OCT’25-DEC’25

OCT’25-DEC’25

How AI evals research shaped a beta conversational analytics AI feature for higher accuracy & adoption?

Redesigned a beta version of the product to a full fledged product driving strategic workshops, interaction design, Evals research, and design system contribution.

+0%

Increase in

week 1 retention

Increase in

week 1 retention

0X

Growth in questions

asked per day in 6 months

Growth in questions

asked per day in 6 months

23% → 57%

Shift from manual

to AI workflow

Shift from manual

to AI workflow

Overview

Ask Whatfix AI is an AI-powered analytics feature that converts natural-language questions into data visualizations (Trend, Funnel, User Journey charts) without manual event setup. I led the redesign to transform it from a beta feature with low retention into a trusted analytics partner.

My Role

Led the Strategy and Design for the feature to grow the feature from a beta phase to a full fledged experience.

I took the end-to-end design ownership from understanding the user need & business goal to finally pixel perfecting the product before launch.

For this project I worked closely with :
1 product manager, 1 front end & 2 backend engineer

Problem Space

Ask Whatfix AI's beta release showed poor user retention (15% 7-day retention) despite the promise of natural-language analytics. Users tried the feature once but rarely returned.

Research

Conducted a structured research process combining quantitative usage analytics and qualitative customer interviews, to understand the underlying causes across the user journey

Quantitative Analysis

  • Current usage patterns and drop-off points

  • AI accuracy rates across question types

  • Question categories and phrasing patterns

Quantitative Analysis

  • Current usage patterns and drop-off points

  • AI accuracy rates across question types

  • Question categories and phrasing patterns

Key findings

Through a structured research process combining quantitative usage analytics and qualitative customer interviews, I discovered the real problem wasn't the AI's accuracy—it was a trust and guidance issue across the entire user journey.

Usage Analytics revealed

35% of queries resulted in "no answer" scenarios, users asked only 1.2 questions per session (indicating no follow-through), and 60% abandoned after their first unsuccessful attempt

Customer Interviews uncovered

Users didn't know what questions to ask or how to phrase them, felt uncertain about the AI's reliability, lacked visibility into how their questions were processed, and consistently asked "now what?" after receiving answers

Cross-Functional Synthesis Workshop

Mapped these findings across Pre/During/Post journey stages, revealing that the problem wasn't isolated to any single moment—users needed support throughout their entire analytics journey

Key insights

Pre-Question:

Trust Deficit

Users didn't know what questions to ask. Generic examples felt irrelevant, and early inaccuracies eroded confidence before users could experience value.

During-Question:
Lack of Transparency

No guidance on modes (deep-think vs. normal), no help selecting data, and a blank spinner during processing left users feeling out of control. The AI felt like a black box

Post-Question:

No Clear Next Steps

Users could see data but consistently asked "now what?" The feature provided visibility without actionability, and ineffective feedback mechanisms offered no path forward.

Redefined Problem Statement

" How might we evolve Ask Whatfix AI from a question-answering tool into a trusted decision partner that guides users from intent → insight → action, without requiring analytics expertise? "

Overview

Overview

Ask Whatfix AI is an AI-powered analytics feature that converts natural-language questions into data visualizations (Trend, Funnel, User Journey charts) without manual event setup. I led the redesign to transform it from a beta feature with low retention into a trusted analytics partner.

Ask Whatfix AI is an AI-powered analytics feature that converts natural-language questions into data visualizations (Trend, Funnel, User Journey charts) without manual event setup. I led the redesign to transform it from a beta feature with low retention into a trusted analytics partner.

Ask Whatfix AI is an AI-powered analytics feature that converts natural-language questions into data visualizations (Trend, Funnel, User Journey charts) without manual event setup. I led the redesign to transform it from a beta feature with low retention into a trusted analytics partner.

My Role

Led the Strategy and Design for the feature to grow the feature from a beta phase to a full fledged experience.

I took the end-to-end design ownership from understanding the user need & business goal to finally pixel perfecting the product before launch.

For this project I worked closely with :
1 product manager, 1 front end & 2 backend engineer

My Role

Led the Strategy and Design for the feature to grow the feature from a beta phase to a full fledged experience.

Led the Strategy and Design for the feature to grow the feature from a beta phase to a full fledged experience.

I took the end-to-end design ownership from understanding the user need & business goal to finally pixel perfecting the product before launch.

I took the end-to-end design ownership from understanding the user need & business goal to finally pixel perfecting the product before launch.

For this project I worked closely with :
1 product manager, 1 front end & 2 backend engineer

For this project I worked closely with :
1 product manager, 1 front end & 2 backend engineer

Key insights

Key insights

Through a structured research process combining quantitative usage analytics and qualitative customer interviews, I discovered the real problem wasn't the AI's accuracy—it was a trust and guidance issue across the entire user journey.

We realized the core issue wasn’t just AI accuracy, but gaps across the entire user journey spanning the pre-question, in-question, and post-question phases.

Through a structured research process combining quantitative usage analytics and qualitative customer interviews, I discovered the real problem wasn't the AI's accuracy—it was a trust and guidance issue across the entire user journey.

