Crazy Egg: Snapshot Creation Flow

Project Overview
A case study on how I redesigned the Snapshot Creation Flow for Crazy Egg.

Crazy Egg pioneered click-mapping technology. It was the first company to create heatmaps - reports that show where people clicking and not clicking.

Crazy Egg's Snapshot feature consisted of five reports (including heatmaps). It provided data for digital marketers so they could improve their website, increase engagement and increase conversion rates.
I lead a team to research, design and implement this in 2.5 months. My key contributions included:
  • UX Research
  • Product owner
  • UX copywriter
  • Interaction design
  • Prototyping
Sarah Thomson lead the visual design direction and crafted the beautiful illustrations.

The Problem

Crazy Egg's Snapshot Creation process was originally designed to create one Snapshot at a time.
I interviewed 15 customers to identify pain points.
Problems included:
  • The process was inefficient. Customers complained that creating multiple Snapshot was a major pain point. One customer said, “I have to run 8 or 9 Snapshots at a time. It's one of my biggest gripes with Crazy Egg.”
  • Setting up advanced tracking options like wildcards and regular expressions felt like rocket science. Our customers sent in emails asking for our team's help to check if they did things correctly.
  • Users were confused and lacked the confidence to use our most powerful features.

The Challenge

I led an effort to redesign our Snapshot Creation Flow that aimed to:
New visual direction

Overhaul the visual design so that it adhered to our new style guide

Create heatmaps in bulk

Introduce a new feature that allows users to create Snapshots in bulk

Make powerful features easy to set-up

Improve the set up of advanced tracking options such as custom URL tracking, wildcards, and regular expressions.

Increase user confidence

Provide a review page that gives users a full summary of what they will get.

Snapshot Flow Before & After

Here are before and after shots of the Snapshot Creation flow interface.


Here's How I Did It

Understand needs

Meet Michael, a digital marketer.
This need can be summed up with a user story statement:
To put this in perspective for Michael or any similar persona, here’s what a complete user story statement looks like:


After crafting a persona and user story, I wrote down epics and needs. The purpose of the epic and the needs is to understand the scope and figure out how to meet your users’ needs.
With the design stories, we can address each story one at a time in the task flow.


I partnered with another designer to explore alternative designs. Here are a few examples:

Final Designs

User quotes

What did I learn

  • Stay focused on the problem.
  • Test ideas with the Crazy Egg audience.
  • Don’t get attached to solutions.