I was tasked to lead multiple 'Sprints' on ClickFunnels' in-app analytics feature to reimagine how data is presented to users in order to "Help users understand their stats and optimize their Funnels based on their goal."

With a cross-functional team of designer, product manger, QA, Support, Education, and product expert, we conducted multiple Sprints to gather qualitative and quantitative data on how we can improve analytics feature inside of the ClickFunnels web app. We were able dynamically shift the way we presented data to our users, and had a lot of positive support to move the feature towards new future. The project was ultimately put on hold due to another high priority project, but the data we collected attributed towards another internal project.

01 // Overview

Re-envisioning the way products are sold online, ClickFunnels offers a web app and education resources that help users build a nurturing sales experience for their customers online. Through tools like page editors, Funnel builder (a sequence of pages tailored in-order from landing, sales to upsell), automation builder, and email builder, and analytics, ClickFunnels offers an all in one solution to run a digital business online without the need to own multiple subscriptions, and the hustle of integrating multiple tools.

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In 2019, there was a shift in the product expectation for a lot of online apps, and our team was forunate enough to leveraged 'PriceIntelligently' to assess current and future user needs, helping us refine our strategy to better reach the mainstream market, and stay ahead of the market.

Through this process, we identified and prioritized few areas to improve, where I was tasked to lead the feature around 'Analytics & Stats'; reshaping, expanding and adding features that provide better analytics and insights that provides actionable steps to improve sales, performance, and knowledge to help users grow.

02 // Problem

"My Site's up, Funnel's live, everything is working, but I'm getting no sales, and I've no idea what to do now..."

A phrase we heard all too often in online business communities, especially from those just starting their journey. While in-depth analytics and data tools can provide valuable insights, they’re only useful if you know how to interpret and act on the data. Our research, including qualitative and quantitative insights from PriceIntelligently, revealed a common struggle. Many users felt overwhelmed by analytics, unable to identify the right problem, and uncertain about the next steps to fix it.

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As a result users often felt:

Stuck
Discouraged
Like the app wasn’t working
Frustrated by the lack of results, leading them to try other platforms
That the app was too complex, ultimately resulting in churn.

Businesses saw:

User churn rate going up
Support ticket rate going up asking questions around the data we show and what they meant
Feature requesting 3rd party tools to integrate for data

03 // Problem Framing

Our Sprint team brought fresh perspectives on the analytics feature, and through multiple conversations, with internal experts, the support team, and 20 users, three recurring themes emerged:

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Comprehension –
Users in general struggled to understand their data. Not just in our app, but in other tools they utilized. Those that understood the data felt like they were somewhat confident enough to make updates to their funnels, pages, or automation, but it always took time to research, deep dive, and breakdown the data further.

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Optimization –
They lacked guidance on improving key metrics. Using data to increase sales or user interaction is like a puzzle without a reference picture. Even experts users expressed that optimization of anything is not an exact science and that any help towards their goal/mission added confidence in the edits they made for optimization.

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Goal/Mission –
Many weren’t sure what to track or why it mattered. It became apparent that through the discovery phase of 'Optimization' keyword, the mission/goal was a core piece of this process to optimization. Users needed a mission for us to support them on their journey in their app.

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Through deeper process of identifying these three areas, this was the final hypothesis we Sprinted with after 3 Sprint sessions on analytics:

"Help users understand their stats and optimize their Funnels based on their goal."

Users needed to define a clear goal, whether it was increasing sales, clicks, or opt-ins, but they also needed guidance on why their data looked the way it did and how to improve their performance.

Our hypothesis:
‍A refined analytics feature that not only presents data, but also educates users on online marketing best practices will reduce churn and reinforce ClickFunnels as an essential tool for growing their business online.

04 // Process

Sprint, Walk, Sprint, Walk, Sprint, walk, Sprint.

Over the course of four Sprint sessions, we conducted a deep dive into analytics—gathering insights, prototyping a clickable concept, and presenting our hypothesis to stakeholders to demonstrate its value.

Each session followed a traditional 5-day Sprint, with different members and experts rotating in each round. This brought diverse perspectives and fresh ideas, but also introduced the challenge of repeatedly reframing the problem and aligning new participants with the initial context.

some other details about process

Technical Challenges & Key Notes

05 // Challenges & Results

Each Sprint yielded new insights, continuously refining our hypotheses and prompting us to revisit the problem and journey map at every stage. The results aligned with our evolving understanding, which I'll outline based on our hypothesis and the three key focus areas:

Design phase 2

Comprehension –
This category formed our first Sprint hypothesis, defining our mission. We explored ways to visually translate data more effectively and identify key moments where users needed assistance.

One major insight was that many users didn’t know which numbers indicated a successful Funnel versus an underperforming one. This led us to a discovery phase, where we explored how to leverage our existing data on what makes a successful Funnel and integrate educational elements.

By comparing user data against proven benchmarks, we aimed to provide clear guidance on where users stood and what steps they needed to take to improve.

Optimization –
User interviews, journey mapping, and initial comprehensive research revealed a common pain point. Users didn’t know who to turn to when facing issues or how to effectively optimize their Funnels.

We conceptualised integrating meaningful, contextual assistance throughout the analytics page, both in subtle and more prominent ways, to help users quickly identify problems and take actionable steps forward.

Goal/Mission –
We realized that users struggled to access the education and resources needed to improve their Funnels, but more than that, they just wanted a simpler, more intuitive way to succeed. Many became discouraged by the complexities they faced, while those who understood analytics still lacked actionable data to guide their decisions.

One of our biggest challenges in designing software isn't just providing all the features users needed, but delivering the right features at the right time. We recognized that we couldn't always give users the perfect advice, the right tools, or even the ideal UI cues to guide them. This led to a pivotal shift in our approach: User-Set Missions & Goals.

By allowing users to define specific objectives for their Funnel or product, we could tailor in-app guidance, adjusting how proactive or in-depth our recommendations needed to be. This would also helps us gather valuable data on user intent, enabling ClickFunnels to refine its features and provide smarter, data-driven support in the future.