We’re wrapping up something called CX Week at @Buffer and it did not go as I expected 🤪
This week was an intentional focus on customer experience refinement & friction reduction in preparation for a big start to 2026. I was part of a team that explored refinements for our Analyze feature set and… let’s be honest:
It’s got a lot of charts. And you know what’s far more important than charts?
- clear, actionable insight, and
- high trust in those insights
I’ve learned this truth over & over again during my product career. And it’s even more apparent in social, where the messages we promote are often at the whim of algorithms we don’t understand. We hear time & time again from our users, regardless of where they are on their creator journey or what they’re promoting, that they seek this insight.
The analytics features of today’s Buffer are - candidly - limited, prone to issues, and not quite meeting the quality bar we’re now reaching elsewhere in the Buffer product. They’re also completely paywalled, which isn’t quite aligned with our value-led growth strategy.
So as we started to think of ways to clean up this experience, we quickly realized that it would be far better to start building the right solution to offer that insight.
Thanks to some wonderful context & insight from @Dave Chapman, encouragement from @Joel Gascoigne to be bold & strategic, and some great scrappy partnership with @Mike San Román, we built the start of a whole new Insights experience inside of a few days - with me taking the surprising role of designer and front-end dev 😱 (I did have the wonderful assistance of Claude Code, of course)
We still made a few quality-of-life improvements to Analyze. But we have much more around Analytics & Insights coming for all Buffer users in 2026. Here’s a li’l sneak preview of part of it:
