We just celebrated 24 years of Viget. That’s two dozen years! This year, our Spring TTT in celebration of “Viget24” was a virtual extravaganza. We’ve put on a lot of virtual events over the years. Some with really strong themes and swag bags; some that focus on simple, meaningful time together; and others that let us enjoy learning something new as a team. Regardless of the rest of the experience, a key component of all of our virtual events is joy, achieved often through intentional levity. We think it’s important to laugh together! We see laughter as a way to expedite connection, and connection leads to rapport which makes us better at collaborating — and in turn leads to more quality products for our clients. 

Experimenting and iterating is a critical way we try to continually get delight right. We’re pretty pleased with one of our experiments from Viget24 that we called “Lovely Spring Day”.

A Lovely Spring Day

As we were brainstorming for this TTT, we thought about how to throw some joyful levity pizzazz into the pieces of our virtual events puzzle that have become pretty standard. How do we add lots of delight without adding lots of time to the action-packed schedule? We zeroed in on the virtual backgrounds we’ve been creating for every event — they add a layer of specialness. Of place. This isn’t any old virtual meeting. This is a TTT! 

Another key consideration for our team is figuring out creative ways to tie in inspiration from our industry and our work. AI has been an obvious contender —  we’ve discussed it and tied it in to some extent for the past several TTTs. But this time, we wanted to see how we could use AI for delight — marrying it with virtual backgrounds felt obvious. And so, a ”Lovely Spring Day” was born. 

The TL;DR is that we generated custom virtual backgrounds for every Viget employee that encapsulates their “ideal spring day.” We then played a 15-minute guessing game where people tried to guess who the background “belonged to.” Then, people had access to the full folder of AI-generated virtual backgrounds to look through. Vigets could then choose the background that spoke to them most and set it as their background. 

Read on for more on how we put this together!

Pre-Event Survey

To support all of our TTTs, we send out thoughtful pre-event logistics surveys 2-3 weeks before the big day. The survey lets us know where folks are joining from (where can we send their activity + snack packages?) and gives folks a chance to provide input on how the People Team can help folks enjoy and be present for TTT. This time, we also snuck in three questions, just “for giggles.”

• In one sentence, describe your ideal spring day.
• List three things that spark joy.
• What color do you think suits you best?

We did not share why we asked these questions. Sneaky, sneaky! When it’s low-key like this, the element of surprise is often a quick way to level up the delight.

Asking for a Friend

With rich data in hand about what makes people happy in spring, we were ready to generate the backgrounds. I was stoked! I’ve been experimenting with ChatGPT for some time, so it was fun to be able to use the DALL-E 3 side of OpenAI’s GPT-4 model. 

Who knew Prompt Engineering would be part of my role as a recruiter-who-helps-support-TTT-planning? I played around with a couple different prompts to generate these background images. Ultimately, my goal was to create backgrounds that were meaningfully different from one another but still felt good (i.e., something you might feasibly want to set as your virtual background and nothing freakily AI, like uncanny valley hands).

Here are the prompts I landed on that got me to our set of virtual backgrounds:

• Please generate an image (dimensions of a virtual meeting background) that encapsulates the vibe of a day with [ BLANK ].
• Please generate an image (dimensions of a virtual meeting background) that features [ BLANK ].

In the blanks, I wrote the things people included in their surveys. Those blanks were filled with everything ranging from dogs, cats, and friends to beverages, specific temperatures, yard games, carbohydrates, hammocks and more! Sometimes, I’d include a detail I knew about that person myself, even if it wasn’t in their survey. Yes, I occasionally editorialized for both clarity and whimsy! This was for delight purposes, but also helped serve my goal of having the backgrounds be “meaningfully different from one another.” It’s amazing how many people’s ideal spring day is as simple as having 1) moderate temperatures and 2) no pollen!

I generated 55 images. Throughout the process, DALL-E nailed it. I only needed to regenerate 2 or 3 images with clarifiers (and only because they included AI-specific outliers like disembodied hands). Huzzah!

Here are some of my favorites, along with their prompts in the captions. Can you guess who they belong to?

