Business Intelligence MSc: lecture on dashboard design

WEEK 04 DESIGNING DASHBOARDS Roger Beecham

WEEK 04 OBJECTIVES Lecture •  Define what a (business intelligence)
dashboard is •  Discuss the visual and analytic decisions behind dashboard design •  Critically evaluate candidate dashboard designs Practical •  Learn how to create and assemble charts in Tableau for designing your own dashboards

INFORMATION CHALLENGE “Business Intelligence is concerned with the provision of
relevant and interpretable information for actionable decisions.” lecture 1

INFORMATION CHALLENGE “Business Intelligence is concerned with the provision of
relevant and interpretable information for actionable decisions.” lecture 1 However, data are too often unfiltered, unsorted and unframed.

Superfluous company branding Superfluous company branding
0% 10% 20% 30% 40% 1 Not at all important 2 3 4 5 6 7 8 9 10 Extremely important High quality of accommoda1on

Superfluous company branding Superfluous company branding
0% 5% 10% 15% 20% 1 Not at all important 2 3 4 5 6 7 8 9 10 Extremely important Personalised service 38 attribute questions. Ratings data for 7 brands. That’s 266 slides, and we’ve only just started! These reports could be run quarterly or monthly

INFORMATION VISUALIZATION “[V]isual representation of datasets designed to help people
carry out tasks more effectively.” (Munzner 2014) “[V]isual representations [that] amplify cognition.” (Card et al. 1999) “[S]peed up understanding and action.” (Card 2008) lecture 1

Ideas for presenting 2011/2012 U&A Data Ranking in importance Celebrity
Cruises Cunard Line Fred Olsen Cruises P&O Cruises Princess Cruises RCI Thomson Cruises 1 High quality food onboard        2 Company you can trust           3 Provides a high standard of service        4 Delivering the highest standards           5 Offers great value for money           6 High standard of accommodation        7 Responsive to passengers' needs        =8 Are friendly and approachable           =8 Easy as possible for its passengers        10 Freedom to do what you want        11 Different itineraries and durations           12 5 star cruise experience        13 Personalised service        =14 Wide choice of things to do onboard        =14 Accommodation at wide price range        =16 High quality entertainment           =16 Wide range of dining onboard        18 Would cruise with time and time again        19 Diverse programme of activities ashore           Significant decrease in    Significant increase in The mosaic plots wou ently (but if anything w stand as it’d just be on compare the mean sco pany with last year and significant decrease an cant increase.

Celebrity Cruises Cunard Line Fred Olsen Cruises P&O Cruises Princess
Cruises RCI Thomson Cruises                                                                                                                                                                                                                                                      Ranking in importance Celebrity Cruises Cunard Line Fred Olsen Cruises P&O Cruises Princess Cruises RCI Thomson Cruises 1 High quality food onboard        2 Company you can trust        3 Provides a high standard of service        4 Delivering the highest standards        5 Offers great value for money        6 High standard of accommodation        7 Responsive to passengers' needs        =8 Are friendly and approachable        =8 Easy as possible for its passengers        10 Freedom to do what you want        11 Different itineraries and durations        12 5 star cruise experience        13 Personalised service        =14 Wide choice of things to do onboard        =14 Accommodation at wide price range        =16 High quality entertainment        =16 Wide range of dining onboard        18 Would cruise with time and time again        19 Diverse programme of activities ashore        20 Classic cruise experience onboard        21 Is a forward thinking cruise company        22 Is a leading cruise line        23 Ships modern/contemporary design        24 Ships with innovative facilities        25 Resort like experience onboard        26 British style cruise        27 Offers an informal cruise experience        28 Have new ships in their fleet        29 Good for people who like to be active        30 Cruises with winter UK departures        31 Transatlantic ocean liner experience        32 Is good for first time cruisers        33 Are good for families        34 Caters best for the under 50s        35 Offers an American style cruise        Celebrity Cruises Cunard Line Fred Olsen Cruises P&O Cruises Princess Cruises RCI Thomson Cruises                                                                                                                                                                                                                                                      Celebrity Cruises Cunard Line Fred Olsen Cruises P&O Cruises Princess Cruises RCI Thomson Cruises                                                                                                                                                                                                                                                      RCI Celebrity Cunard P&O Cruises

