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Telling Stories With Data
Dashboards are not just collections of charts; they're stories. Each visual should help guide someone from a question to an insight and then to an action.
If charts are placed randomly, the dashboard will feel confusing. When they are arranged intentionally, the story becomes clear.
A good dashboard isn't just a data dump. If I need to communicate a story, I'll often use added notes along with my visuals to help people see the whole picture (if visuals alone aren't enough).
What a Data Story Looks Like
Most effective data stories follow a simple flow.
Start With the Big Picture
Begin with the most important takeaway. This is usually:
A KPI
A summary number
A high-level trend
This answers the question, "What is happening right now?"
Add Context
Once the main takeaway is clear, add visuals that explain why. These might show:
Breakdowns by category
Comparisons across regions
Changes over time
A good dashboard feels like a conversation, not a dry report.
Highlight the Impact
Good stories point to what matters most. Use visuals to:
Call out problem areas.
Show where performance is strong or weak.
Focus attention on outliers.
Adding a text box next to a visual to provide additional context can be helpful when the visualization alone doesn't tell the whole story.
Lead to Action
The best dashboards help someone decide what to do next. This might include:
Filters to explore problem areas
Supporting charts for deeper investigation
Clear indicators of success or failure
How Does This Relate to Us?
Think about our dashboard page:
Big Picture: The cards at the top show total revenue and units sold – the key metrics
Context: The area chart shows how revenue has been trending over time
Breakdown: The column charts show which stores and products drive the most engagement and revenue