Creating an effective dashboards slideshare

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

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

Don’t use Pie Charts (and never in 3-D!!)
West Central East
Shoes
Pants
Shirts
Socks
West Central East
Shoes
Pants
Shirts
Socks

Instead use Bar Chart
West
0%
10%
20%
30%
40%
50%
Shoes Pants Shirts Socks
West
Central
East
Central East
Shoes
Pants
Shirts
Socks

Maps is the only place to use Pie Charts

2 6 4 6 5 3 4 2 1 6 5 4 3 2 4 7 5 8 0 6 4 6 5 3 4 2 1 6 5
4 8 6 4 6 5 3 4 2 1 6 5 4 6 6 8 5 3 7 5 9 2 5 0 6 8 7 6 5
2 5 4 8 6 8 6 4 6 5 3 4 2 1 6 2 1 6 9 5 4 6 9 5 4 6 5 8 5
8 6 4 6 5 3 4 2 1 6 5 4 6 8 5 8 6 4 6 5 3 4 8 5 6 8 7 6 8
6 7 8 4 6 5 3 7 0 1 6 3 5 4 3 2 7 6 4 9 6 0 9 7 8 6 1 5 3
6 7 5 5 8 4 2 0 4 2 6 4 6 5 3 4 2 1 6 5 4 3 2 4 7 5 8 0 6
4 6 5 3 4 2 1 6 5 4 8 6 4 6 5 3 4 2 1 6 5 9 4 6 8 5 3 7 5
2 5 0 6 8 7 6 5 2 5 4 1 6 8 6 4 6 5 3 4 9 2 1 6 5 4 6 1 8
5 8 6 4 6 5 3 4 2 1 6 5 4 6 1 8 5 8 6 9 4 6 5 3 4 2 1 6 5
4 6 4 8 5 6 8 7 6 8 6 7 8 4 6 5 3 7 9 0 1 6 3 5 4 3 2 7 6
4 1 6 0 7 8 6 1 5 3 6 7 5 6 5 4 8 6 4 6 5 3 4 2 1 6 5 4 6
8 5 3 7 5 2 5 0 6 8 7 6 5 2 5 4 6 8 6 4 6 5 3 4 2 1 6 5 4
6 2 8 5 8 6 4 6 5 3 4 2 1 6 5 4 6 8 5 8 6 4 6 5 3 4 2 1 6
5 4 6 0 8 5 6 8 3 4 2 1 6 5 4 6 7 8 5 8 6 4 6 5 3 4 2 1 6
5 4 6 5 8 5 8 6 4 6 5 3 4 2 1 6 5 4 6 4 8 5 6 8 7 6 8 6 7
Find the 9’s

2 6 4 6 5 3 4 2 1 6 5 4 3 2 4 7 5 8 0 6 4 6 5 3 4 2 1 6 5
4 8 6 4 6 5 3 4 2 1 6 5 4 6 6 8 5 3 7 5 9 2 5 0 6 8 7 6 5
2 5 4 8 6 8 6 4 6 5 3 4 2 1 6 2 1 6 9 5 4 6 9 5 4 6 5 8 5
8 6 4 6 5 3 4 2 1 6 5 4 6 8 5 8 6 4 6 5 3 4 8 5 6 8 7 6 8
6 7 8 4 6 5 3 7 0 1 6 3 5 4 3 2 7 6 4 9 6 0 9 7 8 6 1 5 3
6 7 5 5 8 4 2 0 4 2 6 4 6 5 3 4 2 1 6 5 4 3 2 4 7 5 8 0 6
4 6 5 3 4 2 1 6 5 4 8 6 4 6 5 3 4 2 1 6 5 9 4 6 8 5 3 7 5
2 5 0 6 8 7 6 5 2 5 4 1 6 8 6 4 6 5 3 4 9 2 1 6 5 4 6 1 8
5 8 6 4 6 5 3 4 2 1 6 5 4 6 1 8 5 8 6 9 4 6 5 3 4 2 1 6 5
4 6 4 8 5 6 8 7 6 8 6 7 8 4 6 5 3 7 9 0 1 6 3 5 4 3 2 7 6
4 1 6 0 7 8 6 1 5 3 6 7 5 6 5 4 8 6 4 6 5 3 4 2 1 6 5 4 6
8 5 3 7 5 2 5 0 6 8 7 6 5 2 5 4 6 8 6 4 6 5 3 4 2 1 6 5 4
6 2 8 5 8 6 4 6 5 3 4 2 1 6 5 4 6 8 5 8 6 4 6 5 3 4 2 1 6
5 4 6 0 8 5 6 8 3 4 2 1 6 5 4 6 7 8 5 8 6 4 6 5 3 4 2 1 6
5 4 6 5 8 5 8 6 4 6 5 3 4 2 1 6 5 4 6 4 8 5 6 8 7 6 8 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 PROHIBITEDTIME/DAY $6,325,740 25,303 STOP HWY PROHIBITEDTIMES/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-PROHIBITEDTIMES/DAYS $4,291,620 71,527 STOP HWY PROHIBITEDTIME/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-LONGERTHAN 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/FREIGHTLOADING $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/OVERSIDEWALK/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/FREIGHTLOADING $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 PROHIBITEDTIMES/DAYS $13,381 335
STOP HWY PROHIB TIME/DAY $595,860 9,931 STOP-HWY-PROHIBITEDTIMES/DAYS $71,527 1,788 PARK HWY WITHN T-TYPE INTERSCT $13,040 326
PARK HWY PROHIBITEDTIMES/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-EXCESSPERMITTED TIME $56,760 1,419 PARK-OBSDRIVEWAY/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-WITHIN9.0M OF CROSSWALK $9,480 237
PARK/LEAVE ON MUNICIPAL PRPTY $242,010 8,067 PARK-SIGNEDTAXICAB 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/PARKDIS 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

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

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?

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

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

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.

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.

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

info@unilytics.com
416-441-9009
www.unilytics.com

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Editor's Notes