Customizing Dashboards to Suit Different Audiences and Purposes
Case Study: Sales Performance Dashboard for a Retail Company
Let’s imagine we need to create a sales performance dashboard for a retail company with three different audiences: the sales team, the management team, and the company’s executives.
Step 1: Identify the Needs of Each Audience
The first step is to identify the needs and goals of each audience. Ask yourself:
- What information does each group need to see?
- What decisions will they make based on the data presented?
- What level of detail is appropriate for each audience?
For our case study, the sales team needs to monitor their individual and team performance, the management team needs to oversee the performance of all sales teams and set targets, and the executives need a high-level overview of the company’s sales performance.
Step 2: Select the Relevant Metrics
Now that you know what each audience needs, select the relevant metrics to be displayed on the dashboard. For our case study:
- Sales Team: individual sales, sales by product, sales by region, and sales targets.
- Management Team: aggregated sales data, sales performance by the team, sales targets, and sales trends.
- Executives: total sales, sales growth, year-over-year sales comparison, and top-performing regions.
Step 3: Choose the Right Visualization Types
Different visualization types convey information more effectively depending on the data and the audience. Consider the following:
- Bar charts and column charts are great for comparing discrete categories.
- Line charts are useful for showing trends over time.
- Pie charts are helpful for visualizing the proportions of a whole.
- Gauges and progress bars are ideal for displaying progress toward a goal.
For our case study, the sales team might benefit from bar charts, column charts, and gauges, while the management team might prefer a mix of line charts and bar charts, and executives might find high-level pie charts and line charts most useful.
Step 4: Create a Layout that Caters to Each Audience
Organize your dashboard layout to suit the preferences and needs of each audience. Keep in mind:
- Group related information together.
- Prioritize the most important information by placing it at the top or in the center of the dashboard.
- Use filters and interactive elements to allow users to drill down for more information when needed.
For our case study, the sales team’s dashboard might have individual performance metrics at the top, followed by team metrics, while the management dashboard might prioritize team performance, and the executive dashboard might focus on high-level sales figures.
Step 5: Iterate and Gather Feedback
Finally, gather feedback from your target audiences to make any necessary adjustments to the dashboards. Remember that dashboard customization is an ongoing process, and your audiences’ needs might change over time.
- Conduct user testing sessions and gather feedback.
- Make adjustments based on feedback and retest as needed.
- Continuously monitor usage patterns and ask for feedback to identify areas for improvement.
For our case study, we would share the dashboards with the sales, management, and executives and gather their feedback to fine-tune the design and content. We would then make any necessary adjustments and continue to iterate based on their evolving needs.
Remember that the key to creating effective dashboards is understanding your audience’s needs, selecting the right metrics and visualizations, and maintaining a consistent design language. And don’t forget to gather feedback and iterate on your dashboards to ensure they continue to meet the needs of your users.