01 · Frame the decision
We agree on the journey, audience segment and outcome to improve. This keeps analysis anchored to a real decision—such as reducing abandoned onboarding—rather than collecting interesting but disconnected observations.
02 · Validate the signal
Before interpretation, we check event coverage, sample quality, device mix and interface versions. We separate persistent patterns from one-off release issues and compare meaningful Malaysian audience segments where the data supports it.
03 · Read behaviour in context
Tap density, scroll depth and attention are reviewed alongside funnels, recordings and interface intent. We look for hesitation, false affordances, unreachable content and unexpected routes.
04 · Prioritise and learn
Findings become testable hypotheses with evidence, expected outcome and effort notes. After release, we define what to measure so your next decision is based on learning rather than opinion.