899 PARK - 9M OF INTERSECTING HWY $42,520 1,063 STOP HWY PROHIB TIME/DAY $9,931 248

PARK FAIL TO DISPLAY RECEIPT $346,126 5,769 PARK TRUCK HWY NO PERM TIME/DA $42,300 1,058 STOP WITHIN 9M OF CROSSWALK $9,840 246

PARK/LEAVE ON PRIVATE PROPERTY $336,661 8,417 STAND SIGN HWY PRO TIMES/DAYS $39,720 993 STOP ADJ TO CENTRE BOULEVARD $9,780 245

PARK CONTRARY POSTED CONDITION $286,440 7,161 PARK-FAIL TO DEPOSIT FEE METER $39,540 989 PARK SIGNED HWY PRO TIMES/DAYS $9,494 237

STAND ON-STRT DISABL NO PERMIT $245,700 8,190 PARK HWY AT PROHIB TIME/DAY $39,169 979 STOP-WITHIN 9.0M OF CROSSWALK $9,480 237

PARK/LEAVE ON MUNICIPAL PRPTY $242,010 8,067 PARK-SIGNED TAXICAB STAND $38,130 953 PARK ON HWY UNDER 6M WIDE $9,480 237

PARK-FAIL TO DISPLAY PERMIT $235,500 7,359 STAND VEH-HWY-PROH TIME/DAYS $36,955 924 PARK DISABLD LDG NOT DROP OFF $9,000 225

PARK FAIL TO DEP. FEE MACHINE $234,060 7,802 STOP RDSDE STOPPED/PARKED VEH $33,600 840 PARK - OBSTRUCT DRIVEWAY/LANE $8,360 209

STAND IN DISABLED NOT DROP OFF $218,700 875 PARK ON-ST DISABLD LDG NO PRMT $32,850 821 STOP/PARK DIS SPACE NO PERMIT $8,100 203

PARK - NOT WITHIN PERIOD $183,870 3,065 PARK 3M OF FIRE HYDRANT $32,849 821 STOP ON-STRT DISABLD NO PERMIT $8,100 203

PARK 3 M OF FIRE HYDRANT $176,200 4,405 PARK ON 2AM-6AM DEC 1-MAR 31 $32,374 809 PARK/LEAVE ON MUNICIPAL PRPTY $8,067 202

STAND BUS PROHIBITED TIME $163,500 2,725 PARK HVY TRK HWY PRO TIME/DAY $31,770 794 STOP SIDE STOPPED/PARKED VEH $7,980 200

PARK OBSTRUCT DRIVEWAY/LANEWAY $153,280 3,832 PARK 9 M OF INTERSECTING HWY $31,680 792 PARK-FAIL TO DISPLAY PERMIT $7,850 196

Same data - New Visualization

New Insight

Horizon Graphs- provides quick glance of performance of stocks

Constructing Horizon Graphs

1. The line graph has peaks and valleys. On a set band, say 5%, darken the color over and below that threshold


2. Drop darker colored peaks to base line and raise darker colored valleys to base line


3. Flip lower section to be on base line

Horizon Graphs

Dashboard Design - 5 Steps

1. What are the one or two metrics or measures your end-users will be focused on?

2. How will the end-users want to break down the key numbers (i.e., dimensions)?

3. What will the primary interaction (i.e., focus) of the entire dashboard be?

4. How much data are you visualizing in terms of measures, metrics, and dimensions?

5. How familiar is your end-user with data visualization tools?

Dashboard Design - 5 Steps 1. What are the one or two metrics or measures

your end-users will be focused on?• These core numbers will be part of almost all

dashboard elements• Leads Dashboard: leads, conversions• Unemployment: unemployment rate

Dashboard Design - 5 Steps 2. How will the end-users want to break down

the key numbers (i.e., dimensions)?• The dimensions will determine the

visualization approach used in each dashboard element and how many elements there will be in the dashboard. • Leads Dashboard: state, region, product

line, time period, response time• Unemployment: state, year

Dashboard Design - 5 Steps 3. What will the primary interaction (i.e., focus)

of the entire dashboard be?• The main interaction will determine the

visualization type. There should generally only be one or two primary interactions for a given dashboard.• Leads Dashboard: Geography - Provide

interactivity centred around a map.• Unemployment: Time & Geography -

Provide interactivity centred around a map. Also provide a chart that can display change over time.

Dashboard Design - 5 Steps 4. How much data are you visualizing in terms of

measures, metrics, and dimensions?• The volume of data will help determine which

visualizations work best for the data• Leads Dashboard: Small number of rows of

data, but large variety of dimensions - allow end-user to swap out various dimensions.

• Unemployment: Large amount of time data- a "dense" visualization such as a horizon chart and scatter plot.

Dashboard Design - 5 Steps 5. How familiar is your end-user with data

visualization tools?• The more familiar your end-user is with data

visualization the less "guided" your dashboard needs to be (e.g., drilldown or drill-through elements).

• The less familiar with data visualization the more step-by-step, element-to-element interactions are required.

Effective Dashboards

• Data cleansing

• Fit on a single page (without scrolling)

• Self-service data analysis and reporting

• Interactive; Guided Analytics!

• Based on Goals & Objectives and KPI driven

• “What is the most important decision you make on a regular basis?”

• 5-Step Dashboard Design

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www.unilytics.com