Kathryn McCrindle: A Tableau Consultants Iron Viz Journey

By Fiona Gordon & Sarah Burnett  | Co-Founders, Dub Dub Data

When Kathryn McCrindle stepped onto the Iron Viz stage at Tableau Conference 2025, she wasn’t just representing Biztory or her team of analytics consultants - she was representing every business intelligence analyst who has ever felt like an imposter in their own organisation.

In this episode of unDUBBED, our unscripted, uncensored, and undeniably data-driven podcast, we sat down with Kathryn to unpack the journey that took her from “just giving it a go” to becoming a global Iron Viz finalist. The conversation was packed with insight, covering everything from dashboard design to building confidence under pressure. Whether you're a Tableau user, BI consultant, or exploring data visualisation in your business, Kathryn’s story delivers actionable insights for anyone working with Tableau software or Power BI dashboards.

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The Start: Tableau, A Move, and a Love for Data Analytics Consulting Services

Kathryn’s career didn’t start with a defined goal in analytics or BI. Like many data consultants, her path was shaped by curiosity and a willingness to learn.

“I studied maths at uni because it’s what I was good at. But I had no exposure to tools like Tableau - it was all Excel and R,” she shared.

That changed the moment she started using Tableau. The intuitive interface of Tableau Desktop and Tableau Server, combined with the storytelling potential of dashboards, lit a spark.

“When I started working, I was amazed that I wasn't taught anything like Tableau at university. Then when I learned Tableau, that's when it all clicked for me. I thought this is so easy to use. It's easy to make great looking dashboards and insightful visualizations.” 

Soon after, Kathryn joined Biztory - a Tableau BI consulting firm - where she spent the next six years honing her technical knowledge, helping organisations deploy BI dashboards, and supporting teams across a range of stakeholders.

The Iron Viz Leap: Why She Entered (and Why It Mattered)

Kathryn didn’t jump into Iron Viz for the accolades. She did it to walk the talk.

“I was encouraging others to apply for Iron Viz… and then I realised it was a bit hypocritical if I hadn’t done it myself.”

It was - Michelle Frayman’s Enough Bookshelves dashboard (from the Iron Viz 2024 feeder competition) that made her think she could compete. It was achievable, insightful, and beautifully designed. That was the turning point.

“I looked at it and thought, I can do this.”

Kathryn’s own Iron Viz feeder entry, titled From Screen to Scene, showcased not just technical prowess in Tableau , but deep empathy, compelling data storytelling, and strong data analysis. She created an interactive Tableau dashboard that landed her a spot in the top three - a huge achievement in the global Tableau datafam community.

Making Data-Driven Decisions: Iteration, Imposter Syndrome and 1000+  Worksheets

Let’s not sugar-coat it: preparing for Iron Viz is intense.

Kathryn created over 1,000 sheets - iterating, testing, and refining with the precision of a Tableau certified professional.

“Don’t aim for perfection. Build, test, reflect - repeat.”

That iterative muscle - and the emotional rollercoaster that came with it - is something we see in client work all the time, especially when coaching teams on dashboard design.

Her secret weapon? A rock-solid "sous-vizzer" (aka mentor), Morag Deans, who helped Kathryn combat imposter syndrome and refine her work. Working alongside Morag, Kathryn welcomed constructive feedback and refined her dashboard design in Tableau to remove anything that distracted from the story. She rethought layout, removed unnecessary animations, and anchored every design choice back to data-driven decisions

This mirrors what great Tableau consultants do every day - leveraging Tableau products to help businesses visualise the right information and empower their teams to make data-driven decisions.

The Power of a Hand on the Shoulder: Why Encouragement Matters

Among the most pivotal moments in Kathryn’s journey wasn’t technical - it was human.

Andy Cotgreave, long-time Tableau evangelist and co-host of Chart Chat, saw Kathryn just before the finals started and could tell she was nervous. He put his hands on Kathryn's shoulders and said -

“You've got this, you'll be amazing.”

That simple gesture - one hand on each shoulder, direct eye contact, and a few words of belief - changed everything. It snapped Kathryn out of the inner critic spiral and gave her a jolt of confidence she needed.

And honestly? That’s the kind of moment that sticks with you for life.

It’s easy to think success in data is all about hard skills - SQL and python, data sources, ETL pipelines or automating beautiful vizzes. But the truth is, sometimes all someone needs is a quiet nudge of belief to remind them they’re capable. That they belong.

Whether it’s a mentor saying “I see you,” a leader backing you in front of a room, or a community voting with their clicks and likes - encouragement matters.

It doesn’t have to be big. It just has to be sincere.

And for those of us in Tableau consulting or helping companies resolve complex business challenges, it’s a reminder: you never know how far someone can go when you give them a little lift.

