This document summarizes a webinar about key considerations for creating effective product dashboards. The webinar discusses defining dashboards and differentiating them from reports. It also outlines 5 key questions to ask when building dashboards: 1) What are you monitoring and why? 2) What actions are needed for trigger states? 3) What additional info is needed for actionable insights? 4) Is response time important? 5) How portable does it need to be? The webinar emphasizes partnering with customers to understand their needs and problems dashboards can solve. It provides examples of dashboard design from different contexts and warns of potential issues like limitations and tradeoffs.

1. Logi Analytics Confidential & Proprietary
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5 Key Considerations for Top-
Notch Product Dashboards
Miles Robinson Hannah Flynn
With: Moderated by:
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2. Logi Analytics helps application teams create, deploy, and constantly
improve analytic applications that engage users and drive revenue. In 2000,
Arman Eshraghi founded Logi Analytics, formerly LogiXML, to help web
developers easily embed compelling data visualizations inside websites.
This core technology evolved into the Logi platform, providing an
extraordinarily fast and easy way to embed analytics into any application.
Today, over 1,800 application teams use Logi to create more valuable
applications, engage users, and differentiate their software products.

3. Logi Analytics Confidential & Proprietary
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3
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interact with the presenters
https://www.productmanagementtoday.com/webinar-series/dashboards-that-set-your-app-apart/

4. About Miles Robinson
Miles Robinson has been building Software Security Solutions with Symantec Corporation for 18 years for both
consumers and enterprises. As Manager, Engineer and Artist, he focuses on the human element when building
solutions, using well selected, emotionally intelligent measurements to foster successful execution while building great
team culture. His understanding of product life cycles has led to his being a strong operational voice and someone
who can tie together vision and execution, knowing that the most important part of any project is maximizing what you
can get done with the assets you have. He also serves as Chief Strategy Officer for Adaptable Security, a non-profit
serving the cyber-security needs of local government and small businesses.
Miles is currently an Agile/Operational coach and enjoys mentoring, coaching and bringing out the best in what a team
or company has the potential to be. Living in the California Central Coast, he enjoys good wine, great fire pit steak and
winning the war on gophers.
About Hannah Flynn
Hannah went to The University of Chicago, where she majored in Environmental Studies with a concentration in
Economics and Policy. She now works with Aggregage on social media strategy and webinar production on sites such
as Product Management Today, B2B Marketing Zone, and Supply Chain Brief.

5. Agenda
Dashboard Overview
5 Questions to Ask
About the Customer
5 Questions Restated
Wrap Up

6. My history with Dashboards
Cybersecurity Product Design
Norton Security Suite
Symantec Enterprise Security
line
Scrum Master and Coach
Managerial and Executive
performance overviews
Information Cleanliness for
program management

7. HOW TO THINK ABOUT
DASHBOARDS

9. Dashboard Defined
An Information Management tool that is used to monitor the health of
a business, department or particular process by visualizing data and
allowing for interaction
This definition separates the concepts of Dashboards and Reports
Needed for technical and conceptual clarity
Serving two separate needs
A Report being acted on is a good candidate for a dashboard

10. Dashboard
Live or up to the moment
data
Data as a behavior that can
trigger action
Summary data that serves as
a launching point
Focuses on identifying
statuses, thresholds and
Report
Static information of a moment
in time
Data as a record for research
and auditing
Very easily portable
Focuses on completeness and
accuracy, as well as possible
data analytics

11. Live or up to the moment
data
Data as a behavior that can
trigger action
Summary data that serves
as a launching point (check
engine)
Focuses on identifying
statuses, thresholds and
Tesla Model S Driving Dashboard

12. WHAT WE NEED TO KNOW
TO BUILD VALUABLE ONES

13. Dashboard Nuts and Bolts Questions
What are we needing to monitor and why?
When a trigger state for action happens, what action is needed?
When something actionable emerges, what additional information will
be needed?
When action is being taken, is response time a factor?
When it needs to go to anther person, how portable is it?

