New Create button
Product Overview
Domains securely house all of the critical information belonging to a family or individual like properties, assets, travel, projects, taxes, etc in one location.
Decisions give customers complete control over their investments, expenditures, philanthropic goals, travel etc by consolidating communication, documentation, and processes.
Tasks help teams manage projects, repairs, and recurring to-do’s that can be assigned to appropriate team members and tracked over time.
Way2B1 product is a suite of three integrated applications designed to simplify the complex world of family offices and their trusted partners.
Problem Statement
Our current landing page experience is unfriendly and barren which turns off customers on first app open.
Creation of assets is critical to start using the platform but users do not feel empowered to do so and don't know where to begin.
Recent feedback from customers
- Users were completely overwhelmed on first login
- Onboarding was a weeks-months long process
- Users flooded Customer Success and Support with questions
- Creation of anything took place within different apps which frustrated and confused users
- A robust info-rich platform took months, and basic information was tedious to enter
Hypothesis + Goal
Redesigning our landing page to make it more friendly and encourage our users to get started in a helpful way.
Explore designs including:
- Welcoming interface
- Clear messaging on how to get started
- All in one asset creation experience
- Guided tours
My role
I was the sole UX designer and worked closely with a Product Manager, and a lead Engineer on this proof of concept project.
Way2B1 is a collaborative platform for families and their network of trusted people to manage all aspects of life.
Evaluation of current state
A confluence of CSM qualitative and anecdotal feedback, recorded Support calls, weekly calls with power users, key family office leaders direct feedback to our CEO led us to brainstorm how we can improve the initial experience and jumpstart the use of the platform.
Research Goals
We aimed to understand the following:
- How do new users feel about the landing page after sign up?
- What are their initial perceptions?
- What are current pain points that users face?
Methodology:
We spoke to 7 power users and 2 new customers over the course of 2 weeks
- Customers walked us through their experience starting from early open of the platform
- Folks were asked to recall past and current impressions
We listened to many Support calls and identified common themes of customer confusion/complaints
A few key users have a direct line to our CEO (which that feedback was passed on to us)
Key Insights:
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Users are uncomfortable and confused from Day 1 and don’t know where to start
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What is a domain?
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Where do I add a page, property etc?
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What is a page for?
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Friction around onboarding and adoption
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Multiple onboarding sessions are necessary for 100% of clients
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56% of users contact support within the first 15 minutes
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27% of users never log back in, those that do are often mandated by management
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Low productivity
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Users must hop around the application to complete workflows
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Time-consuming and annoying to enter content
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CS time is dedicated to where and the how rather than what’s new and what’s awesome
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Users must become power users in order to understand the full capability of the product
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Many features are not easily discoverable
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Wide perception of the product is that it is sterile and boring
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We want our users to enjoy building a digital representation of their life; it’s more than creating pages, requests and tasks
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Project Goals
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Make all users feel more comfortable using Way2B1
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No more navigation anxiety(where do I go?)
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Instill an immediate sense of mastery
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Reduce friction around onboarding and adoption
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It’s easy to add your people, places and things to Way2B1
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…and just as easy to start workflows around those things
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Increase our users’ productivity
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Get more done without breaking focus
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More emphasis on the what and the why, less on the where and the how
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Navigate to the Domain tab in Source, scroll down to the Properties system domain, create a type ‘Property’ - or a page, but that is not a platform wide object… 😰
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…vs. Add your properties so you can manage them here...😌
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Further the ‘platform objects’ mental model and humanize Way2B1
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You’re building a digital representation of your life and adding the things that matter: your properties, your collections, the people in your family’s ecosystem -- it’s more than creating pages, requests and tasks
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Design Process
Explored ways in which to pre-populate pages
- Unified top nav bar with universal "create" button
- Mocked up what a more friendly and informative interface could include
- Inviting to specific capsules
- Favorites / frequent actions tailored to user roles
- Temporary shortcut to more platform wide objects?
Iterations
Process Checklist
- Documented major use cases + edge case flows
- Used our existing UI as a base and then created new components as needed
- Reviewed with dev and finished handoff
- Attended dev standups and QA sessions for questions and over-the-shoulder collaboration
Build
Process Checklist
- Documented major use cases + edge case flows for the experience with PM & Eng.
- Reviewed with dev and finished handoff
- Attended dev standups and QA sessions for outstanding questions and some scope compromises
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Post launch:
New launch feedback:
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Increased our users’ speed and ease in creating content and navigating the app as a whole
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Lessened onboarding friction and increased faster adoption
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Introduced focused workflows
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Decreased volume of support calls/requests related to getting started on the platform
Data analytics show the “create” button is now the #1 feature used sitewide
We have had loads of positive client feedback from existing customers and onboarding speed has increased by *26%. (*from signing of contract to first action)
Next Steps
Continue to gather and evaluate ongoing customer feedback.