Tejesh Bandaru

Product Designer, SaaS & AI

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Tejesh Bandaru

Product Designer, SaaS & AI

ALL MY SONS MOVING & STORAGE

CX Analytics Dashboard

CX Analytics Dashboard

CX Analytics Dashboard

Designing an operational intelligence system for one of America's largest family-owned moving companies, shifting leadership from 5+ daily crisis calls to weekly strategic dashboard reviews.

Designing an operational intelligence system for one of America's largest family-owned moving companies, shifting leadership from 5+ daily crisis calls to weekly strategic dashboard reviews.

Role

Role

Role

Solo Product Designer

Solo Product Designer

Solo Product Designer

Team

Team

Team

Collaboration with CX Director

Collaboration with CX Director

Collaboration with CX Director

Timeline

Timeline

Timeline

3 months

3 months

3 months

Client

Client

Client

All My Sons Moving & Storage

All My Sons Moving & Storage

All My Sons Moving & Storage

The Challenge

The Challenge

The Challenge

A nationwide moving company had data scattered across CRM, survey platforms, training systems, and HR tools. The CEO was handling 5+ daily crisis calls asking questions like "Why is Branch 47's NPS dropping?" Questions that should take 30 seconds required 30 minutes of investigation across 4 disconnected systems.

By the time anyone had answers, small problems had already become expensive ones.

They needed a way to spot problems before they escalated and track whether interventions actually worked.

5+

Daily crisis

calls

4

Disconnected

Systems

6+

Hours weekly

updates

11+

Hours per

training plan

5+

Daily crisis

calls

4

Disconnected

Systems

6+

Hours weekly

updates

11+

Hours per

training planning

Stakeholder Map

Stakeholder Map

The system needed to serve three organizational levels. Each makes different decisions with different information needs.

The system needed to serve three organizational levels. Each makes different decisions with different information needs.

Leadership

Leadership

Identifies problem regions. Decides where to focus executive attention. Needs answers in 30 seconds.

Identifies problem regions. Decides where to focus executive attention. Needs answers in 30 seconds.

15 FVPs

15 FVPs

Compares branches in territory. Sets improvement targets. Coaches underperforming managers.

Compares branches in territory. Sets improvement targets. Coaches underperforming managers.

CX Director

CX Director

My primary stakeholder

My primary stakeholder

98 Branch Managers

Tracks individual employees. Assigns training. Measures if interventions worked.

98 Branch Managers

Tracks individual employees. Assigns training. Measures if interventions worked.

What I Started With

What I Started With

The CX Director shared concept cards showing the key metrics they wanted to track: Revenue Impact, Company Reputation, Customer Experience Watchlist, and Performance Training.

The CX Director shared concept cards showing the key metrics they wanted to track: Revenue Impact, Company Reputation, Customer Experience Watchlist, and Performance Training.

The project started as an Operations Manager dashboard. Mid-project, leadership asked for the same system for FVPs and executives. I was given an Excel sheet with territories and branches, and designed the multi-level system from there.

I took these concepts and designed a multi-level system that answered leadership's questions at every organizational level from CEO down to individual employee.

Initial concepts from CX Director. These became the foundation for the full system.

Weekly design reviews with CX Director to validate direction and iterate.

Research Approach

Research Approach

Research Approach

To understand how to design for multiple decision-makers, I studied Steve Wexler's The Big Book of Dashboards. The key principle I found design for the decision, not the metric.

To understand how to design for multiple decision-makers, I studied Steve Wexler's The Big Book of Dashboards. The key principle I found design for the decision, not the metric.

I also studied training management systems like Rippling. These systems track course completion and general performance separately, but they don't automatically measure whether a specific training improved a specific business outcome. That gap became central to my design approach.

Chapters I referenced for chart selection and dashboard scenarios.

Key Insight

Key Insight

The CEO, FVPs, and Branch Managers don't just need different data. They need completely different views. What helps a CEO (geographic patterns, exceptions) would overwhelm a Branch Manager who needs individual employee details.

One dashboard for everyone serves no one. The system needed three distinct views, connected by drill-down.

One dashboard for everyone serves no one. The system needed three distinct views, connected by drill-down.

How I Approached This Project

How I Approached This Project

How I Approached This Project

Four principles guided every design decision in this project. These came from studying dashboard design patterns and understanding what makes operational intelligence actionable.

Decision Centric Design

Each view answers one question for one role. CEO decisions differ from Branch Manager decisions.

Prescriptive, Not Descriptive

The system surfaces what to do, not just what happened. "Glass tables caused $485 in damage" links directly to the employees involved.

Closed-Loop Accountability

Every insight connects to action. Every action gets measured. Did training work? Track incidents before and after to know.

Progressive Disclosure

Right information at right level. CEO sees patterns. Managers see employees. Everyone can drill down when needed.

Decision Centric Design

Every dashboard answers: Who makes what decision with this data? CEO decisions differ from Branch Manager decisions.

