Serac Tech
A professional platform that turns UK planning-application data into targeted sales opportunities and outreach workflows.
The Serac Tech rebuild showed me how product analytics and interface design can make a data-heavy workflow easier to understand and improve.
The situation.
Serac Tech helps businesses search UK planning applications, identify relevant opportunities, and turn those results into a more focused sales workflow. By June 2026, the team was rebuilding the product rather than making small changes to the original platform.
I became involved in that rebuild from June 2026 onwards. This gave me a clear product-engineering brief: help make the new interface easier to move through and make sure the team could measure how people actually used it after release.
What I did.
I integrated and fully implemented PostHog analytics across the rebuilt product. That meant deciding which actions represented meaningful progress, adding the tracking to the application, carrying the right context with each event, and giving the team a reliable foundation for funnels, behaviour analysis, and later product decisions.
I also assisted in driving updated UI and UX flows. I worked with the team to turn product feedback and workflow requirements into clearer journeys through search, filtering, opportunity review, and follow-up. The rebuild remained a team effort, but analytics implementation and supporting the revised experience were my clearest areas of contribution.
How the work unfolded.
Define what meaningful usage looked like
Mapped tracking to the product journey rather than collecting disconnected clicks. The useful signals were whether someone could search, refine the results, inspect a relevant planning opportunity, and continue into the next part of their workflow.
Implement PostHog throughout the rebuild
Added the analytics integration and product events needed to understand behaviour across the rebuilt application. I treated naming, properties, user context, and consistency as part of the implementation so that later funnels and reports would have dependable inputs.
Help shape the updated UI and UX
Assisted with the new flows around finding and assessing opportunities, checking that a data-rich product still gave users a clear route from a broad search to a useful next action.
What happened.
The rebuild gave Serac Tech a clearer route from broad planning searches to reviewing and acting on relevant opportunities. I helped shape those updated flows so the large amount of planning data felt easier to narrow down and use.
I also completed the PostHog implementation across the rebuilt product. The team left the rebuild with consistent events, useful user context, and the foundations for funnels and behaviour analysis, making product usage something we could investigate rather than guess from isolated feedback.
What I learned.
Analytics works best when it is designed in
Implementing PostHog during the rebuild made event meaning, user context, and key journeys part of the product architecture instead of a tracking layer added afterwards.
Data-heavy products still need a clear path
Search results only become useful when the interface helps someone narrow the field, understand an opportunity, and decide what to do next.
Instrumentation creates evidence, not answers
A funnel can reveal where behaviour changes, but product feedback and further investigation are still needed to understand why it changed.
Related links.
Repositories, demos, event pages, posts, and other places connected to this project.