Client dashboard development

Choose measures that answer client questions

Dashboards often fail by showing too much. A client usually wants to know a few things: is the work on track, are results improving, what happened recently, what is next. Choosing a handful of measures that answer those questions, each with a clear definition, makes the dashboard useful. Additional detail can sit behind the headline figures for those who want it.

Agree measures and their definitions with clients before building.

Common dashboard types

Designing a clear dashboard

Where the data comes from

• Analytics and ad platforms

  Marketing performance through their reporting interfaces.

• Helpdesk or ticket systems

  Service requests and resolution times.

• Project tools

  Tasks, milestones and progress.

• Accounting software

  Invoices and payments.

How a client dashboard is developed

1. 01

   Define

   Measures, definitions and data sources agreed.

   Output: Measure catalogue

2. 02

   Connect

   Data pulled automatically and checked against sources.

   Output: Reliable data feed

3. 03

   Design

   Dashboard laid out and reviewed with sample clients.

   Output: Approved dashboard

4. 04

   Launch

   Clients given access; manual reports retired.

   Output: Self-service reporting

Accuracy builds trust

If a dashboard shows a number that differs from what a client sees elsewhere, trust drops quickly. Checking figures against source systems before launch, showing when data was last refreshed and documenting how each measure is calculated prevent confusion. When a source system changes how it counts something, the dashboard should note the change rather than silently shift.

Per-client access

Each client must see only their own data. Permissions should be designed and tested carefully, especially when one dashboard serves many clients. Staff access should be appropriate to their role. Data shared with clients should be limited to what they need, and personal data handled in line with your privacy obligations.

Numbers plus context

Dashboards show what happened; clients often also want to know why and what will be done about it. A short commentary area, updated monthly, or annotations on charts for events such as a campaign launch or a system outage, adds the context numbers alone cannot. This keeps the relationship personal while removing the work of compiling figures by hand.

Annotations also help when clients look back months later and wonder about a spike or dip.

Readable on phones

Clients may check figures on their phones between meetings. Headline measures and simple charts should be readable on small screens, with detailed tables available on larger ones. Testing the dashboard on a phone before launch catches cramped layouts and unreadable axis labels.

Accessible charts

Charts should not rely on colour alone to distinguish series. Labels, patterns, direct labelling of lines and readable text contrast help colour-blind users and anyone viewing on a poor screen. Tables of the underlying figures make data available to screen reader users too.

Exports and sharing

Clients sometimes need figures for their own reports. Allowing exports of charts or data, within their permissions, saves them asking you for spreadsheets.

Alerts when something changes

Rather than expecting clients to check daily, dashboards can send alerts when a measure crosses a threshold, such as a sudden drop in enquiries or a service level missed. Alerts should be few and meaningful, otherwise they are ignored. Agree thresholds with clients and review them as patterns become clear.

Start with one client group

Pilot with a few clients before rolling out to everyone.