Product case study · Real-time CRM dashboard · Interactive concept

SalesIQ

A data-dense sales dashboard concept that balances executive overview, pipeline health and individual activity without flattening everything into one chart.

Open prototype ↗ All work

RoleDashboard UX · Data hierarchy · Visual design · Prototype

ScopeKPI overview, charting, pipeline, team performance, activity

DeliveredA responsive dashboard interface with clear information tiers

BuildResponsive analytics prototype with realistic sample pipeline data

01 / Situation

The situation

Sales teams need fast answers at different levels: whether the business is on track, where deals are getting stuck, and which actions require attention today. Showing every metric with equal weight would make the dashboard slower, not more informative.

Audience

Sales leaders and account teams monitoring revenue, pipeline movement and operational activity.

Journey

Overview → Diagnose → Act

02 / Design logic

Design decisions

Separate health from detail

Primary KPIs answer the status question first; pipeline and activity modules then explain why. The layout supports scanning before investigation.

Use comparison, not decoration

Trend indicators, targets and time-series context make numbers interpretable. Colour reinforces state but is not the only signal.

Preserve density without visual noise

A restrained dark system, repeated card structure and aligned numeric columns let many signals coexist without turning the screen into a collage.

03 / Structure

Interface blueprint

These diagrams map the real blocks, order and proportions used in the finished interface, making the layout decisions easier to inspect.

Hand-drawn interface blueprint: Diagnose — Pipeline and trend modules explain movement and bottlenecks.

Hand-drawn interface blueprint: Act — Team and activity lists connect the signal to a next action.

04 / Final interface

Final interface

05 / Business impact

What the work changes

Delivered

A responsive dashboard interface with clear information tiers

The dashboard brings headline performance, pipeline shape, segment comparison and priority accounts into one scan. Filters and period controls stay close to the charts they change, so the page works as a decision surface rather than a report gallery.

Decision speedDashboard open → account action

Measure the time from finding a weak segment to opening the relevant account.

Pipeline focusAt-risk value reviewed

Track whether priority opportunities receive follow-up inside the review cycle.

Filter usefulnessSegment view → saved action

Compare which cuts of the data lead to notes, tasks or owner changes.

Open prototype ↗