IRL

Ok, so for the actual activity we had the images ready to go in a private Google Folder. I took twelve of the images and put them in a very simple deck. I shared my screen, introduced the activity, and invited people to guess who they think each image belonged to in Slack. It was so fun seeing people throw out guesses and then narrow in with any verbal hints I gave!

Each image took about a minute. Then, we shared access to the Google Folder, gave folks a couple minutes to choose a background that called to them (their own image or someone else’s), and set it as their background. It felt like a magical moment to witness people finding and resonating with their own image or delighting in the ridiculousness of their coworkers’. We saved about 5 minutes for this piece, which felt right.

The whole Lovely Spring Day activity took just over 15 minutes! It was a perfect way to transition from a long meal break into our next grouping of content. And, we got to see the different backgrounds throughout the rest of the meeting.

Oh, the humanity!

I think this activity was successful for a couple of reasons.

1. People laughed! 

2. People felt seen. Some of these backgrounds were incredibly on point. Some of that was due to key folks having well-documented interests and a Slack-Famous Dog. 

But some of it was due to the People Team knowing about our people — our coworkers — beyond the sentence they wrote in. This uniquely human involvement helped me call an audible as needed and tweak prompts slightly to make the backgrounds feel even more relatable.

3. We could commiserate about our eventual AI overlords. (Did you notice that I say “please” in my prompts?!) Listen, Viget has plenty of practical, healthily skeptical people who are dubious about AI. GenAI is not always a fun, lighthearted thing. But using it in a fun, lighthearted way to do something it’s really good at was a nice use case and thought-provoking exposure even for people who are not into it.

4. We could see where we all align, and where we differ! It was amazing to see just how many people love picnics, covet their caffeine, and appreciate a bike ride. It was also cool to see some unique folks who simply crave a rainy spring day, or some beloved Buc-ee’s. What a rich tapestry of individuals — literally!

In the fast moving and constantly changing landscape of web development, codeless solutions like Webflow and Squarespace have emerged as an alternative to more traditional development. These platforms allow users to design and build websites through intuitive visual interfaces, and are viable solutions for many use cases out there. 

For the past several months, I've been working as a frontend development support specialist alongside one of our talented designers, Blair Culbreth, who is managing a large, established Webflow project. Here are my candid thoughts and impressions from this experience, along with some critical considerations for those looking to integrate Webflow into their own workflow. Spoiler alert: while Webflow has some impressive strengths, it also comes with limitations that can be both unexpected and frustrating at times.

What Webflow Does Really Well

Small Team Efficiency

Webflow truly shines for smaller teams or products, especially those with limited resources. For a team that’s just a single designer or a small development crew, Webflow can help lower the technical debt involved with getting a website to production. By mitigating some of the more complex aspects of development such as responsive design, cross-browser compatibility, and hosting, teams are able to focus on other aspects of the site. This makes it a strong option for startups, freelancers, or small businesses looking to create professional-grade websites efficiently and effectively without the necessity of a developer.

Animation Tooling

When I say professional-grade websites, I’m talking about more than just functional designs. Webflow has some fantastic animation tooling making it incredibly simple to build rich, full-page animations and interactions without ever touching a line of code. Users can create scroll-bound animations or interactive moments of joy all from the comfort of a relatively simple and straightforward GUI. Through the use of animation keyframes, you can elevate a static site into something that feels modern and expensive. Heck, I could even see using the animation tooling itself as a prototyping tool for design handoff in a more traditional web development process. This ability to easily add sophisticated animations allows smaller teams to produce polished, dynamic websites that rival those created by much larger teams with dedicated development resources.

Documentation & Education

Beyond its design capabilities, Webflow also stands out for its educational impact. The platform offers incredible documentation that covers core frontend principles, effectively bridging the divide between design and development. Through simple, digestible, and intuitive videos and written documentation, Webflow equips designers with knowledge that shores up many concepts and intricacies of web development.

Working with Webflow provides designers with numerous takeaways they can apply to future projects, including those outside the realm of Webflow. The platform educates users on HTML structure, CSS styling properties, and responsive design. This deeper understanding of web development makes designers more versatile and effective in their roles and inherently benefits communication between designers and developers, as their thinking will be more aligned with one another.

