23. Report and Dashboard Design Principles
23.7 Worked KPIs on the Overview Page
The layout in Figure 23.1 is four cards. Cards without a formula are decoration. Below is one week of fictional sample data for six dark stores. It is not a company result. Sales are delivered sales only.
| Store | City | Orders | Delivered | Under 10 min | Cancelled | Delivered sales |
|---|---|---|---|---|---|---|
| FC Road | Pune | 10 | 8 | 7 | 1 | ₹3,200 |
| Kothrud | Pune | 8 | 6 | 3 | 2 | ₹2,400 |
| Baner | Pune | 6 | 5 | 5 | 0 | ₹2,000 |
| College Road | Nashik | 12 | 10 | 9 | 1 | ₹4,000 |
| Gangapur Road | Nashik | 8 | 6 | 4 | 1 | ₹2,400 |
| Satpur | Nashik | 6 | 5 | 4 | 0 | ₹2,000 |
Formulas in words, then the result.
- AOV is delivered sales divided by delivered orders. Sales are ₹3,200+₹2,400+₹2,000+₹4,000+₹2,400+₹2,000 = ₹16,000. Delivered orders are 8+6+5+10+6+5 = 40. AOV is 16,000 ÷ 40 = ₹400.
- Cancellation rate is cancelled orders divided by all orders. Cancelled are 1+2+0+1+1+0 = 5. Orders are 10+8+6+12+8+6 = 50. Rate is 5 ÷ 50 = 10.0%.
- % under 10 min is deliveries in 10 minutes or less, divided by delivered orders. Under 10 minutes are 7+3+5+9+4+4 = 32. Rate is 32 ÷ 40 = 80.0%.
Pune and Nashik both land on an AOV of ₹400 (Pune ₹7,600 ÷ 19, Nashik ₹8,400 ÷ 21). The card that looks the same is not the card that decides the week.
| Good KPI | Vanity metric | |
|---|---|---|
| From the same rows | Kothrud cancellation 25% (2 ÷ 8) and only 50% under 10 min (3 ÷ 6) | 50 orders on the company card |
| Why | Kothrud is the store to open. | 50 orders hides it. Baner has fewer orders (6) and a clean week (no cancels, 5 of 5 under 10 min). |
What the manager does. The Pune manager does not add a rider at Baner because Baner's order card is smaller. Kothrud's two cancels and three slow deliveries are the Monday job. The Nashik manager keeps College Road as the pattern (9 of 10 under 10 min, 1 cancel in 12 orders) and asks Gangapur why 2 of 6 delivered orders took more than 10 minutes. Module 36 repeats this shape for other industries. Module 28 is where you build the measures.
Ravindra Bagale's Tip
Friends, many students put four cards on the page and never write the formula. Write AOV, cancellation and % under 10 min in plain words under the title, or the Pune manager will call 50 orders "a good week". Remember this rule.
Ravindra Bagale's Tip – मराठी
मित्रांनो, बरेच students चार cards ठेवतात आणि formula page वर लिहीत नाहीत. AOV, cancellation आणि % under 10 min हे साध्या शब्दांत title खाली लिहा, नाहीतर Pune चे manager 50 orders ला "चांगला आठवडा" म्हणतील. हा नियम लक्षात ठेवा.
Ravindra Bagale's Tip – हिंदी
दोस्तों, बहुत से students चार cards रख देते हैं और formula page पर नहीं लिखते. AOV, cancellation और % under 10 min को सीधे शब्दों में title के नीचे लिखो, वरना Pune के manager 50 orders को "अच्छा हफ़्ता" कह देंगे. यह नियम याद रखो.
Fix common mistakes
| Wrong result | Reason | Correction |
|---|---|---|
| AOV ₹262.5 | Divided by all 8 orders | Divide ₹2,100 by 7 delivered orders = ₹300 |
| % under 10 = 37.5% | Divided 3 by 8 including cancelled | 3 ÷ 7 = 42.9% |
Practise independently
Practice task
Calculate AOV, cancellation rate and % under 10 min for the 8 orders by hand.
Practice file (fictional): visuals_orders_apr_may_2026.csv
Hints
- Delivered = 7.
Solution
AOV ₹300; cancellation 1 ÷ 8 = 12.5%; % under 10 min 3 ÷ 7 = 42.9% (301, 304, 305).
Revision card