Designing dashboards for global brands

01 · Overview

From design into data

I’ve always loved designing, but I never thought I would end up designing data. I’m a self-taught designer who came into the world of data at Dapresy, now Forsta Visualization. At first it was demanding, but I fell in love with the tables, the charts and the logic.

That opened the door to dashboards for global brands like DHL, Scandic, Vodafone and Sandvik. Below are the rules, tips and tricks I learned designing data for them.

02 · Audiences

Different audiences, different needs

The biggest mistake in data visualization is assuming one perfect dashboard works for everyone. It doesn’t. The same rules you use in UX design apply here: a visual that helps an analyst uncover patterns will overwhelm a CEO, and a chart simple enough for the public feels like kindergarten to someone who works with data all day.

• AnalystsWant the full story

  They slice, filter, compare and drill down. Give them interactive dashboards, lots of metrics, precise numbers and tools to explore on their own. Don’t over-simplify.

• C-levelHave 10–20 seconds

  Busy, impatient, decision-focused. Clear summaries and big takeaways: what changed, why it happened, and what we should do about it. No walls of charts.

• General publicNeed clarity first

  If a chart needs education to read, it’s already failing. Simple visual explanations, icons, short text and a clear story: this is where infographics shine.

03 · Formats

Dashboards, storytelling or infographics?

• DashboardsData for people who want to dig in

  For monitoring things regularly: performance, sales, CX results, brand tracking. Built for exploring, not convincing.

• StorytellingExplaining what happened

  Guide someone through the data and point out what matters. Perfect for presentations, reports and research summaries, where the “why” matters more than the raw numbers.

• InfographicsMake it easy

  For audiences who don’t want deep analysis. They just want to understand the message quickly.

04 · Tips

10 simple tips that instantly improve your visualizations

These come from experience, mistakes and a lot of trial and error. One thing always proves true: simplicity wins.

• Start with the question you’re answering. Charts without a purpose become decoration.
• Remove anything that doesn’t help the story. Less noise, clearer message.
• Use color with intention. Color isn’t decoration, it’s meaning.
• Choose the simplest chart that works. A bar chart beats fancy experimental charts 99% of the time.
• Make the most important thing the most visible. Your eyes should know where to look first.
• Label what matters, not everything. Over-labeling kills clarity.
• Avoid 3D charts. Seriously, just don’t. They distort everything.
• Annotate key moments. A small note saves the viewer from guessing.
• Keep your scales honest. No manipulating axes to make results look dramatic.
• Test your chart on someone who didn’t make it. If they’re confused, your audience will be too.

05 · Outcome

Data visualization is storytelling

You wouldn’t tell the same story the same way to a child, a friend and your boss, and you shouldn’t show the same data to every audience the same way. Know who you’re talking to and the right visual style becomes easy. Combine that with simple, thoughtful design, and your charts stop being charts: they become something people understand and remember.