Arryn Ross


Arryn Ross

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Sales Tracker Dasboard

Sector:

Hospitality

Role:

Lead Designer

As part of my role at itison, I designed and developed a centralised sales tracker dashboard to support internal teams across our owned venues. The dashboard provides real-time visibility into ticket and package sales, site user behaviour, and overall event performance. Key metrics include total sales, visitor numbers, and the percentage of tickets sold vs not sold. This allows the marketing and bookings teams to make data-driven decisions and quickly assess how each event is performing month to month.


All data shown in mockups is fabricated and used for illustrative purposes only to protect sensitive business information.

As part of my role at itison, I designed and developed a centralised sales tracker dashboard to support internal teams across our owned venues. The dashboard provides real-time visibility into ticket and package sales, site user behaviour, and overall event performance. Key metrics include total sales, visitor numbers, and the percentage of tickets sold vs not sold. This allows the marketing and bookings teams to make data-driven decisions and quickly assess how each event is performing month to month.


All data shown in mockups is fabricated and used for illustrative purposes only to protect sensitive business information.

1
Planning
2
Design
3
Results

Step 1

Step 1

Step 1

Planning

Planning

Planning

The Challenge

Prior to the dashboard being set up, access to sales and performance data was limited. The only way to retrieve this information was through manually checking sales reports, which were only available to a small number of team members. As a result, the majority of the team lacked visibility into key metrics, making it difficult to track event performance or make timely, informed decisions.

Prior to the dashboard being set up, access to sales and performance data was limited. The only way to retrieve this information was through manually checking sales reports, which were only available to a small number of team members. As a result, the majority of the team lacked visibility into key metrics, making it difficult to track event performance or make timely, informed decisions.

Prior to the dashboard being set up, access to sales and performance data was limited. The only way to retrieve this information was through manually checking sales reports, which were only available to a small number of team members. As a result, the majority of the team lacked visibility into key metrics, making it difficult to track event performance or make timely, informed decisions.

The Solution

The initial solution was to give all team members access to the platform housing the sales reports. However, while the platform was operationally useful, the raw reports were difficult to interpret, especially for those who didn't work with this data on a daily basis. To address this, I continued with a more accessible solution by collating the key data and presenting it in a clear, visual format using Google Looker Studio. This allowed all team members to easily access and understand sales performance at a glance, regardless of their technical background.

The initial solution was to give all team members access to the platform housing the sales reports. However, while the platform was operationally useful, the raw reports were difficult to interpret, especially for those who didn't work with this data on a daily basis. To address this, I continued with a more accessible solution by collating the key data and presenting it in a clear, visual format using Google Looker Studio. This allowed all team members to easily access and understand sales performance at a glance, regardless of their technical background.

The initial solution was to give all team members access to the platform housing the sales reports. However, while the platform was operationally useful, the raw reports were difficult to interpret, especially for those who didn't work with this data on a daily basis. To address this, I continued with a more accessible solution by collating the key data and presenting it in a clear, visual format using Google Looker Studio. This allowed all team members to easily access and understand sales performance at a glance, regardless of their technical background.

Research & Team Collaboration

To ensure the dashboard would be useful to those using it day-to-day, I began by speaking with members of the marketing and bookings teams to understand which statistics and metrics were most important to them. These conversations helped clarify their priorities and surfaced some useful suggestions for features they'd like to see included, such as filters by venue and clearer monthly performance indicators.

To ensure the dashboard would be useful to those using it day-to-day, I began by speaking with members of the marketing and bookings teams to understand which statistics and metrics were most important to them. These conversations helped clarify their priorities and surfaced some useful suggestions for features they'd like to see included, such as filters by venue and clearer monthly performance indicators.

Step 2

Step 2

Step 2

Design

Design

Design

Defining Key Metrics & Structuring the Data Source

With a clear understanding of the team's needs, I identified the core KPIs and metrics to track across the dashboard. I then created a structured Google sheet to act as the central data source alongside Google analytics, where key figures such as sales numbers, visitor counts, and booking data would be maintained. This structure allowed the data to be cleanly and reliably pulled into the dashboard via Google Looker Studio.

With a clear understanding of the team's needs, I identified the core KPIs and metrics to track across the dashboard. I then created a structured Google sheet to act as the central data source alongside Google analytics, where key figures such as sales numbers, visitor counts, and booking data would be maintained. This structure allowed the data to be cleanly and reliably pulled into the dashboard via Google Looker Studio.

Defining Key Metrics & Structuring the Data Source

The dashboard itself was divided into three core sections to reflect the most relevant performance areas:

  • Tickets Sold vs Left Over

  • Revenue MtM

  • Total Ticket + Package Sales

Each section gave the team a clear, segmented view of sales and attendance data. I also included interactive filters to allow users to explore the data in more depth—filtering by individual venues, events, and spaces.

Visual Design & User Experience

To make the data as accessible as possible, I used line graphs and simplified visual elements that made trends easy to spot at a glance. For example the line graphs showing monthly sales helped the team quickly see performance patterns across the year. The final dashboard gave users a clear, user-friendly interface that made key insights immediately available.

Step 3

Step 3

Step 3

Testing & Results

Testing & Results

Testing & Results

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%

Average Ticket Sale Increase (EatFilm)

+

%

Average Ticket Sale Increase (EatFilm)

+

%

Average Ticket Sale Increase (EatFilm)

Improved Access & Team Enablement

With the dashboard now in place, team members who previously didn't have access to sales reporting tools can easily view performance metrics. This has allowed the wider team to regularly check ticket and packages sales when needed, quickly identify underperforming events, and make informed decisions about what to push or promote.

With the dashboard now in place, team members who previously didn't have access to sales reporting tools can easily view performance metrics. This has allowed the wider team to regularly check ticket and packages sales when needed, quickly identify underperforming events, and make informed decisions about what to push or promote.

Backdated Data & Ongoing Reporting

Although the dashboard was developed in Q4 of 2024, I retroactively compiled and inputted data from Q1-Q3 to provide a completed year to date picture. At the start of Q1 2025, I saved and distributed PDF summaries of each dashboard view to the wider team, offering a high level performance overview for each venue, event, and space. This made it easier to communicate key trends for the year, highlight high and low performers, and provide the team with actionable insights for future planning.

Final Result: Ticket Sales Increase

The dashboard also enabled deeper insights into event-specific performance across different time periods. For example, Sloans hosts an event called "EatFilm" where every Tuesday they play a different movie with a meal included in the price of a ticket. Using this dashboard I was able to show the team the data that represented seasonal trends. The most notable trends being that romantic comedies consistently performed best in the winter months, and that musicals proved most popular during spring and early summer.


Using this data, the team adjusted their schedule for 2025, moving the majority of musicals to May. As a result the bookings team saw an increase in ticket sales by 15% on average. With some individual film sales improving by almost 50% from their performance in 2024.

Interested in working together?

Interested in working together?

Interested in working together?

arryndesigns@gmail.com

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