← Jason Penrod Available
Case study Data storytelling Information design

Data + Design

Turning complex datasets into something a person can act on. Two decades of making data legible: dashboards leaders actually use, and a chart type invented because the existing ones were not telling the truth.

My role
Information design & UX lead
Where
Playfair Data + independent
Span
2020 to 2024
Tools
Tableau, Figma, React, Python
A collection of dashboards grouped by type: marketing analytics, media and content effectiveness, customer and sales analysis, and a financial overview.
Figure 01 · selected dashboards

The through-line

Clarity is the whole job

My design philosophy is clarity and function: users should navigate and interact with data without effort. I turn complex datasets into actionable insight, using charts, graphs, and custom dashboards to make a trend obvious in a glance. The work is not prettier dashboards. It is clearer, more usable, more scalable ones.

Invented form

The Leapfrog Chart

A Fortune 10 automotive client needed dealerships to compete with each other. No existing chart type showed movement the way the story needed, so we made one. It became the company's strategic differentiator, and it is the clearest proof of the instinct: when the existing form lies, build a truer one.

  • 200+ interactive dashboards
  • First full-time hire at Playfair Data
  • Grew from 3 to about 20 people
  • 2023 Inc. 5000
[ Leapfrog Chart · Figma export ]
Figure · the Leapfrog Chart

Range

One system, many analytical needs

A collection of dashboards across very different problems, each a distinct approach to the same goal: clear, intuitive, actionable presentation for people who have to decide something.

Complex dashboards built in Figma and Tableau: a web analytics dashboard, a brand-fan lifetime value flow, a soybean-volume Sankey, and a mobile business health index.
Campaign reach & engagement
A business finance overview dashboard.
Business health at a glance
A guided-interface dashboard that walks the viewer through the analysis.
Where the revenue moves
A manufacturing cost dashboard for automotive plants.
Plant & cost views
An automotive executive dashboard: the one-screen briefing.
The one-screen briefing
An automotive sales scenario-planning dashboard for testing what-ifs.
Sales what-ifs
Data for good

Coral Resilience Data Platform

A platform to collect, analyze, and visualize coral reef health and resilience. A global interactive map of community-shared coral datasets, with environmental and biological analysis, phylogenetic trees, and heat maps that help researchers, conservationists, and policymakers decide where to act.

  • Global interactive coral map
  • Environmental & biological analysis
  • Community-shared datasets
  • Built with AWS Amplify, React, Python
The Coral Resilience Data Platform: user research, the community coral dataset dashboard, and the main data-analysis dashboard.
Figure · Coral Resilience dashboard

How I work

Design systems, real research, shipped

Systems

Consistency by design

Comprehensive design systems so usability and consistency hold across every screen and every product.

Research

User-centered, tested

Extensive research and testing so the final product meets and exceeds what the user actually needs.

Delivery

Multidisciplinary teams

Working with developers, data scientists, and stakeholders to ship, from concept through refinement.

Taking on work

Have a dataset nobody can read?

That is the work. Tell me what decision the data needs to support, and I will show you what to build.

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