 www.it-ebooks.info InformationDashboardDesign ByStephenFew  Publisher:O'Reilly PubDate:January2006 ISBN:0‐596‐10016‐7 Pages:223   www.it-ebooks.info Copyright Copyright©2006StephenFewAllrights reserved. PrintedinItaly. PublishedbyO'ReillyMedia,Inc.1005GravensteinHighwayNorthSebastopol,CA95472 O'Reillybooksmaybepurchasedforeducational, business,orsalespromotionaluse.Onlineeditionsare alsoavailableformosttitles(safari.oreilly.com).Formoreinformation,contactourcorporate/institutional sales department:800‐998‐9938orcorporate@oreilly.com. Editor ColleenWheeler ProductionEditor Genevieved'Entremont ArtDirector MikeKohnke CoverDesigner StephenFew InteriorDesigners MikeKohnke,TerriDriscoll ProductionServices SpecializedComposition,Inc. PrintHistory January2006: FirstEdition.  TheO'ReillylogoisaregisteredtrademarkofO'ReillyMedia,Inc.InformationDashboardDesignand relatedtradedressaretrademarksofO'ReillyMedia,Inc. Manyofthedesignationsusedbymanufacturersandsellerstodistinguishtheirproductsareclaimedas trademarks.Wherethosedesignationsappearinthisbook,andO'Reilly Media,Inc.wasawareofa trademarkclaim,thedesignationshavebeenprintedincapsorinitial caps. Whileeveryprecautionhasbeentakeninthepreparationofthisbook,thepublisherandauthorassumeno responsibilityforerrorsoromissions,orfordamagesresultingfromtheuseoftheinformation contained herein. 0‐596‐10016‐7   www.it-ebooks.info Tomyparents,BobandJoyceFew,whoseprideinmyjourneyhoweverstrangethatjourneymusthave sometimesseemedinstilleddeepdownintomybonestheresolvetokeepplacing onefootinfrontofthe other.  www.it-ebooks.info AbouttheAuthor StephenFewhasover20yearsofexperienceasanITinnovator,consultant,andeducator.Today,as PrincipaloftheconsultancyPerceptualEdge,Stephenfocusesondatavisualizationforanalyzingand communicatingquantitativebusinessinformation.Heisworkingtoraiseconsciousnessandtoprovidea treatmentplanthataddressestheneeds ofbusinessinthelanguageofbusiness.Hispreviousbook,Show MetheNumbers:DesigningTablesandGraphstoEnlighten,isapowerfulfitnessprogramdesignedto targetthedatapresentationaspectsofthisproblem. Today,fromhisofficeinBerkeley,California,Stephenprovidesconsultingandtrainingservices,speaks frequently atconferences,andteachesintheMBAprogramattheUniversityofCaliforniainBerkeley. Moreabouthiscurrentworkcanbefoundatwww.perceptualedge.com .  www.it-ebooks.info Introduction Fewphenomenacharacterizeourtimemoreuniquelyandpowerfully thantherapidriseandinfluenceof informationtechnologies.Thesetechnologieshaveunleashedatsunamiofdatathatrollsoverandflattens usinitswake.Tamingthisbeasthasbecomeaprimarygoaloftheinformationindustry.Onetoolthathas  emergedfromthiseffortinrecentyearsistheinformationdashboard.Thissingle‐screendisplayofthe mostimportantinformationpeopleneedtodoajob,presentedinawaythatallowsthemtomonitor what'sgoingoninaninstant,isapowerfulnewmediumofcommunication.Atleast itcanbe,butonly whenproperlydesigned. Mostinformationdashboardsthatareusedinbusinesstodayfallfarshortoftheirpotential. Therootof theproblemisnottechnologyatleastnotprimarilybutpoorvisualdesign.Toservetheirpurposeandfulfill theirpotential,dashboardsmustdisplayadensearray ofinformationinasmallamountofspaceina mannerthatcommunicatesclearlyandimmediately.Thisrequiresdesignthattapsintoandleveragesthe powerofvisualperceptiontosenseandprocesslargechunksofinformationrapidly.Thiscanbeachieved onlywhenthevisualdesignofdashboardsis centraltothedeve lopmentprocessandisinformedbyasolid understandingofvisualperceptionwhatworks,whatdoesn't,andwhy. Notechnologycandothisforyou.Youmustbringthisexpertisetotheprocess .Takeheartthevisualdesign skillsthatyouneedtodevelopeffectivedashboardscanbelearned,and helpingyoulearnthemisthesole purposeofthisbook. Iftheinformationisimportant,itdeservestobecommunicatedwell.  