Enterprise Dashboard Example from the Desk of The Dashboard Spy (dashboardspy.com) – Long time readers know that I always approach business dashboard design with a fierce user-centric focus. My background as a user experience director and information architect just doesn’t allow me to do otherwise. (In fact, I’m the originator of a user-centric approach called Users FIRST that I’ll describe in a future post)
Designing a successful user experience (a business intelligence dashboard, in this case) requires an understanding of the true wants and needs of the end user. Note that I use the word “true” when describing a user’s requirements. In my experience, the “true” desires of a user are often not explicitly stated by the user and have to be drawn out. Successfully doing so requires a patient and sincere bonding experience with the user.
In today’s enterprise dashboard example, I highlight a dashboard that is successful exactly because the designers understand the user’s “true” hot buttons. It’s a marketing metrics dashboard from Klipfolio.com, the makers of “desktop dashboards” – widget / gadget like dashboards that reside on the desktop level (they appear automatically when you turn on your pc and can expand and collapse to the sides of your screen).
Specifically, the dashboard that I have in mind is the Klipfolio Google Analytics Dashboard. It’s for web marketers and analysts looking to track the performance of their website in terms of marketing metrics. Typical KPIs include top keywords, visitor statistics, goal conversion rates, etc.
Let’s take a look at the Google Analytics Dashboard first and then I’ll tell you why I think this dashboard is so successful (hint: It gives the user something they really want).
Here’s why I think that this dashboard really hits the user’s needs square on. Of course, it offers the user those metrics that they really want. In fact, the Klipfolio Dashboard for Google Analytics lets the user choose from what they call “Klips” to put on their dashboard via a control panel. Users can tailor the selection they want from many web site stats and calculations. But the real “secret sauce” of this dashboard is that the designers understood the psychology of the marketing user and their incredible need (sometimes outrageously extreme) to keep refreshing their screens to see the latest Google stats. How many people have hit “refresh” over and over again to see how many new conversions or visitors they get?
By incorporating the “desktop dashboard” approach to information delivery where the data display becomes part of your desktop and automatically refreshing the Google data, this dashboard neatly meets a major need for the user – automatic updates of web stats that are constantly in view yet don’t obscure their desktop nor interfere with their work flow.
I just love the idea. It’s perfect for web analytics and I think can be applied to many other areas of the enterprise.
The Klipfolio Dashboard for Google Analytics just got released in a new version. Here are some details from Klipfolio:
Better visibility into web analytics data benefits marketing professionals, new media agencies, and web masters alike. Klipfolio Dashboard for Google Analytics helps those professionals and organizations improve web-based marketing ROI by removing barriers to using Google Analytics more effectively and often.
Unlike web-based or other applications that must be opened and can hide behind other windows, Klipfolio Dashboard for Google Analytics is a desktop sidebar that keeps key web metrics always visible for “top of mind” awareness and at-a-glance understanding. It enables side-by-side comparison of KPI reports, with current and previous date ranges to provide context and trending information.
With Klipfolio Dashboard for Google Analytics, web-site analysts can read accounts with multiple websites and sub-domains in one place. Its unique ability to duplicate Klips – the small graphical displays that make up Klipfolio dashboards – enables side-by-side goal tracking of multiple websites.
Klipfolio has also updated its Google Adwords Klip to provide more information and Goal Conversion Rate data for Traffic Sources, Adwords, Keywords, and Goals. Its sorting capabilities mean users can quickly see what is performing best, filter out nonperformers, and key in on what matters most. They can drill down on traffic sources for a summary, and then drill into their top referring sites for details.
Klipfolio Dashboard for Google Analytics lets users choose among a variety of Klips, so they can display the web analytics and trends over time that matter to them. Available Klips include top keywords, Web visitor statistics (including page views and bounce rates), traffic sources, goal performance, and Google Adwords campaign performance metrics.
Download the sample and try it out. Let me know if you find the desktop dashboard approach useful and compelling. It’s certainly neat!
The Dashboard Spy