Indicative Analytics Platform
Client: Indicative, Agency: Type/Code, Duration: 10 weeks
Role: UX/UI and Design Lead, Press: Featured on Product Hunt
Background & Task
Indicative is a SaaS customer analytics platform that enables individuals to make better data-driven decisions by connecting everyone to a single source of data and providing simple tools to analyze customer behavior.
The task was to reimagine a visual interface with some UX improvements to lower the barrier for people to work with data.
Problem
People Problem: Without an in-person walkthrough, people find the current platform overwhelming and outdated.
Business Problem: As Indicative transitioned from an enterprise-based business model to a self-service freemium model, we identified the aged UI as major friction to acquiring new customers.
Indicative interface design before the redesign
Success Metric
Self-service freemium adoption rate and enterprise-based retention rate.
Understand the possible learning curve and identify the drop-out points since phase one launched.
Time spent and successful completion rate on the key tasks like generating customer journey and dashboard report.
Goal
User Goal: to help to build cross-functional teams can reduce silos and work together in a more collaborative way across product, marketing, and analytics operations. Anyone, of any skill level, gets a simple set of tools to answer otherwise complex customer questions, without the need to know SQL.
Business Goal: Expanding Indicative platform to B2C freemium audiences (start-ups that has a handful of the employee), not be limited by B2B audiences (companies that exceed 10B+ revenues).
Pain Points
While indicative tools are powerful, people find them overwhelming at a glance. Especially for those people who don’t know SQL (Structured Query Language)
Many interactive calls to actions are not clear to people
The platform user interface has aged and diverged from new target audiences’ expectations
Some people find themselves lost in the site within 2-3 clicks. The navigation system doesn’t indicate the page location within a complex site
Powerful features are hidden in the page, one of the vital feature-drag and drop wasn’t apparent to people
Visualize and optimize conversion with Indicative’s unique multi-path funnel.
A simplified query builder helps user generate insights faster
Interactive funnel visualizations bring the queries to life
More customization options, to help user drill deep into trends
Create, collaborate, and share KPIs and visualizations with custom dashboards and automated reporting.
View KPIs at a glance with drag-and-drop dashboards.
Customize various visualizations to users’ needs.
Explore an individual user’s full journey and session activity to discover core behaviors and create highly personalized segments.
Leverage the characteristics of specific customers and segments to optimize product implementations and marketing campaigns.
Explore the full journey and session activity of every customer.
See user’s profiles and activity timelines to create customer segments for highly personalized messaging.
Easily construct a query to perform in-depth customer analysis without SQL.
Multipath funnel visualization helps users identify optimal conversion paths, finding where users are dropping off, and understand conversion across segments.
Drill into user segments to identify behavioral and patterns while adding customize annotation for an individual journey.
