Custom data visualization for the situational center of the «Chestny ZNAK» service

The initial task

We were tasked with creating a large-format dashboard for the headquarters of the «Chestny Znak» labeling and tracing service. This digital labeling system not only protects consumers from counterfeit goods but also tracks key metrics across all product categories: expiration dates, price changes, stock levels, and more.

Early stages of work

The client had a version of the dashboard that focused on specific aspects of the system’s operation. Our task was to assist with aggregation and visualization of a large dataset and expand the initial version into a multi-page dashboard adapted for a 16K screen. Starting with the layout of the main page, we gradually pulled in more relevant data and ultimately expanded the dashboard to 11 sections. The content and functions of each section were determined by the request of the client.

At first, we identified a number of specific tasks:

The result

We developed a multi-page dashboard to optimize decision-making and process management, as well as for presenting to top officials. It was neither an analyst’s personal account, nor a classic web solution — but a mobile interactive product. The data visualization allowed tracking the efficiency of the labeling system, changes in the quantity of goods in regions, and much more. The dashboard gradually expanded during the work and currently consists of 11 sections, which regularly update data for 22 product groups. At the same time, the number of product groups continues to grow, and by the end of 2025, several of the 15 current pilot projects will be added to the dashboard.

Color choices

We also considered the classic «traffic light» option but decided that contrasting colors would make the dashboard difficult to read. As a result, blue and green were chosen as the main colors for the dashboard. They look harmonious in a dark theme and on a large scale, and they are comfortable to look at for extended periods of time. Additionally, according to Lüscher’s text, these colors are subconsciously associated with tranquility, help to focus, and increase productivity.

Section 1: Product turnover

The first page of the dashboard displays data on the total volume of tracked goods. The central part of the screen is occupied by a «living» diagram that visually (by using color) shows how this volume is distributed between Russian and imported goods. Below the scale is a panel showing the percentage share of legal turnover. At a glance, the dashboard allows you to determine how much product is imported into the Russian Federation and what portion of it gets labeled.

On the left side of the screen, similar information is presented in table format but broken down by individual product groups. To optimize the search, we combined 22 product groups into 4 meta-groups: food, non-food, excised, and social. Data could be filtered by the desired category. On the right there is a ranking of Federal Executive Authorities (FEA) that is formed on the results of completing assigned tasks.

At the top of all dashboard pages, there are two dates: the current one and the one of the last data update. The dashboard can be used on multiple screens in different locations, and the second date is needed so that if for some reason it doesn’t update in one of the places, users can understand why the numbers don’t match.

Section 2: Stock levels

The central part of the screen is occupied by an interactive map of the Russian Federation, where each region is marked with a diagram. The level by which the diagrams are filled reflects the current stock of different product groups in that territory. The region’s borders are also highlighted in one of three colors: blue (stock will last for less than a month), light blue (1-3 months), green (>3 months).

On the left side of the page, when selecting one or several product categories, users can view the remaining stock in a table structured by individual groups and see the share of the deficit if stocks are insufficient. For convenience, the data is also presented in radial histograms, visually reflecting the volume of products by category across the entire country and in individual regions. Different product groups are displayed on the pie chart using special icons. The petals of the diagram consist of three blocks of the same colors as on the map. If all blocks are filled, the region has enough stock for more than three months.

Stock data is detailed not only by groups but also by subgroups: for example, in the horizontal bar chart «Milk», users can check stock levels in categories like «kefir», «ryazhenka», «cottage cheese», etc. To ensure groups with a high risk of deficit are visible first, the charts are configured to display remaining units from smallest to largest. Users can also drill down into data for specific manufacturers, wholesale, and retail trade.

This section allows for a quick understanding of the stock levels of different product types and, importantly, helps foresee potential deficits. Detailed breakdowns help track critical changes and respond quickly by restocking when necessary.

Section 3: Security and Control

One of the main objectives of «Chestny Znak» is to monitor the quality of sold products and increase the legal market share. The «Security and Control» section allows tracking the system’s performance and assessing its effectiveness. It displays sales blocked at checkout for various reasons — for example, if the product is expired or can only be sold at certain times of the day.