DEFINING DASHBOARDS dashboards display the most important information, ordered and
in a single view, displayed clearly and without distraction, so that it can be monitored at a glance Few (2006; 2013)

Lewisham LB Stay Safe Make a positive contribution NI 69
46.4  NI 1 9 0.8  NI 1 1 1 2240  NI 43 13.1  Achieve Economic Well Being NI 44* 17.6  Enjoy & Achieve NI 1 1 6 no data availablity of data unknown NI 45 85.5  NI 81 17.8  NI 1 1 7 5.5  NI 46 92.5  NI 82 62.6  Be Healthy NI 79 59.9  NI 1 01 no data data expected 2009/1 0 NI 50 emotional health of children 57.8  NI 80 43.4  NI 1 04 47.0  NI 51 effectiveness of (CAM HS) 13.0  NI 91 -  NI 1 05 33.1  NI 58 emotional & behavioural health of looked after children no data data expected 2009/1 0 NI 1 1 0 75.4  NI 1 06 10.3  NI 1 1 2 reduction in under 1 8 conception rate 70.6  NI 1 99 54.3  NI 1 1 5 substance misuse by young people 4.0  FTE to youth justice (per 1 00,000 aged 1 0-1 7) achievment of Level 2 qualification by age 1 9 rate of proven re- offending (offences per person) ethnicity of young offenders on disposals young offenders accommodation participation of 1 7 yr olds in education/ training Young people’s participation in positive activities reducing the inequality gap - Level 3 at 1 9yrs low income progressing to higher learning/ acheivement Overall performance summary CYP satisfaction with parks & play areas NYA Youth Report Card 2008/09 achievment of Level 3 qualification by age 1 9 % receiving a conviction who are sentenced to custody young offenders engagement in ETE children who have experienced bullying proportion of children in poverty NEET (aged 1 6-1 8) SEN/non-SEN gap (5 A*-C GCSEs) SEN/non-SEN gap (KS2 - Eng & M ath) looked after achieving 5 A*-C GCSEs reducing the inequality gap - Level 2 at 1 9yrs Recent assessment & demographic summary The current Comprehensive Performance Assessment by the Audit Commission shows that this is a 4 star authority, improving well with a 3 star assessment for services to children and young people. The recent population estimates show there are 28.5 thousand young people aged between 10 and 19 which represents 10.9% of the total population. in top 25% in bottom 25% indicator total bottom 25% |middle LA top 25% V LUE! ២ indicators in top 25% 10 ̿ indicators in bottom 25% 9 }̷ Legend for performance graphs: The Youth Report Card is produced by the National Youth Agency (NYA) with support from the Local Government Association (LGA), and provides a snapshot of performance against a selection of existing National Indicators by local authority area. Produced by: Jon Adamso n, NYA Research Co-ordinator 01 1 6 242 741 7 [email protected] Robert Radburn, Team Leader, Research & Information, Leicestershire County Council

LOCATING DASHBOARDS IN BI Unstructured (no fixed method) AND Strategic
(long-term, creative, uncertain) (explanatory) dashboards dashboards (that encourage exploration) (explanatory) dashboards decision type Intelligence type Gorry & Scott Morton – lecture 1 structured operational manage ment strategic semi-structured unstructured

DESIGN GUIDELINE 1: LAYOUT dashboards display the most important information,
ordered and in a single view, displayed clearly and without distraction, so that it can be monitored at a glance Few (2006; 2013)

