Here are five examples of customer-facing dashboards

The British Airways example below is perhaps the most intriguing. It's not particularly complex, however, it’s an interesting example of how a brand in a sector traditionally poor at displaying information can seem innovative by simply presenting account history back to the customer.

The same perhaps still applies to mobile phone operators. Take a look and see what you think.

British Airways: 'The Executive Club'

Frequent flyers with British Airways can access these simple dashboards detailing where and how far they’ve travelled.

The world map and target of flying around the sun in cumulative air miles might not be as persuasive as price or a convenient flying time, but I’d still call this gamification.

At the very least, this dashboard makes the customer feel like an individual, and therefore valued by BA.

I got the screenshots below from a colleague (@weddleuk) who used to work in Washington and travelled a lot for business (hence the impressive statistics below). He said that this dashboard was an active incentive to fly BA, as he now feels they own his aerial footprint.

british airways executive club

british airways executive club dahsboard


Encouraging smartphone users to download relevant apps for their network operators is something that perhaps isn’t as high priority a KPI as it should be for some operators.

We all know the big queues that occur in mobile phone stores, so skilling up the customer in how to manage an account from an app such as EE’s seems like a no-brainer.

Or perhaps it’s advantageous to keep you in the dark…

ee mobile app

Mail Online by the numbers

This dashboard received a fair amount of publicity when it launched. The stats on comments are most certainly gamification in action. Showing best rated as well as worst rated and most controversial (it is the Mail, after all) comments of the day encourages more commenters to add their views.

If one assumes comments are roughly correlative with shares and page views, this tactic is a good one.

On an individual user level, the most active readers are displayed, over the last 24 hours, the last week and the last 30 days. This keeps the hyper-engaged doubly hyper.

mail online traffic heatmap

mail online comment stats

mail online best and worst comments

Econsultancy’s Project Arachnid

This has been live for a couple of years now, but I thought I’d add an Econsultancy example. This is more a visualisation than anything else, and was built with an eye on practical applications in-house.

You can click the screenshot to go and explore the tool, but the concept is that each dot is a site visitor, clicking on the visitor will reveal past transaction history, job title, and possible future value.

project arachnid


I came across a Quora question about dashboards and a user had suggested YouTube is a great example of customer-facing stats.

Google is great at providing visualisation, think Google Trends, Ripple and more. I thought I’d include YouTube here as the stats on its interface are something we may take for granted.

youtube dashboard

Let me know if you have other examples of great customer-facing dashboards...

Ben Davis

Published 1 April, 2014 by Ben Davis @ Econsultancy

Ben Davis is Editor at Econsultancy. He lives in Manchester, England. You can contact him at, follow at @herrhuld or connect via LinkedIn.

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Comments (4)



Hey Ben,

Thanks for posting this insightful article. A great read.. Since you mentioned gamification, can you think of ways how I could use this technique to convince people in writing a comment on my blog or review my products on my e commerce store?

over 4 years ago

Ben Davis

Ben Davis, Editor at EconsultancyStaff


It's common to offer money off on a future shop for customers writing product reviews.

As for comments, the Guardian does well with its simple +1 system.

over 4 years ago


Agua – Website Design calgary

Sometimes, I feel overwhelmed at the amount of information provided on a customer faced dashboard, but I see how others can find it useful.

over 4 years ago


Dan Carter, CEO at Red Cherry Inc Calgary Web Design

Thanks for posting this insightful article. A great read.. Since you mentioned gamification, can you think of ways how I could use this technique to convince people in writing a comment on my blog or review my products on my e commerce store?

almost 4 years ago

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