One Single Analytics Dashboard Designing an interface & user experience deliver digital analytics to high-level "non-web" strategic leaders

I collaborated with IT to define requirements and constraints for a dashboarding project. I also identified an analytics partner and set objectives for a tool that would integrate with existing infrastructure and support resources.

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Challenge One person to manage turnkey analytics for global corporation

After writing the business case, leadership was now interested in analytics but my manager told me several times ‘we will not add headcount to perform the analytics role’. 

The challenge was to plan an efficient workflows and service that could, be managed while I also handled a full-time workload. The solution would need to adapt to further growth of the program and new digital trends. 


Reduce workflow efforts

make it possible for a single resource to produce multiple different templates.

One single dashboard

our digital lead's vision was for a single dashboard experience that could adapt for different reports and user needs

Lower the technical learning curve

the experience of managing and using the dashboard needed to match a semi-technical and purely strategic user

Addressing an unspoken need

Managing & prioritize features

The culture of the organization was one in which innovation was spoken to but change was commonly resisted in the way employees went about their work.

I built a framework of features and factors to describe to stakeholders how would customize the experience for each my audience personas .

Design execution

Visual design

View first sketches, mockups & notes

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Key design elements
Familiarity and convention were key values to my audience. I used parts from the company’s icon collection and I repurposed charts, styling and colors from other current communication reports to make digital analytics look familiar.

Icon library

Chart styles

Brand style guide

Stakeholder management

Picking a dashboard platform

Functional Features

  • Integration with Microsoft platform
    Must have
  • Integration with Google Analytics
    Nice to have
  • Flexibility
    Must have
  • Support Level Agreement
    Nice to have
  • Report types: e.g. Sharable/Printable
    Must have

IT Business Requirements

  • Legal Requirements - GIPPA communications
  • Existing contractional agreement

our choice

A key factor was enterprise integration, we were a Microsoft O365 shop.

I gathered data points from the measurement framework. When I met with our IT Business Analyst to pick our platform and our project took a curve we learned of new business requirements that required us to make some tradeoff to move forward. Even though we primarily got data from Google Analytics, Power Bi offered technical and financial benefits. 

Key Update - 2018

Fix problems for enterprise Power users

During delivery of the final version many pain points came up from the initial platform choice. Our IT Business Analyst had so bought in on our vision for the One-single analytics dashboard that he won a major victory for us by winning legal approval to use Google Analytics for all platforms.


in 2018 we moved the dashboard to Google Data studio


I took a user-focused approach to design and function. and the final solution included custom designed dash views; automatic data import; and self serve features like PDF exports and report embeds.


Dashboard UI features



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