Review on Dashboard Application from Managerial

Perspective
Azizah Abdul Rahman Yunusa Bena Adamu Pershella Harun
Dept. of Information System Dept. of Information System Dept. of Information System
Faculty of Computing, UTM Faculty of Computing, UTM Faculty of Computing, UTM
Johor, Malaysia Johor, Malaysia Johor, Malaysia
azizahar@utm.my Yunusabena2013@gmail.com pershella92@gmail.com

Abstract—The usage of dashboards in organizations along
with the development of dashboard applications has continued to
proliferate nowadays. This is as a result of the rapid replication
of information and communication technology (ICT) brought on
by the advent of Big Data. There is the need for people,
businesses, governmental and non-governmental organizations to
be able to view their performance and activities on a single
computer screen. Despite this growing need for dashboard
applications, there are many design-related issues which call for
extensive measures to be taken in terms of the kind of
information displayed on the dashboard. The aim of this paper is
to identify and highlight the purpose of dashboard usage based
on the three managerial levels of the dashboards: strategic,
tactical, and operational levels. This paper also aims at
identifying the dashboard features based on the purpose it serves.
This study was conducted by investigating 23 published papers
related to dashboards. The study showed that the dashboard is
used for planning, monitoring, communication, consistency, and
analysis. The dashboard’s purposes can also be categorized on
the basis of their common features. These findings can serve as a
guide for developers in designing a better dashboard.
Keywords— dashboard; data visualization; strategic; tactical;
operational; performance management
I. INTRODUCTION
The usage of dashboards in organizations has become
increasingly popular due to their usefulness in enhancing the
user’s decision-making ability. Although there are limited
definitions of dashboards [1], the most cited definition comes
from [2]; A dashboard is defined as “a visual display of the
most important information needed to achieve one or more
objectives; consolidated and organized on a single screen so
the information can be monitored at a glance.” Other than that,
Staron [3] gave another definition of the dashboard as being
"an easy to read real-time user interface, displaying graphical
presentation of the current status (snapshot) and historical
trends of an organization’s KPI to enable decision." From both
definitions, it can be concluded that a dashboard is a way to
visualize the data gathered from the organization’s activities so
that this information can be easily delivered to the user thus
enabling them to make the necessary decisions.
at the education level, dashboards are used for performance
measurement and ensuring consistency in order to raise student
awareness about their personal and peer learning activities. It
also helps in reflection and clarity of the learner traces and its
impact on behavior [4].
The purpose of dashboard also differs according to the
user’s managerial level. This difference is due to the role that
they play in an organization. The purpose of dashboard is
identified based on the task that the user perform. There are
three levels of management that the developer needs to be
aware of before embarking on the design of the dashboard. The
first level is the strategic dashboard, which is used to help the
executives monitor the implementation of strategic objectives,
communicate strategy and review performance [5]. The second
is the tactical dashboard, which presents a more detailed level
of information compared to the strategic dashboard. The
tactical dashboard is used to monitor and manage the
performance of processes of departments or specific projects
[6]. The last level is the operational dashboard, which enables
front-line employees to view current information used to
manage and control operational processes [5]. The study of the
various levels of management is important as it safeguards
against information overload [1]. Not all the information is
worth viewing by a certain user, they just need to view the
information that is related to their work or is relevant to them.
The developer of the dashboard tries to display information
that fits all types of audiences regardless of their role in the
organization.
Dashboard developers face challenges while designing the
dashboard. Since different dashboards are suitable for different
users [1], it is important that the purpose of the dashboard is
identified according to the users, who play different roles
depending on their managerial level. Pauwels et al. [7]
identified four purposes of dashboards: (i) Consistency - which
indicates the organization’s procedures, measures, and
measurement; (ii) Monitoring – refers to the evaluation of
performance (iii) Planning – the development of a futuristic
plan by the user, based on the data at hand (iv) Communication
– the sharing of information about performance among the
stakeholders.

