To show the own data the row level security has to be setup in the universe to show only the data the user has access to. Please check this video to find out more on row level security.
http://www.youtube.com/watch?v=6yM0OLK6QlI
Once it is done you need to create a webi report and make that refresh on open, and create a BI work space to show the Webi report when they open the launchpad which they can refresh based on they security rights.