On the right side of the page there is a widget with two tabs. The first tab switches between «sales blocked» and «violations detected» by using central widgets on the screen. Reasons for blocking the sale include: missing code or data about labeling, government restrictions, repeat sales, expiration of the product etc. The second tab, «Introduced bans», shows which bans are already in place for which groups, which are planned, and which are not intended to be placed.

A general map with color-coded regions immediately highlights where the most violations are registered, helping identify weak points in the system. Thanks to the multi-level structure of this section, users can quickly get an overview of the market status and, if needed, delve into details.

Section 4: Market share by product groups

This section shows the ratio of different product types on the market in shares and allows for a quick assessment of how labeled goods are distributed across categories. In the initial version of the dashboard, the data was presented as a linear diagram, but when the number of product groups exceeded 15, it was replaced with a modified treemap chart. The new chart allows comparing a large number of groups without losing visibility of even the smallest shares. We slightly improved the script to ensure that shares below 1% remain clearly visible.

Section 5: Budget

Another important task of the «Chestny Znak» marking system is to simplify budget calculations through market legalization, making data on revenue streams (VAT, customs payments, profit tax) more transparent. The linear diagram reflects the shares of these income sources and the supplementary graph shows the dynamic over recent years. The left side of the screen details budget contributions per product group.

Section 6: KPI

Each product group and Federal Executive Authority (FEA) has a set number of tasks. The sixth section tracks performance efficiency of these tasks. Here are graphs comparing planned and actual results (both overall and for specific product groups). The central diagram shows how many tasks were completed on time, with minor delays, or with significant delays. The right widget uses a line chart to display KPIs per each FEA: the first line shows planned performance, and the second shows real results. For some tasks, monthly breakdowns are available — in this case only actual KPIs are shown.

Section 7: Product inspections

«Chestny Znak» allows consumers to verify products via a mobile app: scanning the unique labeling code provides details on production, composition, and expiration dates. If violations are detected, users can file complaints, which appear in the dashboard system. There are two types of complaints: the ones processed by authorities (divided into confirmed and non-confirmed violations); and the ones resolved directly with businesses. Data is displayed on a diagram and a graph showing the trend over time. This section helps assess how many complaints are reviewed by authorities and how well businesses respond to them.

Section 8: Geography and Import

This section features an interactive world map with colored lines indicating the top countries importing goods into the Russian Federation. We use data that includes both product origin and import routes. In the right part of the screen a table lists top importing countries per product group (with % share). Filters allow grouping countries of import by BRICS, CIS, EAEU members and «friendly» and «unfriendly» nations. Clicking a country on the map opens a detailed import breakdown from it: like the categories of products and market share.

This page was one of the hardest ones to implement because if contained a lot of filters. It was necessary to structure and visualize a high volume of indicators for easy navigation.

Section 9: Production and Import

The page displays the shares of domestic and contract production of goods in the country, as well as the dynamics of their changes. Domestic shares belong to brands registered in the Russian Federation, and the contract ones belong to foreign manufacturers. Data on import production is distributed among the groups «friendly», «unfriendly» and «EAEU countries».

Section 10: Markups

On the map, the extent to which the final price of goods increases from the cost price in each region is visually displayed using color coding. Using the filter menu, one can select a specific group or all product groups and see the percentage markup level: the borders of the region are highlighted in color (15-50% markup — green, 50-100% — blue, more than 100% — purple). In this case, the multi-select option was unavailable because the indicators are presented as percentages, and when calculating for several product groups, the final data would not be relevant. It is also possible to view data for different types of markups: wholesale, retail, and aggregated average between the first two.

Section 11: Pricing

This new section was added in 2025. The color diagram clearly shows how the prices of goods are formed and distributed. The percentages reflect how costs, taxes, markups of manufacturers and retailers affect it. The visualization allows for a detailed analysis of prices across all product groups and tracks their changes in real time.

Working with data

We worked with a database collected and updated by the «Chestny Znak» service for all labeled goods.