Getting customers to the Aha Moment!
👉Background: Woncore from Wonderlic is a B2B product that helps employers recruit the right candidates using data and Industrial Organizational psychology. WonScore provides in-depth insights into a candidate's fit for the job through its assessments. WonScore is used by HR, recruiters and hiring managers at various companies across different industries.
⁉Problem: Our product had low trial to paid conversion rate.
💡Solution: We solved the problem by designing a new feature- Quickstart timeline concept which increased user engagement and product feature discovery. Additionally we also created a Preview assessment experience met that needs of new users to understand our assessments. Further,the new Dashboard homepage improved customers' access to their data and recognition of product features.
📈Impact: 85% increase in conversion in the following months of trial customers to paid customers (multiple additional factors involved).
Our product had a low trial to paid conversion rate.
Based on product usage analytics and interviews with our customer support teams, we hypothesized that trial(new) customers
I was the solo UX designer on a cross-functional team of a developer, a user researcher, a product owner, and a business analyst.
I was responsible for
Customer surveys(n =26) showed that both trial and paid customers found the product easy to use; however, trial customers were unclear about the value proposition of the product. Both cohorts preferred a hands-on approach of trying out a new product themselves to learn about it.
Using market research and competitor analysis, we created a list of best practices and experiences for onboarding which provided broader understanding as well as design inspiration.
We defined the user problems and the business problems using the research data, business strategy and product strategy. I collaborated with business analysts and product owners as the voice of the user by advocating for user needs and good UX principles.
As a team after consuming the research insights, we brainstormed design ideas as sketches, low-fi wireframes, user flows.
We used design sprint activities like crazy-8s to generate a large number of green field ideas. Through the team’s voting, we selected a few ideas to explore in-depth where created and solution sketches. Based on the team's voting, selected solutions were evaluated and then digitally prototyped by me.
I organized design review sessions with product managers, user researcher and business analysts to iterate design with increased collaboration, communication and alignment.
Working closely with the user researchers, I prototyped various happy solution design concepts to test our problem-solution fit.
Overall, we conducted 2 rounds of external user testing with 5 and 7 users respectively as well as 2 rounds of internal stakeholder testing with 13 and 17 stakeholders respectively.
After drawing insights from data using affinity mapping, overall design concept acceptance rating, quadrant analysis, we prioritized our final design concepts.
Designed visually appealing experiences for trial customers to quickly get them started in using the product to reach their aha movement. Added easily recognisable help resources upfront in the experince to support new customers.
Advocating for the user, I help scope the design work for sprint with Business analyst and the Product. I used data from user research, usability principles and known user pain points. Guided the engineers during development by communicating and discussing the UX and UI designs, decisions and feasible trade-offs.
Quickstart timeline concept increased user engagement and product feature discovery.
Our quickstart timeline concept was liked due to its hands-on approach by users. The quickstart timeline contained key value delivery activities to get users to the Aha moment.
We designed using design principles like Miller's law, need for completion (Nir eyal in Hooked) etc to promote more users to have positive actions on the platform quickly. We tested the particular steps desirable for trial(new) user, the flow and layout as well as the copy with customers and internal stakeholders.
Preview assessment experience met the need of new users to understand our assessments.
The experience explained to the user in simple terms about each of the assessment sections. Showing the overview of the assessment quickly communicated the workflow and other UX value-adds like language selection, help options and ability to take breaks.
Prototyping and testing wireflows and copy with real users provided deep insights about the desirability of the various pieces of information about the assessment.
dashbord homepage improved customers access to product features, user and account information.
This dashboard like homepage provided an easy entry point into the product. Understanding user needs, we frontloaded experiences like testing the candidates, access to their latest job openings, (new) customer account tile, (new) help resources tile.
We designed the home page to improve visibility of product value and features. Understanding trends of personalization seen across many saas products, we incorporated design elements to make users feel connected to the product and the homepage.
Creating and experimenting design processes
This was our first design cycle project (a custom design process) at Wonderlic.
Too much information for the user
Through user testing, we uncovered that the test preview experience was overloading the new userto the platform with more information. This led them to abandon the preview without gaining any better understanding of the tests.
Do not teach me
Users were frustrated about first experiencing content geared towards learning and understanding the product. They wanted to cut to the chase and just start using the prouct.
We pivoted on our landing page with learning wizards design concept.
Make help available
New users' interaction with the product showed that they needed help at different times. Through interviews, we learned that they wanted to have self-service help resources like FAQ and articles at their disposal.
The redesign of the customer onboarding experience has had a positive impact on the engagement with product, value discovery and conversion rate, at the time of writing (2 months since launch).
Number of trial customers who created job openings increased by 9.2%
Number of trial customers who tested at least one candidate using WonScore increased by 7.7%
Upto 85% increase in conversion in the following months of trial customers to paid customers (multiple additional factors involved)
Because we have help resources available upfront on the home page, we have seen a reduced number of calls to the customer support team.
I was ⚡challenged at various stages of our design process which ✌pushed me to go beyond exisiting paradigms and methods.
Overall, keeping an open-mind and having transparency😃 in my work and descision making helped gain design solution alignment.
I enjoyed using a 💻prototype-test approach to discover problems with our design and iterate 💲cheaply.
Test with real users
Because of this project, we realized the importance of external user testing as it provided us with contrasting feedback on our interactive guided paths design concepts when compared to the internal stakeholder testing. The interactive guided paths were found be informative and useful by internal stakeholders but undesirable by external stakeholders.
Use proven UX methods but also improvise as needed
I proposed using the talk aloud method for testing prototypes with external users which proved highly valuable to get more specific and genuine feedback. The interviewer was able to follow up with appropriate questions due to the increased interview engagement to uncover deeper insights about the design concepts.
Design and Communicate research insights to all stakeholders
I lead the team to create a hierarchical affinity diagram to view themes in our research data which helped design interactions and concepts, informed product strategy to the product and business stakeholders as well as helped build empathy and understanding of the user for the engineering team.