Navigating Webflow’s Limitations

Class Styles

Webflow's class-based styling system is a standout feature, especially to those familiar with CSS. It allows you to bundle properties into classes and apply them efficiently across different elements, minimizing code duplication. When used effectively, this approach facilitates the creation of reusable styles and design systems; however, mastering it requires attention to detail, similar to working with CSS directly, which can be made challenging within the Webflow UI.

Due to the separation of pages and content in Webflow, tracking down existing CSS classes and applying styles consistently throughout a project can be challenging. Keeping track of which class names apply what styles can be a struggle. While Webflow offers a Style Manager to help organize and manage classes, it can be difficult to use for quickly identifying how styles are being applied across the platform.

Moreover, the inability to open multiple pages in designer mode at once presents a significant frustration. Without the ability to compare elements across different pages simultaneously, users may face challenges in ensuring consistency and troubleshooting design issues efficiently. This limitation may lead to a slower, more cumbersome workflow, particularly in larger projects where maintaining a coherent design system is critical.

Another struggle with managing styles within the UI comes in the form of applying styles to combo classes. Combo classes are when you combine multiple classes together to create a variation or modified state of an element. Inadvertently applying styles to a combo class when intending to apply a style for the base class was a common issue I found myself running into, highlighting some challenges users should be aware of, especially when getting more familiar with Webflow.

These challenges underscore the value of implementing a strong and consistent CSS class naming system, such as BEM (Block Element Modifier). Adhering to a standardized naming convention will help mitigate some of the challenges posed by Webflow's class-based styling system, but it does come with the added overhead of needing to learn a new class naming convention.

Preset Web Elements

Webflow provides users with a diverse selection of default web elements, ranging from simple divs to intricate lightbox elements, which serve as the foundational building blocks for websites. These preset elements occasionally impose rigid structural constraints. For instance, when attempting to create a tabs menu with a filter, users may encounter a problem with adding additional elements to the tab menu block. This restriction forces users to either conform their design to Webflow’s constraints or devise creative workarounds to achieve their desired functionality.

Navigating such limitations can be challenging, particularly when striving to realize a specific design vision. It may involve exploring alternative solutions or compromising on the original plan. Yet, as users gain familiarity with the platform, those limitations can be anticipated, allowing them to develop strategies to circumvent the constraints.

Custom Scripts

One of the most powerful aspects of Webflow is also one of the most challenging features to balance. It requires careful management to avoid issues like performance degradation and increased technical debt.  It’s incredibly easy to have a website get bogged down with bloat, especially when a larger team might be working on a project.

Webflow lacks a built-in feature to view all custom scripts at a glance, making it difficult to track and manage them. Maintaining a documented list of all custom scripts used in your project and detailing their purposes and locations can help mitigate this issue, but that’s a fair amount of overhead to maintain. Additionally, custom scripts do not function in Webflow’s editor mode, requiring a site deploy for testing and troubleshooting, which can be time-consuming. 

The ability to add custom scripts opens up a world of options, including third-party plugins and libraries that can expand Webflow's native features. Tools like Jetboost or Finsweet can help fill in the gaps, and are oftentimes worth the investment as they provide relatively easy-to-use integrations that will make for a better user experience.

That’s all to say that applying custom scripts to a Webflow project is not necessarily bad, but should be approached with considerations on how to mitigate technical debt. Here are a few suggestions to help with integrating custom scripts into your Webflow project:

• Maximize Native Features: Use Webflow’s built-in features as much as possible. If a design can be achieved with Webflow’s interactions and animations, avoid adding custom JavaScript.
• External Development: Develop and test scripts in an external environment to reduce time spent deploying and debugging within Webflow.
• Reusable Components: Save frequently used custom code as reusable components to simplify maintenance and ensure consistency across the site.
• Regular Audits: Periodically review and clean up scripts to ensure that only necessary ones are loaded, improving site performance and maintainability.

