PROJECT: User analytics implementation at LEGO
ROLE: Research, implement and praise adoption of user analytics
DURATION: 2 years (ongoing)
Vision
LEGO is one of the most well known brands in the world. As part of the Digital Design team as a Student Worker, I was in charge of implementing a user behavior analysis tool in all of the user-facing internal applications.
The idea was to allow designers and management to visualise how users utilise internal tools and understand the relationship between different applications and areas.
Challenges
Long research due to adoption of new tool
Numerous amount of teams and different applications
Highlighting the need of quantitative data
Platforms built in different frameworks
Tagging and identifying platforms in the same report
The main objective was to allow management and product teams to better understand who their users were and what they do in their platforms
Research
Before implementing Adobe Analytics as a tool, there was a prior research verifying other options, what other teams had been doing in the company and most suitable solutions for our objectives.
There was also time invested in learning on the usage and best practices of the tool, as well as most reliable way of implementing it.
User Research
Besides the technical aspects of using a user behavior analysis tool, there was also research aiming towards the users of this solution. The focus was in trying to understand what were teams interested in knowing, their current situation in accessing data, challenges and possible scenarios.
Guiding questions:
Who could use this tool?
What do teams want to know more about in terms of usage of their applications?
How used are they in analyzing quantitative data?
When in their processes should they use this tool?
How might I encourage teams to adopt and use this tool?
What would they do differently by having this data available?
Awareness
For the purpose of highlighting the benefits of having this tool implemented, easiness to connect it with current applications and examples of usage, a presentation was developed for everyone in the organisation.
What we achieved by doing this:
Raise awareness of the tool
Encourage teams to adopt the solution
Present possible examples of usage
Plan next implementations
Screnshot of the first slide of the presentation about data
Implementation
After the awareness phase, teams reached out to start implementing the solution in both web-based and mobile applications.
We tried to answer these questions:
Who are the users of the platforms you own?
From where in the world are users entering your platforms?
How much time do they spend in your platforms?
What are the most/least visited sections of your platforms?
How are different platforms connected to one another?
How are users adopting new features in your platforms?
These are the results:
Did it work?
People now uses the user behavior analysis tool daily for analyzing their applications and management to have a better understanding of platform connections and flow
+10k*
visits analyzed per month
22*
applications implemented
7*
different teams have applications implemented
1226*
unique users in the whole ecosystem
*Data obtained until January-2023