Google Analytics

Google Analytics menu bar improvement for non-professionals.

3 min read
Web App
Enterprise UX
Product Thinking

This is a fun little project I worked on as an exercise/personal project. It has nothing to do with the actual Google brand.

Challenge Statement

Redesign Google Analytics's menu column for non-professional users to enable a strong sense of control.


Product Design
Information Architecture
User Research


4 Days in 2016


Personal Project


Sketch 3


How might I

...solve problems for GA non-professionals through redesigning a specific part of Google Analytics user interface?


The Original Design

I discovered difficulties non-professional users faced in using Google Analytics:


Hard to know if a GA report is expandable or not


Takes too long to find reports if all reports are expanded


Unable to select and expand specific reports of interest


Change #1: Personalization

With this new design, users are able to:


Expand and collapse all tabs with a click


Hide low frequency-of-use tabs and save cleaner view


Arrange tab order based on preference

Change #2: Better Space Management

The new design has:


Half-hidden side bar


A dot next to icons to indicate expandability


Data range selection closer to the side bar


Change #3: Increased Functionality

Redesign visual details to enhance use experience:


Highlight color on hamburger icon for current selection


Add 3 dots to indicate expanded reports


Auto-generated report based on saved report selections

Why I did the re-design?

There are always evidence behind my design decisions.

Pain Point Discovery

I conducted three types of research to prob into the problem

GA expert interview

I did a basic guerrilla research and asked the following questions:

1. How long have you been using GA?

2. What’s your typical work flow ?

3. What are the top 3 things that you wish GA to improve?

Behavioral Study

Through observing experts working in front of their desks, I discovered the following problems:

1. Analysts kept expanding and collapsing the tabs in the left panel.

2. Analysts changed the date range very frequently, and it took them one second to do so (move cursor across the screen)

3. Analysts had to expand all the tabs to find the reports they want.

4. New analysts were confused what all the terminologies meant.

Secondary research

After studying forums and blog posts, I found that:

1. Users have fears logging in and finding the reports they want.

2. Non-professional users get lost easily when they first get on-board.

PERSONA: Meet Alicia


Alicia is an independent food blogger.
She was suggested to use GA to understand the demographics of her blog visitors, to find out on what devices is her blog viewed and how people land on her blog.
She does not expect to spend time learning how to use GA.

Original Experience

Alicia set up her account and felt overwhelmed by the options GA provides.
As a non-professional, Alicia does not understand terms like acquisition, and does not know what to look for.
After finding out what metrics she should care about, she felt painful browsing through GA menu bar.
Althoough she knows she can have generated customized reports, learning how to do so is a big investment for answering simple questions.


Alicia signs in and sees on her menu bar only metrics that she cares presenting in the order she prefers.
A customized dashboard is generated automatically for her based on tabs she decides not to remove on the panel.

Enhanced Future

Auto-generated dashboard allows Alicia to see metrics that she cares with one tap.
She no longer need to expand or to collapse tabs or browse through the entire panel to find what she needs.

Still want more?

Experience The New Design

Prototype was done using inVision. Try it!

Thank you for reading!

Interested in my other skills? See more works: