UX Analytics and Interface Improvements

1) Why UX Analytics

UX analytics turns user behavior into interface solutions.

• detect obstacles and reduce friction in key flows;
• confirm/refute hypotheses with numbers;
• build controlled experiments and measure the effect;
• keep data quality and privacy at a level.

• Insight = (Signal × Validity × Applicability )/Time.

2) Event taxonomy and data schema

2. 1 Underlying entities

User / Session / Device / Geo / Channel

UI Context: page, role, theme (light/dark), language, viewport.
Feature Flags/Variant: for experiments.

2. 2 Types of events

Navigation: 'view _ screen', 'route _ change'.
Interactions: 'click', 'submit', 'open _ modal', 'toggle _ filter', 'play _ start'.
Состояния: `loading_start/stop`, `skeleton_shown`, `error_shown`, `empty_state_shown`, `toast_success`.
Формы: `field_change`, `validation_error`, `form_submit`, `form_success`.
Платежи: `deposit_method_select`, `deposit_initiated`, `deposit_success/fail`, `withdrawal_request`.
KYC: `kyc_step_view`, `doc_upload`, `kyc_approved/rejected`.
Responsible game: 'limit _ set', 'time _ warning _ shown'.

2. 3 Mandatory event fields

`event_name, user_id, session_id, ts, screen_id, feature_flag, experiment_variant, latency_ms, result, error_code, amount/currency (если есть), device, geo, language, role`.

• Event names - verb + object: 'deposit _ initiated'.
• UI states are logged in the same way as actions: errors/empty/skeletons.

3) UX Key Metrics

3. 1 Behavioral

TTP (Time-to-Play): time before the first launch of the game.
TtW (Time-to-Wallet): before funds are credited.
Step Conversion: by funnel steps (registration, KYC, deposit, bonus).
Error Rate by fields/screens/methods.
Rage Clicks / Backtrack Rate / Abandonment.
INP/LCP/FID (sense of speed).

3. 2 Cohort/retention

Retention D1/D7/D30, Return Rate after error/success.
Stickiness: DAU/MAU.
Cohorts by source/region/device/role.

3. 3 Research (survey)

SEQ (1-7) - problem difficulty.
SUS = systemic fitness.
CSAT/NPS - satisfaction.

3. 4 For iGaming

FTD Conversion (first-time deposit) и 1st-Payment Success p95.
Bonus Read→Activate CTR, Abuse Flags.
Tournament Participation / Mission Completion.
Limits Adoption (responsible game).

4) Funnels and path maps

• Registration → KYC → First deposit → First start of the game.
• Withdrawal → Confirmation → Success/Rejection.
• For each stage: conversion, average time, error distribution, next best alternative.

Journey maps: events × time × emotions (from surveys), notes of "pain" and "moments of joy."

5) UI Diagnostics: Heatmaps and Sessions

Click/Scroll Heatmaps: Looking for blind spots and false clicks.
Session Replay (impersonal): confirm the reasons for the outflow (long forms, incomprehensible errors, delays).
Segments: new vs experienced, mobile vs desktop, regions/languages.

6) Causal analysis: from symptoms to hypotheses

• Problem: Error Rate in 'DepositForm' ↑ up to 18% in iOS/TR.
• Hypothesis: Sum format and local keyboard.
• Validation: Audit sessions + A/B input mask and format hints.
• Solution: Mask '1 000.00 '/' 1,000. 00 'by region + example under label.

• Pareto 80/20 by screens/fields.
• Reason chart (geo/device/method/provider).
• Uplift models for personalized blocks.

7) Experiments: A/B and guardrails

7. 1 Process

1. Hypothesis and target metric (e.g. + 7% Step Conversion).
2. Guardrails: do not degrade TtW, Error Rate, CSAT.
3. Sample size: minimal detectable effect (MDE).
4. Randomization/stratification: by device/region/channel.
5. Start → Monitor → Stop by rules (p-value/bayes, duration).
6. Solution and rollout.

7. 2 What to test

step order, CTA texts, format hints, skeleton vs spinner, illustrations/icons, default values ​ ​ and presets.

8) UX dashboards (minimum set)

8. 1 "UX Health"

TTP, TtW p50/p95, INP/LCP, Error Rate TOP-5 screens,% of empty states.

8. 2 "Payment flow"

Conversion - Method selected → initiated → successful.
Errors by providers/codes, ETA statuses, Same-Method violations.