Mitigating Difficulty Through Teamwork

I started this article by mentioning that I recently served as a frontend development support specialist alongside our designer, Blair, on this project. Blair took on the primary responsibility of building many of the pages, and I want to share more about our collaborative experience. Webflow is as close as you can get to building a traditionally coded website without necessarily needing to touch code, but that doesn’t mean there’s no value in having someone more familiar with the technical side of website building available. From accessibility considerations to complex layout structures, a lot of time can be saved by having a developer serve as a pseudo consultant on the project.

On numerous occasions, Blair reached out to me to help set up more complex custom implementations that required JavaScript or weren’t coming together as expected. By being able to jump in and solve those issues quickly for Blair, she was able to focus on building out the other pages. Similarly, I was able to audit and review her work to ensure it was inclusive for all types of users.

There are various development tricks we can implement to enhance user experiences for visually impaired users. For example, hiding text specific to a screen reader to provide greater context is a technique that a designer might not generally think about or even be aware of, but a good frontend developer would know to include. By being involved in the building process, I was able to highlight and advise on such instances, ensuring our project was accessible and user-friendly for everyone.

Conclusion

Webflow presents a robust solution for web development, particularly for smaller teams or projects with limited resources. Its intuitive visual interface and powerful animation tools enable the creation of professional-grade websites without the need for extensive coding knowledge. Webflow’s educational resources also empower designers to deepen their understanding of web development, bridging the gap between design and development and fostering better collaboration.

Webflow is not without its limitations. The class-based styling system, while efficient, can be challenging to manage, and the need for site deployment to test custom scripts adds to both the complexity and time investment required to build a project. Despite these challenges, many of the difficulties can be mitigated through careful planning and teamwork. Leveraging native features, developing and testing scripts externally, and creating reusable components are all strategies that can help maintain site performance and manage technical debt.

Collaborative efforts between designers and developers can further enhance the process, as seen in my experience working alongside Blair. This teamwork allows for efficient problem-solving and ensures that accessibility and user experience are prioritized throughout the project. By combining the strengths of Webflow with thoughtful collaboration and strategic planning, teams can create dynamic, user-friendly websites that meet modern standards.

Users expect a website to load fast. An average web page loads in about 2.5 seconds. The longer the user has to wait, the higher the user bounce rate. There are a lot of factors that go into site speed, but images account for about 75% of the page weight on an application or website. Google’s Core Web Vitals uses several metrics to rank sites. Visual site speed or largest contentful paint affects ROI as slower sites have fewer repeat users and fewer sales.

Without properly sized images, both site speed and image quality are affected. Accordingly, we use several methods to deliver properly sized images. Our primary solution is imgix because it is easy to implement and saves managers and clients time and effort. 

Imgix Key Features

Imgix provides a lot of features — some we consistently use on projects, and others we use in very specific situations. 

Responsive Images

Setting up responsive images can be complex. As the variety of devices and their screen resolutions continue to expand, managing all the different image requirements is increasingly challenging.

Consider this scenario: a website’s images look crisp and clear on a high-resolution monitor. When that same page is viewed on a mobile device, the images are so large the page takes forever to load. A solution could be to upload a smaller image for mobile, right? It's not quite that simple. We need eight or more different sizes of the same image to account for different screen sizes and retina screens. Keeping track of all the image sizes and saving each size gets complex and would be nearly impossible to do manually on a site that has hundreds or thousands of images. 

One of our clients, National Park Foundation (NPF), wanted to clarify its message to better target major donors. Their gorgeous, large scenic images are essential to their website strategy.  NPF needed the images throughout their site to be crisp and clear at all screen sizes. Using imgix, NPF content managers can load high-resolution images to the CMS and not worry about the site's speed or performance. They rely on imgix to deliver the correctly resized image for any user's screen.

Imgix does this with their Device Pixel Ratio and Client Hints which automatically sets the pixel density for the image based on the user's device. Those API parameters can be easily set in the URLs for the image’s `srcset`. This allows developers to set an image width for an image `srcset` and then imgix delivers the right pixel ratio image to the user. We use `srcset` with imgix on other client sites like Bezos Earth Fund and Human Rights Campaign as well.

