Like many leading enterprise technology applications, Desk.com employs the powers of product innovation, engineering & design talent, customer engagement, and market intuition in order to provide users a successful customer support product experience. But to have a leading B2B app isn’t as easy as having a good idea and delivering the ideal user experience.
In peeling back the layers of Desk.com’s ability to constantly improve the user experience, we quickly arrive at Mixpanel.
Data analytics reporting has become an increasingly familiar aspect of app development, and many of you may already be tracking surface data such as app opens, page views, and number of unique users. However, taking a look at those metrics alone can be a very limited approach in telling the real story of what’s happening inside your app.
To move beyond the story’s opening, into the plot, and towards the resolution that your data is telling you, you must get inside of the user experience. When Desk.com wanted to go more deeply into user behavior, and even more specifically how some users prefer one series of experiences to another, they employed Mixpanel Funnels, People Profiles, and Retention reports to arrive at the set of user actions that helped tell the real story.
The particular case at hand was to see how a newly developed approach of implementing User Assistance Hovers was working for customers, and then compare that in a split test experiment to the previous approach of using Tour Overlays.
Desk.com conducted the test over approximately 3 weeks in June and July of 2014, in which they gathered thousands of data points with Mixpanel. They created funnel reports to track how users were flowing through the onboarding experiences and compared cohorts using retention reports to see which experience was more likely to engage the user.
To better understand how Mixpanel was utilized, let’s go deeper into some of the findings in each chapter of the story.
Funnel Reporting and People Profiles
Desk.com created a Mixpanel funnel report tracking the new user experience. The flow included each step of the onboarding experience: 1) Welcome! 2) Universal Inbox 3) Filters 4) Configure Filters 5) Admin Switcher 6) Ch. 1 Complete.
In this funnel, Desk.com discovered that if a user did not skip the tour and passed the first hover, they were nearly certain to complete the rest of the funnel.
The question quickly became, “If the user skips the tour, where would they go?” Using Mixpanel’s People Profiles, Desk was able to determine that in most cases, if the tour was skipped, the user would make their way to Admin.
Using Mixpanel retention analysis, Desk.com was able to also understand the recurring behaviors of users within each experience, which basically means understanding how sticky one experience was vs. the other.
They ran numerous retention reports to detail any potential user follow-up actions. These included: 1) Viewed case filters 2) Added new macro 3) Added new label 4) Added new rule 5) Added Twitter account 6) Added Facebook account 7) Viewed Admin dashboard 8) Responded to a case 9) Resolved a case.
An aggregation of user behaviors was quickly seen in the recurring report of users who came back to do ‘Anything’ from one week to the next. UA hovers was the winner.
These are just a few examples of the decision-making criteria Desk.com used in order to tell a story with its data.
Hopefully these are examples that can inspire you to not only use your intuition, but also understand exactly what users are doing inside of your app. This should help you make decisions that are also data-driven.
What’s an example of how a Mixpanel report might help you tell a story of your user experience?
To read the original post and to learn more about Desk.com, please visit Desk.com.