www.it-ebooks.info Acknowledgments WithoutadoubtIowethegreatestdebtofgratitudetothemanysoftwarevendorswhohavedoneso muchtomakethisbooknecessarybyfailingtoaddressorevencontemplatethevisualdesignneedsof dashboards.Theirkinddisregardforvisualdesignhasgivenmefocus,ignitedmypassion, andguaranteed mylivelihoodforyearstocome. Now,ontothosewhohavecontributedmoredirectlyandpersonallytothiseffort.Asaman,Iwillneverbe abletocreate,shelter,andnourishanemerginglifewithinthisbo dyofmine.Inrecentyears,however,I haverecognized andpursuedtheopportunity tobreathelifeintotheproductsofmyimaginationandpass themontotheworldintheformofbooks.Writingabookisabitlikebearingachild.Workingwitha publishertohelpthechildlearntowalkbeforeventuringintotheworld isalessonintrust.Thefolksat O'ReillyMediahavetaughtmetoentrusttothembeginningwithunspeakableangst,butproceeding throughunfalteringstepstowardever‐increasingcomfortthecollegialcareofthisbelovedchild.Manyat O'Reillyhavecontributedsomuch,buttwoinparticularhavestoodbymy sidefromthebeginningwith soothingvoicesofconfidenceandcalm.Myeditor,ColleenWheeler,knewwhentolisteninsilence,when toteasemeoutofmyopia,andwhentogentlyremindmethatIwasinherconsiderateandconsiderable care.Myacquisitionseditor,SteveWeiss,soughtmeout andwooedmethroughmonthsofthoughtful discussionintotheO'Reillyfold.Hegaveassurancesandhasmadesurethattheywerefulfilled.  www.it-ebooks.info Sommario Copyright 3 AbouttheAuthor 5 Introduction 6 Acknowledgments 7 Chapter1.ClarifyingtheVision 11 1.1.AllThatGlittersIsNotGold 12 1.2.EvenDashboardsHaveaHistory 14 1.3.DispellingtheConfusion 15 1.3.1.WhatIsaDashboard? 26 1.4.ATimelyOpportunity 28 Chapter2.VariationsinDashboardUsesandData 29 2.1.CategorizingDashboards 30 2.1.1.ClassifyingDashboardsbyRole 31 2.2.TypicalDashboardData 33 2.2.1.TheCommonThreadinDashboardDiversity 33 Chapter3.ThirteenCommonMistakesinDashboard Design 38 3.1.ExceedingtheBoundariesofaSingleScreen 39 3.1.1.FragmentingDataintoSeparateScreens 40 3.1.2.RequiringScrolling 42 3.2.SupplyingInadequateContextfortheData 43 3.3.DisplayingExcessiveDetailorPrecision 45 3.4.ChoosingaDeficientMeasure 46 3.5.ChoosingInappropriateDisplayMedia 47 3.6.IntroducingMeaningles sVariety 51 3.7.UsingPoorlyDesignedDisplayMedia 52 3.8.EncodingQuantitativeDataInaccurately 56 3.9.ArrangingtheDataPoorly 56 3.10.HighlightingImportantDataIneffectivelyorNotatAll 57 3.11.ClutteringtheDisplaywith UselessDecoration 58 3.12.MisusingorOverusingColor 61 3.13.DesigninganUnattractiveVisualDisplay 62 Chapter4.TappingintothePowerofVisualPerception 64 4.1.UnderstandingtheLimitsofShort‐TermMemory 65 4.2.VisuallyEncodingDataforRapidPerception 67 www.it-ebooks.info 4.2.1.AttributesofColor 69 4.2.2.AttributesofForm 70 4.2.3.AttributesofPosition 71 4.2.4.AttributesofMotion 71 4.2.5.EncodingQuantitati ve Versus CategoricalData 71 4.2.6.LimitstoPerceptualDistinctness 73 4.2.7.UsingVividandSubtleColorsAppropriately 74 4.3.GestaltPrinciples ofVisualPerception 74 4.3.1.ThePrincipleofProximity 75 4.3.2.ThePrincipleofSimilarity 75 4.3.3.ThePrincipleofEnclosure 76 4.3.4.ThePrincipleofClosure 77 4.3.5.ThePrincipleofContinuity 78 4.3.6.ThePrincipleofConnection 78 4.4.Applyingthe PrinciplesofVisualPerceptiontoDashboardDesign 79 Chapter5.EloquenceThroughSimplicity 80 5.1.CharacteristicsofaWell‐DesignedDashboard 81 5.1.1.CondensingInformationviaSummarizationandException 82 5.2.KeyGoalsintheVisualDesignProcess 83 5.2.1.ReducetheNon‐DataPixels 86 5.2.2.EnhancetheDataPixels 94 Chapter6.EffectiveDashboardDisplayMedia 101 6.1.SelecttheBestDisplayMedium 102 6.2.AnIdealLibraryofDashboardDisplayMedia 106 6.2.1.Graphs 107 6.2.2.Icons 131 6.2.3.Text 133 6.2.4.Images 133 6.2.5.DrawingObjects 134 6.2.6.Organizers 135 6.3.Summary 137 Chapter7.DesigningDashboardsforUsability 138 7.1.OrganizetheInformati ontoSupportItsMeaningandUse 139 7.1.1.OrganizeGroupsA ccordingtoBusinessFunctions,Entities,andUse 139 7.1.2.Co‐locate ItemsThatBelongtotheSameGroup 139 www.it-ebooks.info 7.1.3.DelineateGroupsUsingtheLeastVisibleMeans 140 7.1.4.SupportMeaningfulComparisons 141 7.1.5.DiscourageMeaninglessComparisons 142 7.2.MaintainConsistencyforQuickandAccurateInterpretation 143 7.3.MaketheViewingExperienceAestheticallyPleasing 143 7.3.1.ChooseColorsAppropriately 144 7.3.2.ChooseHighResolution forClarity 145 7.3.3.ChoosetheRightText 145 7.4.DesignforUseasaLaunchPad 145 7.5.TestYourDesignforUsability 146 Chapter8.PuttingItAllTogether 147 8.1.SampleSalesDashboard 148 CritiqueofSalesDashboardExample1 151 Critique ofSalesDashboardExample2 152 CritiqueofSalesDashboardExample3 153 CritiqueofSalesDashboardExample4 154 CritiqueofSalesDashboardExample5 155 CritiqueofSalesDashboardExample6 156 CritiqueofSalesDashboardExample7 157 CritiqueofSales DashboardExample8 158 8.2.SampleCIODashboard 159 8.3.SampleTelesalesDashboard 161 8.4.SampleMarketingAnalysisDashboard 162 8.5.AFinalWord 164 AppendixA.RecommendedReading 165 Colophon 166    www.it-ebooks.info [...]