Resize and Cropping

Imgix allows you to crop images in addition to setting an image’s focal point. So, only one image needs to be uploaded and it can be used at multiple sizes and croppings throughout the site. Let's say we upload a large landscape image, but on some pages we only need to use a portion of the image cropped as a square. Imgix will crop the image and deliver the smaller versions on the pages we need while persisting the larger versions on other pages.

At Viget we use resizing and cropping on our own website, including our articles, to crop the staff photo to a smaller size at the top of the articles. This makes it possible for us to upload the staff photo once and the article image gets created automatically. 

Color Palette 

Another feature that we've used on client sites is the Color Palette API which allows you as many colors as you want from an image. For example, the Shedd Aquarium website that we built uses this feature by pulling a vibrant color from the image and setting it as the background color for the page hero. Aside from taking the manual work out of closely aligning photography with a page’s design, there’s an additional benefit: if you are on a slow connection, you will see a dynamic colored banner at the top before the image loads.

Image Upscaling

Another valuable feature is the ability to upscale images. Even if you upload an image that is low resolution, it can still be used at a higher resolution. This is especially useful for e-commerce sites or applications where users are uploading their images.  The upscale feature uses Generative AI to take a pixelated image and create a higher-resolution image. The final image will not be perfect, but it looks more professional. See the upscale demo on imgix.

PDF Preview Images

There is also a PDF page to image option in imgix. The API enables the generation of a page-specific image preview from the PDF, which can serve as both a thumbnail and a full-size preview. When we built AHIP.org, they had a resources section for their members containing quite a few PDFs. To help with clarity and findability, we used imgix to show previews of the PDF documents to non-members. This feature allows AHIP to upload resource PDFs without having to also upload any thumbnail images. 

Face Detection

Another nice feature is a face detection parameter that you can pass to the API. This allows you to upload a photo and no matter the cropping or size it will keep the face as the focal point of the image. We used this feature on NEA for their team member page. It's great for user profile images that are used in different contexts throughout the site. 

Video Streaming

Videos have become a key design element on websites. However, determining which service to use for embedding those videos is an ongoing topic of discussion. Video platforms enable you to integrate the video onto the page, yet they introduce scripts that may impede page loading speed. Imgix offers a video embed service that allows content managers to keep all the images and videos in one place. The videos are automatically encoded to Adaptive Bitrate Streaming to get the best compression and video quality. So, videos load fast and look great on mobile and desktop. 

Performance 

A lot of CMSs have image transformations built in. An image transformation encompasses everything for that image including responsive sizes, cropping, resizing, and face detection from the original. This is great for small sets of images, but transformations quickly get out of hand the more images there are on a site. For example, the homepage of the National Park Foundation has a minimum of 96 image transformations. 

Processing all of those image transformations uses a lot of server resources. Imgix saves the images and delivers them through their CDN. The imgix image CDN has an average of 0.15 milliseconds return on requests which enables images to load as quickly as possible. The CDN also caches the images on CDN edge nodes making them immediately available for future requests. 

Flexibility

Imgix is flexible enough to work with almost any site structure; including WordPress, Craft CMS, Shopify, React, Ruby on Rails, Python, and more (see the full list). So, whether a site is a WordPress site or a Rails application, imgix fits right into the ecosystem. And, even better: you don’t have to rebuild your web app or website to gain the benefits of image performance, which can save you a lot of time and money.

Setting up imgix on an existing website is easy. Imgix can connect to existing asset storage sources like AWS, Azure, or a web folder on the same domain. Once the image source is set up, a developer can start passing parameters to the API. 

Cost

Imgix is free for 1,000 images which makes it easy to integrate and grow with your site. Pricing goes to $750/yr for 5,000 images and $3,000/yr for 25,000 images. In their pricing structure, “images” are categorized as origin images, so the count only includes original images and not transformed ones. So, you could have hundreds of images and thousands of image transformations all being delivered through a CDN for free.

Conclusion

Ensuring fast site speed isn't just important. It is vital. It's the cornerstone of a successful online presence, directly influencing search engine rankings, user satisfaction, and ultimately, your return on investment. Properly sized and optimized images are key to ensuring your site loads quickly and displays correctly for users across various devices.

