Establishing Data Visualization Standards

Data Design | Content Design | UT Austin, Dell Medical School

Overview

The Texas Department of Transportation (TxDOT) successfully developed and implemented comprehensive data visualization guidelines to address inconsistencies in data presentation across the organization. We engaged with our data community, overcame challenges, and created standards that have significantly improved data literacy and consistency organization-wide. The guidelines have become a cornerstone in TxDOT's data-driven transformation over the past three years.

Opportunity

As a large state transportation organization, TxDOT deals with vast amounts of data across multiple departments—from engineering and infrastructure to human resources and safety campaigns. The organization identified a critical issue: inconsistent data visualization practices were hindering effective communication and decision-making. Without standardized guidelines:

• Data was presented inconsistently across departments

• Visualizations varied widely in quality and effectiveness

• Staff had different levels of understanding about data presentation best practices

• External vendors produced materials with inconsistent visual languages

• The organization lacked a unified approach to data storytelling

My role

I wore many hats of this project. A few key highlights are:

• Engaged stakeholders and users.

• Wrote initial documentation structure and managed production processes.

• Led discovery discussions with stakeholders and users to ensure alignment.

• Reviewed and approved documentation to maintain clarity and effectiveness.

• Coordinated development of templates and resources from data analysts.

Stakeholder Engagement

TxDOT wisely recognized that successful guidelines required buy-in from actual users. They engaged their data analyst community of practice—an existing network of professionals who regularly work with data—to participate in the development process. This collaborative approach ensured the guidelines would address real needs and pain points.

Comprehensive Audit

The team conducted a thorough audit of existing data visualization practices by:

• Reviewing printed materials containing data elements

• Analyzing existing dashboards and digital data presentations

• Examining reports and documents with data components

• Identifying inconsistencies and best practices across the organization

Balancing Complexity

A significant challenge was determining the appropriate level of content depth. The guidelines needed to serve multiple audiences:

• Technical data analysts requiring specific standards

• Non-data professionals who occasionally work with data elements

• External vendors who produce materials for TxDOT

The team had to create guidelines accessible enough for beginners while providing sufficient depth for experienced analysts.

Iterative Feedback

Before publishing, draft guidelines were shared with the community of practice for feedback and refinement. This iterative process ensured the standards were practical, understandable, and addressed the organization's diverse needs.

The Guidelines

The finalized Data Visualization Guidelines were published on TxDOT's website and include:

• Standard color palettes optimized for data visualization

• Typography recommendations for clarity and accessibility

• Chart and graph type selection guidance

• Best practices for creating accessible visualizations

• Examples of effective and ineffective data presentations

• Templates and resources for common visualization needs

Implementation & Maintenance

To ensure continued relevance and accessibility, TxDOT:

• Published the guidelines on their public-facing website, making them available to both internal staff and external vendors

• Placed the brand manager in charge of maintaining and updating the guidelines

• Established a regular feedback loop with the data analyst community of practice to identify needed updates

• Integrated the guidelines into the broader TxDOT brand standards

Results & Impact

While formal metrics haven't been collected, the guidelines have driven significant qualitative improvements:

• Increased Consistency: Data visualizations now follow a cohesive visual language across the organization

• Enhanced Data Literacy: The guidelines have contributed to elevated understanding of data throughout TxDOT

• Organizational Transformation: Over the past three years, TxDOT has experienced substantial growth in embracing data to guide organizational innovation

• Improved External Communications: Vendors now have clear standards to follow, ensuring consistent quality in externally produced materials