The Analytics Breakthrough That Helped Businesses Keep More Users Engaged
A centralized analytics and user management tool designed for media companies to track engagement, rewards, and behavior across millions of users — empowering teams with actionable insights and streamlined workflows to improve retention and campaign performance.
May 2023 — October 2023
Project Overview
About LiveLike
LiveLike is a B2B SaaS company that empowers media organizations worldwide to transform customer platforms into immersive, communal, and interactive experiences.
Businesses use LiveLike CMS to easily publish interactive content (Widgets, Chat, Rewards, and more), offering real-time chat, polls, quizzes, trivia games, and gamification features with reward systems. customers a dynamic, engaging online experience in a streaming platform. It’s all about bringing people into the action and making their time spent with the brand more interactive and enjoyable.
Problem
LiveLike’s clients, major sports broadcasters and media companies, were creating engaging experiences with our chat, polls, quizzes, and gamification features, but they were flying blind.
A sports network had invested heavily in our engagement tools for their broadcasting platform, but their executive team was asking tough questions: “Which features drive viewer retention? Are polls more effective than quizzes? What’s our ROI on this engagement investment?”
They weren’t alone; several clients echoed the same concerns. They had the tools to engage fans but lacked the data to understand, manage, or act on user performance.
Moderation was manual. User insights were scattered. Planning future campaigns felt like guesswork.
That’s when we realized: We needed to build a centralized user management and insights tool, one that gives business users a clear view of engagement and the power to take action.
Business goals
- Provide a 360° view of user behavior across programs (engagement, rewards, activity, churn, and a lot more)
- Empower CMS users to analyze and manage users without technical assistance
Success Metrics (KPIs)
- 30–40% reduction in support requests for user data
- 60% adoption rate of user analytics features within 6 months of launch
- 15% improvement in average user engagement and 10% improvement in retention rates for clients using data-driven targeting
- Net Promoter Score of 8+ and 90% client satisfaction on usability and insight clarity
Uncovering User Needs
To better understand the challenges faced by our business users, we conducted a mix of stakeholder interviews, client feedback analysis, and internal tool audits. Our goal was to uncover pain points related to user tracking, moderation, and engagement planning.
Research outcome
Through research, users made it clear that what they needed was a centralized dashboard — a place where they could filter, act, and instantly see visual insights without external dependencies. While many were already familiar with using analytical tools like Google Analytics and Mixpanel, they lacked a dedicated system within LiveLike to understand engagement.
The metrics they valued most included tracking new vs. churned users, monitoring engagement rates and retention, viewing completions, and understanding which features — like polls, quizzes, or chat — drive the highest participation.
Ideations
Inspiration
I looked at tools that users already knew well — like Google Analytics and Mixpanel — to understand what worked. I studied how these platforms present metrics around user growth, retention, and engagement, then took those proven patterns and made them work specifically for LiveLike’s needs.
The dashboard I designed focuses on the metrics that matter most: new users, engagement rates, churn, and retention. But I also made sure teams could dig into feature-specific performance — seeing how polls, quizzes, and chat are actually performing — plus track individual user journeys through sessions, completed quests, and engagement levels.
This way, I could give media companies something that felt familiar but was built around how they actually work.
Information Architecture
Landing Page — Program Overview (Holistic User Data)
This is the entry point where CMS users select a program (e.g., FIFA 2022: Brazil vs Portugal or France vs Spain) or view aggregated insights across all users.
User profile view
When clicking on a user, CMS users can view their profile for the selected program (like a match or event). They can also switch to other programs or see a global view of that user’s activity.
Solution
Overview Dashboard
- Centralized metrics: Track new users, engagement rate, churn, retention, and AI-driven recommendations in one place.
- Faster insights: No need to switch tools or wait for reports — immediate visibility into growth and risks.
- Activity breakdowns: Polls, chats, quizzes, and more to spot thriving vs. declining engagement areas.
- User-level detail: Drill into individual behaviors directly from the user table.
- Decision support: Helps teams plan campaigns, improve retention, and grow their community with data-driven clarity.
