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Analytics User Journey

Creating a comprehensive user journey for our main analytics platform, mapping workflows and identifying pain points, opportunities, and actionable insights, with the support of AI-assisted transcript analysis to accelerate research and streamline insight extraction.

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Context & Background

As part of the Product Design team’s objective to improve productivity, and aligned with the key result “Create one user journey for each Line of Business”, we conducted research on INNOVID's Analytics Dashboard platform.
The goal was to map user workflows, personas, goals, expectations, and pain points, to provide insights for improving usability, consistency, and efficiency across the platform.
The research also responds to request for tighter design, better navigation, and an overall facelift, while laying the groundwork for consolidating multiple analytics tools into a cohesive look and feel.

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Goals

  • Understand all types of users (internal & external) and their personas

  • Identify different workflows per user type

  • Map pain points and opportunities for improvement

  • Understand user flows for Custom Reports Builder (CRB) and PAPI dashboard

  • Define the product vision for alignment with brand and design system

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The Process

1. Design Research

  • Mapping pages visually - all dashboards, campaign lists, CRB, and conversion reports

  • Mapping UI components & UX behaviors – identify patterns, inconsistencies, and interaction challenges

  • Mapping technology & limitations - understanding dependencies, system constraints, and potential technical blockers

2. Quantitative Data

  • Grafana & Google Analytics - usage metrics, most visited pages, frequency, user roles

  • Pendo (trial) - intended to gather insights on user flow, feature adoption, and interaction patterns

  • Key metrics collected:

    • Number of monthly active users

    • Role segmentation (AMs, TPMs, Sales, External)

    • External user flows 

3. User Research & AI-Enhanced Analysis

  • Pre-interview forms - gather initial insights and context

  • Interview preparation - create scripts for internal and external personas

  • Interviews conducted - 5–6 users per persona

  • Tasks during interviews:

    • Understand user goals, flows, and frequency of use

    • Observe real-time navigation and interaction

    • Explore pain points and unmet needs

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AI Integration:

To streamline analysis, I leveraged ChatGPT for transcript review and insight extraction:

  • Extracted user flows directly from interview transcripts

  • Identified pain points mentioned by users at each step

  • Summarized opportunities and actionable insights across personas

  • Consolidated findings into a single structured report, saving ~25 hours per persona

  • Mapped user journeys per persona

  • Annotated pain points at each step

  • Derived opportunities from pain points to inform next-stage solutions

Insights & Opportunities

  • Users need better navigation, discoverable features, and consistent labeling

  • High complexity in CRB and dashboards requires simplified workflows, templates, and filters

  • Clear glossary, tooltips, and onboarding would improve usability and self-service adoption

  • Consolidation of overlapping features across tools will reduce cognitive load

  • AI-assisted analysis accelerated insight extraction, improving decision-making speed and accuracy

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Next Steps

  • Explore design solutions addressing major pain points and improving efficiency

  • Create a product vision and design system alignment for a cohesive look and feel across analytics tools

  • Implement guided experiences (tooltips, templates, refined dashboards) for internal and external users

  • Continue gathering quantitative data with Pendo and Grafana to validate design improvements

The result:

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