 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 [...]...  Richard Brath and Michael Peters,  "Dashboard Design:  Why Design is Important," DM Direct, October 2004  www.it-ebooks.info 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  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 ... Many people think of dashboards and KPIs as nearly synonymous. It is certainly true that dashboards are a  powerful medium for presenting KPIs, but not all quantitative information that might be useful on a  dashboard belongs to the list of defined KPIs. In fact, not all information that is useful on dashboards is  even quantitativethe critical information needed to do a job cannot always be expressed numerically.  Although most information that typically finds its way onto a dashboard is quantitative, some types of non‐... that same article in DM Direct:  The real value of dashboard products lies in their ability to replace hunt‐and‐peck  data‐gathering techniques with a tireless, adaptable, information flow mechanism.  Dashboards transform data repositories into consumable information. 1  Dashboards aren't all that different from some of the other means of presenting information,  but when  properly designed the single‐screen display of integrated and finely tuned data can deliver insight in an ... work better is counterproductive.   Dashboards are customized. The information on a dashboard must be tailored specifically to the  requirements of a given person, group, or function; otherwise, it won't serve its purpose.  A dashboard is a type of display, a form of presentation, not a specific type of information or technology.  Keep this distinction clear, and you will be freed to focus on what really matters: designing dashboards to ... given to their visual design.  This book strives to fill this gap. However, confusion abounds, demanding a  clear definition of dashboards before we can explore the visual design principles and practices that must be  applied if they are to live up to their unique promise.      www.it-ebooks.info   Problems with dashboards today   Dashboards in historical context   Current confusion about what dashboards are  ... Dashboards can provide a unique and powerful means to present information,  but they rarely live up to  their potential. Most dashboards fail to communicate efficiently and effectively, not because of inadequate  technology (at least not primarily), but because of poorly designed implementations. No matter how great  the technology, a dashboard' s success as a medium of communication is a product of design,  a result of a  display that speaks clearly and immediately. Dashboards can tap into the tremendous power of visual ...  Gregory L. Hovis, "Stop Searching for InformationMonitor it with Dashboard Technology," DM Direct, February 2002.   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 ... around to see all the information,  it has transgressed the boundaries of a dashboard.  If you must  shift from screen to screen to see it all, you've made use of multiple dashboards. The object is to  have the most important information readily and effortlessly available so you can quickly absorb  what you need to know.   Must the information be displayed in a web browser? That might be the best medium for most  dashboards today, but it isn't the only acceptable medium, and it might not be the best medium 10 ... dashboard can support. However, this is the only classification that significantly relates to differences in  visual design.   2.1.1.1. Dashboards for strategic purposes  The primary use of dashboards today is for strategic purposes. The popular "executive dashboard, " and  most of the dashboards that support managers at any level in an organization, are strategic in nature. They  provide the quick overview that decision makers need to monitor the health and opportunities of the  business. Dashboards of this type focus on high‐level measures of performance, including forecasts to light  . 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. 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