Prescriptive, Not Descriptive

The system surfaces what to do, not just what happened. "Glass tables caused $485 in damage" links directly to the employees involved.

Closed-Loop Accountability

Every insight connects to action. Every action gets measured. Did training work? Track incidents before and after to know.

Progressive Disclosure

Right information at right level. CEO sees patterns. Managers see employees. Everyone can drill down when needed.

System Architecture

System Architecture

System Architecture

Four connected levels. Each answers different questions. But linked so leadership can drill from national pattern to individual employee in a few clicks.

Four connected levels. Each answers different questions. But linked so leadership can drill from national pattern to individual employee in a few clicks.

Leadership

Geographic heat map of all 98 branches. FVP performance rankings. Click any region to drill down.

Field VPs (15)

Branch comparison within territory. Training completion tracking. Set monthly targets for branches.

Branch Managers (98)

Branch reputation across platforms. Employee performance flags. Training effectiveness trends.

Employees (500+)

Individual incident history. Training assignments. Performance before and after intervention.

Same data, different views. The system tracks complete workflows from problem detection to intervention to measurement. The full workflow from detection to intervention to measurement plays out at the Branch Manager level.

Same data, different views. The system tracks complete workflows from problem detection to intervention to measurement. The full workflow from detection to intervention to measurement plays out at the Branch Manager level.

The Solution

The Solution

The Solution

Most dashboards stop at reporting. This one connects detection to action to measurement.

DETECT

Cost Spike

IDENTIFY

"Glass Table"

incidents increasing

DRILL DOWN

"Ethan Davis"
linked to repeat incidents

ACT

Assign Training

MEASURE

30 day monitoring to confirm improvement

DETECT

Cost Spike

IDENTIFY

"Glass Table"

incidents increasing

DRILL DOWN

"Ethan Davis"
linked to repeat incidents

ACT

Assign Training

MEASURE

30 day monitoring to confirm improvement

DETECT

Cost Spike

IDENTIFY

"Glass Table"

incidents increasing

DRILL DOWN

"Ethan Davis"
linked to repeat incidents

ACT

Assign Training

MEASURE

30 day monitoring to confirm improvement

Here's how it works across four levels:

National View

National View

National View

CEOs need to spot regional problems in seconds. A geographic heat map surfaces patterns faster than tables. Click any region to drill down to that FVP's territory.

CEOs need to spot regional problems in seconds. A geographic heat map surfaces patterns faster than tables. Click any region to drill down to that FVP's territory.

1

FVP Color Coding

Each color represents one FVP's territory. Leadership instantly sees ownership, useful for identifying regional patterns vs individual FVP issues.

1

FVP Color Coding

Each color represents one FVP's territory. Leadership instantly sees ownership, useful for identifying regional patterns vs individual FVP issues.

4

Geographic Map

4

Geographic Map

2

National Metric

2

National Metric

5

Bubble Size

5

Bubble Size

3

Branch Ranking

3

Branch Ranking

1

FVP Color Coding

Each color represents one FVP's territory. Leadership instantly sees ownership, useful for identifying regional patterns vs individual FVP issues.

1

FVP Color Coding

Each color represents one FVP's territory. Leadership instantly sees ownership, useful for identifying regional patterns vs individual FVP issues.

2

National Metric

2

National Metric

3

Branch Ranking

3

Branch Ranking

4

Geographic Map

4

Geographic Map

5

Bubble Size

5

Bubble Size

FVP Overview

FVP Overview

FVP Overview

Leadership identifies which FVPs need support. This view ranks all 15 regional leaders by performance, with Underperformers surfacing first through color coding. Click any FVP to see their branches.

1

Ranking number (#15, #14...)

Lowest performers ranked first. Leaders immediately see who needs support. Problems visible without scrolling.

1

Ranking number (#15, #14...)

Lowest performers ranked first. Leaders immediately see who needs support. Problems visible without scrolling.

4

“View Branches" CTA

4

“View Branches" CTA

2

Consistent 6-metric layout

2

Consistent 6-metric layout

5

Color-coded cards

5

Color-coded cards

3

Location count badge

3

Location count badge

1

Ranking number (#15, #14...)

Lowest performers ranked first. Leaders immediately see who needs support. Problems visible without scrolling.

1

Ranking number (#15, #14...)

Lowest performers ranked first. Leaders immediately see who needs support. Problems visible without scrolling.

2

Consistent 6-metric layout

2

Consistent 6-metric layout

3

Location count badge

3

Location count badge

4

“View Branches" CTA

4

“View Branches" CTA

5

Color-coded cards

5

Color-coded cards

Territory Branches

Territory Branches

Territory Branches

Now at branch level. FVPs compare their 6-15 branches to identify which locations need coaching attention. Alert badges flag branches requiring immediate action.

Now at branch level. FVPs compare their 6-15 branches to identify which locations need coaching attention. Alert badges flag branches requiring immediate action.

