CASE STUDY
First Time Experience
Iva Kroell
The problem:
50% of the users who sign up never create workbook & the majority of users don’t come back to Astrato.
We believe drop-off for Astrato is due to users not being able to get to the service they need quickly and seeing value. It is different to other software (BI tools) on the market and there is very little help in getting started
Project overview
Project overview / Goals
Connecting the different users with the right resources to accomplish their goal, surfacing the service quickly for the user.
We require a self-service first time experience. Review the product tours and their usefulness.
Remove any obvious pain points e.g. emails, number of clicks and product language.
To collect different roles/interests of our users for Sales team and Product personas.
Improve metrics for adoption of the product.
Gain insights to inform future changes (Lobby).
Project overview
My role:
- UX Researcher
- Product Designer
- Project Manager
Responsibilities:
- User research
- Design options
- Testing of designs
- Iterate on design
- Research and find software to deliver the experience
- Create scripts and “how-to” videos to guide users
Understanding
the user
User research: summary
The research conducted used feedback based on first time user tests conducted previously with new joiners as well as experiments from each section of the product. A workshop was conducted internally with the product team and feedback was gathered using slack channels and Astrato Galaxy (an online forum for users) feedback too.
Goals / KPI’s / Metrics / Hypothesis
Goal: To improve customer activation & retention for Astrato
Metric 1: # of NEW users that complete the sign-up process
Metric 2: # of users that come back to use Astrato and create more than 1 workbook
Hypothesis 1: By reducing the number of registration steps from 7 to 3, we will help activate new users faster�Hypothesis 2: By providing quick onboarding guidance and information users will learn how to get started on the product and have a more enjoyable experience
Experiment: Reduce the number of sign-up steps & surface quick videos to let users know how to use the product very quickly.
User research using Glean.ly for atomic input
Persona
Joe “The Expert / Influencer”
Age: 56
�Occupation:
BI consultant
Location:
Texas, USA
More info�Over 20 years as a BI developer. Is familiar with most tools, mainly Qlik. Not worked in Astrato in a year. He knows the roadmap.
The main persona is “Joe”, a technical minded BI developer, familiar with using other visualisation tools and having the expectation and need for technical features. This is the persona the marketing team addresses as “Joe the influencer”.
This persona is mainly addressed when doing usertesting and user research and more details around that persona are added based on these learnings.
User story: Joe
As a first time user, Joe would like quick and clear instructions when signing into Astrato, so that he can easily create his first workbook.
JTBD: Joe
When trying Astrato for the first time, I want to easily find features and tools on the product, so that I can test it out quickly.
As a first time user, Joe would like to know where to find features and tools to use so that he can try Astrato out quickly.
Problem statement: Joe
Joe is a BI developer who needs to be able to try Astrato quickly and easily because he would like to see how it compares to his current Data products that he uses.
Joe: User Journey
Goal: Easily create world-class articles and research to add rich content for investors.
ACTIONS | Creates an account | Tries to create a workbook | Exits Astrato |
TASK LIST |
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FEELING ADJECTIVE |
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IMPROVEMENT OPPORTUNITIES |
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| Follow-up survey to see why users are leaving to give a clear indication of how we can improve |
EMOTIONAL EXPERIENCE | | | |
Starting
the design
Usability study: findings
Feedback from our users brought up a few issues
Users didn’t know where to start on the product. There were options to look at but not a clear starting point.
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The existing product tour was badly timed and showed blank areas - this was confusing and they thought they had done something wrong
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Findings
Each section of the product was hard to get started on: editor and data areas. They wanted “how to videos” to help them know what they were doing and get started fast
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Competitor analysis for onboarding experience
Motion
Good Data
Cumul.io
Opportunities identified
Grid.is
Hex.tech
User flow and suggestions for improvement
Shorter onboarding questionnaire.�
Fewer options to get started: focus on design / data and exploring a demo.
Short how-to videos in each section to help users get started at a general level.
Videos in each section of the product focusing on features that users were finding hard to use.
1: Intro videos in each section
We are going to use Synthesia.ai to produce AI assisted videos. We will have initial overview videos to help get users started with the basics in each section (After Signup/ DVE/ Workbook Editor / Demo Workbook).
Current: users would land in an area without any help to get started
Changes: introductory videos to overview each area
2: Get started fast - lofi designs
I tested various layouts and ways to get started fast with users to see if the language was clear and the flow made sense
2: Get started fast
The design and prototype changes show the solution to let users get started quickly by offering 3 choices at the start of their journey. This could be accessed by introducing a sticky panel which could be closed and accessed again should the user wish.
Current system
Changes
3: Short product tours in the right place
Shorter videos, combined with product tours to highlight features will help users to make the most of Astrato in each section. This will be accessed from the help section and open up automatically for users to find what they require in each section of the product.
Current: help section only connected to articles
Changes: Users can get started the way they want to learn with support of video and product tours
Accessibility considerations
Use of close caption for videos
I made sure the language used was inclusive for all users and not a specific group.
Users can learn in the way they want to by giving them a choice - this will be introduced at a later stage
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Next steps
Generate all video content to help users in each section and ship to product to test understanding with users.
Build product tours and short videos into the product to be accessed for the areas and features that users had problems with.
Carry out user testing and use quantitative metrics to monitor drop-off on the live product compared to past performance.
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Metrics
Sign up
Drop-off
General
Data Connection
Visualise