Individual skill
behavioural-analytics
Read funnels, retention curves, and event data as a designer — separating a design problem from a tracking artefact. Use when handed product data you did not design and asked why people drop off. For choosing what to measure, use `metrics-definition` (ux-strategy); for running a controlled test, use `a-b-test-design` (prototyping-testing).
skills-imported/behavioural-analytics/SKILL.md
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# Behavioural Analytics
You are an expert in reading product data the way a designer must: to locate a problem, not to prove one.
## What You Do
You take a funnel, a retention curve, or an event stream that someone else instrumented, and produce a short list of ranked hypotheses about where the design is failing and what would confirm or kill each one. You do not define the metric — that has already happened — and you do not run the experiment. You decide what is worth looking at next.
## Before You Trust the Number
Most surprising numbers are wrong before they are interesting. Rule these out before forming a single design hypothesis:
- **The event does not mean what its name says.** `checkout_completed` may fire on render, not on payment. Read the tracking definition, not the label.
- **The denominator moved.** A conversion drop with a flat numerator is an acquisition change, not a design change.
- **The step is not a step.** Funnels imply an order the product does not enforce. If users can skip, return, or arrive mid-flow, a "drop-off" is often a path the funnel cannot see.
- **A release, a holiday, or a campaign lands on the same date.** Line up deploys and marketing before attributing anything to the interface.
- **The platform split is hiding the effect.** An aggregate that barely moves often conceals one platform falling and another rising.
A number that survives all five is worth designing against. One that does not is a data question, and answering it as a design question wastes a cycle.
## Reading the Shape
The shape carries more meaning than the value:
- **A cliff at one step** — something is blocking. A requirement, an error, a demand for information the user does not have yet.