DESIGN GUIDELINE 1a: Use LAYOUT to signify sequence and importance
Items that should be scanned in a particular order should be arranged to reflect that sequence SCAN THE MOST IMPORTANT LINK TO RELEVANT DETAILS FURTHER HEADLINES Leicestershire County : crime reduction dashboard 2012/13 : September 2012 {CM {C {CM {C {CM {CM +/- target 2,421 15,367 17,445 -2,078 total recorded crime latest month 12/13 YTD +/- target ĢǣӾ ĢlƾҰ Ȇ̱ƋˏčȡԂ͆͌͒Ųˏčȼ۟ͧͭ͡ŴƍˍċƑˏčȧࢀ̀͆͌Ÿü Ȇ̱Ȭؿ͗Ƅˏčȡϙ͉͏ŹƟˏčȖώج̈́ȼҊͤͪƔˍċȲҀو͠ƊˏčȧԂ͆͌ſü ĢǌӘ assault with less serious injury (NI20*) latest month violence against the person serious violent crime (NI15) 12/13 Target 12/13 YTD 480 Ȇ̱ɀٍٓͫͱƎˎČƗˏčȗωϏ̿͋ͅƞˏčȞϐۄش͌͒ˏčȦџѥ̿͋ͅŴû Ȇ̱ɀۦͨͮƎˎČƗˏčȗόѨ͈͂ƞˏčȞϓ͉߳͏ˏčȦѥ֗͋ͅŴû other violence against the person Ȇ̱ɀҋͥͫͱƎˎČƗˏčȗ֎̼͈͂ƞˏčȞہ͉̓͏ˏčȦߩ̿͋ͅŴû -414 77 138 821 1,098 -277 893 1,307 1,160 1,083 +/- 1,264 +/- target criminal damage Ȇ̱ɀҋٓͫͱƎˎČƗˏčȗؤ̼͈͂ƞˏčȞݗر͉͏ˏčȦῳ̹̿͋Ŵû latest month 12/13 YTD 12/13 Target 8,754 8,112 -642 ĭǥӿϩ ĢǭԊ Ȇ̱ɃϵґͫͱͷƏˎČƛˏčȜѤ֖̈́͊͐ˏčȧԅۍ͏͕͛ųˏčȱ֖ߴ͖͊͐žĆ 2,924 3,552 -628 12/13 Target Last 24 months performance acquisitive crime ĢǔӤ 12/13 12/13 latest h -14 latest month 12/13 YTD 12/13 Target 15 50 64 +/- target 265 burglary dwelling Ȇ̱ɀࠒͨͮƎˎČƗˏčȗόۀ͈͂ƞˏčȞѩ֛͉͏ˏčȦӻѫ͋ͅŴû 511 2,947 2,682 12/13 Target +/- target ĢǭӶ 12/13 YTD 133 serious acquisitive crime (NI16) latest month 194 ĢǓӤ Ģ£Ȉԧ Ȇ̱ɀϵͥͫͱƎˎČƗˏčȗѢ̼͈͂ƞˏčȞӿ͉̓͏ˏčȦ֑̿͋ͅŴû assault without injury total recorded crime 0 500 1000 1500 2000 2500 3000 3500 Oct-10 Jan-11 Apr-11 Jul-11 Oct-11 Jan-12 Apr-12 Jul-12 current month {CM {C {C {CM {C {CM {CM {C {CM {C {CM {C {C {C {C {C {C {C {C {CM {C 145 Loughborough Bell Foundry more than 25% over target Thurmaston North West Loughborough Centre South over target by 25% or less 166 Coalville Centre Melton Craven West Hinckley Town Centre Loughborough Centre West Loughborough Toothill Road top 10 high crime areas 117 256 254 251 240 223 193 353 latest month 845 Ȇ̱Ɨˏčȡϖ͆͌͒ˏčȼ҇ͧͭ͡ƀˍċƝˏčȧӼ̀͆͌ü 54 217 638 4,192 other acquisitive crime theft twoc ĢǆӔϞ 4,852 -660 -247 115 973 1,220 46 235 Castle Donington West & Donington Park Fosse Park Ģ|ǮӱϞ robbery 218 17 Ȇ̱Ɨˏčȡخ͆͌͒ˏčȼϮͤͪ͞ͰƁˍċƝˏčȧϊب̀͆͌ü ĢǐӞϞ key Ȇ̱ɀϵͥͫͱƎˎČƗˏčȗѢ̼͈͂ƞˏčȞӿ͉̓͏ˏčȦ֑̿͋ͅŴû burglary other Ȇ̱ɀϵͥͫͱƎˎČƗˏčȗѢ̼͈͂ƞˏčȞӿ͉̓͏ˏčȦ֑̿͋ͅŴû latest month 12/13 YTD 12/13 Target +/- target 231 target +/- target -573 Ȇ̱ȬϤ͔͚Ƅˏčȡѯ͉͏ŹƟˏčȖӺ̾̈́ȼֶͤͪƔˍċȲق͚͠Ɗˏčȧۄ͆͌ſü latest month 12/13 YTD 12/13 Target +/- target other theft ĢǩԈ ĢqǆӁ Ȇ̱Ɨˏčȡر͉͏ˏčȼϱͧͭ͡ƀˍċƝˏčȧϐخ͆͌ü 1,478 1,730 -252 NI16 : serious acquisitive crime 9.20 YTD Target month 400 3,191 2,618 NI15 : serious violent crime 0.16 national indicators 266 theft from vehicle ĢǬӬ Ȇ̱ɀϵͥͫͱƎˎČƗˏčȗѢ̼͈͂ƞˏčȞӿ͉̓͏ˏčȦ֑̿͋ͅŴû 227 1,455 1,357 98 1,111 -907 127 -47 -52 12/13 Target 5,165 6,072 80 301 12/13 YTD Ȇ̱ɀϸͨͮƎˎČƗˏčȗѥ̿ͅƞˏčȞԂ͆͌ˏčȦ֗͋ͅŴû 13 Designed by Jeff Hardy. Produced by the Research and Information Team, Leicestershire County Council ĢǨԈ 753 sexual ĢǲӸ recorded offences 12/13 YTD (Rate per 1,000 population) 2.79 NI20 : assault with less serious injury other offences Ģǭԗ 352 {CM Ȇ̱ɀԡͥͫͱƎˎČƗˏčȖڹ̻͇́ƞˏčȞࢃ͉̓͏ˏčȦωѥ̿͋ͅŴû Ģ Data Source : Leicestershire Constabulary CIS (provided by the Performance Review Team) Contact: [email protected]. 0116 305 7342

