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Philip Morris International

Case study of operational dashboard for global manufacturing head
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Philip Morris International Inc. (PMI) is a Swiss-American multinational cigarette and tobacco manufacturing company, with products sold in over 180 countries. Their goal is to replace cigarettes with smoke-free products as fast as possible.

Problem Statement

To create an operational dashboard for the global manufacturing head with the use of robust data storytelling framework to support decision making.

Scope & Constraints

This project had a short timeline for 2 weeks in which we had to conduct user research, understand the data table, define KPIs and convert the ideas to wireframes from low to high fidelity.


Worked as a Data Storyteller with a team of Business Analysts and Director


Figma, Invision, Miro


  • Conduct focus interviews to analyze existing KPIs, data tables, steering logics, and related reports/KPIs.

  • Conduct workshops for common validation of requirements logic and corresponding reports/KPIs

  • Define commercial objects and suitable KPIs to steer the BI reporting tool finalization

  • Assess the Functional and Non-functional user requirements and develop a to-be reporting cascade


The company has consequently reduced the use of spreadsheet simulations by 90% and was able to decrease the time required for scenario evaluation from weeks to hours.

Design Process

Determine what measures are required for target reporting

Prioritize gaps to be solved per underlying reporting tool

Build necessary Dashboards & Story Views aligned to KPIs

Validate effort estimation

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