Designing an Exec-level Customer Data Dashboard
Designing a scalable dashboard that unified customer data into a single source of truth, enabling faster, more confident decision-making.
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Tools
Figma
Excel
Power BI
Adobe CC
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Deliverables
Customer Data Dashboard
Customer Strategy Blueprint
Customer segmentation intranet hub
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My Role
Facilitating SME workshops
Prototype development
Conducting feedback sessions
Presentations to stakeholders
The Challenge
This project focused on improving how a UK-based transmission network operator accessed and utilised customer data, with the aim of enabling them to truly understand their customers. Current issues included fragmented data, manual reporting, and operational inefficiencies, making analysis time consuming and for both operational teams, and strategic decision making. As a result, both leadership and customer facing teams lacked access to consistent, reliable insights.
Our goal was to design and deliver a dashboard that provided a single, reliable view of the customer base, enabling faster insights and more informed decisions.
Approach
As part of a larger customer strategy project, we launched a data-led segmentation workstream to consolidate customer datasets and ran a requirements workshop with stakeholders to prioritise dashboard use cases and desired features. We identified “delivering actionable insights for leadership and customer-facing teams” as the priority use case for MVP.
We then designed MVP wireframes based on these requirements and tested the wireframes with stakeholders.
Design Process
Guided by the workshop insights, I designed a set of MVP wireframes that focused on clarity, usability, and surfacing the most important information at a glance. I iterated on these wireframes through regular feedback sessions with stakeholders, refining both the layout and functionality to better align with user expectations and business needs. I also worked with the client’s internal data analytics team to ensure that what we were proposing could feasibly be built using the existing data they measure and record.
This iterative approach helped ensure that the final dashboard design and metrics were usable, relevant and feasible.
Delivery
The final dashboard brought together previously fragmented datasets into a single, coherent experience. It provided a consistent set of metrics and definitions, improving trust in the data, and was structured to support both high-level strategic oversight and more detailed exploration. The design enabled users to move from insight to action more efficiently, reducing reliance on manual reporting.
The impact
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Reduced manual reporting effort, freeing up time for higher-value analysis
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Provided leadership with structured, decision-ready insight to support prioritisation and forward planning
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Established a single source of truth with standardised metrics and clear ownership
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Scalable solution with feature backlog to support automation and future iterations
Key take away
One of the main challenges during this project was managing feedback from multiple stakeholders, which was often delivered at sporadic times and contradicted previous feedback from other stakeholders. This created a risk of misalignment and slowed down progress in building the MVP. To address this, I introduced a shared feedback tracker that centralised all feedback and made it visible to the wider client team. This allowed us to clearly identify conflicting requests, facilitate more focused discussions, and ensure that all feedback was acknowledged and addressed. This approach not only improved collaboration and transparency but also reinforced the importance of structured communication in complex stakeholder environments.