Reducing Complexity In User Onboarding
TUNE creates products that helps both the supply and demand side of the mobile marketing world. As part of this project, my team and I worked with the UX team at TUNE to create a new onboarding process for their complex mobile marketing products.
User onboarding is critical in helping new customers successfully adapt to a product. When we began working with TUNE, their innovative but extremely complex mobile marketing products provided minimal onboarding assistance for new users. This resulted in high drop off rates and also in new customers choosing competitor products. Our team set out to tackle this onboarding problem using the design process. We performed extensive research and competitive analysis to test a combination of new and existing onboarding patterns. Informed by this research and testing, we created a new set of patterns that would solve TUNE's specific onboarding issues. When implemented, these new patterns will lower the number of rudimentary questions that support and sales engineers need to answer.
Team project (4 members) - Sponsored by TUNE UX
METHODS USED :
Interviews, User Research, Google Analytics, Affinity Diagramming, Visuals, Illustrations, Interaction Design
MY ROLE :
I led the interaction design and worked on the visuals for the wizard and tour. I also contributed toward the research and analytics.
January 2016 - Jun 2016
Research - Qualitative & Quantitative Analysis
We started off by looking at the current onboarding that TUNE provides its customers. We looked at both their products, Tune Marketing Console (TMC) as well as HasOffers and what they offer in terms of onboarding a first time user. For this research, we performed qualitative research through interviews and quantitative research using AnswerDash and Google Analytics.
We then organised all the data and looked for specific user flows where customers faced problems. The visualisation on the left depicts where users faced challenges in both TMC & HasOffers. The circles in red are more severe problems. (Some data has been altered to ensure confidentiality)
We focused on ensuring that customers could complete these user flows with the help of a better user onboarding.
Research - Industry Onboarding Patterns
We also looked at competitors and other similar products to learn from the onboarding patterns that they use. There were several onboarding patterns used in the industry but we summarized these into a smaller list (shown below) that we felt might fit TUNE's products.
- No onboarding, dive right in : This approach throws the user directly into the tool and is useful for simpler apps that immediately provide
- Tour : A tour is a set of instructional steps embedded in a slide show that take you through the main features of an app.
- Annotations and tips : Annotations and overlays are displayed after first login and direct the user toward initial steps required to get started.
4. Setup Wizard : A wizard takes you through each step required to setup a tool in a sequential manner.
5. Sample Projects : For complicated tools, sample projects are a good way to let users play around and understand it better.
6. Video Tutorials : A video describing how the tool is valuable to the user.
We worked closely with the UX team to ideate different directions we could take to solve for the problem with the current user flows as well as with user onboarding. We looked at how we could use one or more of the industry onboarding patterns discussed above to solve for major customer pain points.
Brainstorming different patterns we could use to solve the top customer problems. We wanted to ensure that we align business objectives, time and budget constraints and come up with a strategy to help first time users without making any large changes in the current user interface.
We used multiple onboarding patterns for our solution. Since we couldn't update the UI of the tools, we worked on onboarding patterns that could be overlayed on top of the current UI and still be useful. This included the use of Cards, Tours, Wizard and Annotations.
Used to reveal the product’s core value upfront and pave the path for users to efficiently generate business insights on revenue in the shortest amount of time.
Provide constant progress indication to reduce confusion and help save time and effort and effort of key human resources at TUNE.
CARDS & ANNOTATIONS
Provide contextual handholding and detailed explanations about each crucial step to bridge the existing knowledge gaps between TUNE’s customers and their products.
Below are some of the prototypes that I created to communicate our Tour and Wizard ideas to TUNE.
A short video with the director of UX at TUNE - Eve Rallo describing the importance of user onboarding and the current problems the company faces with onboarding users to their analytics products.