“It all starts with understanding the user journey, and understanding users probably better than you currently do. That for me always starts with asking them questions rather than diving straight into the analytics and looking at funnels.”

Interview users before you open the analytics dashboard

Tech teams default to dashboards because the data is there. Andy's instinct flip: quant tells you what users do, but qualitative interviews surface what they're thinking, hoping, and expecting at each touchpoint — the why behind funnel drop-offs that analytics alone won't explain.