The dashboard is widely used for various purposes in areas Besides identifying the purpose of the dashboard, the
such as education, health, and logistics industries. For instance, developer also needs to study the features that suit the

978-1-5090-6255-3/17/$31.00 ©2017 IEEE

dashboard’s purpose before designing it. Yigitbasioglu and
Velcu [1] differentiate design features into functional and
visual features as shown in Figure 1. Functional features
describe the dashboard’s ability which excludes the dashboard
visualization presentation. Such features include presentation
format type, scenario analysis, drill down, and drill up features.
Visual features, on the other hand, refer to how the data is
presented to the user. For example, the use of grid lines, single
pages, and the color combinations. The objectives of this paper
are to identify the purpose of the dashboard in various contexts
according to the managerial level and to identify the dashboard
features based on its purpose.
Feature
Functional Visual
Presentation Single Screen
Format Type
Presentation Color Used
Format Flexibility
Grid Line
Fig. 1. Dashboard’s Feature Categories
II. METHODOLOGY
In order to accomplish the objectives, set out in this paper,
we used the Literature Review (LR) approach as our
methodology, which comprises of (2) main stages as search
strategy: (i) Automatic stage (ii) Manual stage. Automatic
stage is mainly for identifying the primary studies on
dashboard application from managerial perspective. Based on
the opinion of [8] and recommendations, researcher should not
limit the searching process to a specific set of journals; but
instead, variety of online databases were used so as to cover a
wide range of academic publications regarding a particular
study. The online databases that were used for the purpose of
this study are: IEEE, ScienceDirect, Scopus, AIS e-Library,
Emerald Explorer. These databases are considered most
relevant and they provide high impact factor publication. In
order to perform automatic search, keywords were identified
based on the research question of this review. The search
keywords used were "dashboard", "data visualization",
"strategic dashboard", "tactical dashboard", "operational
dashboard", and "performance management". Backward and
forward search method was used to trace the citation of the
selected studies. We used Google Scholar search engine in
order find the studies which were cited in the selected primary
studies. However, manual method was also used to ensure that
the literature review is well comprehensive and relative.
Finally, managing and sorting all the papers related to this
study; we used Mendeley as a reference management tool so as
to keep all the searched results and easily remove the
duplicated studies.
The main purpose of applying inclusion and exclusion
criteria in this study is to make sure that the selected studies are
much relevant and related to this study. Table I shows the
inclusion and exclusion criteria. However, since this review
mainly focuses on dashboard application from managerial
perspective, consideration is mainly on the articles from the
journals, workshops, book chapters, conferences; all in the
form of English language. Also, the selected duration of the
studies is within the range from 2010 to 2017. There are two
main reasons for choosing the selected period of time which
are: (1) This review is a complement of the previous
researchers’ efforts in order to provide an in-depth
understanding of the review on dashboard application from
managerial perspective. (2) Considering the deployment of
dashboards from the level of management as well as the studies
has been increasing since 2010.
TABLE I. INCLUSION AND EXCLUSION CRITERIA
Inclusion Criteria Exclusion Criteria
Fully Text Uncompleted studies
Published within selected period of Outside the selected time
time (2010–2017)
Published in the above-mentioned Duplicated studies
selected databases
Study manuscript written in English. Non-English Language
Within the domain of dashboard Outside the domain of dashboard
managerial levels managerial levels
III. RESULT AND DISCUSSION
For this study, 56.53 percent (13) of the papers fall in the
category of operational dashboards, while 26.09 percent (6) are
tactical dashboards, and 13.04 percent (3) are strategic
dashboards. Out of the papers studied, 4.34 percent (1) of the
papers are a combination of the operational and tactical
dashboards. We identified that most of the papers come from
the operational dashboard while strategic dashboards had the
least number of papers. This shows that there is little
discussion of strategic dashboards in previous research.
According to [9], top level managers need to forge a broader
process that changes how the dashboard is designed,
positioned, populated and deployed across the organization’’.
Moreover, executive managers rejects dashboard due to the
three reasons provided by [9], (i) Misaligned or incorrect:
targets and indicators fail to reflect important strategic
initiatives or business activities; the data used to compute
indicators are flawed, incomplete. (ii) Too numerous: poor
visual design compounds this syndrome. (iii) Imposed without
consultation: indicators (and performance targets) are usually
created by executive committees or external consultants; their
connection to daily management is poorly explained.
The usage of the dashboard is categorized into three levels:
strategic, tactical, and operational dashboards based on the
definition in Section 1. The purpose of the dashboard is split
into five categories, four of which are based on the study by
Pauwels et a.l [7] which suggests that the purposes of a
dashboard are consistency, planning, communication, and
monitoring.
 TABLE II. DASHBOARD’S PURPOSSES AND FEATURES measure their consistency through tracking their key
Features (Frequency of performance matrices [11]. Besides consistency, the strategic
Level Purpose
appearance) dashboard is also used to monitor organizational performance.
