Statista
Optimizing a consumer analytics tool for
retention and revenue growth
Role & Responsibilities
2023-2024
UX/UI Designer
UX Researcher
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Conducted user research
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​Analyzed data (Hotjar and Pendo)
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Perform competitive analysis & Benchmarking
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Developed concepts and designed interactive prototypes
About the project
Consumer Insights is an expert tool for analyzing consumer behavior data worldwide. As a legacy system, it had several challenges. My work focused on:​
• Overall usability, including refinements to search, table visualizations, notifications, onboarding, and other quality-of-life improvements.
• Creating consistency with our new pattern library components.
Status quo
key insights from user testing and analytics
Hard to find data
Search results were hard to scan.
Complex & Overwhelming
Many features and complex tables, with no guidance.
Unclear system state
Lack of feedback, particularly affecting users on small viewports where actions appeared off-screen.
Helping users find the data they need
Why was this project relevant? Search experience across different parts of the tool was inconsistent and had usability issues. Usability testing and analytics also revealed:
94%
of active users relied on search.
only 2 out of 6 users
completed the task to find the requested data, taking 12 and 17 minutes each.
Before
After
Result preview: users can scan through the list without feeling overwhelmed.
Cleaner layout: search was moved to the header, providing more workspace for the user.
Search engine optimization: showing more accurate, up-to-date results.
Guiding users through the first steps
Why was this project relevant? 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.​
42%
of unique users left the session in 10 seconds or less.
60%
of paying users who weren’t actively using the tool expressed that it was too confusing to use.
Guided tour
Making population insights actionable
Why was this project relevant? Population projection provides a confident estimation of the behavior and preferences of an entire country’s population, helping our users make business decisions across different regions.
23%
of active users calculated population projections manually.
4 deals
were lost in April 2024, with this feature gap being one of the main reasons.
Before
After
Population feature: users see population estimation by default. They can choose to show or hide it at any time, and their preference is saved for later.
Cleaner layout: table readability was improved to prevent information overload. Added hover tooltips to provide additional context.
Results & Metrics
Results were measured by comparing the first months of 2024 with the same period in 2023.
18%
increase in retention
10%
drop in bounce rate (42% → 32%)
29%
revenue growth