Dashboard Design Patterns
Real-world dashboard layouts for different teams. Learn which charts work best for executive reporting, product analytics, marketing, and finance.
Executive Dashboard
High-level company KPIs for C-suite — revenue, growth, burn rate, and headcount in a single view.
Total Revenue
$4.2M
+12% vs last month
Gross Margin
68%
+2pp vs last month
Active Customers
1,842
+8% vs last month
Churn Rate
2.1%
-0.4pp vs last month
Design Principles
- Limit to 6–8 metrics that directly tie to business goals
- Use large KPI tiles for the most critical numbers
- Include period-over-period comparisons (vs last month, vs last year)
- Color red/green only for directional indicators (not decoration)
Product Dashboard
DAU, retention, feature adoption, and NPS for product teams shipping and iterating weekly.
Daily Active Users
14.2K
+5% vs last month
D30 Retention
41%
+3pp vs last month
Feature Adoption
34%
+2pp vs last month
NPS Score
52
+4 vs last month
Design Principles
- Show DAU/MAU ratio as engagement health indicator
- Retention curves (D1, D7, D30) as the north star metric
- Feature adoption funnel to find drop-off points
- Cohort analysis for understanding long-term behavior
Marketing Dashboard
Campaign performance, CAC, ROAS, and channel attribution for marketing teams optimizing spend.
Total Leads
3,240
+18% vs last month
Conversion Rate
8.4%
+1.2pp vs last month
Avg. ROAS
4.2×
+0.3 vs last month
CAC
$48
-12% vs last month
Design Principles
- Conversion funnel from awareness to purchase per channel
- ROAS trend over time to show campaign efficiency
- Channel mix pie chart updated weekly
- CAC vs LTV scatter to identify best customer segments
Finance Dashboard
P&L summary, cash flow, budget vs actuals, and runway for finance and ops teams.
Monthly Revenue
$1.4M
+9% vs last month
Gross Profit
$952K
+11% vs last month
Operating Expenses
$480K
+4% vs last month
Runway
18 mo
+2 mo vs last month
Design Principles
- Bullet charts for budget vs actuals by department
- Runway as a single headline number with burn rate context
- Waterfall chart for P&L decomposition
- Rolling 12-month trend for all key metrics
Build your own dashboard
Use the playground to experiment with the chart types that appear in these dashboards.
Open Playground →