Action
Lands on homepage and checks the dashboard to view weekly performance across their product groups.
Wants to view a different set of metrics and compare performance across groups side by side.
Navigates away to the reporting tool. Builds a custom report to see what the dashboard could not show.
Returns to dashboard settings. Attempts to change the groups or structure using the build tool.
Realises this can't be achieved using the current dashboard features. Accepts the need to view reports and manipulate its output.
Thinking
"Ok, I can see three cards but I need more context than this."
"Why can I only see one metric and product group at a time? I need to compare and don't want to keep changing the group I'm viewing."
"I do this every week. The dashboard should already show me this."
"This looks similar to the tool I use everywhere else, but it's not working the same way, I can't select a range of items or create a custom group."
"I've stopped expecting the dashboard to be useful. I don't even look at it."
Feeling
Underwhelmed
Frustrated
Resigned
Confused and annoyed
Disengaged
Pain point
Shallow
Limited to one metric and a fixed set of groups. No depth on arrival.
Rigid
No way to view multiple metrics or groups together without leaving.
Extra steps
Building a separate report every week to get what the dashboard should provide.
Inconsistent
Build mechanism looked familiar but behaved differently from the rest of the platform.
Abandoned
Users stopped using the dashboard entirely. It became irrelevant.