“Data Experience”: It’s Getting Personal
By: Camille Granaï
Tags: Data Analytics, Data Experience, Data Visualization, UX Design, User Centered Design

Companies can capture significant benefits by using analytics to harness the power of their data, but too often, the benefits get left on the table.

Why are so many companies having the same problem?

Many companies are having trouble using their data to make decisions because the solutions they are working with were not designed for their unique experience when it comes to answering questions with data.

How to identify if your organization is frustrated with its data experience

A bad design frustrates users

Spotting a bad design

A bad design frustrates users. No matter what they are trying to achieve, there’s always a problem, and they can’t quite do what they need to do. The dashboard is too slow, too complicated, or too confusing. We see this scenario so often: dashboards and reports are used once or twice after launch and then never opened again.

Is this because the people who should use them are reluctant to change?

In our experience, it’s mainly because of poor design at the outset. Dashboard design is often approached with bias and a self-oriented perspective. Many times, the dashboard designer fails to understand people’s needs or doesn’t take the time to discover what users are trying to achieve.

Creating the Data Experience

Organizations are trying to base more and more their decisions on data, and many leaders are becoming aware of the strategic value of driving business performance with numbers. We often find that companies need our help capturing this value or even understanding the possibilities. To create value for users, we combine User Experience Design (UX Design) and data analytics in a discipline we call Data Experience (DX).

Analytical dashboards help us see some of the most important elements of an organization. Creating these dashboards is an essential first step for turning information into action. In this article, we explain how we use DX to help our clients succeed.

How Cervello transforms the data experience by making it personal

Understanding the elements of a good DX

Data visualization tools make it easy to create interesting charts and almost any other kind of visual element — so easy, in fact, that trying to include all the latest flashiest features when creating a new analytics project can be a trap. After all, don’t most of us feel great when we get enthusiastic comments after showing off our newest dashboard?

Unfortunately, flashy features is not a good measure of success. Data visualization is about a lot more than using a tool to create pretty charts. Data dashboards need to tell a compelling story that provides value to users. A good DX is also tailored to specific goals and solves the right problem.

Wireframing is the best way to design a dashboard at a structural level

Being user-centered is essential to success

To deliver a successful product, Cervello works in a customer-centric way to ensure users achieve their goals with our solution.

“The user-centered design (UCD) process outlines the phases throughout a design and development life-cycle all while focusing on gaining a deep understanding of who will be using the product.” Source: usability.gov

When we design a product, we keep in mind that we are not the end-user, so we don’t design according to our own preferences. We get to know users to adapt the solution to their needs and avoid making assumptions. By focusing on the user, we create insightful and innovative data solutions that add incredible value.

Before trying to solve a problem with a design, we focus on functionality and utility, asking ourselves the following questions:

Why is this product needed?

What is the problem?/Who has the problem?

What will the solution achieve?

What features are required to accomplish the objective?

How will we solve the problem?

Then, we ask ourselves what the product will look like and how it will function.

Business Focused Design

Our methodology, called Business Focused Design (BFD), builds a foundation of knowledge about the business, its data, and the end-users. Designs are then based on those factors. Our methodology goes beyond technological considerations and puts the end-user at the center of the design process. Our design process incorporates years of experience, diverse perspectives, and user experience standards to produce a tailored outcome.

Business Focused Design framework

DX as service

Our methodology harnesses the power of the organization’s data to gives users the insights they need. Creating a great user experience helps us deliver a return on your investment and can be the differentiator between success and failure.

We have applied BFD across a variety of industries to deliver not only a cutting-edge technical tool but also a high-value business solution. We have delivered BFD in various levels of detail and duration, depending on the size and complexity of the organization and the level of insight required to set business priorities.

Business Focused Design process

The unique power of Cervello

At Cervello, we have a strong team with a wide range of skills. The BFD process is a fusion of expertise from our business and technical teams, with experts in data visualization and UX design. Our 360-degree perspective is new in the industry, and we can solve data problems more efficiently than any traditional data company. Let us know if you think an improved data experience could benefit your organization.

For more information, please contact:

Camille Granai, UX/UI Designer: cgranai@mycervello.com