This document discusses using dashboards to provide customer insights. It describes a case study of a dashboard created for Pelmorex Media by Delvinia to aggregate customer data from various sources. The process involved determining requirements, gathering and analyzing data, designing the user experience, developing prototypes, and fully developing the dashboard. Lessons learned include that dashboards need a user-centric design through collaboration in an iterative process to tell the right story and ensure scalability.

1. Getting Mileage Out of Your Dashboard
A Case Study
Adam Froman Carol Pilas
CEO Director, Market Research
Delvinia & AskingCanadians Pelmorex Media

2. Photo Credit: Unhindered by Talent
The Age of Intelligence

3. The Rise of Dashboards

4. 1
2
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customer-centric philosophy,
data-driven insights,
visual storytelling, and
emerging digital platforms.
We work with
organizations to find
ways to improve &
innovate the customer
experience through the
use of our ...
WHAT WE DO

5. Experience Design
Our digital design experts use insights
and creative thinking to inspire, engage
and elevate the customer experience
across all screens and digital platforms.
Digital Strategy
Our digital strategy experts help
define a clear vision for todays new
empowered and connected customer.
Customer Insight
Our insight team use both qualitative
and quantitative research methods
that uncover deep emotional and
behavioural insights.
CustomerExperience
STRATEGY&DESIGN
WHAT WE DOVoiceOfTheCustomer
TOOLS&PLATFORMS
AskingCanadians™
Our proprietary online research
community of 200,000+ Canadians
from all walks of life who have opted-
in to give us their thoughts and
opinions.
Customer Listening Platforms
From social listening to customer
satisfaction surveys, our tools enable
you to uncover key customer insights
and turn them into action.
Customer Journey Mapping
Our process uncovers ways to
improve and innovative the customer
experience.

6. Canada: A Place to be Innovative

7. User-Centric Innovation
A Client’s Journey

8. How are we doing?

9. Web Apps TV
Web Apps
Web Apps

10. The Current Solution

11. MetaMirror by Design by Notion

12. Web
Apps
TV
Single Dashboard
The Possibility

13. USER REQUIREMENTS PLANNING
Determined the communication
objectives and detailed the requirements
and constraints gathered during a series
of requirements meetings.
DATA GATHERING & ALGORITHM
DEVELOPMENT
The Weather Network provided the
appropriate data to support the
design. Through a series of meetings,
the data was reviewed and scrubbed in
order to identify duplication and gaps.
DASHBOARD DESIGN
Designed the user experience and
creative elements to satisfy the project
requirements and conceptual
direction.
DASHBOARD PROTOTYPE DEVELOPMENT
Translated the creative into a working prototype built on dashboard technology including
algorithm design for data presentation of the pages / functions listed in the requirements phase.
FULL DASHBOARD DEVELOPMENT
Based upon the prototype success,
commence full development of the
dashboard.
The Process

14. Data Feeds
• Google Analytics
• Site Catalyst 15
• Comscore – MobiLens,
Media Metrix, Ad Metrix
• Double Click
• AdTech
• App World
• iTunes
• Google Play
• Adobe Social
• MediaSTATS
• BBM Analytics
InfoSys+
• PMB

17. Responsive Design

18. Day-to-Day
simplified view strategy

19. Future Dashboard Possibilities

20. Scope of Undertaking
metrics not equal

21. Summary – The Learnings
Dashboards need to be more user-centric
Collaboration is key
Iterative process will create a better experience
Scalability
Tell the right story

22. AdamFroman
CEO,Delvinia
CarolPilas
Director,MarketResearch
PelmorexMedia
THANK YOU.
For more information please contact 416.364.1455 | afroman@delvinia.com | corporate.askingcanadians.com | @delvinia