14. What are we needing to monitor and why?
This is the value proposition.
Provides the test against efficacy
Provides meat for marketing and sales
Illustrates how well you know your customer needs
A potential differentiator
An BIG touchpoint for product stickiness

15. When a trigger state for action happens, what action is needed?
This is the thing that makes a dashboard work over just reporting
This requires an understanding of how the customer will put it to
use
Often is dependent on the skill level of the operator
Do this before aesthetics

16. Value Prop:
Quickly identify
issues that need to
be addressed in
priority order, and
address them.
Efficacy Test:
Use case 1:
anomalous behavior
detected on network
Use case 2: Address
most critical issues
first

17. When something actionable emerges, what additional information will be
needed?
Often there is need for some kind of investigation
Often to take action, visual graphics need to be translated into textual
information
Often the one doing the observation needs to distribute the action to
responsible parties
Often these processes are well defined among mature customers.
Compliment their processes

18. Space Shuttle vs Tesla
Space Shuttle Atlantis Cockpit Tesla Model S Driving Dashboard

19. When action is being taken, is interaction/response time a factor?
Think form factor here (context, context, context)
The more critical the timing, the more direct access there needs to be
to information to make decision by, and ability to execute on decision
Cars have direct action, computers are less so.
The more direct and immediate, the more challenging … and useful
Becomes a factor of either training the customer or design
brilliance, often both.
This is where utility meets beauty

20. Tesla – the tale of two
dashboards
While Driving
While not Driving
Convenience,
Necessity and Safety is
the balance
cdn.vox-cdn.com

21. When it needs to go to anther person, how portable is it?
Filtering
 Filtering information that needs to be transferred is key
 Filtering can make or break utility
Delivery
 Shared source
 Good old Copy and Paste
 Export files (.csv and text at minimum)
 accessible from dashboard for current view
Information transfer is not the goal, the action the transfer enables is

22. Dashboard Nuts and Bolts Questions
What are we needing to monitor and why?
When a trigger state for action happens, what action is needed?
When something actionable emerges, what additional information will
be needed?
When action is being taken, is interaction/response time a factor?
When it needs to go to anther person, how portable is it?

23. IT’S FOR THE CUSTOMER

24. Customer Questions
Who is the customer?
How do we get their input?
What customer problem is the dashboard trying to solve?

25. Who is are the customers?
Internal
Internal use?
Marketing and Sales
Executives
* Any UI can be a
presentation, and will be used
as one.
External
Single client
General Consumer/B2C
Enterprise/B2B
* Find someone you can
partner with, directly and
repeatedly.

26. How do we get their input?
Note about UX Professionals: This is what they do.
Customer Feedback requires a bit from each side
How much access they will grant
How much involvement we want to give
Cost and time delays
Meaningful changes frequent as solution takes shape

27. How do you get their input
In-House partnerships
Usability testing
Early adopters
Alpha and Beta releases
Guerilla testing
Survey at demo events
Customer Advisory Boards
*Key Point: Gather and work from
data. Opinions are an endless
cycle and more risky.
*Key Point: This is a constant effort

28. What you are after (Nuts and Bolts questions reconfigured):
Does the Dashboard improve the customer’s process?
Is it empowering the user to take the correct action?
Is it giving the relevant information (and not too much)?
Are there limitations (artificial or otherwise) that need to be taken
into account?
What is the communication need and strategy?
* Do they like it?

29. Some gotcha’s that I have run into
Context and environment - Device types, colocation and staff
hierarchy
Top Down Bottom
Up

30. Some gotcha’s that I have run into
Barriers and limitations - Legal compliance, technical and
cost/staffing

31. Some gotcha’s that I have run into
Cost of current solutions - Frustrations they live with but would
rather not

32. Some gotcha’s that I have run into
What tradeoffs were made and why - Understanding priorities
because the world isn’t ideal
Opportunity is hiding in here

33. WRAP UP

34. Dashboards and Reports are both valuable, but different
Understand the problem is not solved by data, but by action. Data
just reveals that action is needed.
Partner with the customer as best you can.
Design from the Nuts and Bolts questions, validate from the customer
questions.

35. Logi Analytics Confidential & Proprietary
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35
Q&A
Hannah Flynn
With: Moderated by:
Agile and Management Consultant, Motivational
Speaker
Linkedin page: /in/miles-robinson-1b72154/
Miles Robinson
Site Editor, Product Management Today
Linkedinpage: /in/hannahmichaelflynn
TwitterID: @prodmgmttoday
Website:productmanagementtoday.com
https://www.productmanagementtoday.com/webinar-series/dashboards-that-set-your-app-apart/