Data Visualization: Summarizing vs. Exploring
Being Audience Rating (BAR) is an add-on service specifically for IoT devices with a camera function. With BAR, audience data collected on Being devices will be analyzed and visualized in informative graphs and charts for privileged users.
Problem: BDM provides analytical data to help users understand their audience profile, audience reactions to content, and device location performance. There are various ways to present this data. What are the best ways, and how can users make the most of them?
Process: Based on the user interviews, I created a new persona:
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- Tiffany, Female, 27 years old
- Marketing Specialist
- Uses Laptop PC and mobile devices for work
- Comfortable with technology but not a professional technical person
- Creates marketing companies based on marketing researches
- Looks for organized information and in-deep results
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POV: Tiffany, a 27-year-old marketing specialist, needs to analyze marketing content performance to make necessary adjustments for business success.
The way users interact with data visualization differs from task-driven flows. When users come across an analytical data chart, instead of taking specific actions to move forward, they usually stay on the chart and try to find detailed information on the data points, compare trends or amounts, and further explore the data by filtering out unnecessary factors. From user research, we learned that users perform two types of tasks when using the data in general: 1. Checking the current or latest status and quickly comparing recent data. 2. Diving into details and looking for answers from specific factors. Therefore, the main design goal for this project is to create a reasonable structure that can help the user accomplish the different types of tasks easily.
Solutions:
- Use the dashboard design to present summarized information, allowing users to quickly grasp the latest status without additional steps.
- Create sections in different categories to provide specific in-depth analytic data charts or tables along with searches and filters, so users can explore the answers they are looking for.