A framework or methodology should be used to create a visualization that is interpreted
in a way that brings value to the audience. Too often, a developer has a story in mind, but
without using a clear methodology, the solution is not interpreted in a meaningful way or
with the right context. Poor decisions can be made if the context is not clear or if the
purpose for the visualization was not well defined in the beginning. Fig. 18.1.4 shows a
framework that is easy and effective to use when creating a visualization.

Fig. 18.1.4 Visualization framework.

Step 1: Define

The first step to create a good visualization is to define what problem needs to be better
understood through analyzing and presenting the data in a visualization solution. This step
involves understanding the purpose for the visualization, and who will have access to
view or interact with the visualization when it is complete. Different roles in the
organization may understand or use the results in different ways. Table 18.1.1 shows
some examples of different roles to consider before creating a visualization to understand
the business need or purpose.

Table 18.1.1

Example Visualization Audience Roles and Actions

Role Purpose or Action

Executive Corporate strategy decisions

Chief data officer (CDO)Influence corporate strategy and define data management strategy

Business manager Understand performance

Chapter 18.1: An Introduction to Data Visualizations