... I finally decided to begin the task of devising a working definition of my own by examining every example of a dashboard I could find on the Web, in search of their common characteristics. You might find it  interesting to take a similar journey. In the next few pages, you'll see screenshots of an assortment of dashboards, which were mostly found on the web sites of vendors that sell dashboard software. Take the time now to browse through these examples and see if you can discern common threads that might be ... Dashboards and visualization are cognitive tools that improve your "span of control"  over a lot of business data.  These tools help people visually identify trends, patterns  and anomalies, reason about what they see and help guide them toward effective decisions. As such, these tools need to leverage people's visual capabilities. With the prevalence of scorecards, dashboards and other visualization tools now widely  available for business users to review their data, the issue of visual information ... Chapter 2. Variations in Dashboard Uses and Data Dashboards can be used to monitor many types of data and to support almost any set of objectives business  deems important. There are many ways to categorize dashboards into various types. The way that relates  most directly to a dashboard' s visual design involves the role it plays, whether strategic, analytical, or  operational. The design characteristics of the dashboard can be tailored to effectively support the needs of ... operational. The design characteristics of the dashboard can be tailored to effectively support the needs of each of these roles. While certain differences such as these will affect design, there are also many  commonalities that span all dashboards and invite a standard set of design practices.      www.it-ebooks.info   Categorizing dashboards   Common threads in dashboard data   Non‐quantitative dashboard data Dashboards are used to support a broad spectrum of information needs, spanning the entire range of ... Figure 1‐13. This dashboard is used by the Treasury Board of Canada to monitor the performance of a project. Here again we  have a dashboard that was designed by an organization for its own use. This time, the dashboard metaphor makes a token  appearance in the form of gauges. The traffic‐light colors green, yellow, and redhere with the addition of blue for the exceptionally good status of "ahead of schedule"are also used. Unlike some of the examples that we've seen that displayed ... grounded in an understanding of visual perception, and of how this understanding can be effectively  applied to the visual display of datawhat works, what doesn't, and why. These skills are rarely found in the business world, not because they are difficult to learn, but because the need to learn them is seldom  recognized. This is true in general, and especially with regard to dashboards. The challenge of presenting a ... Comparative measure  Example  The same measure at the same point in time in the past  The same day last year  The same measure at some other point in time in the past  The end of last year  The current target for the measure  A budgeted amount for the current period  Relationship to a future target  Percentage of this year's budget so far  A prior prediction of the measure  Forecast of where we expected to be today ... graphs. Here again we see an attention to the visual appeal of the display. Notice also in the instructions at the top that an  ability to interact with the graphs has been built into the dashboard,  so that users can access additional information in pop‐ups  and drill into greater levels of detail.  