Database Reference
In-Depth Information
product can help. For example, separating the executive summary from an
appendix allows the executive and the data analysts to both get what they
want. Interactive data products allow users to drill into areas where they want
to find out more.
The following table shows a few of the factors to consider about your audi-
ence and the implications for a data product design.
auDienceS'
QueStionS
imPlication
Role
What decisions do they
make?
What questions do they need
answered?
Structure the information
to make it easy and direct
to answer high-priority
questions.
Worklow
In what context will they be
reviewing the dashboard?
What information are they
using on a daily basis?
How much time do they have
to review the numbers?
The form and information dis-
play needs to fit into an exist-
ing workflow For example, an
on-the-road salesperson may
need information delivered
to her phone, not designed
for an online wide-screen
monitor.
Data comfort
and skills
How sophisticated are they
with using data?
Do they enjoy digging into
the numbers?
The dashboard's level of
detail and analytical capabili-
ties should match the audi-
ences' comfort zone.
Industry and
data expertise
How familiar are they with
the key metrics?
Do they understand where
the data comes from?
Are they familiar with inter-
nal company or industry
terminology?
This determines the need for
embedded explanations and
use of natural language.
Asking the Right Questions
Albert Einstein said, “If I had an hour to solve a problem I'd spend 55 minutes
thinking about the problem and 5 minutes thinking about solutions.” The
previous table is meant as a guide to help ask the right questions—spending
55 minutes thinking about the problem. Good questions, which are specific
in nature, can help lead you to an understanding of the solution.
The website DoINeedanUmbrella.com is an example of asking the right ques-
tion. It asks the first question many people have when they wonder about
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