Eran Bar





Netcraft (the agency I worked for)

Is one of the leading UX design agencies in Israel, the company was founded in 2001 and is striving for excellence and leadership in its field, mainly by focusing on research.


Dell – EMC

Is a corporation focused on developing and selling data storage, data management hardware, and software.


The Problem

The data science team at EMC wished to present analytical results to their customers and provide them with an interactive environment to change: numbers, graph parameters (axes range, resolution, thresholds etc.) and data sets.

Prior to the project, the team used static visualizations such as powerpoint or dedicated interactive visualization products like Shiny.



The objective

Provide EMC customers added value of insights from their data and Prove these customers the value of big data storing, so EMC can potentially sell more storage to them. By allowing them to:

– View a visualization of the data.

– Drill down into specific parts of the data.


The Team

Carmit Sahar – Data scientist at EMC.

Roni Frumkes – Project manager at EMC

Gal Ben Haim – front-end developer at Netcraft (today he works at EMC)

Keren Neuman – Project manager at Netcraft



The project’s overall time sold by Netcraft to EMC was tight, the UX part received 10 days for research and wireframes.




Worked with Carmit and Roni from EMC to create a PRD with all of the important questions and including a requirements list for the project (which we later refined and prioritized).


Read articles and blog posts about Data visualization in general: the different types of data visualization and when to use them, how to use them and what not to do.


Competitors review

I have reviewed 2 types of competitors:

1. Direct competitors: I installed and reviewed their products just to get an understanding of how it works and what is the logic behind these systems.



2. Inspiration projects: hand-picked interactive data visualization websites sorted into the types of data visualization they contain.

Refining the product’s needs

Listed the product requirements and together with Roni and Carmit 80/20 refined them into the most important ones.
Combined them into groups according to their functionality and priced them according to their development time assessment.

UX Design Process

At this point, we had a general idea of what visualizations we plan to use and the way we wish to refine them. I also had a good idea at this point how competitors answer similar needs. I created a user flow and used a 6 up to create optional variations of the main screen.

I used Axure to create a high-level wireframe of the main screen, based on the logic that the end user can refine data using either right pane faceted menu or drag and drop to select multiple values in one of the visualizations which will immediately be refined on all of the visualizations. This process can be repeated on different visualizations until the user achieves the data view that best explain the data’s story.


Using the Isolate value component, which behaves like breadcrumbs, I was able to allow the user to jump into specific points in his data research.

After a couple of reviews with the entire team, I created full and detailed wireframes


I can’t show the design of this project here, since it is still under development, you can view the complete wireframe explained in this link or by clicking on the image above.


Thanks for reading (:

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