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www.huddleandhive.com
Analytics & Storytelling
www.huddleandhive.co.uk
Leading up to my MSc
www.huddleandhive.co.uk
Problem: data at marketing meetings
www.huddleandhive.co.uk
Create a single consistent
reporting tool that can be used
by senior managers to make
quick and ac...
www.huddleandhive.co.uk
Talking to end users
www.huddleandhive.co.uk
7 basic stories types
www.huddleandhive.co.uk
Interactive storytelling
Segal and Heer’s !
‘Martini Glass Struture’
Diakopoulos’ !
narrative stru...
www.huddleandhive.co.uk
Design iteration I
www.huddleandhive.co.uk
Design iteration I
www.huddleandhive.co.uk
Design iteration I - Funnel
www.huddleandhive.co.uk
Design iteration I - Dials
Dial not including baseline
Dial including baseline
www.huddleandhive.co.uk
Design iteration I - How much info
www.huddleandhive.co.uk
Design iteration I - Campaigns
www.huddleandhive.co.uk
Design iteration I - Compare
www.huddleandhive.co.uk
Design iteration I - Next Steps
www.huddleandhive.co.uk
CIF evaluation & Redesign
THE PROTOTYPES
www.huddleandhive.co.uk
Conclusions
Create a single consistent
reporting tool that can be used
by senior managers to make
...
www.huddleandhive.co.uk
Conclusions
• Storytelling needs Q&A
• Users can process very little information
• Navigation labe...
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Analytics & Storytelling (my MSc)

For his UX MSc thesis, he explored why senior management don’t engage with data that could be helping them make better decisions. He carried out research to understand the challenges senior managers face when presented with data and explored how these issues could be addressed. Find out how he used data storytelling to present the right information to the right people in an engaging way, in order for them to be able to make quick and accurate decisions.

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Analytics & Storytelling (my MSc)

  1. 1. www.huddleandhive.com Analytics & Storytelling
  2. 2. www.huddleandhive.co.uk Leading up to my MSc
  3. 3. www.huddleandhive.co.uk Problem: data at marketing meetings
  4. 4. www.huddleandhive.co.uk Create a single consistent reporting tool that can be used by senior managers to make quick and accurate decisions based on the performance of different marketing campaigns. The prototype objective
  5. 5. www.huddleandhive.co.uk Talking to end users
  6. 6. www.huddleandhive.co.uk 7 basic stories types
  7. 7. www.huddleandhive.co.uk Interactive storytelling Segal and Heer’s ! ‘Martini Glass Struture’ Diakopoulos’ ! narrative structures
  8. 8. www.huddleandhive.co.uk Design iteration I
  9. 9. www.huddleandhive.co.uk Design iteration I
  10. 10. www.huddleandhive.co.uk Design iteration I - Funnel
  11. 11. www.huddleandhive.co.uk Design iteration I - Dials Dial not including baseline Dial including baseline
  12. 12. www.huddleandhive.co.uk Design iteration I - How much info
  13. 13. www.huddleandhive.co.uk Design iteration I - Campaigns
  14. 14. www.huddleandhive.co.uk Design iteration I - Compare
  15. 15. www.huddleandhive.co.uk Design iteration I - Next Steps
  16. 16. www.huddleandhive.co.uk CIF evaluation & Redesign THE PROTOTYPES
  17. 17. www.huddleandhive.co.uk Conclusions Create a single consistent reporting tool that can be used by senior managers to make quick and accurate decisions based on the performance of different marketing campaigns.
  18. 18. www.huddleandhive.co.uk Conclusions • Storytelling needs Q&A • Users can process very little information • Navigation labels must sign post tasks

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