Dashboards don’t live or die by charts. They live or die by perception. And perception is shaped by framing.
Think about two of the most loved brands on the planet: Spotify and LEGO. Neither “invented” music or toys. Their success lies in how they reframed ordinary products into extraordinary experiences. And that’s exactly what you need to do with dashboards.
Why Dashboards fail because they’re don’t even get opened
We’ve all seen it: a dashboard that took weeks to build, packed with charts, KPIs, filters, and every ounce of data you could throw at it… and yet it barely gets opened. When it does, it feels like an obligation, not a decision-making tool.
That’s not a chart problem. That’s a framing problem.
If you call it “Q3 KPI Pack,” the story you’re telling is: here’s another lump of data to wade through. If you call it “The Growth Compass,” the story is: this tool helps us navigate to success.
The name is just the start. It sets the stage for how stakeholders approach the dashboard. If leaders treat it as important, everyone else follows.
Case Study 1: Spotify Wrapped – Data Reframed as Story
Spotify Wrapped takes something incredibly ordinary – your listening data – and reframes it as a celebration of you.
Every December, the same data that sat quietly in the background all year gets transformed into a social event. Suddenly you’re proud to share it. You debate it with friends. You even use it to define who you are: “I’m in the top 0.1% of Taylor Swift listeners.”
That’s the power of framing.
- Same data.
- Different presentation.
- Completely different perception.
Dashboard parallel:
Imagine you’ve got a churn dashboard. You could call it “Customer Retention Metrics Q4.” Or you could frame it as “The Retention Story.” Same KPIs, but one sounds like a dry spreadsheet. The other sounds like a narrative your exec team can act on.
Spotify didn’t change the product. They changed the context. And the context changed the behaviour of 225 million users who engaged with Wrapped in 2023.
Case Study 2: LEGO – From Toys to Creativity Platforms
LEGO didn’t re-invent plastic bricks. They re-framed them.
For decades, LEGO was seen as a kids’ toy. But in the early 2000s, the brand was in decline. Sales were stagnant. The story was tired. Then LEGO reframed itself: not as toys, but as a platform for creativity.
Suddenly, the same bricks could build NASA rockets, Stranger Things houses, or architectural landmarks. Adults queued for sets. Collectors drove new markets. And the LEGO brand became a cultural icon again.
The parallel to your Dashboard:
You don’t need new data to change perception. You need a new story. Frame your dashboard as “The Customer Trust Board” or “The Growth Compass,” and watch stakeholders adopt it with pride.
Framing Dashboards in the Design Stage
Framing starts long before launch. It begins in scoping.
Ask these questions at the design stage:
- What story will stakeholders tell about this dashboard?
- What name will make them proud to use it?
- Which meeting will this dashboard earn a permanent slot in?
Just as LEGO deliberately planned its adult sets to reframe the brand, you can deliberately plan the wow factor into your dashboard’s DNA.
Reframing Existing Dashboards
Reframing doesn’t always mean starting from scratch. Sometimes it’s about taking an existing dashboard, giving it a new name, polishing the layout, and adding a layer of insight that wasn’t obvious before. Let’s learn from what LEGO did – they didn’t invent a new brick, they reframed the same product into a creativity platform. Your “Monthly KPIs” dashboard could become “The Growth Compass,” with a cleaner design, a stronger callout on the one or two metrics that actually drive action, and a simple forecasting view that shows where those metrics are heading or a “what-if” scenario to help project what impact changes may have. Same data, new frame – and suddenly the tool feels more valuable, more strategic, and more worthy of attention.
3-Step Checklist to Reframe an Existing Dashboard:
- Rename: Give it a title that signals purpose (e.g. “The Customer Trust Board” instead of “Service Metrics”).
- Refresh: Simplify clutter, use white space, and highlight the metrics that matter most to stakeholders.
- Reveal: Add one deeper layer of insight – a forecast, a benchmark, or a “so what?” narrative that reframes the same numbers as a story.
Framing Dashboards in the Development Stage
During build, the frame is reinforced by design choices.
- White space signals value. Apple stores taught us this: when you give a product space, it feels like art. Do the same with your dashboards.
- Language matters. “CLV Filter” says technical. “Customer Lifetime Value Lens” says strategic.
- Interaction matters. A dashboard that feels empowering is framed as useful. A cluttered one is framed as noise.
Framing is about how users feel before they even click.
Framing Dashboards in the Launch Stage
A dashboard release is not an email attachment. It’s an event.
Spotify Wrapped works because it’s ritualised. People expect it every December. That anticipation frames the data as special.
You can create the same effect:
- Name the dashboard with intention.
- Announce it as “the CFO’s dashboard of choice.”
- Launch with a story, not just a link.
- Build rhythm around your updates to make them feel alive. Something worth waiting for.
And if you’re relaunching a reframed dashboard, treat it like a rebrand – announce the new name, explain what’s changed. Invite stakeholders to see it through fresh eyes.
Dashboards spread when they feel important. Frame them right, and adoption follows naturally.
The Powerful Dashboards Fit
Framing isn’t a bolt-on. It runs through all three phases of the Powerful Dashboards Framework:
- Turbocharged Build: Scope and name set the frame.
- Fast-Track Learning: Training reinforces value through language and rituals.
- Quality Confidence: MVP launch framed as a pilot board builds exclusivity and trust.
Framing isn’t just about making it look pretty. It’s about aligning perception with impact.
What do our customers think?
“The courses have provided the best possible foundation for my work.” – Helen Rand, RAND Europe
“Stakeholders trust what they’re getting… they know they’re going to get a really good product.” – Luca De Michele, The Economist Group
Framing matters because it builds trust. And trust drives adoption.
Closing
Reality is perception. Dashboards are no different.
The Wow Dashboard Principle™️ is simple:
Frame it well, and stakeholders will believe in its value.
Frame it badly, and it’s just another time-sap.
👉 Want to learn practical techniques for jazzing up your dashboards without wasting hours? Join me and Tableau Visionary and fellow Tableau Ambassador Dawn Harrington for our Intermediate Bootcamp: https://vizdj.thrivecart.com/tableau-intermediate-bootcamp/
[Sources: Spotify newsroom 2023, Harvard Business Review on LEGO’s repositioning, Helen Rand testimonial (RAND Europe), Luca De Michele testimonial (Economist Group). Frameworks used: StoryBrand, PAS, Before-After-Bridge.]
