First things first, I had to understand why users find it difficult to use analytics software. I looked at the user base and the type of people I should design the dashboard for. The online marketeers of the client came up with all types of problems users had to deal with. I also did desk and literature research to find common problems in the user base regarding analytics and dashboards. Two interviews were conducted with owners of mid-sized companies on their use of webanalytics.
Through the research I conducted I found several pain points and patterns. First, the lack of knowledge (especially the use of KPI’s, terminology and interpretation of data results) and second, the lack of awareness (clients didn’t know how to use analytics and/or didn’t see the point of using it).
Another pattern emerged of a process loop of users using analytics – in which the user interprets the data, tries to find insights, makes decisions and actions based on those insights (e.g. changing the website or launching promotions) after which a new set of data comes up and the process begins all over again.