Analytics a whole team reads. Not just the data lead.
A product-analytics platform built for the people who need the answer, not the query language. Funnels, retention and segments that a PM can build and a CEO can read.
Scope
Product design · data visualization
Surfaces
Dashboard · funnels · retention · segments
Year
2026
Sector
B2B SaaS · analytics
Activation overview·Loop web
7d30d90d
Active users
48,210
▲ 6.4%
Activation rate
62.8%
▲ 3.1 pts
D30 retention
41.2%
▼ 1.4 pts
Avg. session
7m 12s
flat
Activation trendsignups → activated
ActivatedSignups
W1W2W3W4Now
Top activation pathsby source
Invited by teammate82%
Onboarding checklist64%
Imported data51%
Created first report38%
Self-serve signup24%
Weekly activeby plan
Free
Pro
Team
Ent
The problem
Analytics one person can read
Most analytics tools are built for the analyst. Everyone else waits in a queue for someone who knows the query language to pull a number, and by the time it arrives the decision is already made.
The data isn't the problem. Access to an answer is.
The approach
I designed the three questions product teams actually ask as first-class objects: is this feature working (funnels), are people coming back (retention), and who are they (segments). Each one is something a PM builds by clicking, not by writing SQL.
The hard part was density with restraint. A retention grid or a funnel throws a lot of numbers at you, so the job was to make the shape of the answer obvious before the detail.
The outcome
A tool the whole team opens, not just the data lead. Funnels, retention and segments that read at a glance and share as a link.
On a fictional rollout, report requests to the data team dropped by half in the first month, and non-technical seats tripled.
02
Funnels, built by clickingdrop in steps, read the drop-off, no query language
Onboarding funnel
30d90d
Steps
1Signed up✎
2Created project✎
3Invited teammate✎
4Built first report✎
+ Add step
Filter
plan is Pro or Team✎
Signup → first reportconv. 38.4%
Signed up12,480 · 100%
12,480
Created project9,110 · 73%
9,110
−27%
Invited teammate6,240 · 50%
6,240
−31%
Built first report4,792 · 38%
4,792
−23%
03
Retention you can seeweekly cohorts, colour showing who comes back
Weekly retention·by signup cohort
WeeklyMonthly
Cohort
Users
W0
W1
W2
W3
W4
W5
W6
Jun 2
3,120
100
62
48
41
37
34
32
Jun 9
2,980
100
64
51
44
39
36
—
Jun 16
3,420
100
66
54
47
42
—
—
Jun 23
3,610
100
70
58
50
—
—
—
Jun 30
3,880
100
72
60
—
—
—
—
Jul 7
4,010
100
74
—
—
—
—
—
LowerHigher · % returning
04
Segments in plain languagebuild an audience with conditions, not SQL
New segment
Power users at risk
People who were active but are slipping: a save-the-account list.
Did ▾created reportat least ▾5 timesin ▾last 60 days
AND
Did not ▾open appin ▾last 14 days
AND
Plan ▾is Pro or Team
1,284
users match
€38k
MRR at risk
The answer, surfacedan insight raised over the dashboard it came from
Active users
48,210
▲ 6.4%
Activation
62.8%
▲ 3.1
D30 retention
41.2%
▼ 1.4
Avg. session
7m 12s
flat
Activation trendsignups → activated
Insight
Users who invite a teammate in week one retain 2.3× better at D30. Only 34% get there.