We have found that imgix enables our team to efficiently create projects with diverse image options, saving managers and developers valuable time. Our clients benefit from reduced server space and an increased site speed. Imgix’s API is comprehensive, so you can use one tool for all features and options around site images — from cropping and resizing to face detection and automated color palettes, to video and beyond. Having used imgix for the past five years to support the wide-ranging needs of our clients, we feel confident recommending it and using it again and again. 

Users expect a website to load fast, and imgix is a reliable way to make sure that happens. 

When we open an app or website, we do so to accomplish a task or find information. A well-designed user experience ensures users can achieve their goals efficiently. But what keeps us engaged beyond basic functionality? What differentiates a mundane interface from an exciting one? In my opinion as an up and coming UI developer, one key element is motion.

During my summer internship at Viget, I had the opportunity to dive deep into the world of agency work. From getting the chance to contribute to client sites to participating in a hackathon and pursuing a personal project, I seriously leveled up my stack and gained valuable development experience. Not to mention the amount I learned from exceptional, dedicated mentorship and micro-classes on everything from React to SQL to business models. 

However, coming into the internship, I had the specific goal of learning how to add motion to my web projects. I walked in on day one with no idea where to start, and now I’m leaving my last week with a complex knowledge of Rive, canvas elements, JavaScript animation, GSAP, and more. Here’s how… 

Spinet

In this two week hackathon project, I worked alongside Faye and Paul, the Product Designer and App Developer interns, to create a spinning wheel name picker. During the first week, I took on branding and visual design work. 

I spent the second week implementing wireframes. Through this project I learned how to transform client specifications into design directions, a style guide, and ultimately, UI components.

For this app, the motion of the spinning wheel was critical to the experience. Initially, client feedback indicated that the spin felt too uniform. I adjusted the motion parameters by extending the slowdown time and changing the easing function from linear to cubic, which increased feelings of suspense at the end of the spin animation. 

To add a level of joy and celebration to the winner announcement popup at the end of a spin, I incorporated confetti animations. In doing so, I discovered the world of JavaScript animation libraries that make implementing animations as easy as simple as adding the script to my HTML and adjusting the timing and placement of the animation object. Finally, we had ultimately decided on a modern, clean-cut video game aesthetic for the branding, and pulled this in through inspired sound effects, the logo design, and a 3D button component with a click animation accomplished entirely through Tailwind. 

Luna chatbot

After the hackathon, I got the chance to work on a personal project of my choice: an AI mental health chatbot inspired by tools like Woebot and EarKick. I was motivated by the question of what could make conversational AI feel less intimidating and more empathetic. My answer was an AI support companion with an animated avatar to enhance feelings of emotional connection and understanding. 

To get started, I experimented with various chatbot APIs and found that the Llama3 model was the best at following system prompts and offered the most natural interactions. A huge part of this project was the chatbot’s expression animations. I surveyed several popular tools and found Rive was the best fit for this, offering intricate animation capabilities, easy web integration, and a state machine for managing overlapping states and complex transitions.

The first step of animating in Rive is to create a design. Luckily, Rive has a vibrant open-source community, and I learned a lot from examining and remixing community files. The second step was learning to create the animations themselves. This was my first time animating anything, but the concept of keyframes was relatively intuitive, and the UI reminded me of video editing software, like iMovie, I’d used in the past.

The third and most challenging step for me was making all the animations work together in a state machine. 

This is the logic that connects animations together, taking input values that determine when to transition between states. Getting smooth animations between emotional states required a lot of rewiring and experimenting. Finally, embedding the Rive file in my project and linking the emotion data from API responses to the animation inputs was relatively straightforward using vanilla JavaScript. 

In conclusion

Animations, whether simple or complex, add a layer of interactivity and visual interest to digital products. Over a short 10 weeks, my internship projects allowed me to explore UI development, modern animation tools, and motion using CSS and JavaScript.

If you’re interested in bringing ideas to life and sparking joy through motion design, then diving into a passion project, seeking inspiration from the community, and exploring tools like Rive and GSAP will definitely kickstart your journey!

