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UI Design

Designing with Data: The Art and Science of Data Visualization Selection

September 5, 2023 1:45 PM
Power Talk
🇬🇧 English
Wisła

About

When we talk about high-loaded interfaces, internal portals and so on, we always imagine graphs, tables, timelines, kanbans and similar interface elements.When working on such projects, you realise that most of the elements don't fit the tasks users need to complete, or they fit, but they could be made even better. There are 1000's of guides on the Internet on how to make the visualization better, but there are almost no guides on how to choose the approach and why it's important. That is what determines how users interact with the product and the profit of the company. The goal: To help designers find the right approach to display information, to listen and hear users, and to understand their challenges and pains. To show examples of how the same information looks in one way or another, and what features can help improve it.

Talk by

Photo of Denis Rybin, Product designer at Fireart Studio
Denis Rybin
Product designer at Fireart Studio

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From the recording

Talk in brief

In this WaysConf 2023 talk, product designer Denis Rybin explores how to select and design effective data visualizations without over-complicating enterprise user interfaces. He contrasts raw data tables—built for direct operational work—with graphical charts created for rapid high-level analysis. Rybin outlines common UX pitfalls in data-heavy software, such as high cognitive load from unformatted grids and the reliance on external tools like Excel when basic features are missing in-app. Through a real-world case study, he demonstrates how integrating basic inline editing, visual status indicators, specialized views, and role-based dashboards keeps users inside the product. Ultimately, he argues that effective data visualization balances functional requirements with user context, reminding designers not to fear simple, straightforward UI solutions.

Key takeaways

  1. 01

    Tables for Operations, Charts for Analysis

    Tables enable users to manipulate and work directly with granular data, whereas charts allow stakeholders to quickly analyze trends and extract insights. Selecting between them depends on whether the user needs operational access or analytical summary.

    Watch from 6:34
  2. 02

    Eliminating the Excel Export Loop

    When complex software lacks basic inline editing and filtering, users routinely export data to spreadsheets to complete routine tasks. Bringing fundamental spreadsheet functionality directly into the interface retains workflow context and reduces friction.

    Watch from 9:06
  3. 03

    Avoiding Overcomplicated Pie Charts

    Dense pie charts often overwhelm users with excessive visual slices that fail to convey actionable meaning. Replacing them with clear bar charts or prioritized metrics clarifies trends and speeds up decision-making.

    Watch from 7:41
  4. 04

    Tailoring Views to User Contexts

    Monolithic tables force all user roles to process identical high-density information, raising cognitive load. Offering specialized interface views allows different roles to access only the attributes essential to their specific workflows.

    Watch from 10:50
  5. 05

    Designing Form for Function and Context

    Effective data visualization requires aligning visual form not only with functional requirements but also with user context. Simple visual affordances like priority icons or status indicators significantly streamline complex data evaluation.

    Watch from 13:40
Read edited transcript highlights

These concise notes were edited from automatic captions and checked against the talk structure. They are not a verbatim transcript.

Overcoming the Bias Against Simple UI Solutions

As designers gain experience, they often develop a subtle bias against straightforward solutions, assuming that advanced expertise demands intricate interfaces. However, highly dense enterprise tools—such as customer relationship management systems and administrative dashboards—rarely benefit from decorative animations or vibrant aesthetic flourishes. Instead, effective product design relies on recognizing when standard patterns are sufficient and focusing UX efforts on clarifying complex workflows rather than over-engineering visual elements.

Watch from 1:26

Understanding the Evolution from Raw Values to Functional Tables

Isolated lists of words or numbers represent standalone values that carry minimal functional meaning on their own. Combining related attributes within a single tabular layout transforms those values into actionable data capable of supporting analysis, comparison, and reporting. Although the structural format of the table has remained largely unchanged for centuries, its digital transition enables real-time interaction and automated processing, maintaining its status as the foundation of enterprise software.

Watch from 3:17

The Trade-Offs of Tabular Interfaces in Enterprise Products

Data tables dominate enterprise applications because they are financially viable to build, familiar to end users, and capable of displaying massive quantities of information simultaneously. However, presenting unformatted data density forces users to endure significant cognitive fatigue, making even routine tasks cumbersome. Without deliberate visual hierarchy, contextual tags, or filtered views, raw tables obscure critical insights and increase the likelihood of operational mistakes.

Watch from 5:29

Addressing User Departure to External Spreadsheets

While evaluating a complex web application, the design team discovered that clients were routinely exporting raw data into external spreadsheet software to perform core duties. Users paid substantial subscription fees for the platform yet performed critical editing and filtering outside of it due to missing basic features. By identifying this friction point, the team prioritized integrating native inline editing, filter presets, and visual status indicators directly into the primary product.

Watch from 8:20

Contextual Design as an Extension of Form Follows Function

The classic architectural adage that form follows function requires broader interpretation when applied to modern digital product design. Beyond fulfilling functional utility, an interface must adapt to the precise context of the individual using it, accounting for different user roles, expertise levels, and daily objectives. Incorporating dashboard overviews alongside specialized tabular or visual views ensures that both operational workers and executive stakeholders receive appropriate data.

Watch from 13:15
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