Orbitlytics · SaaS · San Francisco
Analytics that people actually open — data, humanized
Orbitlytics gives growth teams a single view of product analytics. We redesigned onboarding, dashboards, and the entire data-viz language so new users reach their first insight without churning.
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User activation
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Demo-to-close rate
0 wks
End to end
Performance at a glance
Before vs After
Key metrics at launch vs. post-launch
Activated users by vertical
Share of measured outcomes
- SaaS42%
- E-commerce31%
- Media17%
- Other10%
Growth trajectory
User activation rate (%)
The Challenge
Orbitlytics had built a technically impressive analytics platform — event pipelines, cohort analysis, funnel visualization — but growth teams couldn't get past the onboarding wall. New sign-ups churned within 48 hours, never reaching their first meaningful insight.
Sales demos went well because reps guided prospects through the product. Self-serve users, however, faced a blank dashboard with 200+ configuration options and no clear starting point. Demo-to-close rate lagged competitors with simpler, uglier tools.
Pain points severity (pre-project)
User research & stakeholder interviews
Our Approach
Discover
We reframed onboarding around outcomes, not features. Instead of "Set up your events," the flow asks "What do you want to understand?" and generates a pre-configured dashboard template with sample data, so users see value before connecting their own pipeline.
Design
The data visualization language was rebuilt from scratch: a constrained palette, consistent chart types, and annotation patterns that explain what the data means — not just what it shows. Every chart includes a one-line insight summary generated from the underlying metrics.
Build
The data visualization language was rebuilt from scratch: a constrained palette, consistent chart types, and annotation patterns that explain what the data means — not just what it shows. Every chart includes a one-line insight summary generated from the underlying metrics.
Launch
The data visualization language was rebuilt from scratch: a constrained palette, consistent chart types, and annotation patterns that explain what the data means — not just what it shows. Every chart includes a one-line insight summary generated from the underlying metrics.
What We Built
A guided onboarding flow with outcome-based templates (retention, activation, revenue) that ships a working dashboard in under 3 minutes, using intelligently generated sample data.
A redesigned dashboard system with 12 chart primitives, dark/light themes, and responsive layouts that work on mobile for quick metric checks.
An in-app insight layer — contextual annotations on every chart explaining trends, anomalies, and recommended next actions. Sales team adopted these as demo talking points.
A redesigned marketing site and demo booking flow aligned with the product's new visual language, with embedded interactive product tours.
Results & Impact
User activation rose 64% — defined as reaching a first custom insight within 24 hours of sign-up. Demo-to-close rate climbed 38% within weeks of launch, as sales demos now matched the self-serve experience.
Support tickets related to "how do I get started" dropped 71%. The project ran end-to-end in 12 weeks, including user testing with 24 growth teams across SaaS, e-commerce, and media verticals.