The first instinct for many software companies is to build exactly what they want with the help of chart components and open source code libraries. This works for some organizations that think their users don’t have complex requirements. But with dashboards and reports, the trigger point often hinges around understanding and mapping user flows. A one-size-fits-all experience just doesn’t cut it when you have a growing customer base and serve multiple user personas who are trying to achieve different outcomes. Join Ryan MacCarrigan, founding principal of LeanStudio, to learn how to approach the build vs. buy debate when launching your analytics project. What are some key considerations to think about that can save you time and money down the road? You'll learn: 1 - How to reduce customer churn with user persona-segmented dashboards 2 - The challenges of building with open-source component libraries 3 - Lessons learned from real product teams

1. Logi Analytics Confidential & ProprietaryThe Power Behind Possible.
3 Challenges of Building
Complex Dashboards with
Open Source Components
Webinar:

2. Logi Analytics Confidential & Proprietary
Click to edit Master title styleSpeaker
Ryan MacCarrigan
Founding Principal, LeanStudio
ryan@leanstud.io
@RyanMacCarrigan
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• Founding Principal at LeanStudio, a San Francisco based product design and innovation
studio. Have impacted thousands of entrepreneurs and teams across the U.S., Europe, and
Asia.
• Product Management Trainer at Mind the Product, the largest product management
community in the world.
• Global President at Columbia Venture Community, largest entrepreneurship and venture-
focused alumni group at Columbia University (NYC).
• Product Strategy at Philosophie, a New York City and Los Angeles based software design and
innovation studio.
• Former Partner & VP at Lean Startup Machine, first education startup to develop practical
teaching methods, tools, and software on how to apply Lean Startup methodologies.
• Former Product and Marketing leadership roles at technology startups in New York City and
San Francisco over the past 10 years — CoreStream, Advisor, SourcePad, AppFirst.
Speaker

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Speaker

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These things are deeply connected…
User
On-boarding
Dashboard
UX
Build v. Buy
Decision
Reduced
Churn Rates
impacting…

6. Logi Analytics Confidential & Proprietary
Click to edit Master title styleOverview
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• How to reduce user churn rates and increase engagement
with persona-segmented dashboards
• Importance of good UX in the user on-boarding process
• Challenges of building with open-source components
• Lessons learned from real product teams

7. Logi Analytics Confidential & Proprietary
Click to edit Master title styleComplex Requirements
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• Dashboard is often the beating heart of the product. First
and last screen a user sees. Arguably, dashboard = UX.
• It’s normal for businesses to service multiple user
segments. How do we account for this when designing UX?
• Build vs. buy: How does a resource constrained team
balance focusing on users with functionality and future
maintenance?

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• Who are the most important users? How do we validate this?
• What are users’ desired outcomes? Are these conclusions
observation-based?
• Which dashboard analytics should be surfaced for particular
user segments through personalization?

9. Logi Analytics Confidential & Proprietary
Click to edit Master title styleFuture-Proof or Future Fail?
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• Building with components from “free” open source libraries
seems like a simple choice at the beginning…until it’s not and
you’re backed into a corner.
• Maintenance costs are often not factored into the build vs. buy
cost-benefit analysis. Often more costly than the initial build!
• Nothing is more risky than slowing down the time it takes to
deliver value to customers.

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Understanding Users

11. Logi Analytics Confidential & Proprietary
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• Start with qualitative research. Conduct in-depth interviews with
target users or stakeholders to uncover unmet needs and goals.
User-centered design research should be an ongoing practice.
• Essential to understand current user behaviors. Many users won’t
be able to describe specific end goals. They will only speak in
general terms about ease-of-use, affordability, and convenience.
• Design user flows which account for the most important user
behaviors, needs, and goals — and segment them by user type.

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• Key distinction between in-depth qualitative research (early) and
usability testing (later) on a prototype or the actual product.
• Usability testing ensures that current and prospective customers
can use your dashboard to complete specific tasks. This is why it’s
important to design user flows around specific desired outcomes
for each of the user segments you’ve identified.
• Many tools and methods for testing; moderated and unmoderated.

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• Plan for persona- or “role-based” user segmentation based on a
common set of needs and goals.
• Dashboard UX (which version of the dashboard users see when
they login) is adjusted depending on their persona.
• First opportunity for persona segmentation is during the user on-
boarding process.
• Collect information during on-boarding that helps you segment,
but don’t overwhelm with too many questions.

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Why Personalize?

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Click to edit Master title styleExample: SaaS Video Analytics Product
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• Agencies: Managing and reporting on the performance of
many different creative campaigns for dozens of publishers.
• Publishers: Content editorial team focused on optimizing the
distribution of 2-3 campaigns across several different
channels.
• Influencers: Looking for basic features to help improve reach
on YouTube and Instagram. Promote sponsor merchandise
(or own).
Campaign Budget
Optimization
Campaign Reach;
On-Site Conversion
Merch Revenue;
New Subscribers
Persona / User Segment… Goals…

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SMB “Novice”
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Click to edit Master title styleExample: Customer Relationship Management (CRM)
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• VP of Sales: Assess performance of sales teams; run reports
to improve lead scoring; optimize conversion funnels.
• Account Executive: Know when to follow up with sales leads;
engage existing accounts; constantly updating records.
• Marketing Director: Improve engagement with sales leads;
design better marketing campaigns.
Performance Reports;
Sales Funnel Optimization
Persona / User Segment… Goals…
Customer Engagement;
Record Retrieval
User Acquisition;
Leads Import/Export

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“It feels great to cross out an item on a to-do list, doesn't
it? Now think of how satisfying it is to knock everything
off the to-do list, crumple up the entire completed list,
throw it in the trash can, and look up into the skies in a
super hero pose! Why not let your users experience the
same thing when they get to their first quick win?”
Accelerate Users to “First Success”
— Samuel Hulick
Elements of User Onboarding

25. Logi Analytics Confidential & Proprietary
Click to edit Master title styleReduce Churn Rate & Increase $
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• Good dashboard UX will reduce churn rates — i.e. losing customers
and the revenue they would have generated because they didn’t
experience “first success” (value) quickly enough.
• The sooner new users reach their “aha!” moment with the product,
the lower churn rates will be after the first few logins / days.
• “First success” is the primary desired outcome you’ve discovered
each user segments wants. Revealed through user research.

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Build vs. Buy?

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• How much control do we really need early in the game? Must we
maintain control at the expense of delivering a more polished UX
with frequent updates?
• Do we understand the true engineering scope and cost of building
from scratch?
• Are there unforeseen risks we could encounter down the line?
• Can the embedded analytics vendor support personalized
dashboards for different user segments?

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• Can we scale our customer base, build and test new features, AND
provide hands-on customer support all by ourselves?
• Can we maintain a focus on our users’ needs without heavily taxing
engineering resources?
• What is our current runway? How many iterations of learning
will we be unable to achieve if we exhaust our resources building
from scratch instead of growing user engagement and revenue?

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Lessons Learned

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• Speak with others who have already faced the build vs. buy
dilemma. It’s a big decision — they will have plenty of insight!
• Invest in truly understanding the scope and costs of building
dashboards from scratch. Maintenance is often underestimated.
• Embrace that qualitative user research takes time and rarely fits
neatly into planned product roadmap or Agile sprint cycles!
• Persona development and user segmentation is fundamental to all
product development. Don’t skimp on basic design research.

31. Logi Analytics Confidential & ProprietaryThe Power Behind Possible.
Questions?