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I spent weeks on a dashboard nobody used (here's why)
Karina Samsonova
November 01, 2024
Ever built something at work you thought was perfect or at least good enough, only to realise nobody is ever using it? That's exactly what happened to me several years ago, and it taught me a lesson I'll never forget.
My Dashboard Reality Check
Picture this: I spent days crafting what I believed was the ultimate sales dashboard.
Multi-level drill-downs? Check.
Advanced filtering capabilities? Check.
Every metric imaginable? Check.
Then I checked the usage logs: only two people had ever opened it. And one of them was me.
The feedback? "It's overwhelming. I open it, don't know where to look, and close it."
Ouch.
The Science Behind Dashboard Fatigue
This sent me down a rabbit hole. I studied over 200 dashboards across different industries, read several books and papers on Data Visualisation techniques.
I discovered something fascinating: the most successful dashboards weren't the most complex—they were the ones that respected human psychology.
Here are the three core principles I uncovered:
1. The 3-Second Rule: First Impressions Matter
Our brains are quick judges. Within three seconds, users decide whether to engage or bounce. Here's how to win those crucial moments:
Strategic Placement: Position your north star metric in the top-left corner. Eye-tracking studies show this is where users naturally look first.
Visual Hierarchy: Create a clear "visual story" using size, colour, and spacing. Think newspaper layout—headlines grab attention, details follow.
Focused Initial View: Show what users need 80% of the time. Everything else can wait.
2. Cognitive Load Management: The Art of Simplification
Our working memory can only handle so much. Here's how to respect its limits:
Start Lean: Begin with the metrics that solve most use cases. For a sales dashboard, this might be:
Monthly revenue vs. target
Top performing products
Pipeline health
Progressive Disclosure: Hide advanced features behind clear, intuitive controls
Clean Design: Remove decorative elements that don't add informational value
No gradient backgrounds
Minimal grid lines
Simple, consistent color scheme
3. Action-Oriented Layout: From Data to Decisions
Every element should help users answer: "What should I do about this?"
Effective Visual Signals:
Simple up/down arrows for trend indication
Thoughtful colour coding (red/green only for actual problems/successes)
Clear progress bars showing distance to targets
Contextual Framework:
Show change vs. previous period
Display progress toward goals
Highlight trend directions
Performance Benchmarking:
Include relevant rankings
Show percentile positions
Add industry benchmarks when available
The Psychology of Colour in Data Visualisation
Colour isn't just about aesthetics—it's a powerful tool for cognitive processing. Here's how to use it effectively:
1. Sequential Data
For showing progression or magnitude:
Single-Hue Scales: Use varying intensities of one colour (light to dark)
Perfect for showing density or progression
Example: Light blue → Dark blue for sales performance levels
Multi-Hue Progressions: Transition between related colours
Useful for showing intensity changes
Example: Yellow → Orange → Red for heat maps
2. Alert States
Strategic use of colours for status indication:
Red: Use sparingly, only for critical issues requiring immediate attention
Yellow: For warning states or items needing review
Green: For positive status or goal achievement
Grey: For neutral or inactive states
Key Takeaways
Simplicity Wins: Your dashboard isn't competing with other dashboards—it's competing with human attention spans.
Purpose First: Every element should earn its place by driving decisions.
Progressive Detail: Start simple, then allow users to dig deeper when needed.
Keep pushing 💪
Karina
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