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Adobe Analytics - User Experience Journey Optimization

Led the implementation and integration of Adobe Analytics to track and analyze the end-to-end user journey across a suite of enterprise web applications. Leveraged behavioral data to uncover UX friction points, optimize key funnels, and drive evidence-based UI decisions.

ReactEmber JsCommon JSAnalytics

The Challenge

  • Lack of visibility into how users navigated critical workflows (onboarding, checkout, search).
  • Stakeholder decisions based on assumptions rather than behavioral data
  • Inability to tie UI performance to real user engagement or conversion metrics

The Solution

I implemented dataLayer enhancements, custom variables (eVars/props), and success events, ensuring accurate tracking of UI interactions. Built a dashboard with real-time data visualization and custom analytics for Core Web Vitals, enabling proactive performance optimization.

Key Features

  • Custom User Journey Mapping - Defined touchpoints across funnel stages with visual dashboards
  • Event-Driven Architecture - Hooked into UI component lifecycles (React/Ember) for granular interaction tracking.
  • Real-time Reporting Dashboards - Created Adobe Workspace dashboards for non-technical stakeholders
  • CommonJS/ Webcomponents

Tech Stack

  • Analytics Tools: Adobe Analytics, Adobe Launch, Adobe Workspace
  • Implemented - Front-End: Ember.js, ReactJS, Common JS
  • Web Components
  • Data Layer: JavaScript event binding, custom eVars/props, Launch Rules

Impact

Boosted form completion rate by ~25% after optimizing based on drop-off data