Pre-Question:

Trust Deficit

Pre-Question

Blank slate paralysis

Pre-Question:

Blank slate paralysis

Users didn't know what questions to ask. Generic examples felt irrelevant, and early inaccuracies eroded confidence before users could experience value.

During-Question:
Lack of Transparency

During-Question:
Lack of Transparency

No guidance on modes (deep-think vs. normal), no help selecting data, and a blank spinner during processing left users feeling out of control. The AI felt like a black box

Lack of guidance on modes, data selection, and a blank loading state left users feeling out of control. When queries weren’t understood, the AI took too long and often returned no results making it feel like a black box.

Post-Question:

No Clear Next Steps

Post-Question

No Clear Next Steps

Post-Question:

No Clear Next Steps

Users could see data but consistently asked "now what?" The feature provided visibility without actionability, and ineffective feedback mechanisms offered no path forward.

Analytics Revealed

High number of unanswered questions

35% of queries resulted in "no answer" scenarios, users asked only 1.2 questions per session (indicating no follow-through), and 60% abandoned after their first unsuccessful attempt

Research

Research

Conducted a structured research process combining quantitative usage analytics and qualitative customer interviews, to understand the underlying causes across the user journey

Conducted a structured research process combining quantitative usage analytics and qualitative customer interviews, to understand the underlying causes across the user journey

Quantitative Analysis

Quantitative Analysis

Quantitative Analysis

  • Current usage patterns and drop-off points

  • AI accuracy rates across question types

  • Question categories and phrasing patterns

  • Current usage patterns and friction points

  • AI accuracy rates across question types

  • Question categories and phrasing patterns

  • Current usage patterns and drop-off points

  • AI accuracy rates across question types

  • Question categories and phrasing patterns

Quantitative Analysis

Conducted customer interviews to understand:

  • How customers use Ask Insights I in their workflows

  • Where the experience falls short

  • Value derived vs. expected

Qualitative Analysis

Conducted customer interviews to understand:

  • How customers use Ask Insights I in their workflows

  • Where the experience falls short

  • Value derived vs. expected

Problem Space

Problem Space

Ask Whatfix AI's beta release showed poor user retention (15% 7-day retention) despite the promise of natural-language analytics. Users tried the feature once but rarely returned.

Ask Whatfix AI's beta release showed poor user retention (15% 7-day retention) despite the promise of natural-language analytics. Users tried the feature once but rarely returned.

Ask Whatfix AI's beta release showed poor user retention (15% 7-day retention) despite the promise of natural-language analytics. Users tried the feature once but rarely returned.

Existing UI

Redfined Problem Statement

Redfined Problem Statement

" How might we evolve Ask Whatfix AI from a question-answering tool into a trusted decision partner that guides users from intent → insight → action, without requiring analytics expertise? "

" How might we evolve Ask Whatfix AI from a question-answering tool into a trusted decision partner that guides users from intent → insight → action, without requiring analytics expertise? "

" How might we evolve Ask Whatfix AI from a question-answering tool into a trusted decision partner that guides users from intent → insight → action, without requiring analytics expertise? "

Pre-Question Phase

Pre-Question Phase

To solve for blank slate paralysis and understanding of “what can this do for me?”

To solve for blank slate paralysis and understanding of “what can this do for me?”

Analytics capability education

Right upon landing, the tool highlights essential analytical powers such as creating new insights, performing breakdowns, and building cohorts immediately.

Analytics capability education

Right upon landing, the tool highlights essential analytical powers such as creating new insights, performing breakdowns, and building cohorts immediately.

Prompt Library

Access a curated collection of ready-to-use questions that cover a wide range of analytics scenarios, saving you from having to draft queries from scratch

Prompt Library

Access a curated collection of ready-to-use questions that cover a wide range of analytics scenarios, saving you from having to draft queries from scratch

Question Phase

Question Phase

To solve for lack of context for LLM and help reduce no response answers

To solve for lack of context for LLM and help reduce no response answers

Mentions

You can tag specific events, pages, existing insights, or dashboards directly in your query. This guides the AI to use those exact sources for generating sharper, more focused answers.

Mentions

You can tag specific events, pages, existing insights, or dashboards directly in your query. This guides the AI to use those exact sources for generating sharper, more focused answers.

Clarifying Question

After delivering an insight, the AI keeps the analysis flowing by suggesting follow-up questions. This allows you to drill deeper, compare data, or explore related trends naturally.

Clarifying Question

After delivering an insight, the AI keeps the analysis flowing by suggesting follow-up questions. This allows you to drill deeper, compare data, or explore related trends naturally.

Conversational Follow-ups

You can tag specific events, pages, existing insights, or dashboards directly in your query. This guides the AI to use those exact sources for generating sharper, more focused answers.

Conversational Follow-ups

You can tag specific events, pages, existing insights, or dashboards directly in your query. This guides the AI to use those exact sources for generating sharper, more focused answers.

Post Question Phase

Post Question Phase

To help users refine results into their desired format and creating opportunities for re-engagement.

