Stop adding features to your product. Start crafting behaviors.

Analytics for behavioral funnels.

The perfect product is the one which its features are crafted around its users behavior.

Shifting to a Behavioral Perspective mindset

  1. Which are the use-cases of your product? Is it a product for a specific profile of users or can be handled by anybody?
  2. Which is the life-cycle of those use-cases?
  3. Which are the behaviors that the users need to do in order to perceive the product as valuable?

The coffee shop example

  • People that want to have a coffee with friends.
  • People that are looking for a quiet and inspirational place for working while they are drinking coffee.

Applying Analytics to the Behavioral Funnel

  1. We are able to see the users flow: direction and amount.
  2. It is possible to attach additional metrics to each node: time until reaching the step, % of errors…
  3. Finally, it’s a good tool for detecting anomalies in our user flow like behaviors that we didn’t design but exist or pain points in the users journey.

Optimizing the funnel

  • Removing paths that are too long for the users.
  • Fixing common bugs in the product before reaching certain behaviors.
  • Making valuable points more accessible for our users.

Once we have detected and optimized the different behaviors, the impact of adding new features will be much higher than before.

Wrapping up

  • The best way for increasing the usage and value of the product is crafting the product from a behavioral perspective instead of feature perspective.
  • The best way for changing this mindset is asking simple questions about your users and what behaviors you want to create for bringing them value.
  • Sankey Diagrams are awesome tools for measuring these behaviorals funnels.
  • Once we have detected and optimized the different behaviors, the impact of adding new features will be much higher than before.

Contact info

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Juan 🪴

Lead Data Scientist 💡 at Bravo Studio. Start-up growth expert 🌱 Productivity Geek 🤓 Living in Spain 💃 Follow me onTwitter ! @juaancabsou