1. Lecture Goals
- Compare and evaluate real-world visualizations
- Identify common design problems
- Understand dashboard design principles
- Learn how to communicate insights through storytelling
🧠This lecture combines:
Dashboard Design + Data Storytelling
2. Learning from Real-World Examples
Many real-world charts contain design flaws that make data difficult to understand.
Good visualization often comes from redesigning bad visualization.
Common redesign actions:
- Use horizontal labels
- Remove unnecessary axis labels
- Reduce clutter
- Improve color choices
- Improve readability
3. Common Visualization Problems
| Problem |
Effect |
| 3D Effects |
Distorts perception |
| Angled Labels |
Hard to read |
| Dark Gridlines |
Create distractions |
| Poor Color Choices |
Reduce clarity |
| Large Legends |
Waste space |
| Too Much Decoration |
Chartjunk |
4. Moiré Effect
An unwanted visual pattern that appears when repetitive lines or textures overlap.
Moiré effects create visual noise and distract viewers from the data.
Avoid excessive patterns, textures, and dense gridlines.
5. Lollipop Charts
A lollipop chart replaces bars with a line and a dot.
The true value is represented by the center of the dot.
Useful for reducing clutter compared to traditional bar charts.
6. Scale Problems
Improper scaling can exaggerate or hide differences in data.
Always check:
- Axis starting points
- Axis intervals
- Consistency of scale
🧠A chart can technically be correct but still visually misleading.
7. The Kroger Example
Kroger increased pharmacy sales from $6.5B to $7.3B despite having fewer stores and fewer pharmacies.
The original chart missed the most compelling story.
Better story:
12% increase in sales with lower operating costs.
8. The Importance of Storytelling
Don't simply show your data — tell a story with it.
Data storytelling combines data, visuals, and narrative to communicate insights effectively.
🧠Visualization = Show Data
Storytelling = Explain Meaning
9. Dashboard Definition
A dashboard is a visual display of the most important information needed to achieve one or more objectives, arranged on a single screen so the information can be monitored at a glance.
Stephan Few (2006)
10. Characteristics of a Good Dashboard
- Communicates insights quickly
- Uses visual scanning effectively
- Supports fast comprehension
- Focuses on graphics rather than text
- Designed around user objectives
A dashboard should answer important questions at a glance.
11. Types of Dashboards
| Dashboard Type |
Main Purpose |
| Strategic |
Monitor organizational goals |
| Tactical |
Track projects and department performance |
| Operational |
Monitor daily activities in real-time |
| Analytical |
Explore data and discover insights |
12. Strategic Dashboards
High-level dashboards used by executives.
- Focus on organizational goals
- Monitor business health
- Updated daily, weekly, or monthly
- Simple visual displays
🧠Strategic = Big Picture
13. Tactical Dashboards
Used to monitor departmental performance and projects.
- Compare budgets and forecasts
- Track medium-term progress
- Updated daily or weekly
- Support analysis
🧠Tactical = Department Level
14. Operational Dashboards
Monitor daily operations and business processes.
- Real-time or near real-time updates
- Focus on operational indicators
- Use alerts and warnings
- Support immediate action
🧠Operational = Right Now
15. Analytical Dashboards
Support deep investigation and exploration of data.
- Discover patterns
- Investigate anomalies
- Perform comparisons
- Analyze root causes
🧠Analytical = Why Did It Happen?
16. Data Visualization vs Data Storytelling
| Data Visualization |
Data Storytelling |
| Displays data visually |
Communicates insights and meaning |
| Focuses on charts |
Focuses on narrative + charts |
| Shows what happened |
Explains why it happened |
17. Core Elements of Data Storytelling
| Element |
Purpose |
| Data |
Foundation of the story |
| Narrative |
Structure of the story |
| Visuals |
Reveal patterns and insights |
Data + Narrative + Visuals = Data Storytelling
18. Story Structure
| Stage |
Purpose |
| Attract |
Grab attention |
| Engage |
Guide audience through insights |
| Punchline |
Deliver the conclusion |
🧠A-E-P
Attract → Engage → Punchline
19. Laws of Attraction
- Identify the theme
- Know your audience
- Determine the purpose
- Set the tone
- Keep it simple
The audience should immediately understand why they should care.
20. Rules of Engagement
- Choose appropriate visualizations
- Use size, color and spacing carefully
- Arrange visuals purposefully
- Guide viewers through the story
🧠Don't make the audience work hard.
21. Give Them the Punchline
The conclusion should be obvious and memorable.
- Conclude clearly
- Place conclusions strategically
- Leave a lasting impression
Never leave your audience guessing about the main message.
22. Hans Rosling Example
"The Best Stats You've Ever Seen"
| Stage |
Example |
| Attract |
Challenge common myths |
| Engage |
Animated journey through data |
| Punchline |
Promote a fact-based view of the world |
🧠One of the best examples of data storytelling.
23. Final Exam Summary
Most Important Points
- Dashboard: Important information displayed on a single screen.
- Dashboard Types: Strategic, Tactical, Operational, Analytical.
- Strategic: Big-picture organizational goals.
- Operational: Real-time monitoring.
- Analytical: Deep data exploration.
- Data Storytelling: Data + Narrative + Visuals.
- Story Structure: Attract → Engage → Punchline.
- Laws of Attraction: Theme, audience, purpose, tone, simplicity.
- Rules of Engagement: Use visuals, color, layout and guidance effectively.
- Punchline: Deliver a clear and memorable conclusion.