Behavioral analytics are a great way to get a sense of what users are or are not doing on your website or app. While behavioral analytics may not provide insights into why users are behaving a certain way, this method does provide a quick and cost-effective way to see what your users are currently doing at scale. Knowing how your users are engaging with your website or product can help you make informed decisions that have a positive impact on engagement and conversions.

Here at Viget, we use behavioral analytics data for a number of use cases:

1. Our client has a specific question about a certain aspect of their website or app (e.g., a specific user flow or content type) and wants to learn more about how and when users are engaging. 
2. We are redesigning a client’s website and want to get a sense of where the current experience is excelling or falling short.
3. We are conducting an annual analysis to help clients keep an eye on potential areas of growth or stagnation. 
4. We are reviewing behavioral changes on a site or app after launching a new experience or feature to assess performance.

But what kind of insights can you expect to find from behavioral analytics data? 

It ultimately depends on the website or app, the users, and the kinds of questions you are asking, but let’s go through a few different examples of what kind of information you can gain from behavioral analytics tools.

Who is using your website or product?

Understanding who is using your website can provide helpful context on your user base and potentially unlock growth with new user groups you may have been unaware of. To investigate this, we may look at geographic location, language, device type, and any other demographic information that may be available. Sometimes this kind of data provides what I like to call descriptive information—information that often doesn’t feel immediately actionable but can become more useful relative to other data points. This could come from comparing your data to last year, to industry standards, to other content on the website, or it might come from comparing it to an assumption that an individual or organization holds. 

Here are some examples of findings that shed light on who was using the website or product:

How do users get to your website or product?

Knowing how users navigate to your website or product can highlight what traffic sources are particularly effective in driving conversions, but it can also help to provide important context on user expectations or goals. To understand this, we look at both the source/medium that brought them to the website as well as the first page they viewed. 

For example, users might:

• Come from google and land on a blog article
• Go directly to your home page
• Come from an email referral to a donation page 
• Learn about you from ChatGPT and land on your About page

From there, we might look at engagement rate, conversion rates, or other metrics to get a sense of what these users are doing and whether anything stands out as particularly effective or ineffective. 

Here are some examples of acquisition insights that informed our understanding and approach:

What content or features do users engage with?

Here is where we start to get to the meat of what your users are actually doing on your website or product. Knowing what users are doing and what they’re not using can help to establish priorities and inform decisions. You might be surprised to learn that users are actually engaging with specific features or content quite a bit, but others are barely used. If the content or feature is surprisingly popular, then we likely don’t want to outright remove it and may instead consider iterating or leveraging that offering more. If users aren’t engaging with content or a feature, it may be worth considering the effort to maintain and iterate on that offering. 

Here are some examples of engagement insights that helped us identify opportunities related to content or features:

What is the user journey or path?

Another major area of investigation is the sequence of steps users take when viewing content or completing certain actions. This could be perusing content on the website, going through a signup funnel, or checking out to make a purchase. 

This helps us identify:

• the actual paths that lead to conversions (which is not always the path we assume it is) 
• areas where users drop off at key points in the funnel
• moments where users have to “turn around” in the journey, because the path laid before them doesn’t align with their needs 

This information can help you build towards a frictionless experience that encourages users to sign up, complete a purchase, or find the resources they need.

Here are some examples of user journey insights that helped us understand where there were existing points of friction for users:

What “turning around” in the user journey can look like:

What dropoff can look like at different stages:

The Ecosystem at Large

Some clients have a larger ecosystem of products or services, and it’s important to look at how users engage with and navigate across the ecosystem. This might include subdomains for a shop, a marketing site versus the product site, help documentation, etc. By looking at the larger ecosystem we can reveal important connections that are missing or connections that could be strengthened.

Here are some examples of insights that demonstrated a need for changes in those ecosystem connections:

Here at Viget, there are a wide variety of insights we may discover for any one project through behavioral analytics. These insights can help to identify new user groups, help to prioritize content or features maintenance and updates, or bring to attention moments in the user journey that are causing friction. These opportunities can help you bring in new users and retain your existing users, by providing an experience that aligns with their needs, whether that is finding resources, getting involved in a community, or making a purchase.  

