Full product redesign for a B2B analytics platform — turning a frustrating product into one users actually want to use.
Velox had something rare in the B2B analytics space: genuinely useful data. Their event tracking and funnel analysis was accurate and fast. But users kept churning.
The core issue wasn't the product — it was the experience. Users couldn't figure out what to do when they landed on the dashboard. The onboarding was a 14-step wizard that 71% of new users abandoned before completing. Navigation was structured around internal feature names nobody outside the company understood.
The product was losing users who actually needed it — not because the data was wrong, but because the interface made it feel inaccessible.
The setup wizard asked for too much too early. New users hit a 14-step flow on day one before seeing a single insight from their own data.
The default view showed 22 different metrics with no hierarchy. Product teams didn't know what to look at first, so they looked at nothing and logged out.
Core workflows — funnel analysis, retention cohorts, user paths — were nested 3–4 levels deep inside a sidebar built around engineering terminology.
40% of users attempted to check metrics on mobile. The desktop-only design made this impossible, pushing users to competitor tools that had mobile-first dashboards.
After three days of user interviews and session recording analysis, one pattern was clear: users who reached their first meaningful insight within 10 minutes almost always converted. Users who didn't, churned.
We called this the 10-minute activation window — and every design decision in the redesign was made to serve it. The goal wasn't a prettier dashboard. It was a faster path to the moment users think "this is actually useful."
Rework onboarding so users see real data from their own product within 3 steps, not 14. Front-load the payoff, defer configuration to later.
Replace the 22-metric firehose with a smart dashboard that leads with the 3–5 numbers most correlated with the user's stated goal. Context over completeness.
Restructure navigation around what users are trying to do — "Understand drop-off", "Track activation", "Monitor retention" — not around what the product technically contains.
From the dashboard to the onboarding flow — every view was built to move users toward a specific outcome.
40% of users check metrics on mobile. The redesign delivered a fully responsive experience — not a compressed desktop view.
The original dashboard showed 22 metrics in equal visual weight with no hierarchy. Users described it as "looking at a spreadsheet that doesn't tell me anything." We rebuilt it with a card-based layout that leads with the user's most relevant KPI and surfaces anomalies that need attention.
The original onboarding asked users to configure every setting before showing them anything. We inverted this completely: install tracking snippet → see first data → configure the rest at your own pace. Users now reach their first meaningful insight in under 4 minutes.
The old navigation was a taxonomy of features — 28 items across 6 top-level categories, all labeled with internal terminology like "Event Schema" and "Aggregate Builder." Users had to guess where to go. We replaced it with a goal-first sidebar that groups tools by what you're trying to accomplish.
Same product. Same data. Completely different experience — and completely different results.
Every component was built as a reusable token — so the team can ship new features without breaking the visual language.
Metrics measured from the same cohort of 12,000 users, 90 days before and after the redesign launch.
"We had good data and bad UX. Designaps understood immediately that our product wasn't broken — our experience was. The redesign didn't just make things look better; it fixed the parts that were actively costing us revenue. Trial conversions tripled in 90 days."
Book a free 30-min strategy call. We'll show you exactly where your product is leaking activation and how to fix it.