An AI travel product that had been in the market for 2-3 years needed to be evaluated, this product had a number of retained users but the client wanted to understand more as to how the product was being used and who used it. We used product analytics tools for the webapp and software solution, such as Mixpanel, Hotjar and Amplitude to evaluate how the product was being used. We also tracked potential clients through the funnel from website visit to trial sign-up to understand where in the funnel we needed to improve customer experience.