If you’re interested in making your website or application more effective for your users by leveraging the power of behavioral analytics data, we’d love to hear from you. 

In recent years, as distributed work has become the norm, all-hands trips have become more commonplace. Even companies that have always done them now see their importance in a new light. They are expensive and demanding for everyone involved, but when they’re done well they can be incredibly impactful. Are you bringing your team together and feeling the stress of getting it right? Designing the time together takes strategic thinking, logistics planning, and the confidence to ask everyone to contribute to the event’s success.

Last week, we came together to connect, celebrate each other, and look forward to a bright future in our quarterly all-hands event we call Third Third Thursday or TTT. It was our first in-person all-hands event since May 2023. At Viget, we actively build our culture together. The responsibility doesn’t fall on just a few individuals' shoulders. Our events are successful because individuals show up, speak up, listen, and honor the limited time we have together in-person. This is evident in the chats over breakfast pastries, the all-in approach to competitions breakout sessions, and the peer talks and discussions throughout our events. This connection and camaraderie doesn’t just happen, we work hard to make it happen. 

Reflecting on last week’s event (and 7 years of other events), I want to share these five key planning tips to help you craft a successful event. 

Leverage your physical space to help achieve your event goals. This fall we had a smaller number of attendees and we wanted to encourage discussion throughout the event so we set up the room in large U shape to foster conversation. We also made the most of our exterior space, which featured a fire escape staircase, by hosting an egg drop competition. 

Over communicate, especially around when team members can expect breaks and when they can expect to be fed. As the event lead, I share my phone number multiple times ahead of and throughout the event. We also make sure to communicate in dedicated channels, including an event Slack channel for all attendees, a behind-the-scenes Slack channel for presenters only, and an event website. We share important key information like bus schedules and flight confirmations via email. In advance of the big day, we shared this slide with our team to both inform and inspire. 

Leave room for unstructured time and connection. Over the years we learned that some of the best discussions and a-ha moments come from chats over a meal or a snack during the “unplanned” parts of the event. Now we plan ahead for these, leaving ample time for unplanned, impromptu a-has. We think about airport Uber rides, charter bus rides, morning runs, evening board games, or late-night drinks and look for ways to grease the wheels of serendipity. This was especially important for us this fall since it had been so long since the last time we all gathered together. 

Look for ways to celebrate what is unique to your company. One pretty fantastic thing that comes with a quarter century in business is the community we’ve built along the way. We make a point to keep up with previous Viget employees who we proudly call our alumni. We love our alumni and enjoy recognizing their contributions to Viget. One way we do so is with annual picnics, which we host when the most current Viget employees are in town for an event. These picnics are often a great mix of reconnections and networking.

Find ways to surprise and delight. Think big and small. For example, this fall we put colored pencils and butcher block paper out during our meeting time. Our autumnal decor included blue(ish) and orange pumpkins (Viget colors!). We made a subtle callout to an internal project by serving french fries as our afternoon snack. And we surprised our team with Unreal treats for their bus rides home. The treats served as dessert and a means for us to introduce our next in-person event, our spring TTT, aka Viget25. 

Some companies advocate for all-hand retreats to be social and relaxing, but not “productive.” They tout a meeting-free event. At Viget, we see the meeting time as crucial because that is when peers share knowledge, reflect on their recent work, showcase client impact, and highlight new ideas and personal growth. Similarly, our co-founders reflect on Viget’s performance and share thoughts on the upcoming business direction. The meeting sparks genuine inspiration and creates a time for us to remember what brought us to Viget in the first place – to build world class tech in support of our clients. 

On the heels of a successful gathering, it’s time to start planning the next one. For our next event we’ll head to the Allegheny Mountains where we’ll leverage a unique and memorable venue, offer plenty of unstructured time for connection (with each other and nature), loop in alumni where appropriate, plan inspiring meeting content, enjoy many meals and treats together, and of course find ways to surprise and delight. 

Work-related travel isn't for everyone, but if you know someone who appreciates the idea of dedicated time to connect with and celebrate their peers, we’re hiring. And to all the culture champions and event planners out there, good luck with your next all-hands!