www.it-ebooks.info   Figure 1‐9. This dashboard from Visual Mining, Inc. displays various measures of a city's transit system to give the executives in ... sought to guarantee its accuracy, timeliness, and usefulness. From the early days of data warehousing on  into the early years of this new millennium, the effort has largely focused on the technologies, and to a  lesser degree the methodologies, needed to make information available and useful. The direct beneficiaries  so far have mostly been folks who are highly proficient in the use of computers and able to use the available tools to navigate through large, often complex databases. ... exceptionally good status of "ahead of schedule"are also used. Unlike some of the examples that we've seen that displayed  relatively little information,  this one makes the attempt to provide the comprehensive overview that would be needed to  effectively monitor progress and performance.  1.3.1. What Is a Dashboard?   As you have no doubt determined by examining these examples, there's a fair degree of diversity in the products that go by the name  "dashboard. " One of the few characteristics that most vendors seem to agree  . journey.In the nextfewpages,you'll seescreenshots of anassortment of dashboards,whichweremostlyfoundon the websites of vendorsthatsell dashboard software.Take the timenowtobrowsethroughtheseexamplesandseeifyoucandiscerncommonthreadsthatmightbe wovenintoausefuldefinition.   1 GregoryL.Hovis,"StopSearchingforInformationMonitoritwith Dashboard Technology,"DMDirect,February2002. 2 MarkLeon," ;Dashboard Democracy,"Computerworld,June16,2003 3 Byincludingtheseexamplesfrom the websites of softwarevendorsandafewothersources,Idonotmeanto endorseany of thesedashboardsor the softwareproductsusedtocreatethemasexamples of gooddesign,noras extraordinaryexamples of poordesign.Tovaryingdegreesthey allexhibit visual designproblemsthatI'lladdressin laterchapters. www.it-ebooks.info  Figure1‐2.This dashboard fromBusinessObjectsreliesprimarilyongraphicalmeanstodisplayaseries of performance measures.alongwithalist of alerts,Noticethat the title of this dashboard is"MyKPIs."Keyperformanceindicatorsand dashboardsappeartobesynonymousin the minds of mostvendors. Notice the gaugesaswell.We'llseequiteafew of them.  www.it-ebooks.info Figure1‐3.This dashboard fromOracleCorporationdisplaysacollection of salesmeasuresforanalyzingproductperformanceby category.All of the measuresaredisplayedgraphically.We'llfindthatthisemphasisongraphicaldisplaymediaisfairly common.  Figure1‐4.This dashboard fromInformaticaCorporationdisplaysmeasures of revenuebysaleschannelalongwithalist of reportsthatcanbeviewedseparately. The predominance of graphicaldisplaymediathatweobservedon the previous dashboardsappearsonthisoneaswell,notablyin the form of metersdesignedtolooklikespeedometers. The list of reports addsportalfunctionality,enablingthis dashboard tooperateasalaunchpadtocomplementary information.  www.it-ebooks.info  Figure1‐5.This dashboard fromPrincipaprovidesanoverview of acompany'sfinancialperformancecomparedtotargetsfor the month of March,bothintabularformandasaseries of gauges. The information canbetailoredbyselectingdifferentmonths andamounts of history.Onceagain,weseeastrongexpression of the dashboard metaphor,thistimein the form of graphical devicesthatweredesignedtolooklikefuelgauges. www.it-ebooks.info  Figure1‐6.This dashboard fromCognos,Inc.displaysatableandfivegraphsonein the form of aworldmaptocommunicate sales information. Despite the onetable,there'sacontinuedemphasisongraphicalmedia.Noticealsothatathemeregarding the visual natureandneedfor visual appeal of dashboards isemergingintheseexamples. www.it-ebooks.info . 76 4.3.4. The Principle of Closure 77 4.3.5. The Principle of Continuity 78 4.3.6. The Principle of Connection 78 4.4.Applying the Principles of Visual Perceptionto Dashboard Design