Qualitative research told us how users felt, but not where they were actually getting stuck. I led the initiative to use analytics to surface these issues, partnering with product and engineering to dig into engagement metrics, task completion rates, and abandonment points across the Producer, Lines, and Cart steps of a core workflow—pinpointing exactly where drop-off was happening. We used those findings to simplify decision points, reduce cognitive load, and clarify system feedback, then validated every change through A/B testing and ongoing performance monitoring. The result was a more intuitive, efficient workflow with measurable gains in usability and engagement.