Embodiments are directed to displaying organizational information for a user's downline in an interactive graphical user interface (GUI). In one scenario, a computer system accesses portions of data for a user, where the data corresponds to secondary users in the user's downline. The computer system further generates a first-level view for the interactive GUI. The interactive GUI includes an interior portion configured to display filtered production data for the secondary users according to the accessed data as filtered by various production data filters. The interactive GUI also includes an exterior portion that includes rays extending outward from the interior portion, where each ray represents a secondary user's downline. The length and width of each ray is determined by the number of secondary users, and sales volume generated in the user's downline. The computer system then displays the generated first-level view in the interactive GUI.