Optimizing a consumer analytics tool for retention and revenue growth
Senior UX/UI Designer
• User Research
• Data analysis (Hotjar and Pendo)
• Competitive analysis & Benchmarking
• Concepts and Interactive prototypes
2023 -2024
Statista | Data provider
SaaS
01. CONTEXT
Opportunity for Impact
Consumer Insights is an expert tool for analyzing consumer behavior data worldwide. Despite contributing approximately 7.5% of the company’s revenue, it lacked dedicated product direction. As a legacy system, it had multiple usability and technical challenges. My work focused on:
• Identifying user pain points and uncovering opportunities for product improvement
• Improving overall usability, including refinements to search, table visualizations, notifications, onboarding, and other quality-of-life improvements.
• Creating consistency with our new pattern library components.
Key insights from user research
Hard to find data
Search results were hard
to scan
Overwhelming
Complex features and data tables, with no guidance
Unclear system state
Lack of feedback, particularly affecting users on small viewports where actions appeared off-screen
02. ONBOARDING
Guiding users through the first steps
Users found it too complex to build their first tables, and the guidance we provided, like webinars, was costly and limited. We aimed to simplify the onboarding process and empower users to get started independently.
User behavior
60% of paying users
who weren’t actively using the tool expressed that it was too confusing to use
82% of unique users
left the session in 10 seconds or less
Solution
• A simple, visual walkthrough of the main features to help users get started quickly.
• Guidance available at any time. Users can revisit the walkthrough, watch a tutorial video, or explore examples on how to turn tables into meaningful insights.
03. SEARCH REVAMP
Helping users find the data they need
The search experience was overwhelming, and results were poorly optimised, making it difficult for users to quickly find the information they needed.
User behavior
91% of active users
relied on the search
only 2 out 6 users
completed the task to find the requested data during test, taking 12 and 17 minutes each
The challenge
3
2
1
01. Unclear results
Keywords sometimes would appear at the end of long texts, making results easy to miss
02. Small workspace
Limited space for tables reduce visibility, making selection and comparion difficult and actions hard to track
03. Information overload
On hover, result preview shows chart labels without actual data. Information is hard to understand and often overlooked
Besides, the lack of feedback, such as loading indicators and error messages, makes it difficult to understand the outcome of an action. From the user’s perspective: Did the search fail? Is it still loading? Or are there simply no results?
Solution
• Users can easily scan through the results without feeling overwhelmed.
• Cleaned up the layout by moving the search bar to the header, making the tool more compact and creating more room for the tables.
• Incorporated new feedback system, including error messages and loading states.
• Improved filter and navigation patterns.
04. NEW FEATURE
Making population insights actionable
Population projection provides a confident estimation of the behavior and preferences of an entire country’s population, helping users make business decisions across different regions.
User behavior
44% of active users
calculated population projections manually for each dataset, requiring weeks of work.
The challange
The existing experience was difficult to scan, overloaded with information, and lacked information for users who needed quick access to projection data.
Solution
Population insights are now available directly in the tool, significantly reducing the manual effort.
• Simplified the table layout to improve readability and reduce cognitive overload.
• Added clear visual cues to indicate horizontal scrolling and hidden data.
• Made population projection data visible by default, while allowing users to show or hide it at any time. User preferences are automatically saved for future sessions.
• Updated the interface using the new design system and component library for consistency and scalability.
06. RESULTS
Impact & Metrics
Despite working with a small team, we were able to prioritize the most high-impact workflows, improving usability and contributing to revenue growth.
29% revenue growth
compared with the first months of 2024 with the same period in 2023.
10% (64% → 54%)
drop in bounce rate, contributing to retention increase.