Approach
We met with subject matter experts - from marketers who sell the Discovery Panel to scientists who interpret the results - to understand how they think about the Microbiome. We determined the two audience member types: those with clear hypotheses to prove and those who are gathering information in order to create future hypotheses.
Then we performed quantitative analysis in order to apply what we had learned from our interviews to real data. We generated our own insights and used the results to ask additional questions of scientists. If we found an interesting data point, we wanted to ensure that it was worth calling out in our visualization (and wasn’t common knowledge). We also used this time to categorize data points as primary versus secondary and think about scales and pre-attentive attributes we could use to convey insight. We wanted to stay within scientific norms, but also wanted to challenge them, where possible.