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How can you customize data visualizations for stakeholders?

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Data visualizations are powerful tools to communicate insights, trends, and patterns from complex data sets. However, not all visualizations are equally effective for different audiences and purposes. To create impactful and engaging data visualizations, you need to customize them for your stakeholders, whether they are internal or external, technical or non-technical, decision-makers or influencers. In this article, you will learn how to customize data visualizations for stakeholders using four key steps: understanding their needs and expectations, choosing the right type and format of visualization, designing the layout and aesthetics, and adding interactivity and narration.

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Ishwarya Lakshmi S.S

Data Analytics Expert @Philips| Creating stories from complex datasets | Data Analyst | Data…
Antony Aristotle Savari

Sr Director, iLink Digital | MBA in General Management | Data & AI | Operations & Enablement

1 Understand their needs and expectations

The first step to customize data visualizations for stakeholders is to understand their needs and expectations. You need to know who your stakeholders are, what their goals and challenges are, what questions they have, and how they will use the visualization. You also need to consider their level of data literacy, their preferences and biases, and their context and environment. By understanding their needs and expectations, you can tailor your visualization to answer their specific questions, address their pain points, and align with their interests and values.

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Antony Aristotle Savari

Sr Director, iLink Digital | MBA in General Management | Data & AI | Operations & Enablement
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Each stakeholder at different levels can have different analytics needs. A CXO may not need detailed data that a data analyst would need. CXOs will need aggregated data that can give them quick decision making insights. Hence, the visualization also should be modified based on the stakeholders appetite for the level of data.

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Edimek Peter

Technical Support Engineer | Cloud Infrastructure | AI Enthusiast | Data Analyst | Visual Designer | Tech Savy & Curios
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Any data analyst remembers that the first rule is to ask questions. Keep asking till you are sure you understand the expectations of the client. Taking note of details even the seemingly tiny ones will help to mitigate and manage a challenge that may appear in future. You may not know that the client may have a color bias until you ask. You may even discover that your client will prefer anything but bar charts, or might actually want everything to be presented by bars. And only the right questions can help reveal these mysteries. Keep asking!

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2 Choose the right type and format of visualization

The second step to customize data visualizations for stakeholders is to choose the right type and format of visualization. You need to select a type of visualization that matches the data type, the analysis, and the message you want to convey. For example, you can use bar charts to compare categorical data, line charts to show trends over time, or pie charts to show proportions. You also need to choose a format of visualization that suits the medium, the platform, and the device you will use to deliver it. For example, you can use static images for print or email, interactive dashboards for web or mobile, or animated videos for presentations or social media.

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Ishwarya Lakshmi S.S

Data Analytics Expert @Philips| Creating stories from complex datasets | Data Analyst | Data scientist|Python,SQL,Tableau,Power BI,Machine Learning
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As a data visualization specialist, my approach to customizing visualizations for stakeholders involves understanding their specific needs and preferences. I begin by conducting thorough discussions to identify key metrics and goals, ensuring alignment with their business objectives. Utilizing a variety of visualization tools and techniques, I tailor the charts and graphs to present information in a clear and impactful manner. Regular feedback loops with stakeholders help refine the visualizations further, ensuring they resonate and convey insights effectively. Through this collaborative and iterative process, I strive to deliver customized data visualizations that empower stakeholders to make informed decisions.

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Michael Olojo Adelaja

Data Analyst || Data Scientist || Business Intelligence Analyst || Mathematician || Core Member at Global AI Hub
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As a BI Specialist, i will understand the goals, interests, and knowledge level of the stakeholders, which will help to choose the right visualization type, simplify the visualize to highlight the most important information, key metrics or insights, Understand how decisions are made within the organization and tailor visualizations to align with decision-making processes.

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3 Design the layout and aesthetics

The third step to customize data visualizations for stakeholders is to design the layout and aesthetics. You need to arrange the elements of your visualization in a way that is clear, logical, and intuitive. You also need to apply the principles of visual design, such as color, contrast, alignment, and balance, to enhance the appearance and readability of your visualization. You should follow the best practices of data visualization, such as choosing appropriate scales, labels, and legends, avoiding clutter and distortion, and highlighting the main points. You should also use branding, logos, and icons to create a consistent and professional look.

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Carol Otero

I believe in Data with Purpose | Data Analyst | Financial Analyst | SQL | Power BI | Data Visualization
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When I was developing a project for my portfolio, I decided to create one simple slide to show the insights. The slide begins with a title that invites discussion with a question that is expected to be resolved with the information from the visualizations. Then 4 sections are presented: 2 with text at the top and 2 with graphics at the bottom. The texts provide context about the graphs below, where some data of interest is highlighted in bold or a different color. The graphics emphasize relevant data while the not so relevant data is shown in gray tones and is also accompanied by small explanatory texts. This is an example that I have applied from my experience and learning about telling stories with data.

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4 Add interactivity and narration

The fourth step to customize data visualizations for stakeholders is to add interactivity and narration. You need to provide ways for your stakeholders to explore, manipulate, and filter the data according to their needs and interests. You can use features such as tooltips, sliders, buttons, and menus to enable interactivity. You also need to provide a narrative that guides your stakeholders through the visualization, explains the data and the analysis, and tells a compelling story. You can use elements such as titles, captions, annotations, and callouts to add narration. By adding interactivity and narration, you can increase the engagement and comprehension of your stakeholders.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you customize data visualizations for stakeholders?

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3

4

5

1 Understand their needs and expectations

2 Choose the right type and format of visualization

3 Design the layout and aesthetics

4 Add interactivity and narration

5 Here’s what else to consider

Data Management

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How can you customize data visualizations for stakeholders?

1

2

3

4

5

1 Understand their needs and expectations

2 Choose the right type and format of visualization

3 Design the layout and aesthetics

4 Add interactivity and narration

5 Here’s what else to consider

Data Management

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