Many people overlook the groundwork needed before diving into creating a dashboard. It's not just about data preparation, a step I knew was crucial in the process. The real question is: do you understand the message your dashboard should convey? Let's dive into the concepts of an exploratory dashboard versus an explanatory dashboard and determine which one suits your needs—should you opt for the first, the second, or perhaps both? Well, the answer is... it depends. 😃 Let me explain.
Not all dashboards are alike. For instance, the NFL dashboard I utilized during the recruitment process at the Data School Germany won't have the same impact in a client presentation, even if I switch the data source to the client's own data. A Sales KPI Dashboard might be invaluable for a company seeking diverse answers but might not serve a customer whose sole goal is a single question. Let's explore further.
An exploratory dashboard is a tool that let's the audience search for their own answers. It must be engaging enough to sustain interest beyond a few clicks and interactive enough for users to navigate to their answers without sifting through irrelevant information.
You might want to use an exploratory dashboard if your audience is unknown, such as an entire company rather than a specific department. Or when your audience has minimal expertise in the subject matter you're presenting. Or when your customer collects data but lacks a clear understanding of the questions they need answered.
Before you use an exploratory dashboard, you should first think: how much detail do I want to go into? How much information do I trust the audience to be able understand?
For example, the American Opportunity Index Website showcases an excellent exploratory dashboard, enabling users to sift through relevant information:
Similarly, the NFL stats website offers a different visualization but delivers the same experience: users can search and filter pertinent information.
Now, an explanatory dashboard provides specific answers to targeted questions. It requires minimal interactivity as the audience is interested in a singular focus. It doesn't need numerous filters; it simply demands a clear, direct message.
Consider an explanatory dashboard when your audience is familiar to you or lacks substantial knowledge about the subject matter. In such cases, allowing exploration might not be the best approach to convey information effectively.
When opting for an explanatory dashboard, remember one thing: you need to get your point across clearly. Use explanatory headlines, instead of descriptive headlines:
Don't be afraid to use highlighting, to emphasize the point you are trying to make:
So by now you are probably wondering which one should you use and maybe just like me at first, you think that a combination of both is obviously the way to go. Well, I hate to say it again, but... it depends. 😃Again, let me explain.
In many instances, providing a general overview, presenting a direct conclusion, and offering an option for the audience to explore further details individually might be a prudent approach. You could prepare one explanatory dashboard with a feature directing users to a detailed view for deeper information and increased interactivity. Yet, if a client seeks a specific answer, investing extra time in building a detailed view might be counterproductive. Presenting a baseball dashboard to an audience unfamiliar with the sport might not engage them through interaction, so preparing an extra dashboard to include some exploratory options might not be necessary.
Nevertheless, if your audience is entirely unknown and their expectations unclear, a combination of exploratory and explanatory dashboards might be a viable option. Still, there's a risk that the extra effort might not be fully appreciated.
Hence, it's crucial to contemplate what you're about to build before starting your dashboard. Know your audience, understand the questions that need answering (if any), and gauge how much you trust your audience to interpret your dashboard as intended. How do you achieve this? Yes, you guessed it—it depends. 😃But it ultimately depends on your presentation style and objectives.