From static reports to interactive visualizations : Increasing user engagement and enabling exploratory analysis by visualizing data-driven insights

Abstract: By adding interaction to information visualization, it is possible to fully exploit the opportunities of visualizing data. Interactivity gives room for exploratory analysis and will increase user engagement. This thesis was set out to find opportunities and challenges to increase user engagement and exploratory analysis by transforming a static insights report into an interactive visualization tool. The tool was built as a proof of concept and evaluated using think aloud observations and semi structured interviews. Opportunities that were found was that the tool allowed transparency which increased trust and understanding. The tool also allowed for exploration and therefore provided more information than the static report did. However, the static slides were found to be preferred for presenting insights due to its author-driven narrative. A combination of the static report and the interactive tool were found to be the ultimate solution. Such combination would balance the author-driven story with a reader-driven exploration.