SHIPPED

WebDirect On-boarding Process

TIMELINE: MAY 2018 – JULY 2018

Onboarding new WebDirect partners

WebDirect is a web application that helps accommodation service providers create a beautiful customizable website in minutes.

The website comes with a booking engine with easily customizable website themes ready to be translated to over 40 languages.

MY ROLE

– Product design 
– UX/UI
– Interaction design.

PLATFORM

– Web 
– Mobile responsive

PROCESS

– Research
– Sketches
– MVP
– High-fidelity prototype
– Strategy

DESIGN + PROTOTYPE

– Sketch
– Flowmap
– Principle

The Problem

Breaks in the sign-up/on-boarding process creates frictions as users are lost in their first attempt at using the product, therefore getting discouraged to return to the product because they find it difficult to use and can’t see an immediate value of the product, hence they CHURN.

Before I started working on this project, the UX of the sign-up/on-boarding flow was not working the way it was planned. Users were getting lost immediately after sign-up, a good number of the users that signed up are not tech savvy and don’t understand how exactly products like this work but they are interested in what it has to offer. 

Research

I explored existing research findings done by the product manager with the support of the research team, I also spent some time looking through analytically dashboards and watching hotjar videos. 

– How are users on-boarding currently?
– At what point in the flow are users dropping?
– Explore google analytics to understand user behavior, events to discover patterns.
– Brainstormed with PMs, developers and other designers on possible solutions.
– Spoke to some of the users(phone call interview)
– Did a competition analysis: WIX, Squarespace & Lodgify

Research methodology: Hotjar recordings, Google Analytics and user research(user interviews and questionnaires)

Business goal

As a designer – my job is not to build UI but to build product. Knowing that well enough, I don’t take requirements and move straight to execute, I make sure I attend quarterly business review to ensure I fully understand what problem we are trying to solve and then create requirements to execute.

The goal was to get users to complete few task we believe would increase their chances of getting their first visiting which will in turn get them their first reservation within X days after signing up/on-boarding into  the product.

I focus my effort on helping the team align the business goals and what our customers wants to achieve.

What our users really care about is getting their website running and start making money as soon as possible.

Findings

Some of my findings after talking to some the users, exploring google analytics and actually going through the follow myself. 

– Users are moved outside the funnel and are expected to check their email for them to login into the product they just bought.
– Most users are not tech savvy and don’t understand advanced design pattern or sign up process.
– They are not immediately excited about the product since they can’t see any value immediately after paying some dollars for it.

Execution

Since I can’t share full details about this project, I have used a flow diagram to illustrate how I approached the task. 

My focus was specifically in the area marked with a RED RECTANGLE, I designed an MVP so we can ship quickly, get signals and iterate in an agile way.

Iterations

We injected a 3 step flow into the sign-up process, 

Before:
– User click sign up –> get’s an email(with a login button) –> Admin dashboard opens
Problem:
– User has not seen the website he/she signed up for
– Admin dashboard is super complex and not meaningful to a non-techy user
– Increased support ticket request

After(MVP):
– User clicks sign up –> Step 1 begins with a soft welcome message –> Step 2 Preview your website –> Step 3 Publish website and Go-live.

The focus with the MVP is on the user taking action and quickly seeing the product that was paid for. 

Learnings from MVP 1

– Users were not satisfied with look and feel of their website.
– We were able to get users to see their website pre-loaded with content and images without having to do anything.
– Users were willing to complete the necessary task to make their website look better.

This among other findings gave us an early signal of what the next iteration should look like.

All feature in MVP 1 and the following was introduced:
– Asked few questions in step
– Introduced customization in step 2
– Introduced auto-reload and open website in a new tab

All feature in MVP 1, 2 and the following was introduced:
– Included image editor in step 2

Successes and Learnings

We were able to provide clarity and immediate value to users as they pay for the product, they are taken through a journey regardless of their non-tech savviness they were able to click through each steps and took responsibility of their website.

However, this didn’t impact on the business as we still get more tickets from new users asking obvious questions about things we thought we had catered for during the on-boarding flow. The % of users that got their first visit was not significant when compared to the scale of effort required to put this together. Maybe, we should have approached the solution in a different way and not exactly how we did.

We had some wrong assumptions about what needs to be done and currently experimenting with new metrics, hopefully it works.