Providing the “a-ha” moment to a complex data product.
SOLO DESIGNER
The business wanted to drive user retention and improve the UX for new users. We sought to provide the "a-ha" moment during the onboarding process to increase stickiness and demonstrate the products value as quickly as possible during onboarding.
We performed a data analysis on what features had the biggest retention impact & we combined this with qualitative data from the sales team to understand what features to aim for in the onboarding flow.
We hypothesised that an onboarding checklist that guided users through the steps to achieve the proven stickiest tasks would drive overall retention and improve UX for new users.
A key consideration was how not to frustrate users as the first in-product experience. We settled on the criteria: the list should be dismissible but also findable.
We opted for a dropdown location from the top nav with simple navigation that allowed backwards movements so users could check previously completed steps.
Designs
Takeaways
Biggest challenge
The biggest challenge from the design perspective was creating a short enough engaging enough flow for such a data heavy, analytical product. There was a large number of assumptions about the users in play at the beginning.
A failure
Metrics showed that the our first iteration had completion rate of ~20%. Most users who skipped the tutorial did so within the first set of questions.
Further iterations where taken to simplify the steps and adjust the incentive which improved the score.
Key impact
The flow was the native in-app starting point for users to learn from and for support and sales staff to showcase the platform. It be a feature we were able to monitor and adapt over time and integrate it into support documents and promotions etc.
An unexpectedly learning
Speaking with the sales team to understand the insights they had attained from giving product demos was a great boost to our user understanding.
Most proud of…
Condensing down a vast array of dashboards and user paths to a few key pathways and the further into a short task list was a first for the platform.