1

Consistent card pattern

Same visual language as FVP view. Familiar layout, no new patterns to learn.

1

Consistent card pattern

Same visual language as FVP view. Familiar layout, no new patterns to learn.

3

Alert badges

3

Alert badges

2

OM name + avatar

2

OM name + avatar

4

“View Branch" CTA

4

“View Branch" CTA

1

Consistent card pattern

Same visual language as FVP view. Familiar layout, no new patterns to learn.

1

Consistent card pattern

Same visual language as FVP view. Familiar layout, no new patterns to learn.

2

OM name + avatar

2

OM name + avatar

3

Alert badges

3

Alert badges

4

“View Branch" CTA

4

“View Branch" CTA

Branch Detail

Branch Detail

Branch Detail

Branch managers spend the most time here. When they spot a problem employee, they assign training. Thirty days later, they can see if incidents decreased. Training effectiveness becomes measurable.

Branch managers spend the most time here. When they spot a problem employee, they assign training. Thirty days later, they can see if incidents decreased. Training effectiveness becomes measurable.

1

Tab navigation

Financial, Employee, and Training data separated into tabs. Reduces information overload per view.

1

Tab navigation

Financial, Employee, and Training data separated into tabs. Reduces information overload per view.

2

Payout breakdown formula

2

Payout breakdown formula

3

Multi-platform reputation

3

Multi-platform reputation

4

ACTION PLAN button

4

ACTION PLAN button

5

Branch vs Regional vs National

5

Branch vs Regional vs National

6

Training Effectiveness %

6

Training Effectiveness %

1

Tab navigation

Financial, Employee, and Training data separated into tabs. Reduces information overload per view.

1

Tab navigation

Financial, Employee, and Training data separated into tabs. Reduces information overload per view.

4

ACTION PLAN button

4

ACTION PLAN button

2

Payout breakdown formula

2

Payout breakdown formula

5

Branch vs Regional vs National

5

Branch vs Regional vs National

3

Multi-platform reputation

3

Multi-platform reputation

6

Training Effectiveness %

6

Training Effectiveness %

From Insight To Action

From Insight To Action

When the system detects a cost spike, it shows which employees are linked. Managers create action plans and track results.

When the system detects a cost spike, it shows which employees are linked. Managers create action plans and track results.

1

Three category breakdown

Damage + Service + Missing losses tracked separately. Manager sees exactly WHERE money is going across all loss types.

1

Three category breakdown

Damage + Service + Missing losses tracked separately. Manager sees exactly WHERE money is going across all loss types.

2

Color-coded severity

2

Color-coded severity

3

Action Plan buttons

3

Action Plan buttons

4

Employee avatars on bars

4

Employee avatars on bars

1

Three category breakdown

Damage + Service + Missing losses tracked separately. Manager sees exactly WHERE money is going across all loss types.

1

Three category breakdown

Damage + Service + Missing losses tracked separately. Manager sees exactly WHERE money is going across all loss types.

3

Action Plan buttons

3

Action Plan buttons

2

Color-coded severity

2

Color-coded severity

4

Employee avatars on bars

4

Employee avatars on bars

Action Plan

Action Plan

Action Plan

The action plan creation is guided. The system identifies employees appearing across multiple damage categories, suggests them for training, and lets the manager create an action plan in two steps. Thirty days later, the manager can see whether incidents decreased.

The action plan creation is guided. The system identifies employees appearing across multiple damage categories, suggests them for training, and lets the manager create an action plan in two steps. Thirty days later, the manager can see whether incidents decreased.

1

Smart suggestions

System identifies employees appearing across multiple categories. Prioritizes highest-impact interventions.

1

Smart suggestions

System identifies employees appearing across multiple categories. Prioritizes highest-impact interventions.

3

Step indicator

3

Step indicator

2

Employee detail card

2

Employee detail card

1

Smart suggestions

System identifies employees appearing across multiple categories. Prioritizes highest-impact interventions.

1

Smart suggestions

System identifies employees appearing across multiple categories. Prioritizes highest-impact interventions.

2

Employee detail card

2

Employee detail card

3

Step indicator

3

Step indicator

Impact

Impact

validated outcomes from stakeholder feedback

validated outcomes from stakeholder feedback

300+ hours

Executive time redirected annually

2+ hrs vs 90 sec

Time to insight (before vs after)

4 to 1

Systems consolidated into unified view

20-30 hours

Training planning time saved weekly

4 Levels

CEO to FVP to OM to Employee drill-down

100%

Problem traceability to individual employees

CEO and Regional Directors confirmed this system would shift them from reactive crisis management to proactive strategic planning.

Let's Talk

Let's Talk

Let's Talk

Interested in how I approach complex B2B systems? I'd love to discuss how I can help your team.

Interested in how I approach complex B2B systems? I'd love to discuss how I can help your team.

Interested in how I approach complex B2B systems? I'd love to discuss how I can help your team.