8. 3 "CCM/Documents"

Time-to-Verify, auto-update share, failure causes, reloads.

8. 4 "Responsible Play"

Share of accounts with limits, change in behavior after installation, cancellation.

8. 5 "Localization and devices"

Date/currency format errors, line lengths, mobile-specific failures.

9) Microcopy Analytics

Model text variants as experimental factors.
Log the type of text in the event ('cta _ label', 'error _ template').
Measure: CTR CTA, Time-to-Act, Error Rate nearby.

An example of an error pattern is "what's wrong + how to fix + constraint/format."

10) Data quality and privacy

10. 1 Quality

Required fields in events (validator in SDK).
Event dictionary (owner, contract, examples).
Anti-duplicates (idempotency).
Lag monitoring (SLA delivery).

10. 2 Privacy

Consent and tracking modes; PII/PAN masking.
Retention policy (TTL), role access, audit uploads.
Depersonalization of sessions and heat maps.

11) Improvements: How to turn signals into solutions

11. 1 Prioritization (RICE/ICE × risk)

Reach: How many will be affected?
Impact: on the target metric?
Confidence: Certainty of causation?
Effort: Cost.
Risk/compliance: payments/security - stricter.

11. 2 Typical solutions

Forms: labels instead of placeholder, format tips, auto-scroll to error, masks without paste blocking, progress bar.
Speed: skeleton, asset preload, smart cache, list virtualization.
Navigation: explicit headings/crumbs, visible active item.
Payments: presets amounts, ETA, same-method prompts to submit.
KYC: photo tips with examples, ETA, reload without loss.

12) iGaming specificity

12. 1 Lobby and ranking

Card CTR uplift from personalization; "return to incomplete."

Events: 'game _ tile _ view/click/fav', filters/search, scrolling depth.

12. 2 Tournaments and missions

Metrics: participation, bringing to the award, refusal after the rule.
События: `mission_start/progress/claim`, `leaderboard_view`.
Improvements: own line fix, award statuses, soft reminders.

12. 3 Responsible play

События: `limit_view/set`, `warning_shown`, `self_exclude`.
Analytics: loss reduction, impact on retention, complaints.

13) Checklists

Before starting telemetry

• Event dictionary and field contracts.
• Test environment and Golden sessions.
• Privacy/consent flags.
• Built-in validators (required fields).

Before A/B

• Target and MDE, guardrails.
• Stratification, duration.
• Stop/rollback plan.
• Winner Implementation Plan.

Before screen release

• Events cover all activities and states.
• Empty/errors/successes are logged.
• Dashboard and alerts are set up.
• Texts and formats are localized; A11y verified.

14) Anti-patterns

Read clicks without task context.
Ignore validator errors in favor of "beautiful" metrics.
Draw conclusions on short adhesions without checking the quality of the data.
Start A/B without power calculation/stratification.
"Hang" success on one indicator (for example, only CTR).
Store PII in events/replays.

15) Artifact patterns

Event dictionary (example)

name: deposit_initiated owner: Payments Squad required: user_id, session_id, ts, amount, currency, method, screen_id optional: experiment_variant, feature_flag, provider_id notes: fires on CTA click; before provider redirect

Insight one-pager

Context: screen/role/geo.

Finding: "Error Rate in the Amount field for TR/iOS - 18%."

Evidence: graphs, sessions, segments.
Solution: mask, example format, local keyboard 'tel'.
Plan: A/B 50/50, MDE 5%, duration 10 days.
Risk/guardrails: TtW, CSAT.

16) Fast formulas

Step Conversion: `users_step_n / users_step_(n-1)`

Drop-off: `1 − Step Conversion`

TTP: `ts_first_play − ts_first_session_start`

Error Rate поля: `field_errors / field_interactions`

SEQ average: 'Σ score/N'

17) Continuous improvement process (cadence 2-4 weeks)

1. Discovery: funnel/segment analysis, sessions, surveys.
2. Hypotheses and priority: RICE × risk.
3. Design and prototype: microcopy/states.
4. A/B or canary release.
5. Analysis and solution: roll-out/rollback.
6. Documentation: update guide and event dictionary.

Final cheat sheet

Log actions and states (errors/blank/successes).
Keep data quality and privacy as a foundation.
Measure TTP/TtW, errors, funnels, hold, not just clicks.
Improvements - through hypotheses and A/B, with guardrails.
Focus on payments, KYC, lobby, responsible play and localization.
Document insights and update the design system based on the results.