To help users refine results into their desired format and creating opportunities for re-engagement.

Quick Refinement Tools

Added visual controls to adjust date ranges, swap event types, add/remove filters, and switch chart types—without retyping questions.

Quick Refinement Tools

Added visual controls to adjust date ranges, swap event types, add/remove filters, and switch chart types—without retyping questions.

Chat History

A toggleable history feature allows you to revisit previous queries and explore your entire analytical journey at any time.

Chat History

A toggleable history feature allows you to revisit previous queries and explore your entire analytical journey at any time.

Defined New AI patterns & Contributed

to Design System

Defined New AI patterns & Contributed

to Design System

The components

The components

Added visual controls to adjust date ranges, swap event types, add/remove filters, and switch chart types—without retyping questions.

Added visual controls to adjust date ranges, swap event types, add/remove filters, and switch chart types—without retyping questions.

Post-Launch Validation

Post-Launch Validation

After the redesign shipped, I partnered with the research team to test whether it actually closed the trust and comprehension gaps we'd designed for — running a mixed-method study across 28 participants against real analytics questions.


Research approach

Tested two scenarios — specific data queries and broader multi-dataset synthesis — against four quality dimensions: input interpretation, language clarity, explainability, and output readiness.


Key findings


  • 58% of users said they'd act on the AI's response — though most still cross-checked the dashboard first, a sign trust was forming but not yet earned


  • Explainability, not accuracy, drove usage. Users said "getting intent right" mattered most, but behaviorally, seeing why an answer was correct — its data source, date range, filters — is what got them to act on it


  • Intent interpretation was the master quality — when the AI misread what a user meant, explainability and output quality broke down with it


  • Gaps surfaced: text-and-chart mismatches were the biggest trust-breaker even when data was accurate; the AI often answered beyond the asked scope; users wanted clarifying questions instead of silent assumptions; reports needed a consistent summary → breakdown → visual structure.


Next steps

These findings became the criteria for a new set of LLM-judged production evals: explainability, intent interpretation, language clarity, and output readiness: with an 80%+ accuracy threshold set as the bar for production-readiness


  • Improved dashboard usability across all screen sizes

  • Increased confidence among non-analytics users in interpreting data

  • Reduced friction in dashboard scanning and insight discovery

  • Strengthened internal alignment on dashboards as a decision-making tool, not just a reporting surface


While exact metrics varied by customer, qualitative feedback consistently highlighted:

  • Faster insight discovery

  • Better readability

  • More intentional dashboard creation


Improvements Shipped

Improvements Shipped

Translated the research directly into five product changes, each mapped to a specific trust or explainability gap the study surfaced.


Setup view on charts
A toggle lets users flip any chart into a "setup view," exposing the exact filters and metrics used to generate it — directly answering the explainability gap where users couldn't see what was behind an answer.


Event name visibility
Event names now surface clearly alongside generated answers, closing the terminology gap where users recognized the data but not the system's naming for it.


Reworked report sharing framework
Rebuilt how reports are structured and shared, so a report opens with a summary, breaks down the pattern, and backs it with a visual — matching the shape users said they needed before handing a report to a stakeholder.


Copilot mode
Added contextual input to the chat — multimodal input and point-and-ask — so users can ground a question in what they're already looking at, rather than describing it from scratch. Directly targets the intent-interpretation gap, where vague natural-language prompts were the most common failure point.


Thinking modes
Introduced distinct modes for how the AI reasons through a question, giving users visibility and control over depth of analysis instead of a single black-box response.


  • Improved dashboard usability across all screen sizes

  • Increased confidence among non-analytics users in interpreting data

  • Reduced friction in dashboard scanning and insight discovery

  • Strengthened internal alignment on dashboards as a decision-making tool, not just a reporting surface


While exact metrics varied by customer, qualitative feedback consistently highlighted:

  • Faster insight discovery

  • Better readability

  • More intentional dashboard creation


Outcome & Impact

Outcome & Impact

With the redesign — validated and refined through this research cycle Ask Whatfix AI moved from a low-retention beta feature to a trusted, daily-use analytics workflow:



20%

Increase in week 1 retention
Users who tried the feature once began coming back, closing the drop-off pattern that defined the beta release.



3X

Growth in questions asked per day, over 6 months
Sustained usage growth, rather than a single-session spike — a sign the trust and guidance gaps were actually closing.



23% → 57%
Shift from manual analytics workflows to AI-assisted ones, as users grew confident enough to let Ask AI do the first pass instead of pulling data themselves.


Together, these mark the shift the redefined problem statement set out to make from a question-answering tool users tried once, to a decision partner they returned to.


  • Improved dashboard usability across all screen sizes

  • Increased confidence among non-analytics users in interpreting data

  • Reduced friction in dashboard scanning and insight discovery

  • Strengthened internal alignment on dashboards as a decision-making tool, not just a reporting surface


While exact metrics varied by customer, qualitative feedback consistently highlighted:

  • Faster insight discovery

  • Better readability

  • More intentional dashboard creation