The user analytics dashboard is a centralised dashboard for users (i.e. merchants and suppliers) to better understand their business’ heath and improve accessibility to the app. By refactoring of analytical tools embedded into the product features, this would also help the the team collect and understand high impact user behaviours across multiple channels.
When I first joined the organisation and tested the product's functionalities, I realised that the web landing page did not provide users with a quick glance of actionable items. Through user observations of their interaction with the platform, we also realised that they have been toggling through the different tabs to keep abreast of their tasks and business health.
With the organisations's primary goal being growing it's user base and customer retention at that point, it was primary that we ensure that we emphasised the value of the features we currently have, and how the product helps to streamline tedious orders management tasks. This would then decrease and/or optimise the users' time-to-value with our product. With the centralised dashboard, users would be able to track key metrics and tasks easily, while boosting usage of some features that were under-utilised due to knowledge gaps or lack of visibility.
As such, we narrowed the scope of the dashboard to include:
As we are primarily concerned about increasing our market share and user retention, we decided to track metrics related to feature adoption, stickiness and product performance.
After the release, I was tasked with tracking the feature interactions. When it was first launched, there was >80% interaction rate with the dashboard, with minimal fall-out at the end of 30 days. Upon following up with the Customer Success and Operations team, the product was also performing better than expected with little bugs reported, and increased customer satisfaction.