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Clever-er Behavioral Analytics

Under Development · Late 2023 - Present

What? 🤔

Revamping CleverTap's Behavioral Analytics for improved data visualization and user experience

Who? 🤝🏼

Designs initiated and led by Aditya, collaborating with two frontend, three backend engineers, and one Product Manager to ensure cohesive development and implementation.

How? 🎯

Used the Double Diamond design process, conducted market research and user research, designed and tested prototypes, collaborated with developers and stakeholders, and established a consistent design language.

Kickstarting the redesign of CleverTap’s legacy Behavioral Analytics, focusing on updated interactions and a smoother user experience, making the analytics tools more intuitive and scalable.

What is Analytics at CleverTap?

  • Behavioral Analytics at CleverTap provide insights into user behavior and product performance through data visualization and analysis.

  • It helps businesses make data-driven decisions to improve user engagement and optimize product features.

  • Analytics tools help analyze user interactions with the product, enabling companies to refine their strategies and enhance the overall user experience, or launch engagements using CleverTap's Campaigns, or Journeys.

  • CleverTap offers seven key tools for analytics: Events, Trends, Cohorts, Funnels, Pivots, Flows, and Real Impact.

Why did we need to revamp Analytics?

​The need to revamp stemmed from several key factors:

  • Outdated UI: The existing Behavioral Analytics had an outdated interface, making it less intuitive and harder to navigate.

  • Inconsistent Results: The current implementation did not always provide consistent results, which eroded trust in the platform's analytics capabilities.

  • Competitive Necessity: Essential to update the analytics tool to stay competitive and meet modern user expectations.

  • Platform-Wide Use: Utilized across the platform for analyzing user behavior, campaign performance, and engagement metrics.

  • High Usage: These analytics tools are among the most used in CleverTap, appearing in various places such as setting up journeys, creating campaigns, and engaging users with reminders.

  • Legacy System: These pages have remained unchanged for the last seven years and are among the oldest in the platform, necessitating a revamp to stay relevant in the market.

Here are the current query and subsequent analysis pages for Events, Funnels, Cohorts and Flows.

Soon to be replaced by the revamped Analytics.

Introducing the new CleverTap Analytics

Here comes the new Behavioral Analytics with these exciting updates:

  1. Intuitive User Experience: A user-friendly and seamless experience, reducing the learning curve and increasing efficiency, by bringing the analysis closer to the user, within a few clicks.

  2. Enhanced Data Visualization: Improved graphs and charts for clearer insights, making data interpretation more straightforward and impactful.

  3. Advanced Features: Added capabilities for deeper data analysis and reporting, such as predictive analytics and AI-driven insights.

  4. Out-of-the-Box (OOTB) Analysis: Pre-made reports that provide immediate value without requiring extensive setup or customization.

  5. Data Trust and Accuracy: Ensured consistent and reliable data to build user trust and support confident decision-making.

What do we want to achieve with the new Analytics?

The primary goals of the new Behavioral Analytics are:

  1. Feature Parity: Achieve parity with competitors in terms of data visualization and analysis capabilities, ensuring we match or surpass the best tools available in the market.

  2. User Experience: Pioneer the new Design System at CleverTap, setting the foundation for all new features using this updated design system.

  3. Data-Driven Decisions: Build the Automated actionable insights feature that will create and deliver reports on a scheduled or ad hoc basis.

  4. Scalability: Develop a platform that can easily accommodate new analytics tools, maintaining consistency with the updated user experience.

  5. Strengthening Analytics Offering: Strengthen the analytics offering by CleverTap to package our product as an all-in-one solution, driving more revenue.

Events and Trends in the new Analytics [Protected by NDA]

How are we progressing so far?

Here’s what the outcome and impact of the new Analytics look like:

  1. Foundation Established: We have created the foundation and core layout for the new Behavioral Analytics after various design directions, multiple sprints of iterations and collaboration involving numerous stakeholders, including the Chief Product Officer, CleverTap.

  2. New Events & Trends: Completed the designs for two of the seven analytics tools and developed the frontend architecture while revisiting the backend to strengthen infrastructure and performance.

  3. Customer Demos and Feedback: Presented the developed frontend POC to twelve customers, including some at risk of churning. Gathered feedback and addressed insights generated.

  4. Current Work: The design team is working on revamping the Boards, while frontend developers are implementing the feedback received.

Who says what about upcoming Analytics experience?

Hear from our users who have experienced the demo of the new Analytics:

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"The demo showed a streamlined way to view and analyze data, which could significantly improve how we interact with analytics. It looks promising!"

Azucena from Techero


"The pre-defined reports are great as a starting point, being able to customize these according to our specific needs is incredibly valuable for us."​

Anya from Washos

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"Having access to data as it happens changes the game for us. It allows us to be proactive rather than reactive, making decisions based on the latest information."​

Gloria from Bit2Me

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"The ability to directly engage with users based on analytics insights within the platform, without additional tools or steps, would greatly enhance our operational efficiency and effectiveness."​

Azucena from Techero

What do we plan to do next?

Here are the next steps, in no particular order for the new Behavioral Analytics:

  • Continue Research & Development: Complete the designs for the new Boards and the remaining five analytics tools, by the end of Q3 2024. 

  • Enhance Reporting and Insights: During Q3 2024, we plan to design and develop Automated reporting features that deliver insights on a scheduled or ad hoc basis.

  • Private Beta: By mid-Q4 2024, prepare and deploy the POC with all seven analytics tools, new boards, and automated reporting, and prepare for a round of Private Beta with select customers in late Q4 2024. Before providing a fully revamped Analytics experience, we will include users in the Private Beta in a phased manner, starting from early Q3 2024. 

  • User Training: Through the course of R&D, collaborate with the Documentation team to develop comprehensive user training materials and conduct training sessions to ensure smooth adoption during the Alpha testing round.

  • Design QA: Ensuring the implementation closely matches the designs through several rounds of Design QAs.

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Due to the positive feedback from recent user interviews, we have built confidence within the Product organization and secured additional resources for this vision. The team will plan, manage, and onboard new team members to develop this part of the product with the highest efficiency and effectiveness.

What did I learn from this project?

  • Planning and Designing for the Big Vision: I gained experience in planning and designing for a comprehensive vision, ensuring that every detail aligned with the overarching requirements of the project.

  • Understanding Product Management: I learned how Product Management functions, focusing on prioritizing products and features to create an optimized product roadmap while balancing user requests and churn risks.

  • Scalable Feature Foundations: I learned how to set up the foundation for a mega feature that needs to be scalable, considering both current and future use cases to ensure long-term viability.

  • Contributing to an Upcoming Design System: Pioneering the new Design System at CleverTap was a valuable experience, setting the foundation for all new features and ensuring a consistent user experience across the platform. I delved into creating and managing components, contributing to the CleverTap Design System, and developing crucial globally usable components like split layouts and data visualizations.

🤓 NDAs limit what I can share here. I’d love to discuss the project in-depth and present the design prototype in a secure setup. Feel free to reach out if you need more context to evaluate my candidature.

Explore more of my work:

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