DESIGN GUIDELINE 1b: Use LAYOUT to imply similarity/membership Items that
relate to one another should be appear close to one another Slingsby, Dykes, Wood & Radburn (2014)

DESIGN GUIDELINE 1c: Use LAYOUT as an additional visual variable
Maximise the information carrying capacity of layout by arranging data items according to a meaningful dimension Celebrity Cruises Cunard Line Fred Olsen Cruises P&O Cruises Princess Cruises RCI Thomson Cruises                                                                                                                                                                                                                                                      Ranking in importance Celebrity Cruises Cunard Line Fred Olsen Cruises P&O Cruises Princess Cruises RCI Thomson Cruises 1 High quality food onboard        2 Company you can trust        3 Provides a high standard of service        4 Delivering the highest standards        5 Offers great value for money        6 High standard of accommodation        7 Responsive to passengers' needs        =8 Are friendly and approachable        =8 Easy as possible for its passengers        10 Freedom to do what you want        11 Different itineraries and durations        12 5 star cruise experience        13 Personalised service        =14 Wide choice of things to do onboard        =14 Accommodation at wide price range        =16 High quality entertainment        =16 Wide range of dining onboard        18 Would cruise with time and time again        19 Diverse programme of activities ashore        20 Classic cruise experience onboard        21 Is a forward thinking cruise company        22 Is a leading cruise line        23 Ships modern/contemporary design        24 Ships with innovative facilities        25 Resort like experience onboard        26 British style cruise        27 Offers an informal cruise experience        28 Have new ships in their fleet        29 Good for people who like to be active        30 Cruises with winter UK departures        31 Transatlantic ocean liner experience        32 Is good for first time cruisers        33 Are good for families        34 Caters best for the under 50s        35 Offers an American style cruise        Celebrity Cruises Cunard Line Fred Olsen Cruises P&O Cruises Princess Cruises RCI Thomson Cruises                                                                                                                                                                                                                                                      Celebrity Cruises Cunard Line Fred Olsen Cruises P&O Cruises Princess Cruises RCI Thomson Cruises                                                                                                                                                                                                                                                      RCI Celebrity Cunard P&O Cruises

