How it started
PerceptInsight (Pi) initially started as an internal tool, extensively to save costs. Instead of depending on other tools in the market like Mixpanel, Amplitude etc, Pi was built as an alternative.
“Built by devs, for the product folks”
Function greater than Experience
Despite the powerful engine under the hood, users struggled to get value unless they were power users. Errors were silent. UI lacked clarity and visibility of data which was the key"
UX pain points: Inconsistent flows, No design system, non-scalable layouts, Lots of UI debt, hard to add new features cleanly.
Rebuilding
I didn’t just ‘add polish’—I helped the product grow up.
As I designed, I went beyond surface-level improvements. I took a step back to deeply analyse how users interacted with the product day-to-day.
I identified friction points, and uncovered UX flaws like inconsistent navigation, overwhelming filters, missing error states, and non-intuitive data presentation.
These gaps were not just visual—they were blockers that affected usability, adoption, and trust. My role was to bring clarity and structure:
Creating consistency across different report types, Adding empty, loading, and error states to improve system feedback
Building reusable components to future-proof the product
It wasn’t about decorating what already existed—it was about maturing the product so it could scale to new users, new teams, and new use cases.
A place to start: Homepage
The product originally had no homepage—it dropped users straight into a report, which felt disorienting and non-intuitive. For regular users, there was no quick way to access recent reports, favorites, or saved views. By introducing a homepage, I provided a clear starting point that helped users navigate confidently and pick up where they left off.
Navigation
I redesigned the navigation to organize the different products, making it easier to access all of PerceptInsight from a single place. I also added a prominent “Create Report” CTA at the top to help users get started quickly.
Query Panel
The query panel is the primary interaction area for any report, but its design varied across different report types. I worked on standardising and scaling it to ensure a consistent experience throughout.
Reports: Insights | Funnels | Retention
The Insights page required a major revamp, especially in how data was visualized and navigated. With large data sets causing long scrolls, switching between events was frustrating. The earlier design lacked consistent colors and a clear structure, making data hard to interpret. I redesigned the UI to improve visual clarity and make data easier to read and navigate. In addition to Insights, the Funnels and Retention pages also needed similar improvements in structure, navigation, and data visualization to deliver a more consistent and user-friendly experience across the product.
Onboarding
Onboarding was a critical missing piece needed to help brands integrate and start receiving events from their app. To support future scale, I designed a quick and guided onboarding flow that made it easy for users to integrate their app with PerceptInsight.
Reviews
Impact
With these changes, we transformed PerceptInsight from a developer-first tool into a product that scaled across teams.
Improved Usability: Unified navigation, a clear homepage, and redesigned reports made it easier for users to explore data without friction.
Faster Onboarding: The guided setup flow helped brands integrate their apps quickly, accelerating time-to-value.
Consistent Experience: Standardized design language across Insights, Funnels, Flows, and Retention improved readability and reduced user confusion.
Better Data Exploration: Enhanced visual clarity and improved interaction patterns made it easier to work with large datasets.
Increased Adoption: The product became more accessible to non-technical users, driving broader team engagement and reducing support dependency.