I am a fan of studies in Data Visualisation. It is a creative and dynamic field with a lot of room for experiment. I am considering report and dashboard design, and within this frame Data Visualisation, as a form of practical art. Well designed and built reports are critical for solution adoption and usability. However, in this post I will concentrate on exactly the opposite topic – intentionally mystifying reports, obscuring the data and making it hard, for the report consumers to reach informed conclusions. I will also show how we can make the data visualisations as misleading as possible. This post is not as abstract as one may think, as it draws its examples from a very real project, for which I had to build a report under heavy pressure.
Initially, I was asked to build a report based on a small data set (~450 rows) stored in an Excel workbook. The data was perfectly suitable for building a Pivot Table on top of it, so I did so and then I decided to use the pivot table as a source for my report. The users have one measure – Spending Amount and a few dimensions – Category and Focus for that spending. The request came in the form: “We want to see the Amount by Category and Focus in both graphical and numeric form“. So, I sat down and produced this prototype (with their colour theme):
I sent the report prototype for review, and the response was:
1. Remove the table.
2. Change the bar graphs to make them more “flat”. Meaning: there is too much difference between the bars.
The reasoning – it is “too obvious” that the data is unevenly distributed. As the report is supposed to be presented to higher level management, discrepancies in the amount allocation would “look bad” on the people who requested me to create the report at the first place.
Adding more fake data got rejected, so I was advised to prepare a new prototype report with the new requirements. It follows:
The response was: “It looks much better, and we really like the top right bar graph and the Pie Chart. Would it be possible to leave just those two and change the Pie Chart to show data broken down just by Category?”
So, the users did not like my combined series. A point for them. Then I decided to remove the 3D cone graph, to remove all 3D effects, to make it more readable and to create the following 3rd prototype:
The users liked it, but still thought that it was too revealing, and were particularly concerned with the fact that there are a couple of “invisible” categories (the ones with small percentages) on the Pie Chart. They had a new suggestion – change the pie chart back to a bar graph and play with the format, so that even the smallest amount is visible. I offered an option, made another prototype and it finally got approved. The exact words were: “The graphs are exactly what we want“. There it is:
I consider this effort to be contrary to be an exercise in “Data Mystification”. It is very easy to draw the wrong conclusions from the report, and it achieves the opposite to the goals of Business Intelligence, as instead of empowering users, it could actually confuse them and lead them to making wrong decisions.