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Essential elements need to be considered and deployed to ensure effective data-driven storytelling and move from an ineffective Dataviz solution to the power of Data Storytelling.

1 / First, understand stakeholder expectations

Understand the skill levels of user targets and their expectations, the key performance indicators (KPIs) they are tracking, the type of analysis they want. Understand whether they are interested in an in-depth analysis or a high-level report. Once you have understood the requirements and profile of the users, you can begin to develop the story that suits them best.

2 / Match the story to the visual 

Choose the right visuals to tell the story. There is a useful rule of thumb for selecting tables and graphs for your dashboards. Treat each visual as the answer to a question. The entire dashboard should also be the answer to a question that can be answered at a glance. Use the principles of visual hierarchy to organize and place visuals.

3 / Define a narrative logic

Organize the analysis workflow to stick to the business domain of the user targets. You need to bring business intelligence to your analyses. Users must logically go through the different analyses. The “funnel” principle is often applied in this context, starting from the global vision and then focusing on certain business aspects. This is the deeper aspect of Data Storytelling.

4 / Simplify the path

Not disturbing users by manipulation is essential. Information must come to the users; their actions to access the information must be minimized as much as possible. The navigation in the restitution must be as simple as possible, the single page format is then the most appropriate.

5 / Reinforce the context of the story

Explain, comment and accompany users at all stages of the consultation. Introduce the analysis sections to explain the perimeter, or the graphs to facilitate understanding. Also comment on the results that would help explain the causes or impacts.  Context helps to describe the backdrop and set the mood of the story, which helps to generate interest and communicate your point of view more effectively.