Problem
How might we improve the sign-up and onboarding experience so users can quickly see the value of the product?
Stakeholders
Defining the scope
Given the feedback we received from Customer Success indicating low activation rates, we aimed to enhance the sign-up and onboarding process. The project scope included the following:
In order for us to tailor the user’s experience, we need to get to know them better by asking targeted questions.
Based on their answers to our questions, users should have an onboarding experience unique to their needs.
Getting to know the user’s problems
Improve the structure and efficiency of my sales process
Walk through inbox > leads > deals
- Why it is important to collect all leads in one place
- Why marketing is important for them
Define sales process
- Set up pipeline together
- What is your first sales stage after you qualified the lead and identified they are high potential?
Show contact details
- How information is collected into this page
- How they can enrich their data with custom fields
- Industry
- Size
- Type
Focus on tasks + calendar sync
- Better organization
- Always a follow-up task relevant to closing a deal
Walk through contact details page
- Start with person
- Go to Organization
- Show them email logging
- Quick action
- Logging activities in activity stream
- Adding files
Walk through contacts page
- Filters / Views
- Custom fields
Discuss leads/deals
- How to add leads/deals
- What they mean
- What the differences are
Show tasks + how team can collaborate
i.e. if a colleague is sick, how another one can take over because all info and tasks are noted and documented in the contact
Focus on tasks/appointment management, email and calendar sync
Walk through each page in order to show how they all complement each other
- i.e. tasks are shown on each page so there is no change that tasks are forgotten
- Focus on settings, show how they can personalize and organize their whole company
These users want to be digital and collaborative
Some users use excel, other tools, notebooks, phones
Considering the user journey
Defining how users navigate the feature
At this stage, we wanted to illustrate what the ideal user journey would look like from the moment they enter the website up until they completed their onboarding.
Hi-Fidelity Prototype
Once we were comfortable with the UX of the wireframes, we began designing the hi-fi versions of the mockups.
Requirement #1
Get to know the user by asking the right questions
User first creates their account.
We ask the user about themselves. This info is relevant to all teams (Product, CS, and Marketing).
We ask the user about their goals. This is also relevant to all teams, so we can tailor content based on the problem they want to solve.
We ask them about their experience & industry. This information is mostly relevant to CS & Marketing, but it is very helpful for Product too.
Tailor the onboarding experience to highlight value
Once a user enters their account, we very briefly walk them through the important parts of the page. It's dismissable for users who don't want to go through the guide.
The user is introduced to the widget, which is fixed to the bottom-right of the web app.
If the user doesn't want to go through the onboarding steps, they can can collapse (and close) the widget.
Impact & Next Steps
Not having the possibility to speak directly with users was a challenge, but using the resources on-hand like our customer-facing teams made it easier to solve. As usual, collaboration was key in this project and it helped to create something we helpful for users.
The purpose of this project was to increase conversion rate, so that was the primary metric we were looking at to determine success.
We also observed engagement with core features relevant to user based on their preferences and choices during onboarding.
Finally, we looked at if there was a difference in usage of the product between users that completed onboarding vs. those that did not.