Consistency Visual Features The overall performance is monitored in order to have a
-Improve business process -Fit single screen (2) flexible means of understanding the levels of value, rarity,
-Track KPI -Grid overlay (1)
Strategic Monitor Functional Features
inimitability, and organizational support of business analytics
[10][11][12 -Monitor organizational -Graphical capabilities [12]. The executives will use all the information
][13] performance. Presentation (Bar chart, from the dashboard to make future plan for the organization
Planning Pie Chart, Graph, Gauge [13].
- To plan the organization Chart) (5)
future -Time horizon (1) The features described for the strategic dashboard are very
Consistency limited since the papers used in conducting the study of the
-To standardize the service dashboard are limited. The visual features preferred for this
Monitor Visual Features dashboard is a single screen with a grid overlay. While the
-Self-monitoring the -Fit Single Screen (2)
performance of Functional Features preferred functional features are the bar chart, pie chart, and
management. -Graphical Presentation graph to visually present the data. It is also worthwhile to
-Understand employee’s (Fusion, historical, bar, include a time horizon within this dashboard.
Tactical performance gauge chart) (5)
[14][15][16 -Summarize information -Drill down (2) Next, for the tactical dashboard, the purposes identified are
][17][18][1 by departmental -Scenario analysis (1) consistency, monitor, communication and analysis. This makes
9][20] -Monitor trend over the -Drag and drop (1) the dashboard usable for delivering standardized service [14] to
period. -Hide/flag component (1) the consumer or to the operational level, which is then used by
Communication -Report (2)
-Communicate with the -Alert mechanism (2) the manager to monitor the market trends [15] and understand
operational level. -Print (1) the employees’ performance [16]. The tactical dashboard
Analysis -icon (1) summarizes the department’s performance [17], which is
-Improve decision making useful for monitor the department’s performance [15]. After
among the departments. summarizing the performance, the manager will analyze the
Consistency
-Increase speed and
results and which helps to improve the decision making
consistency of analysis capability within the department [18]. With respect to
-For information communication, the tactical dashboard allows communication
transparency. Visual Features between managers and frontline workers [15]. In addition, the
Monitor - Fit a single screen (2) functional features that are widely used for tactical dashboards
-Monitor individual or Functional Features are fusion chart, historical chart, bar chart, gauge chart, drill
group information -Percentage indicator (2)
Operational -Monitor activity -Graphical presentation down, scenario analysis, drag and drop hide/flag component,
[20][21][22 -Monitor and detect (bar, line, pie, network, reporting, alert mechanism, print, and icons. Whereas for the
][23][24][2 relevant information spider, trend, gauge) (18) visual features, it is preferable to have a single screen
5][26][27][ -Measure individual -Concept map (1) resolution for the dashboard.
28][29][30] performance -Table (2)
[31][32][33 Communication -Filter (2) The last managerial level dashboard is the operational
] -Provide feedback on their -Badge (1) dashboard. Operational dashboards increase the speed and
performance -Zoom (1) analysis consistency within the company [21]. It also gives
-To extract information -Rating (1)
among the team member. -Calendar (1) information and transparency to the workers [22]. The users at
Analysis -Alert mechanism (2) this level will be able to monitor their individual or group
-Analyze learning analytics information [21] in addition to monitoring activity [23] and
-Analyze user’s own detecting any relevant information. This facilitates the
information measurement of their performance [24]. At this level, the user
-Analyze effects
can also provide feedback on their performance [25] as a way
to communicate to their upper level management and with their
In this study, we are proposing analysis as the fifth purpose colleagues. Some of the functional features identified for
of the dashboard given that most of the users use the dashboard operational dashboards are in the form of percentage
to analyze their personal or company performance. Meanwhile, indicators, scenario analysis, concept map, and alert
the features of every dashboard are listed and grouped into mechanisms. Apart from that, it is preferable that the visual
functional and visual features as suggested by Yigitbasioglu feature of this level is fit into a single screen view.
and Velcu [1]. Table II shows the summary of the results Figure 2 shows the overall dashboard’s purposes identified
obtained in the course of this study. The frequency of the in this study. Even though every level may have the same
features appearance from the paper are also listed in Table II. purposes, but they are not functioning the same way. For
The purposes identified for the strategic dashboard are example monitoring purposes, every levels need to monitor
consistency, monitoring, and planning. Executives need to their performance in different perspective. In strategic level,
monitor the performance and ensure consistency in executing the executives are monitoring the organization’s overall
the company objectives, in order for them to improve their performance. Meanwhile for tactical purposes, the middle
business and process scope [10]. Other than that, they also managers are monitoring departmental performance. On the
other hand, the operational levels are monitoring their (Fusion Chart, (Network Graph)
individual performance. Historical Graph ) • Concept Map
• Drill Down • Table
Purpose • Scenario Analysis • Filter
• Drag and Drop • Badge
• Alert Mechanism • Zoom
Planning • Print • Rating
• Icon • Calendar
Plan organization’s future • Alert Mechanism
• Percentage
Indicator
Communication

