What I learned about my habits while researching and developing Refleta.

1. The Back Story

2. It Started With a Cupcake

3. Where Data Leads
An intern was helping me organize my
finances when he commented, “You
sure like cupcakes.”
I turned to him, “How did you know
that?”

4. It Seems it Was Obvious
Number of Trips, Amount Spent at Each Vendor
14 $18.00
$16.00
12
$14.00
10
$12.00
8 $10.00
Number of Trips Average Amount
To Vendor Spent at Vendor
6 $8.00
$6.00
4
$4.00
2
$2.00
0 $0.00
Karas Batter Bakery American Lilly's Yogurt That Takes Patisserie Susiecakes
Cupcakes Cupcake the Cake Phillippe

5. And Interesting
Percentage of Trips By Day of Week
Sunday
Friday Saturday 13%
7% 6%
Thursday
17%
Monday
7%
Wednesday
17%
Tuesday
33%

6. There Were Trends
Number of Trips, Amount Spent By Day of Week
12 $16.00
$14.00
10
$12.00
8
$10.00
Number of Trips Average Amount
6 $8.00
On Day Spent on Day
$6.00
4
$4.00
2
$2.00
0 $0.00
Saturday Sunday Monday Tuesday Wednesday Thursday Friday

7. Over Time
Number of Trips by Month
5
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0

8. Frequency
Frequency of Trips To Vendors By Time of Year
11
10
9
8
Karas Cupcakes
7
Batter Bakery
6
American Cupcake
5 Lilly's Yogurt
That Takes the Cake
4
Patisserie Phillippe
3 Susiecakes
2
1
0
Jan-Apr May-Aug Sept-Dec

9. Geography Mattered

10. Why it Could Matter
Cupcakes in Dollars
$90.00
$80.00
$70.00
$60.00
$50.00
$40.00 Cupcakes in Dollars
$30.00
$20.00
$10.00
$0.00
Jan Feb Mar April May June July Aug Sep Oct Nov Dec

11. Why it Mattered
Cupcakes in Pounds
2.00
1.80
1.60
1.40
1.20
1.00
Cupcakes in Pounds
0.80
0.60
0.40
0.20
0.00
Jan Feb Mar April May June July Aug Sep Oct Nov Dec

12. Key Conclusions
• I bought cupcakes mostly on Tuesdays
• One location accounted for 40% of my purchases
• I consumed over 5lbs in cupcakes! Gross!
Data can tell us a lot, but it only hints at the Why?
When I started asking Why? I hit on a solution for
reducing my cupcake consumption.
Find out what I did at AliciaMorga.com