User Behavior Analytics
Also called: Product analytics dashboard, Engagement analytics, Funnel and retention view
A dark plum lab for how people move: a sentence-style event query, a step funnel with hatched drop-off, a magenta-to-amber retention triangle and flowing journey paths.
Design keywords
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User behaviour analytics is about sequences, not totals. The page starts with a query written as a sentence — “All readers who did article_read then subscribe_click within 7 days” — with event names as monospace chips. Below it, a step funnel shows each stage as a bar with the lost users drawn as a hatched magenta ghost of the previous step’s height behind it and the conversion rate between steps; a cohort table turns into a retention triangle in a hot magenta-to-amber heat ramp; and a Sankey-style journey map shows where people come from and where they leave. The skin is a dark plum canvas with faint click-heat blobs, quirky Bricolage Grotesque headings and mono numbers. The demo is a media publisher, so its events are reader events (article_read, subscribe_click, audio_play).
Best for
- Media, streaming and content apps tracking engagement
- Product and growth analytics tools
- Onboarding and checkout funnel optimisation
- Subscription retention and churn analysis
Avoid for
- Financial statements and audited reporting
- Executive one-glance summaries
- Low-data products with no event tracking
✓ Do
- Write the query as a readable sentence with event chips the user can swap
- Show drop-off between funnel steps explicitly (hatched ghost bar + % converted)
- Use one sequential ramp for retention and label every cell with its percentage
✕ Don't
- Don’t show funnels as decorative trapezoids without numbers
- Don’t use a rainbow palette for retention intensity
- Don’t average away cohorts — keep the triangle
Not to be confused with
On mobile
Turn the funnel into a vertical list of steps with a % converted pill between each; show the retention triangle for the last 4 cohorts × 4 weeks only, with horizontal scroll for more. Journey paths collapse to the top 3 paths as chip sequences. Keep the dark canvas but drop the heat blobs.
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