UX, UI, Research, Workshop
How might we help users quickly visualize conversion rates on a dashboard and enable them to compare various groups’ performances?
Create a flow for users to add new or existing funnel reports, with ‘group-by’ support, to a dashboard
Our customers were eager to optimize their user journeys and rely on funnels to identify key drop-offs. However, they faced a challenge: while funnels provided valuable insights, they couldn’t easily integrate a funnel visualization into their dashboards due to complex design and technical constraints. That’s where I stepped in to turn this need into an elegant solution.
In the first two months following launch, usage saw steady growth, with users adding an average of 200+ funnel pins per week.
The number of unique visitors also increased, signaling stronger adoption of our overall analytics platform.
Most importantly, the feature resonated with our customers, leading to a significant boost in our System Usability Scale (SUS) score, reflecting improved ease of use and overall user value.
Given the complexity of the project, the funnel widget was treated as a few dedicated sprints, with numerous product, engineering, and design decisions to work through.
I began by breaking down the work into two main tasks: first, creating both full-size and half-size funnel visualizations to explore the best layout options.
Next, I partnered with our Product Manager to define the requirements for grouping funnels by metadata, ensuring we aligned on the functionality. We documented our assumptions and then validated them through customer feedback to ensure we were meeting their needs.
As this was a highly visual project, I quickly created high-resolution mockups to meet tight deadlines and get feedback fast. Once the design direction was set, I conducted a usability test to ensure that the drill-in interactions were intuitive and made sense for users.
The final phase involved collaborating closely with engineers to address edge cases, empty states, error handling, and other technical details to ensure a smooth and reliable user experience across all scenarios.
The new breadcrumbs component, as part of the drill-in interaction, was developed out of necessity and quickly gained traction. It is being adopted by other teams across the organization.
In addition, we quickly identified a key intersection point between our guides and the funnel report feature, creating an opportunity to enhance the user experience even further.
The engineering team had different perspectives on how the drill-in interactions should work; should users be able to drill into any level at any time, or should it be restricted to one level at a time?
To resolve this, I conducted a usability test, which revealed that users preferred drilling down one level at a time, as it helped them maintain context and avoid confusion.
Additionally, supporting funnel grouping meant we had to account for multiple mini-funnels, while ensuring the widget’s design remained responsive and functional within the dashboard layout.
I noticed that our engineers had two different approaches in mind, each with its own merits. To make sure we were making the right decision, I suggested we gather some user feedback and base our choice on solid data. To facilitate this, I organized a workshop with the engineers to better understand each perspective before running a usability test.
I also collaborated closely with our data visualization expert to ensure the widget aligned with our existing design standards. At the same time, we worked to strike the right balance by making sure the smaller visual retained enough detail without overwhelming users.
When it came to defining how the grouping and drill-down interactions should function, I decided to conduct a usability test to gather real user insights.
While navigating one level at a time can be slower, it better aligns with users' mental models, making it easier for them to follow and understand the data.
