Sales Performance Dashboards

The idea

I got the opportunity to work with Pakistan Tobacco Company. They needed a better way to understand sales performance across regions and brands, all in one place. I designed two dashboards to help their team track key numbers, spot trends and make informed decisions quickly.

The challenge

The existing reporting tools were scattered and not very user-friendly. My task was to design dashboards that were simple to use but rich in insight — working for everyone from sales managers to analysts.

Dashboard 1 — Regional overview

• A map of performance by country — hover a region and instantly see how much of the sales target was achieved.
• Actual sales compared with forecast, month by month.
• Top KPIs: total sales, target achieved and week-over-week change.
• A bar chart of run rates across countries to see where performance is strong or lagging.

Dashboard 2 — Country view (Pakistan)

• Brand performance broken down (e.g. John Player at 90% conversion).
• Most searched and best-selling products.
• Total sales and brand share visualised in a donut chart.
• Current run rate, target, and how much is still needed to hit the goal.

Why it worked

• Stay on top of targets and performance.
• Compare progress against last year's results.
• Adjust strategies quickly when needed.
• Get a clear, visual story from sales data — without digging through spreadsheets.

What I learned

This project sharpened my data visualisation skills and deepened my understanding of how design supports business decisions. Good design isn't about looking nice — it's about making things clearer, faster and more actionable for real people.