DESIGN GUIDELINE 2: SYMBOLISATION dashboards display the most important information,
ordered and in a single view, displayed clearly and without distraction, so that it can be monitored at a glance

DESIGN GUIDELINE 2a: Use SYMBOLISATION for emphasis Important items should
be made more visually salient, less important items should be made less visually salient

DESIGN GUIDELINE 2b: Use SYMBOLISATION as a signifier Symbols should
reflect the character of the data and therefore aid cognition

DESIGN GUIDELINE 3: COLOUR dashboards display the most important information,
ordered and in a single view, displayed clearly and without distraction, so that it can be monitored at a glance Few (2006; 2013)

DESIGN GUIDELINE 3a: Visual variables (e.g. COLOUR) should be matched
to data type Measurements Categories Data Ordinal Interval Ratio Nominal

DESIGN GUIDELINE 3b: But beware of COLOUR’s discriminating power –
use a limited palette Leicestershire County : crime reduction dashboard 2012/13 : September 2012 {CM {C {CM {C {CM {CM +/- target 2,421 15,367 17,445 -2,078 total recorded crime latest month 12/13 YTD +/- target ĢǣӾ ĢlƾҰ Ȇ̱ƋˏčȡԂ͆͌͒Ųˏčȼ۟ͧͭ͡ŴƍˍċƑˏčȧࢀ̀͆͌Ÿü Ȇ̱Ȭؿ͗Ƅˏčȡϙ͉͏ŹƟˏčȖώج̈́ȼҊͤͪƔˍċȲҀو͠ƊˏčȧԂ͆͌ſü ĢǌӘ assault with less serious injury (NI20*) latest month violence against the person serious violent crime (NI15) 12/13 Target 12/13 YTD 480 Ȇ̱ɀٍٓͫͱƎˎČƗˏčȗωϏ̿͋ͅƞˏčȞϐۄش͌͒ˏčȦџѥ̿͋ͅŴû Ȇ̱ɀۦͨͮƎˎČƗˏčȗόѨ͈͂ƞˏčȞϓ͉߳͏ˏčȦѥ֗͋ͅŴû other violence against the person Ȇ̱ɀҋͥͫͱƎˎČƗˏčȗ֎̼͈͂ƞˏčȞہ͉̓͏ˏčȦߩ̿͋ͅŴû -414 77 138 821 1,098 -277 893 1,307 1,160 1,083 +/- 1,264 +/- target criminal damage Ȇ̱ɀҋٓͫͱƎˎČƗˏčȗؤ̼͈͂ƞˏčȞݗر͉͏ˏčȦῳ̹̿͋Ŵû latest month 12/13 YTD 12/13 Target 8,754 8,112 -642 ĭǥӿϩ ĢǭԊ Ȇ̱ɃϵґͫͱͷƏˎČƛˏčȜѤ֖̈́͊͐ˏčȧԅۍ͏͕͛ųˏčȱ֖ߴ͖͊͐žĆ 2,924 3,552 -628 12/13 Target Last 24 months performance acquisitive crime ĢǔӤ 12/13 12/13 latest h -14 latest month 12/13 YTD 12/13 Target 15 50 64 +/- target 265 burglary dwelling Ȇ̱ɀࠒͨͮƎˎČƗˏčȗόۀ͈͂ƞˏčȞѩ֛͉͏ˏčȦӻѫ͋ͅŴû 511 2,947 2,682 