Data Visualization Design Using Shneiderman’s Mantra: Overview First, Zoom and Filter, Then Details-on-Demand

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Data visualization is often an after-thought in a world of collecting and analyzing data. And yet, without clear and compelling communication, analysis will never drive insights and action.

The best analyses show us something that we aren’t expecting and when it comes to spotting surprises, “even the best statisticians often set their calculations aside for a while and let their eyes take the lead.” (Stephen Few, 2009)

This session explores applications of Shneiderman’s famous mantra for visual data analysis (overview first, zoom and filter, then details-on-demand) as a framework in the context of three complex analytical applications at Wells Fargo: (1) Analytics process, (2) Interactive meeting facilitation and (3) Dashboard design.

We will explain how an interactive process of filtering and visual representation guides not only the analytical process, but also tells a story in a way that conveys useful and actionable insights to business users. Using specific case study examples from Wells Fargo, we will describe which visualization tactics and tools have driven success and why..

Eric Legrand

Wells Fargo

Eric Legrand is a marketing scientist at Wells Fargo where he focuses on building tools to measure marketing performance. He has developed compelling analyses, visualizations, and dashboards that are used both by executives as well as operational managers. Previous to Wells Fargo Eric managed pricing and cost models at Niman Ranch, a leading natural meat company. Prior to Niman Ranch, he worked as a software developer at a number of start-ups that are no longer with us. Eric studied mathematics and philosophy at Wheaton College, IL, received a certificate in Management Science and Engineering at Stanford, and is currently working on an MS in Predictive Analytics at Northwestern University. Eric lives with his wife and daughter in San Francisco, CA.

Photo of Dana Zuber

Dana Zuber

Wells Fargo

Dana Zuber Is a strategy and analytics executive at Wells Fargo where she was an early adopter and evangelist of using visual analytics to tell stories with data. She has led analytics teams at Wells Fargo in Wealth Management, Branch Planning and Modeling and most recently in Enterprise Data and Analytics. Dana presents regularly to Wells Fargo executive leadership teams in addition to speaking at conferences. She is a guest speaker on the topic of data visualization and analytics at Stanford, Sonoma State University and The University of San Francisco. Prior to Wells Fargo, Dana has worked at companies such as, L’Oreal USA and Canadian Tire. Dana has a degree in Mechanical Engineering from Queen’s University in Canada and an MBA from The Kellogg School of Management at Northwestern. Dana lives with her family in Oakland California.


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