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

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Leading up to my MSc

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Problem: data at marketing meetings

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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

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Talking to end users

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7 basic stories types

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Interactive storytelling
Segal and Heer’s !
‘Martini Glass Struture’
Diakopoulos’ !
narrative structures

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Design iteration I

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Design iteration I

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Design iteration I - Funnel

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Design iteration I - Dials
Dial not including baseline
Dial including baseline

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Design iteration I - How much info

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Design iteration I - Campaigns

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Design iteration I - Compare

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Design iteration I - Next Steps

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CIF evaluation & Redesign
THE PROTOTYPES

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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.

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Conclusions
• Storytelling needs Q&A
• Users can process very little information
• Navigation labels must sign post tasks