Beyond Visualization: Building Decision Intelligence Through Iterative Dashboard Refinement

Effective business intelligence (BI) dashboards evolve through iterative refinement rather than single-pass design. Addressing the lack of structured improvement frameworks in BI practice, this study documents the four-stage evolution of a Power BI dashboard analyzing profitability decline in a fictional retail firm, Global Superstore. Using a dataset of \$12.64 million in sales across seven markets and three product categories, the project demonstrates how feedback-driven iteration and gap analysis convert exploratory visuals into decision-support tools. Guided by four executive questions on profitability, market prioritization, discount effects, and shipping costs, each iteration resolved analytical or interpretive shortcomings identified through collaborative review. Key findings include margin erosion in furniture (6.94% vs. 13.99% for technology), a 20% discount threshold beyond which profitability declined, and \$1.35 million in unrecovered shipping costs. Contributions include: (a) a replicable feedback-driven methodology grounded in iterative gap analysis; (b) DAX-based technical enhancements improving interpretive clarity; (c) an inductively derived six-element narrative framework; and (d) evidence that narrative coherence emerges organically through structured refinement. The methodology suggests transferable value for both BI practitioners and educators, pending validation across diverse organizational contexts.