Customer Journey Funnel & North Star Metrics at Seequent: A UX-Led Transformation
Align Business & Product with Customer Value
At Seequent, we knew we were creating powerful tools for geoscientists, but we had a problem—our teams were working at different stages of the bow tie funnel, tracking different (often vanity) metrics, and making product decisions that weren’t always connected to real customer impact.
We needed a clear, unified view of our value proposition and a way to measure success that actually mattered to our users.
The Challenge: Why Vanity Metrics Weren’t Enough
- Teams were tracking different KPIs—but many weren’t actionable or tied to user success.
- There was no common framework to prioritize product initiatives.
- Business strategy and product efforts were misaligned, making it difficult to measure impact beyond revenue.
- Revenue was our primary focus—but without leading indicators, we were often reacting too late to market changes.
Our Approach: Defining Stars for Each Customer Touchpoint
To fix this, we introduced the North Star Metric framework within the Bow Tie Funnel—a proven method to align teams around customer impact, not just revenue.
We started by defining our core customer value proposition—not in business terms, but in a way that resonated with our users:
- Attention – How do we help users discover and engage with our platform?
- Transaction – How do we make purchasing seamless and intuitive?
- Productivity – How do we ensure long-term value and efficiency for our users?
Next, we aligned our teams around a product-led growth mindset:
- Product Managers: Balancing trade-offs and roadmaps.
- Researchers: Interpreting data for meaningful insights.
- Designers: Crafting seamless user experiences.
- Marketing & Brand: Communicating our value proposition effectively.
- Sales: Converting engagement into long-term success.
- Executives: Ensuring our vision stays true to our users.
- Customers: Ultimately, the real voice of our product.
How We Applied the North Star Framework
Rather than choosing a single North Star Metric, we created a constellation—a set of key indicators mapped to every stage of the Bow Tie Funnel:
By connecting each phase of the customer journey to a leading metric, we gave every team an actionable way to measure success—beyond just revenue.
Why this worked: The North Star Constellation provided an end-to-end view of customer impact, ensuring every product decision was grounded in user behavior and long-term value.
By connecting each phase of the customer journey to a leading metric, we gave every team an actionable way to measure success—beyond just revenue.
Why this worked: The North Star Constellation provided an end-to-end view of customer impact, ensuring every product decision was grounded in user behavior and long-term value.
Building a Real-Time Metrics Dashboard
Once we defined our metrics, we built a real-time dashboard that provided:
✔ Clear tracking of our North Star Constellation at every customer touchpoint.
✔ Leading indicators of revenue, allowing us to course-correct before problems arose.
✔ A single source of truth for teams to align around customer success.
The Results: A Culture Shift Toward Actionable Metrics
From Siloed KPIs to Unified Success Metrics: Every team—whether in product, marketing, or sales—was tracking the same customer-driven success metrics.
From Revenue-Only Focus to Predictive Insights: Instead of reacting to revenue trends after the fact, we could now forecast changes in user behavior early.
From Gut-Feeling Decisions to Data-Driven Strategy: Product prioritization became more objective and aligned with long-term customer value.
Final Thoughts
This transformation wasn’t just about better metrics—it was about building a shared vision for success. By shifting from revenue-focused tracking to customer-driven insights, we gave Seequent the tools to continuously evolve with its users and ensure long-term product success.
This case study is a testament to the power of UX strategy, data-informed decision-making, and customer-centered product design.
- Date: February 5, 2025
- Categories: Customer ExperienceUser Research
- Company Seequent
- Role Lead Design