The reason I keep posting about data visualization is not just because I think these things are pretty or interesting, but I think the things you learn about data visualization are directly applicable to reporting in web analytics. People are always decrying the “data puke”, and I’ve seen scorecards that range from Windows 95 looking spreadsheet to graphic designer Excel masterpiece. I am hoping to end up somewhere in the happy medium, where you marry design with data in a way that it helps show the reader what is important and what is actionable.

Definition: A scorecard is a visual display of the most important information needed to achieve one or more objectives, consolidated and arranged on a single screen so the information can be monitored at a glance. Unlike dashboards that display actual values of metrics, scorecards typically display the gap between actual and target values for a smaller number of key performance indicators.

I don’t think Excel was originally envisioned as an application where form matters as much as function, but I’m trying to learn how to manipulate spreadsheets to make them look more attractive. I haven’t found many resources yet on how to do this, but already I see parallels to web design/graphic design. A scorecard is a visual presentation similar to a page in a magazine or a book–maybe it would be useful to take a page from that field and create mock-ups/wireframes in Adobe InDesign or Illustrator before you just start throwing data in?

This would require taking the time to learn the program (which is not going to happen for most), but I do think its worth thinking about it from a designer or information architect’s point of view. For instance, how do people read things online? They scan web pages in a F-format generally, put the most important things along that F shape if you’re sending an online copy of the scorecard. Maybe its too much effort put into something that you just have to get done and not fixate on design, but the designer in me thinks that creating a well-designed scorecard and consciously thinking about how the audience will read it (user-centered design), might help the client understand and agree with you.

I think Shane Atchison might disagree slightly with me. Am I completely right/wrong? Let me know.

So much happened today, but I’m kind of too tired to write it all. In a nutshell:

1. ZAAZ is so so cool. The people, the building, the vibe, the work atmosphere…I really lucked out. I managed to lock myself in a stairwell somehow, and I snagged myself a copy of a book I’ve wanted to read for awhile: Web Analytics: an Hour a Day, by Avinash Kaushik.  I’m excited to start doing more things there.
2. I got treated to lunch and dinner by my mom. Very nice.
3. Got a job offer on a side job as a web metrics administrator for Microsoft. Part of the reason for #2.

I saw an interesting thing in the elevator that I thought would have fit in nicely with my HCI class, because it was an interesting design choice. I’m not sure if you even can press that button, or if it just lights up when help is coming. Also if you’re not a native English speaker you’re S.O.L.

Help is on the way button

UPDATE: I think the button can be pressed, or it affords pressing anyway. I will probably not press it to see what feedback I get.