Abstract

To understand user acquisition is of major importance for digital service providers. Drawing on a case study at Hedvig AB, this thesis presents how a user funnel can be visualised in, to my knowledge, a novel way to increase the understanding of the inflow of users. The design is human-centred and research methods include, among others, semi-structured interviews and evaluation sessions. The visualisation is developed for the web with JavaScript and D3. In contrast to previous solutions, this visualisation takes advantage of motion and combines the state of the art representation of a user funnel with a bubble chart. This approach is a step away from the static visualisation and a step towards a more engaging and interactive solution to communicate and analyse data. Two main ideas of usage are presented: one for simulation of historical data and one for live data. Mainly, this visualisation provides a clear overview of a whole user funnel, it addresses user cohorts in different ways and it efficiently shows where users drop-off.