It can be easy to get lost in the numbers and visualisations of data analytics. However, the most powerful insights are delivered when focus is aligned on one key element: the user. The first step to creating a successful analysis is to understand the user and their "why".
The User Story
A user story is a summary of a user's needs and objectives. It helps you understand their perspective, allowing you to accurately plan how the data can guide them toward informed decisions. A user story isn't just about what the user wants to see; it's about what they need to do with the information.
The standard syntax for building a user story can be structured using the following line of thinking:
- As a... (User Role): This identifies who the user is. Their role dictates their responsibilities and their unique reasons for engaging with the data. Are they a CEO, a doctor, or a shop assistant?
- I need to... (Actions & Decisions): This clarifies the specific task the user is trying to accomplish. What is their objective? What decision are they trying to make? This is where you define the problem you are trying to solve.
- I can consider... (Insight): This outlines the specific insight or discovery that will help the user make their decision. What will they be able to see now that they couldn't see before?
- By analysing... (Interaction): This final part focuses on the interaction with the data that will lead to the insight. It specifies how the user will engage with the data to get the answer they need.
For example:
- AS A HR manager looking to cut costs,
- I NEED TO reallocate resources effectively. Knowing where to remove or improve staff will help me do this.
- I CAN CONSIDER who the relevant underperformers are,
- BY COMPARING performance metrics across all departments
By keeping the user story at the focal point of your process, you ensure every step - from data analysis to the final visualisation - is tailored to the user's unique needs. This approach transforms data into a powerful tool for informed decision-making.