New onboarding flow and guided tour increases activation metrics 6% in first 3 months
Agile development of data driven features to increase growth metrics.
*UX designer - contract
*Jun 2023 - Jul 2023
Dovetail, the market leading user research software, was observing a marked dropoff within their onboarding funnel.
A metric called “activation” had been set up previously, which measured the point at which a user achieved the “aha” moment.
The task was to identify reasons for a low activation rate and move the needle.
Design challenge
Finding novel data collection methods would increase our understanding of users, improving decision making across the board.
Revamping the onboarding flow would improve conversion of new users, moving the activation metric.
A guided tour and a checklist would assist new and existing users in learning about the platform, improving discoverability.
Business Goals
Easily and quickly understand Dovetails value proposition and assess whether is right for them.
Discover features they may have missed.
Accelerate sign up and comprehension of Dovetail’s value proposition.
User Goals
Guided tour - step 1
Guided tour - step 3
Guided tour - step 6
Guided tour - last step
I mapped out the user onboarding flow to familiarise myself with the platform as well as identify any potential pain points.
I identified that after sign-up users were plonked onto the platform and expected to make their way. There was no further assistance in understanding the platform’s offering beyond templates.
This aligned with the metrics we were seeing as the potential problem space. The head of design agreed, so we decided there was an opportunity to educate users about the core features.
Defining the problem space
We validated why users were coming to the platform through a new questionnaire introduced during onboarding. This gave us quantitative data that users were coming to the platform for analysis assistance.
Using this information we prioritised our MVP for educating users about analysis specific features.
Prioritising user goals
New workspace questionnaire - question one
New workspace questionnaire - question two
New workspace questionnaire - final question
New guided tour post onboarding
We investigated other products onboarding flows from monday.com to Intercom. We created a list of key features - a guided tour and a checklist, roadmapping across 4 weeks.
Market research
If the user goal was to understand analysis, they needed to be quickly discover how to analyse their research. A guided tour would therefore greet them post onboarding, taking them step by step through dovetail’s highlighting, transcription, and learning hub. To further push a sense of accomplishment, and provide context clues users could refer back to we created a checklist.
Brainstorming
I worked closely with engineering to understand constraints and feasibilty of our proposals. Due to time constraints they suggested building the tour in a 3rd party software so the guided tour was built in React Joyride.
Constraints
I created all of the assets within figma, prototyping the important interactions to demonstrate intent to the engineers. I frequently checked in with the Head of Design to make sure the designs aligned with brand guidelines, as well as with engineering to test feasibility.
Designing
New checklist
New checklist steps
New checklist - collapsed
Increased activation 6% within 3 months.
New onboarding experience with collecting user goal data to better target core customer base.
New checklist and guided tour experiences increasing “aha” moment conversion, measured by activation.
The impact
Wireframing, final design, and delivery.
Rapid prototyping for problem discovery and definition.
4 weeks of 2 agile sprints.
Collaboration with head of design and growth engineering squad.
Ideation, brainstorming, and creative experimentation.