Design Challenge
The existing analytics dashboard was very limited. Users complained about missing data and inaccurate metrics on app audience and engagement. The team decided to provide metrics granular enough for customers to be actionable and help them define their content strategy.
User Needs & Ideation
I synthesised CS tickets and customer feedback alongside the PM's prioritisation. I categorised insights, prioritised them, and dropped non-essential ones for this first phase, then sketched design ideas to iterate quickly. The decision I held the line on was moving from aggregate engagement numbers to per-content breakdowns. The "inaccurate metrics" complaints were less about data being wrong and more about granularity being too blended for the per-content decisions customers were actually trying to make.
User Testing
I ran roughly four pilot sessions with the CS team first and iterated the prototype alongside the PM. Then I facilitated five testing sessions with customers the PM recruited. Since the plan was to migrate analytics to a totally new platform, learning how users would react was crucial. Post-launch, CS flagged fewer "where is this metric" tickets and customers started referencing the new insights in strategy conversations. I did not have access to production analytics to quantify lift beyond that. This was a customer-facing redesign, not a measured experiment.
Ownership. I owned synthesis, the per-content granularity decision, prototyping, and testing facilitation. Pushpay engineering handled implementation and the analytics data pipeline. The PM owned participant recruitment and cross-product prioritisation.