12/13 Target +/- target ĢǭӶ 12/13 YTD 133 serious acquisitive crime (NI16) latest month 194 ĢǓӤ Ģ£Ȉԧ Ȇ̱ɀϵͥͫͱƎˎČƗˏčȗѢ̼͈͂ƞˏčȞӿ͉̓͏ˏčȦ֑̿͋ͅŴû assault without injury total recorded crime 0 500 1000 1500 2000 2500 3000 3500 Oct-10 Jan-11 Apr-11 Jul-11 Oct-11 Jan-12 Apr-12 Jul-12 current month {CM {C {C {CM {C {CM {CM {C {CM {C {CM {C {C {C {C {C {C {C {C {CM {C 145 Loughborough Bell Foundry more than 25% over target Thurmaston North West Loughborough Centre South over target by 25% or less 166 Coalville Centre Melton Craven West Hinckley Town Centre Loughborough Centre West Loughborough Toothill Road top 10 high crime areas 117 256 254 251 240 223 193 353 latest month 845 Ȇ̱Ɨˏčȡϖ͆͌͒ˏčȼ҇ͧͭ͡ƀˍċƝˏčȧӼ̀͆͌ü 54 217 638 4,192 other acquisitive crime theft twoc ĢǆӔϞ 4,852 -660 -247 115 973 1,220 46 235 Castle Donington West & Donington Park Fosse Park Ģ|ǮӱϞ robbery 218 17 Ȇ̱Ɨˏčȡخ͆͌͒ˏčȼϮͤͪ͞ͰƁˍċƝˏčȧϊب̀͆͌ü ĢǐӞϞ key Ȇ̱ɀϵͥͫͱƎˎČƗˏčȗѢ̼͈͂ƞˏčȞӿ͉̓͏ˏčȦ֑̿͋ͅŴû burglary other Ȇ̱ɀϵͥͫͱƎˎČƗˏčȗѢ̼͈͂ƞˏčȞӿ͉̓͏ˏčȦ֑̿͋ͅŴû latest month 12/13 YTD 12/13 Target +/- target 231 target +/- target -573 Ȇ̱ȬϤ͔͚Ƅˏčȡѯ͉͏ŹƟˏčȖӺ̾̈́ȼֶͤͪƔˍċȲق͚͠Ɗˏčȧۄ͆͌ſü latest month 12/13 YTD 12/13 Target +/- target other theft ĢǩԈ ĢqǆӁ Ȇ̱Ɨˏčȡر͉͏ˏčȼϱͧͭ͡ƀˍċƝˏčȧϐخ͆͌ü 1,478 1,730 -252 NI16 : serious acquisitive crime 9.20 YTD Target month 400 3,191 2,618 NI15 : serious violent crime 0.16 national indicators 266 theft from vehicle ĢǬӬ Ȇ̱ɀϵͥͫͱƎˎČƗˏčȗѢ̼͈͂ƞˏčȞӿ͉̓͏ˏčȦ֑̿͋ͅŴû 227 1,455 1,357 98 1,111 -907 127 -47 -52 12/13 Target 5,165 6,072 80 301 12/13 YTD Ȇ̱ɀϸͨͮƎˎČƗˏčȗѥ̿ͅƞˏčȞԂ͆͌ˏčȦ֗͋ͅŴû 13 Designed by Jeff Hardy. Produced by the Research and Information Team, Leicestershire County Council ĢǨԈ 753 sexual ĢǲӸ recorded offences 12/13 YTD (Rate per 1,000 population) 2.79 NI20 : assault with less serious injury other offences Ģǭԗ 352 {CM Ȇ̱ɀԡͥͫͱƎˎČƗˏčȖڹ̻͇́ƞˏčȞࢃ͉̓͏ˏčȦωѥ̿͋ͅŴû Ģ Data Source : Leicestershire Constabulary CIS (provided by the Performance Review Team) Contact: [email protected]. 0116 305 7342

