PROVIDING A SEAMLESS EXPERIENCE TO MILLIONS OF USERS SIMULTANEOUSLY

Abhishek Ravi, Chief Information Officer, Dream Sports, tells us how they continuously experiment with multiple features on their app and understand user behaviour over multiple parameters

- Aanchal Ghatak

At the outset, can you tell us something about the business of Dream11 and its operations.

Dream11 and its operations. Dream Sports’ flagship brand Dream11 hosts 120 million+ users on its platform on IPL match days and gives them the option to explore thousands of fantasy sports contests across a variety of sports. Our users can actively engage with real-life sporting events and showcase their knowledge of sports. With millions of users logged on the platform at the same time, it can become very challenging to provide seamless, best possible experiences on the app every day.

To address this, we continuously experiment with multiple features on our app and understand user behaviour such as time taken to navigate through different screens, to complete the journey, total time spent on a particular screen to see user navigation patterns from conversions/drop-offs stages and more. We strive to provide the best possible user experience. In this journey, our hero is DataAware — a self-service funnel analytics tool used by the tech and product teams at Dream11.

Can you tell us something more about this funnel analytics tool DataAware.

On our journey to understand common behavioural analytics, we developed an in-house tool DataAware — a Funnel Analytics tool that we use to recognize and know user behaviour trends at the platform. The process involved multiple steps from data collection to storage, processing, and integrating application programming interface (API) and visualization layer to ensure dynamic query generation.

After multiple rounds of developing and testing, we built DataAware with the features that were previously missing in our pre-existing analytics tool. Some of the key features include: