Sivana Sherlag 2018

Background: the need

In the Online SAAS analytics eco-system, trying out the platform or service to verify it suits your needs is a key ingredient in selecting the right solution.

The Solution

AppsFlyer allows mobile marketing teams to sign up for a demo account and start exploring the service and the different features before deciding.

My Role

UX/UI Lead and Product Management.

Tools used

  • Sketch (wireframes and mockups)

  • Invision (prototyping)

  • Jira (PRDs and tasks management)

  • Slack

  • Asana

Research

Given information

  1. The main objective of the project: to redesign the onboarding stages a user is required to go through before gaining access to the system.

  2. The existing process included a lot of manual work. We aimed to build an auto process to reduce it.

  3. One of our main KPIs was to increase the validated users who sign up to the system. The second KPI was to increase the conversion rate to paid accounts.

Research methodologies 

  1. Team members interviews, mainly support and CSMs who most frequently interact with the end users.

  2. Competitive research.

  3. Market research - I researched cross eco-system tools and other services and tracked their onboarding process to understand what is common and which mistakes to avoid.

  4. Google and CRM Analytics - we started by pulling and analyzing the existing data from the users to understand flows and pain points in the current process.

User flows and content hierarchy

After gaining insights from the research, I built several users flows and use cases of "IF > THEN" scenarios.

 

For me, it was important to make sure we answer the following questions:

  1. What do the users need to accomplish?

  2. How can we create a fast, yet clear lane for the users to follow?

  3. What are the questions users might have during the process, and how can we provide answers alongside the UI, without breaking the user journey?

 

We had several Personas to take under consideration and making sure they all got our attention in the solution we provide was a key ingredient in our decision-making process. 

Product management

In this project, we had a few task forces working in different departments. So the first challenge was to create a continuous communication and frequent updates.

We set up a Slack channel for all the teams to be able to ask questions, share knowledge or raise flags.

 

I built, together with the development owner, a project roadmap, aiming to break down the different tasks into work cycles and define releases.

This assisted in communicating the project's status to management, alongside helping the other teams plan ahead knowing what's expected of them in the upcoming cycles.

 

The first step was to reach a consensus with all the relevant parties on the flow and steps the users will go through in the company's Onboarding process.

We held Bi-weekly meetings, presenting the next steps planned, the wireframes and mockups and making sure everyone is onboard and aligned.

Wireframes and UI design directing

Once the flow was agreed upon, we began the process of identifying the individual pages' structure and content.

 

The wireframes were reviewed together with the marketing team, Developers, the project manager, and other team members.

It was important for me to hear as many opinions as I could, to provide wireframed solutions that will provide answers to any questions or issues my colleagues would raise.

 

It worked like a charm :)

 

Including the people who were involved in the project in specific milestones and getting their thoughts and concerns, helped us in moving faster with minimum setbacks at the development stage.

 

The marketing design team were responsible for the site's designs, while our talented Product UI team took care of the system's internal designs. 

 

We worked together to make sure we have a consistent graphic language and experience for the users.

Usability tests

It was super important for me to validate the UI and flow we created with potential users. I ran internal and remote usability tests to make sure the functionality and actions required are clear. 

 

It amazes me every time, in every usability test, how different people perceive different elements in different ways. Learning from people the way they see the interface you are creating is super important at any stage of the project, especially before launch. 

Follow up: Engagement plan

We created a plan for engaging the potential client during the 30 days of free trial. It was important for us to make sure the user knows at every point there's someone here for them, who can help if they get stuck and not sure how to proceed.

Educating the teams

Once the project was ready to be launched, we prepared a plan to educate all the relevant teams globally.

I presented the project and the new user journey to our teams across the world and received valuable insights and thoughts that helped us tweak and refine the project before launching it.

Key take-aways

  • Raise your hand. 
    The project was assigned for me to manage because I volunteered to do so, and by accepting the responsibility I had the opportunity to experience something new and very very exciting!

  • Transparency and sharing are a key ingredient for success. Keeping everyone in the loop, reassured them that their voice is being heard, that their ideas and suggestions matter.

  • Good Research = good product.
    A deep understanding of the business objectives and goals, understanding the users and truly understanding what it is we were trying to solve, gave us a clear path to success.

Analytics dashboard

and BI system

Complex configuration system