How to create an impressive dashboard (by the content not by the mess)
By: Tarik Lauar
Tags: Reporting, Dataviz, Business Intelligence, Data Science, Analytics

Overview

With the increasing adoption of data visualization tools such as Qlik, Power BI, Tableau, etc., one might think that a useful dashboard is the one with the most sophisticated/modern visual elements that this kind of software brings.

Maps, Violin Charts, TreeMaps, Chord Charts, Sankey, Marimekko, among other types of charts, are almost a must-have on the first versions of the reports and dashboards right after the acquisition of these solutions. Although these charts are aesthetically astonishing, they are rarely the best method to delivery the information from both metric standpoint and also because the audience doesn’t have enough knowledge to comprehend these kinds of graphics.

😍 Beautiful, isn’t it? So hard to not use one of these right away…

However, an excellent dashboard is not the one with the most impressive visual elements. The best are the ones who can deliver the information more efficiently and stimulate changes.

Okay, but how?

1- Know your audience and the usage of the material: When we begin to work with a data visualization tool, we’re often tempted to use all of the sophisticated elements available without keeping in mind that not all users will know how to comprehend them. In 95% of the case, tables with conditional formatting, line and bar charts will be enough.

If you don’t know the right chart to use, this site will help you: https://datavizcatalogue.com/

2- Start your story from the macro to the micro: Yes, it seems super intuitive, yet, sometimes it’s not super clear that the starting point should be at the beginning. Present the big picture first and slowly start dive in deeper to prevent users from being super attached to finer details before having a broader view from the subject.

3- Organize the information: Another aspect that seems obvious, but sometimes it goes unnoticed. The leading information is on the top left corner, then, the second more critical chart is on the bottom right corner. It makes people dizzy! It looks like a pirate’s treasure map! Adjust the elements from left to right, top to bottom, just like you would read a text.

Real-life example. Where should I begin???? 🤷‍♂️🤷‍♀️ (Fake data, real mess)

4- Put the information into context: Here’s where the things are less noticeable and where you’ll have to have more contact with the users to collect their requirements better. Question them whether the absolute values is what matters the most or showing the ratio from the total would give them a better idea about the data. Comparing the number with a goal, benchmarks, or any other data will make that number look more like an action point than merely a statistic.

5- Look forward!: We know that a dashboard provides information from the past; it doesn’t mean that we only have to look behind our shoulders. Use projections (e.g., linear models utilizing moving average are simple to build and implement) to show where the metric will be at a certain point in the future. Another approach that sales teams love is the “to the goal” metrics based on the forecasts (How much they still have to do daily to reach their goal). Additionally, showing the trend of a metric will be super valuable in stimulating changes before it’s too late.

If we continue what we’re doing, we will reach the goal of kittens’ meme engagement!!! 🐈

6- Colors and size have their function on these tools: Choose colours that don’t have the “good or bad” connotation, for example, only use green or red when you want to show reaching or not the benchmark; otherwise, you can get people confused. True story: a sales director once sent a panicked e-mail to the entire sales force because he saw a metric in red and thought that something was out of control. A majestic fail. The same applies to sizes, which can sometimes give an impression of higher concentration if it varies from a place to another.

7- Be careful with the formatting: I’m not saying that your dashboard should be full of colours or icons. It means paying attention to the alignment and proportion of the elements. Colours, size and the type of fonts should be consistent too, not to mention text alignment and so on. The proper placement is also part of data visualization.

Example of containers. Consistent alignment and spacing. Yes, OCD rules here… 🤓

8- Don’t let the standard size of the canvas limit you: Alter the size of the page so you can put all the elements in the same place. It doesn’t mean that everything must be on the same size, though, there’s no reason to shrink the charts just because the page size is set up to 16:9. Making the page bigger will provide adequate space for each element to deliver its message. No user will complain just because they had to scroll down the page.

9- A glossary is ALWAYS helpful: I know… there are no charts in this part; however, it saves people from mistakenly making assumptions. A clear explanation of each metric is a good practice.

Conclusion

These tips are almost a universal recipe — although item #5 may not apply, if you’re doing an investigation — and will transform your dashboards into a powerful tool to identify gaps, trends instead of being a bunch of charts spread all over a page.