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Data visualisations

30+ bespoke interactive visualisations for market research data

Best Brand Equity – Multi KPI view
Best Brand Equity – Multi KPI view

Overview

mTab ran a single-tenant platform: dedicated, branded analytics environments for automotive names like Toyota, Mercedes-Benz, Stellantis and Volvo. Its two main modules were Analyze (now Reports), for building analysis and reports from scratch, and Discover, a more guided experience.

Discover and Stories were built around 30+ bespoke visualisations, each a micro-application that let people turn a slice of data around to get at the insight faster. My team designed every one, working with Product, Data Solutions and customers, then staying with Engineering through the build.

Best Brand Equity – Expanded KPI view
Best Brand Equity – Expanded KPI view
Best Brand Equity – Manage brands displayed on visualisation
Best Brand Equity – Manage brands displayed on visualisation

Challenge

The hardest part was fitting a lot of data into very little space. Every client had its own data structures, studies and corporate identity, but the product underneath had to stay consistent and maintainable. Users ranged from seasoned researchers to stakeholders who wanted a quick answer, and editing had grown complex for both.

Table with heat map chart
Table with heat map chart
Multi radial chart
Multi radial chart
Modular cockpit showing an automotive brand overview built from configurable modules
Modular cockpit – An automotive brand overview assembled from modules the end user can edit
Modular cockpit showing a streaming media snapshot comparing five devices
Modular cockpit – A streaming media snapshot comparing five devices side by side
The same streaming media cockpit narrowed to two devices, with metrics shown as trends over time
The same cockpit narrowed to two devices, with each metric shown as a trend over time

My role

I coordinated the design team across multiple clients, treating each visualisation as its own project, and made sure designers stayed in touch, exchanged ideas and converged on shared solutions.

To unify the process, I introduced regular design reviews where we shared work in progress, first within the team, then with product managers and our data scientists. Once a concept was ready, a review with Engineering estimated the work and prepared it for handoff.

The aim was always a common way of interacting with and customising visualisations, with less complexity and patterns that held up across every chart type. With Engineering, we later built a library of shared visualisation components, which became part of our design system.

Brand Affinity – Trend analysis across main brands
Brand Affinity – Trend analysis across main brands
Brands ranking analysis with column chart
Brands ranking analysis with column chart
Brands ranking analysis with stacked chart
Brands ranking analysis with stacked chart
Car usage analysis on a stacked chart
Car usage analysis on a stacked chart
Car usage trends for multiple brands analysis on stacked charts
Car usage trends for multiple brands on stacked charts
Loyalty and defection structure broken down by competing brand on a nested pie chart
Loyalty and defection structure, broken down by competing brand
Loyalty and defection structure simplified to main brand, other brands, and no alternative considered
The same structure simplified to main brand, other brands, and no alternative considered
Loyalty analysis for multiple brands
Loyalty analysis for multiple brands
Scatterplot KPI analysis over brands and products
Scatterplot KPI analysis over brands & products
Performance evaluation on a radar chart
Performance evaluation on a radar chart
Top 10 chart – Bar chart comparison
Top 10 chart – Bar chart comparison
Deviation analysis by KPI
Deviation analysis by KPI

Outcome

The custom visualisations became the main tool our clients used to find insights and build market research reports. Reports served advanced users doing custom analysis, while the visualisations offered ready-to-go charts, so the two complemented each other. Customers liked how flexible the reporting was, and how much simpler editing had become.

What's next

Most of the custom data visualisations are currently available to selected customers in Halo. The goal now is to modernise the technology behind them and use them as the basis for templates and ready-to-use visualisations in Reports.