Communicating different
managerial level’s user
Extract information delivered
Monitoring
Monitor overall performance
Monitor departmental
performance
Monitor self-performance
Consistency
Standardize organization’s
performance
Analysis
Analyze performance
This study covers a review of papers with a total of four
context categories; the educational, healthcare, company and
governmental contexts. For the educational context, the main
focus is on university students and school. While in the
company context, most of the papers are about different
industries. The most common features that we have identified
from this study is in relation to the visual features, whereby it
is suggested that all the dashboards should have a single
screen view. However, in the case of the strategic dashboard,
the developer also needs to consider how to use the grid
overlay concept. The functional features for the dashboard
will be different or they may also be the same features. For
this study, the similarity between the studied dashboards is
that all of the three dashboards use a graphical presentation
format. The strategic dashboard also included an additional
time horizon features which are useful for measuring the
achievements so far and putting in view the future goals. The
similarity between the features of the tactical and operational
dashboards is the alert mechanism. This alert mechanism
sends a notification to the user on any related information.

Analyze action to be taken

IV. CONCLUSION
In conclusion, this study has successfully identified the
Fig. 2. Dashboard Purposes purposes and features of dashboards according to the users at
corresponding levels of management in an organization. The
After studying all the paper chosen for this study, there are overall study can help in gaining a better understanding of the
some features identified that shared by all the Managerial dashboard and future studies on the dashboard. All the papers
levels. For instance, the common visual feature is dashboard gathered have provided crucial information on the usage of the
should be displayed in single screen. Whereas the similar dashboard among the users at different levels of management.
functional features are in term of graphical presentation. All the This study can also help the designer in developing a
levels are applying bar chart, pie chart, and gauge chart in their dashboard whose design fits the user’s level of management.
dashboard. Table III shows the summary of dashboard’s We encountered difficulties in searching for related articles on
general and specific features according to user’s managerial the use of dashboards at the strategic level of management.
level. This limitation was pinpointed due to the few number of papers
obtained on the features of dashboards for strategic level
TABLE III. DASHBOARD’S GENERAL AND SPECIFIC FEATURES management.
ACCORDING TO THEIR MANAGERIAL LEVEL.
General Features ACKNOWLEDGMENT
Visual Features Functional Features
Fit in a single Screen Graphical Presentation The authors would like to thank the Ministry of Higher
(Bar Chart, Pie Chart, Gauge Chart) Education (MOHE) and the Universiti Teknologi Malaysia
Specific Features (UTM) for the Research University Grant Scheme (GUP) (vote
Strategic Tactical Operational
Visual Features
number: 14H55) that had supported this research.
Grid overlay
Functional features
Time Horizon • Graphical • Graphical
Presentation Presentation
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