The UI of this product looks pretty user friendly but I think it has some room in terms of customization. There are so many aspects that can be improved upon, such as adding more color options etc. It was really hard picking out what I liked best about their platform because there were too many things! We use them primarily with regards to our own customers' data analytics from an internal perspective. But they have helped us analyze external trends and data we receive through 3rd party sources like Google Analytics.