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UX analytics2026

Analysing User Behaviour

I analysed clickstream data from De Innovatiespotter’s platform to understand how clients used its features and search functions.

Wireframe of two search panels, Quick Search and Keyword Search, connected by a confused zigzagging click path.

Context

De Innovatiespotter is a data and analytics company that helps governments, municipalities and regional organisations understand innovation and sustainability trends across Dutch businesses. Its main client-facing product is an online platform containing information on approximately three million Dutch companies. To find relevant companies, clients need to formulate the correct search queries and apply the appropriate filters before generating and exporting a results list.

Problem

Some clients had limited data experience and reported difficulty navigating the platform. My task was to analyse how they used the website, identify the most frequently used functions and searched themes, and develop solutions that could make the platform easier to navigate.

Approach

I analysed one year of clickstream data. After cleaning and restructuring the data, I examined search queries, feature usage, engagement over time, exports and user sessions. I also used text embeddings and cluster analysis to identify recurring search themes and presented the findings and recommendations to the company.

Results & insights

The analysis showed that users frequently confused the search bars and struggled to formulate advanced queries, limiting their ability to obtain the right company lists. It also revealed that several filters and platform features were rarely used. The most common searches clustered around biotech and healthcare, IT and digital, and mechanical or manufacturing themes.

The findings led to three follow-up developments:

  1. De Innovatiespotter initiated a full redesign of the platform. I contributed behavioural insights during the design process to improve the platform’s usability and overall user experience.
  2. The company began developing an AI chatbot that formulates advanced queries and applies relevant filters for users. I contributed to decisions about how the chatbot should function and where it should be integrated within the platform.
  3. New predefined search queries were introduced for the most frequently searched themes.