User Status
The User Status page consolidates a user’s current standing and participation metrics, giving business teams a clear understanding of engagement, achievements, and social positioning on the platform. Its focused tabs streamline deeper analysis.
- The top section features summary cards that highlight critical metrics: Engagement Score, Sessions Participated, Quest Completed, Total Earnings, Total Spent, and Flagged Interactions. These cards provide instant, at-a-glance insights for quick assessment of user activity and status.
- Leaderboards presents the user’s performance across different programs, displaying ranks, points, and earned rewards to identify strengths or opportunities.
- Status Tier shows the user’s current engagement category or achievement level, supporting segmentation and personalized retention strategies.
- Moderation is a gateway to audit history and flagged interactions, enabling teams to monitor compliance and quickly address behavioral concerns.
- Social Graph visualizes the user’s network and community interactions, offering a foundation for advanced segmentation and social engagement analysis — all in a unified, streamlined view.
User Activity
- Widgets tab: Review quizzes, polls, predictions, and more in one place.
- Chats & Comments: Access conversation history and feedback for sentiment analysis.
- Actions tab: Captures every user-triggered event, helping teams clearly understand feature usage patterns and customer behavior.
- Quests tab: Summarizes progress across all quest tasks, making it easier to measure user commitment, motivation, and long-term engagement with the platform.
User Earnings
This User Earnings page is designed to clearly display all the reward-related activity for an individual, helping business users track points, coins, badges, and NFTs earned or spent through various platform interactions.
- Reward Transactions: Shows a detailed ledger of every point or coin transaction, including amounts, sources (API, actions, widgets, quests), and the specific activity — making it easy to audit and analyze each earning or redemption event. A manual “Add Transaction” option is also available, allowing business teams to compensate users in case of errors, missed rewards, or goodwill adjustments.
- Reward Total: Presents a summary of all accumulated rewards, giving a fast overview of total value and performance for engagement tracking.
- Badges: Lists achievement badges awarded to the user, supporting motivational analysis and showcasing milestones or competencies.
- NFTs: Displays any non-fungible tokens acquired, adding visibility for digital collectibles and unique engagement incentives.
Each tab provides targeted insight into different dimensions of user rewards, empowering teams to quickly review earnings patterns, identify trends, and optimize their engagement strategy.
Personal Details
This page provides a comprehensive profile view of an individual user, consolidating their personal details and unique identifiers such as nickname, creation date, UUID, and custom ID. It serves as a single source of truth for admins to reference and manage user-specific information without relying on external systems, making it easier to track, verify, and connect user identities within the platform.
Post Launch Result (6 months after launch)
Support Efficiency: 35% reduction in support tickets for user data requests. Most queries became self-served. Validated through: Support ticket tracking and categorized analysis.
Feature Adoption: 72% adoption rate, exceeding our 60% target. Dashboard features showed 84% regular usage among active users. Validated through: Product analytics tracking logins, clicks, and session duration.
Performance Impact: 18% engagement improvement and 12% retention boost for clients using data-driven targeting. Validated through: Pre/post-dashboard client performance analysis
User Satisfaction: NPS of 8.3 and 93% client satisfaction. Users praised usability and actionable insights. Validated through: Post-launch surveys 80+ users, 78% response rate.
Bonus Impact: 25% increase in cross-selling of advanced features. Validated through: Sales team revenue attribution reports.
Business Impact Example: A major sports network used the dashboard’s engagement analytics to identify that their interactive engagement rate was only 12% despite high viewership. The data showed users found rewards unexciting and polls too generic. Using these insights, they redesigned their reward system and created more targeted, real-time polls, which boosted their engagement rate to 28%.
Conclusion
I realized that having dozens of engagement features means little if their success isn’t measurable. Through this project, I learned how vital it is to build an analytical system — especially when millions of users interact with our tools daily.
The solution not only helped our customers make smarter business decisions but also deepened my own understanding of data-driven design. Working closely with the data team and other cross-functional partners taught me how to analyze metrics effectively and turn them into actionable insights that drive both design and business outcomes.
