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Product

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product

Primary surface is the authenticated analytics product (dashboards, session replay, settings). A marketing/landing surface also exists; treat individual marketing tasks as brand per-task, but the project default is product.

Users

Rybbit serves people who run websites and products and want to understand their traffic without the weight or privacy cost of Google Analytics. Three audiences, in priority order:

  • Indie devs & self-hosters — technical solo builders running their own site. Comfortable with config and SQL, deploy on their own VPS, value speed, control, and sane defaults.
  • Small teams & startups — founders, marketers, and PMs checking growth, sharing dashboards, and collaborating inside organizations.
  • Agencies & consultants — managing many client sites, leaning on public/shared dashboards and multi-site overviews.

Shared context: they open Rybbit to answer a specific question (what's trending, where traffic comes from, why a funnel drops off, what an error is) and want the answer in seconds, not after a configuration project. The job is "tell me what's happening on my site, accurately, without tracking my visitors."

Product Purpose

Rybbit is an open-source, privacy-friendly, cookieless web and product analytics platform: the modern alternative to Google Analytics. It covers the full analytics surface (sessions, users, pageviews, bounce rate, funnels, journeys, retention, goals, custom events, session replay, error tracking, and 3-level location maps) while staying fast to set up and intuitive to read.

Success looks like: a user installs the script in minutes, lands on a dashboard that's immediately legible, and trusts the numbers. Depth is available (advanced filters across 15+ dimensions, custom SQL queries, replays) but never blocks the first answer. Privacy is a feature, not a compromise.

Brand Personality

Friendly, precise, trustworthy. Approachable without being toy-like. Rybbit has personality (the frog mascot, a privacy-first conviction, plain-language copy) but the data is always the star. The voice is direct and unpretentious: it explains, it doesn't sell. Warmth comes from clarity and good defaults, not decoration. When in doubt, choose the option that makes the numbers easier to trust.

Emotional goal: relief and confidence. "This just makes sense" beats "this is impressive."

Anti-references

  • Generic SaaS template. No indistinct dashboard-kit look: no purple gradients, no hero-metric template (big number + tiny label + gradient accent), no endless identical icon+heading+text card grids. Rybbit should look like itself, not a Tailwind starter.
  • Over-playful / toy-like. The frog and the friendly tone must never undermine trust in the data. No cartoonish UI, no whimsy that gets between the user and the numbers.
  • Cluttered like GA4 (the product it replaces). No overwhelming navigation, no metrics buried three clicks deep, no configuration required before any value appears.
  • Cold enterprise BI. Not Tableau/Looker heaviness: no analyst-only jargon, no intimidating density-for-its-own-sake.

Design Principles

  1. Answer first, depth on demand. Every screen should surface the likely question's answer immediately; advanced filtering, SQL, and replays are one layer down, never a gate.
  2. Earned familiarity. Use standard, trustworthy affordances (Linear/Vercel/Stripe-grade). The tool should disappear into the task; novelty must win a real UX argument before it ships.
  3. Trust through precision. Accurate numbers, honest empty/loading/error states, consistent component vocabulary screen to screen. Craft is how we signal the data is reliable.
  4. Privacy is the point. Reinforce the cookieless, privacy-friendly stance through the experience, not just the marketing.
  5. Personality at the edges. Warmth and the frog live in moments (empty states, small touches), not on top of the data.

Accessibility & Inclusion

No formal WCAG bar mandated; apply strong defaults as table stakes:

  • Body text ≥4.5:1 contrast (watch muted-gray-on-tinted-surface in both light and dark themes; dark mode is default).
  • Visible keyboard focus and full keyboard navigation on interactive components.
  • Honor prefers-reduced-motion on every animation (crossfade or instant fallback).
  • Prefer color-blind-distinguishable data viz (don't rely on hue alone to separate series).

Visual System

Captured separately in DESIGN.md when generated. Quick orientation: dark-mode-default, HSL CSS variables (not OKLCH; identity-preserving), emerald accent ramp for primary actions/success, a periwinkle --dataviz blue for charts, grayscale-heavy neutral ramp, --radius: 0.3rem, Shadcn UI (New York) on Tailwind v4, Nivo + D3 + Mapbox for visualization.