ANALYTIC CONSIDERATIONS

Top box: 59% Top box: 47% Top box: 56% AGGREGATES

AGGREGATES Celebrity Cruises Cunard Line Fred Olsen Cruises P&O Cruises
Princess Cruises RCI Thomson Cruises                                                                                                                                                                                              Ranking in importance Celebrity Cruises Cunard Line Fred Olsen Cruises P&O Cruises Princess Cruises RCI Thomson Cruises 1 High quality food onboard        2 Company you can trust        3 Provides a high standard of service        4 Delivering the highest standards        5 Offers great value for money        6 High standard of accommodation        7 Responsive to passengers' needs        =8 Are friendly and approachable        =8 Easy as possible for its passengers        10 Freedom to do what you want        11 Different itineraries and durations        12 5 star cruise experience        13 Personalised service        =14 Wide choice of things to do onboard        =14 Accommodation at wide price range        =16 High quality entertainment        =16 Wide range of dining onboard        18 Would cruise with time and time again        19 Diverse programme of activities ashore        20 Classic cruise experience onboard        21 Is a forward thinking cruise company        22 Is a leading cruise line        23 Ships modern/contemporary design        24 Ships with innovative facilities        25 Resort like experience onboard        26 British style cruise        27 Offers an informal cruise experience        Celebrity Cruises Cunard Line Fred Olsen Cruises P&O Cruises Princess Cruises RCI Thomson Cruises                                                                                                                                                                                              Celebrity Cruises Cunard Line Fred Olsen Cruises P&O Cruises Princess Cruises RCI Thomson Cruises                                                                                                                                                                                              RCI Celebrity Cunard P&O Cruises

0 20,000 40,000 60,000 80,000 100,000 120,000 Jan-11 Apr-11 Jul-11
Oct-11 Jan-12 Apr-12 Jul-12 Oct-12 target actual COMPARISONS: different techniques for different emphases superposition direct encoding with index juxtaposition target actual -50% -30% -10% 10% 30% 50% Jan-11 Apr-11 Jul-11 Oct-11 Jan-12 Apr-12 Jul-12 Oct-12 60,000 80,000 100,000 120,000 60,000 80,000 100,000 120,000 Jan-11 Apr-11 Jul-11 Oct-11 Jan-12 Apr-12 Jul-12 Oct-12

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Business Intelligence MSc: lecture on dashboard...

Business Intelligence MSc: lecture on dashboard design

Roger Beecham

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WEEK 04 DESIGNING DASHBOARDS Roger Beecham

WEEK 04 OBJECTIVES Lecture •  Define what a (business intelligence)

INFORMATION CHALLENGE “Business Intelligence is concerned with the provision of

INFORMATION CHALLENGE “Business Intelligence is concerned with the provision of

Superfluous company branding Superfluous company branding

Superfluous company branding Superfluous company branding

INFORMATION VISUALIZATION “[V]isual representation of datasets designed to help people

Ideas for presenting 2011/2012 U&A Data Ranking in importance Celebrity

Celebrity Cruises Cunard Line Fred Olsen Cruises P&O Cruises Princess

DEFINING DASHBOARDS dashboards display the most important information, ordered and

Lewisham LB Stay Safe Make a positive contribution NI 69

LOCATING DASHBOARDS IN BI Unstructured (no fixed method) AND Strategic

DESIGN GUIDELINE 1: LAYOUT dashboards display the most important information,

DESIGN GUIDELINE 1a: Use LAYOUT to signify sequence and importance

DESIGN GUIDELINE 1b: Use LAYOUT to imply similarity/membership Items that

DESIGN GUIDELINE 1c: Use LAYOUT as an additional visual variable

DESIGN GUIDELINE 2: SYMBOLISATION dashboards display the most important information,

DESIGN GUIDELINE 2a: Use SYMBOLISATION for emphasis Important items should

DESIGN GUIDELINE 2b: Use SYMBOLISATION as a signifier Symbols should

DESIGN GUIDELINE 3: COLOUR dashboards display the most important information,

DESIGN GUIDELINE 3a: Visual variables (e.g. COLOUR) should be matched

DESIGN GUIDELINE 3b: But beware of COLOUR’s discriminating power –

ANALYTIC CONSIDERATIONS

Top box: 59% Top box: 47% Top box: 56% AGGREGATES

AGGREGATES Celebrity Cruises Cunard Line Fred Olsen Cruises P&O Cruises

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PRACTICAL SESSION