Let’s talk about trends? Studies about Usability and User Interface are growing in the corporate world. Now, both small and big companies have the mindset of delivering the best experience for their customers by continually improving their digital platforms.
Absolutely every part of the customer journey in the app (or website) has to be continuously considered and reconsidered: every flow, icon and message that hits the screen. If you think about it, it is exactly through this endless improvement cycle that things evolve and new products are launched. The telephone, for example, was invented more than a hundred years ago, giving origin to today’s smartphones — the incredible devices that most of us can’t live without nowadays. The same applies to other fields, such as architecture, the automobilistic industry and, of course, fashion.
Since the concepts of UX and UI are so present in our routine, why shouldn’t we apply them to data visualization? The huge and complex world of big data, tables and grey tools (aka Excel) deserve a modern, dynamic, more intuitive, and accessible way of visualization and, therefore, comprehension.
The human brain is attracted to movement, patterns, shapes and colours. The way we process information when graphics and imagery are used, is much more effective than any other format of text or spreadsheets. It all goes back to our origins as human beings: it is obviously easier to distinguish a square from a circle or a red line from a yellow one than it is to comprehend large numbers, for instance.
The data visualization mindset is now gaining more interest from companies, which already know those are crucial to decision making. Visual data is easily captured and stays on the mind for longer.
Furthermore, we are living in an era of big data, in which we are smashed with more information than we can process. That is why we need to make things easier through the use of visual elements.
That being said, data visualization tools are also growing in number. Big names as Tableau, Power BI and Data Studio are very popular, even though with limitations.
AMARO, a company that always aims for sophistication and effectiveness in all areas, is now applying these two values to data visualization. After all, we are a data-driven company.
Looker, our first data visualization project, has been helping teams, for months, to use data for decision making. Mostly because of its friendly layout and easy navigation — not to forget the accuracy of the data, of course. We also use Data Studio, a mainstream tool provided by Google that is connected with other Google products.
OK, BUT WHAT’S DATA VISUALIZATION?
It’s all about that visualization. Since our first years at school, we learn about it: maps, graphs, and infographics are good examples of this universe.
In short? Data visualization is the graphical representation (visual) of information and data. Who doesn’t remember the first graph (hand-drawn) in classes?
Nowadays, almost everything is measurable. In other words, the capability of accessing and understanding this information is essential for a company’s future. Sounds simple, but requires special attention: graphs must not be created without a good understanding of the context. A graphical representation of good data, when made in a superficial way can become biased.
Moreover, a dashboard — the panel where information is gathered — needs an aesthetical balance for the first eye-contact in order to impact the user. We must not stylize a graph with random colors simply trying to make it more beautiful: you have to combine functionality with design. Keep in mind what is your goal and the information you need to extract and then choose the design accordingly.
It is also important to consider the amount of information: too little information may not be enough to retain the viewer’s attention or, worst, it can send an incomplete message. On the other hand, the overload of visual elements can end up being harmful: if too much information is given at the same time, with no clear context, the more cognitive effort you will demand from the user and bigger is the chance that he/she will give up the task. So, sensitivity and common sense are necessary for the building of data visualization.
IS THAT ALL I NEED TO KNOW?
No, there are many other points to be considered. In addition to all the visual harmony that we’ve already talked about, other aspects have to be considered for the creation and validation of effective dashboards.
Look at the graph below. What is the main message? Do you think the goal of the message is related to time, for example?
If your answer is yes, you already have incorporated cultural patterns. The ability to identify patterns is one of the main points to pay attention to visual environment creation.
Culturally, we have some interpretation patterns: When we need to transmit information about a given action in a given period of time and we want to see this by months, for example, the recommendation is a bar or a line graph. The closer these visual representations are to our mental models, the better will be our understanding.
Back to the graph — even without context, is a good example: could you get the message? Were you able to understand without further explanation? It is very important to know if the goal was achieved. This is the main beacon between quantity and the way information is passed. Don’t limit yourself with users next to you. Try to find professionals that don’t have direct contact with the data in order to validate and guarantee that this information will be accessible to a major number of people.
And last, but not least, check the accuracy of the data. It doesn’t matter how beautiful and functional your dashboard is if you don’t trust your data. Make sure that the information is correct and that the sources are clear to the user.
SUMMING UP:
With all these concepts arising, together with the even more number-driven market, it is natural to observe a movement, by professionals, towards decision-making processes based on data. Matching a data scientist with all the knowledge of data mining and the visual orchestration of a designer is not easy. However, the intersection of all these skills, when well implemented, generates value for professionals and guarantees a strategic vision to the company as a whole.
