Everyday BI: Typical User Profile

executive uses mobile deviceIn the first installment of this series, I described everyday BI as a concept that surfaces everywhere in our daily lives. Next, I want to portray the essential attributes of everyday BI users in order to set the stage for our analyses and experiments in the coming posts.

First and foremost, everyday BI users are data consumers who use technology to drive insight from diverse data sources. In some cases, they generate the source data by their actions, such as accumulating purchases, signing up for subscriptions, or making inquiries. In other instances, they may not have any control over the transactions (like the stock market, weather, or other consumer data) but have an interest in monitoring these trends or developments.

But whether they’re shopping for food at the grocery store, checking on their financial interests, or searching for entertainment options, everyday BI users want insight-driven and action-ready information.

Everyday BI users:

  • Run on busy schedules and time is a scarce resource
  • Are heavy users of mobile technology because of its unmatched access and convenience
  • Depend on cloud solutions for managing their files and purchases
  • Look for bite-size information that can deliver action-ready insight
  • Prefer direct and concise summaries on new topics rather than lengthy analyses
  • Are technology-agnostic—they care that the solution works, not about what it promises
  • Love spending a minimum time on installation and setup with the least amount of involvement in the process
  • Absorb first what happened, immediately followed by understand the why it happened and learn how it can be prevented or improved
    • Want to close the gap between what happened and what is likely to happen
    • Want to drill down with a single-click or tap and get to the underlying detail, which will help explain the why
  • Want to connect the dots and seek trends that can provide them with a different perspective on the same picture or story
  • Prefer the ability to retrieve more detail to be optional, not mandatory
  • Have no tolerance for any sidebar information that doesn’t add value to the analysis or provide new insight
  • Are looking for guidance to make better-informed decisions
  • Require layman’s language for all descriptions and any use of terminology
  • Want a pleasant and productive user experience

Why is this important?

If designed and delivered effectively, everyday BI can benefit everyone in its ecosystem, including

  • Technology Developers: It creates opportunities to deliver new products and solutions that bring businesses and consumers closer at decision points. A closer relationship brings about new data consumption channels to engage with new and existing consumers. And engaged customers are more likely to adopt new technologies that benefit them.
  • Business Providers: It creates new opportunities for creating new, or cultivating existing, relationships to drive growth and profitability. Engaged customers tend to remain active and predictable, minimizing customer churn.
  • Everyday BI Consumers: Better-informed consumers tend to make better-informed decisions. And they tend to be more loyal because they depend on the benefits of these products and solutions in their daily lives.

What are some other attributes of the everyday BI user?

Stay tuned for the next installment of my Everyday BI series.

If you like this blog, you may also enjoy the Mobile BI Design Framework series.

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