If the Chart Needs a Speech, the Chart Has Failed
We treat meetings like live commentary tracks because our visuals are weak. If the chart doesn't speak for itself, delete it.
Oliver Metric
The Information Designer London
Client Reporting Lead who is tired of confusing dashboards. He believes a report should answer a question, not just show a list of numbers. Writes here to help consultants and agencies turn their data into deliverables that clients actually read.
Note: “Oliver Metric” is a pseudonym. We use pseudonyms so we can write honestly about real work without naming clients, employers, or teams.
The Myth That Readers Start at Page 1 and Behave Themselves
We write reports like novels, expecting the client to read every word in order. They don't. They skim, jump, and cherry-pick. Here is how to design for the chaos.
The Case of the 42-Slide Monthly Report Nobody Opened
Sending a 42-slide deck isn't reporting; it's a confession of insecurity. Here is why the client ignored your masterpiece and how to fix it.
The Case of the Report That Was 'Very Thorough' and Still Got Rejected
'Thorough' is the polite feedback clients give when they have no idea what you just said. Here is how to fix a confusing layout.
The Myth That Executive Readers Want 'Context' Before the Answer
We are terrified of being misunderstood, so we bury the lead under five pages of background. This isn't polite; it's boring. Start with the answer.
The Case of the 'Client Portal' That Became a Support Desk
We built a portal to save time. We ended up spending all our time resetting passwords. Here is why 'Self-Service' is often a trap.
The Case of the Tracking Pixel That Spooked the Legal Team
We thought we were being smart by tracking who opened our reports. We weren't. We were just being creepy. Here is why surveillance is not a strategy.
The Myth That 'More Metrics' Means 'More Value'
Cramming 50 metrics into a report isn't transparency; it's a liability. More numbers just mean more questions you can't answer. Here is how to cut the noise.
Stop Sending Links That Expire: The Quiet Horror of 'Access Denied'
There is no faster way to lose credibility than sending a report the client cannot open. Fragile links are bad manners. Here is the fix.
The KPI Legend That Nobody Reads (Because We Put It in the Appendix)
We hide the definitions of our metrics on page 50 and then wonder why the client is confused. If a chart needs a legend, put it next to the chart.
The Case of the Dashboard Escape Room That Cost Us the Renewal
If your client needs to click six times to find the ROI, you have not built a report. You have built an obstacle course. Here is how to fix it.
The Myth That More Detail Makes Us Look More Professional
We pile on the detail because we are insecure. We think volume equals value. It doesn't. It equals paralysis. Here is how to edit for impact.
A Simple 'Decision Page': One Slide That Forces Clarity
If your report doesn't explicitly state what needs to happen next, it's just a brochure. Here is how to build the 'Decision Page'.
Stop Using 'Other' as a Category: It’s Not a Category, It’s a Shrug
A big grey slice of pie labelled 'Other' is an admission of defeat. It tells the client you didn't look close enough. Here is how to tidy your buckets.
Build a 'Headline First' Dashboard: Three Tiles, One Sentence Each
A dashboard should speak. If I have to interpret the charts myself, you haven't finished the job. Use the 'Three Tile' layout to force clarity.
Rename Your Metrics Like a Human: A Plain-English Glossary in 30 Minutes
Stop speaking in acronyms. If your report needs a legend, it has already failed. Here is how to rename your metrics so the client actually understands them.
The Case of the Dashboard That Triggered 17 Questions and Zero Decisions
We built a dashboard to empower the client. Instead, we gave them a toy. They played with filters for an hour, asked 17 questions, and made zero decisions.
The Myth That 'Interactive' Automatically Means 'Better'
We think interactivity is modern. The client thinks it is work. Stop hiding the answer behind a click.
Stop Writing Like a Committee: The Wall of Text Is Not a Strategy
Long paragraphs are a hiding place for bad ideas. If I have to excavate your point, you have failed. Cut the waffle.
Why Is the Font Size 8? Because We Refused to Delete Anything
Tiny fonts are a confession of cowardice. We cram every metric onto the slide because we are scared to choose. Here is how to regain your editorial courage.