Favourite Visualisation Feature: Spotlighting Airports 

Kathryn’s dashboard wasn’t just technically sound - it was visually stunning. Her standout feature? A spotlight-style map showing wildlife strike patterns around airport buffer zones.

“I was zooming around Google Maps and thought - I can recreate that in Tableau.”

The final product? A beautifully layered view that delivered both form and function. Check it out:

We particularly loved Kathryn's map layers and concentric donuts, it reminded us of the radar images you'd see on an action film - so visually appealing.

The Big Stage: Confidence, Courage and Crushing the Clock

Being on the big stage takes courage! 

“I was terrified at first. But once you’ve presented to 7,000 people, everything else feels doable.”

And let’s not forget the clock: competitors had just 20 minutes to build their entire visualisation live on stage. Kathryn’s first dry run took 35 minutes - yikes - but through repetition and time-boxing, she nailed it in under 20.

If you’ve ever led a Tableau consulting engagement with live demos or dashboard performance issues, you’ll know how critical prep like this is.

Kathryn's Win: Views, Favourites and Lasting Data Culture Impact

While Kathryn didn’t walk away with the judge’s trophy or the crowd favourite title - Bo's dashboard took top honours and Ryan's secured the audience vote - she did capture the community’s attention in a big way.

Her finals dashboard has the highest number of views and favourites on Tableau Public out of all three finalists (25th May 2025).

That’s not just a vanity metric - it’s a signal. Kathryn’s design, story and execution resonated beyond the judging and public voting system. People came back to it, shared it, and saved it.

“Even if just one person thought I deserved to win, I’m happy with that. But to have so many people reach out? That’s been amazing.”

In our eyes? That’s the kind of legacy great Tableau consulting is built on - work that keeps working.

Lessons for Effective Tableau Consulting (and Life)

Kathryn’s biggest takeaway?

“Win or learn - you can’t lose.”

That’s a mantra we live by in Tableau consulting. Kathryn reminded us that:

• Iteration matters more than perfection.
• Feedback fuels growth, not failure.
• A strong narrative wins hearts and minds.

And she reminded us that even in the most high-pressure environments, there’s still space for community, to empower your team, and a deep sense of care - both for the data and the real-world stories behind it.

Where Is She Now?

Since Iron Viz, Kathryn’s visibility in the Tableau community has skyrocketed - from podcast guest to recognised thought leader.

“The Flerlage twins messaged me. It felt like Beyoncé just slid into my DMs!”

Want to stay inspired by Kathryn’s work? Connect with her on LinkedIn - she’s as generous with her insights there as she was on our show.

Free Consultation: Ready to Take Your Tableau Dashboards to the Next Level?

Kathryn’s story highlights everything great Tableau consulting should deliver:

• Empathy and education
• Solid storytelling
• Design that speaks to real humans

At Dub Dub Data, we live and breathe data solutions in Tableau - from data management to dashboard builds to enterprise upskilling. Whether you need support designing, building, or reviewing your dashboards, we bring a human lens to every engagement.

👉 Explore our Tableau Consulting Services
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Episode Summary

In this episode of unDUBBED, hosts Fiona and Sarah engage with Kathryn McCrindle, an analytics consultant and Iron Viz finalist, to explore her journey into data visualization, the challenges of participating in Iron Viz, and the importance of community support. Kathryn shares insights on overcoming imposter syndrome, the design process for her dashboard, and the lessons learned from presenting in front of a large audience. The conversation highlights the significance of feedback, iteration, and the rewarding nature of focusing on a single project.

Takeaways

• Kathryn turned data storytelling into an art form.
• Iron Viz participation motivated Kathryn to push her limits.
• The importance of community support in data visualization.
• Overcoming imposter syndrome is crucial for success.
• Focusing on one dashboard for a month is rewarding.
• Feedback is essential for improving visualization skills.
• Iterating designs can lead to better outcomes.
• The pressure of presenting can enhance focus.
• Learning from competition fosters growth in the community.
• Engaging with influential figures in the field is inspiring.

Chapters

00:00 Guest intro - Iron Viz Finalist, Kathryn McCrindle

01:25 Kathryn's Journey into Data and Tableau

04:29  The Iron Viz Experience and Motivation

07:38 Designing for Iron Viz: Challenges and Inspirations

15:36 Overcoming Imposter Syndrome and Embracing Feedback

20:38 Presentation Skills and Lessons Learned

23:33 Exploring Data Visualization Elements

26:12 Designing for Impact: The Art of Visualization

28:58 Navigating Competition: Insights from Iron Viz

32:51 Networking and Community in Data Visualization

37:35 Overcoming Challenges in Data Projects

Keywords

data visualization, Iron Viz, Tableau, dashboard design, imposter syndrome, data storytelling, analytics, community support, presentation skills, visualization techniques