The Challenge: Cloudability allows companies to scale their cloud use efficiently. The product had evolved and grown over time resulting in an onboarding flow with multiple views and a patchwork of help articles to get a user started.
The Solution: A review and analysis of the entire onboarding process to streamline messaging and clear out unnecessary visual clutter and create a better user experience.
The on boarding process is integral to the acquisition of new customers, it is also a great opportunity to educate a user on key areas which may be causing a high conversion rate. Within the brief first period of experience with a product the user will have formed a mental idea of how the interface behaves (schema formation). In a good user interface the acquisition of this skill should take place during the first user experience (F.U.E.). The goal is to make sure that their impression of this first interaction is simple. The less friction involved in acquiring a new skill the more valued the product.
One of the best starting points is to have the internal team analyze pertinent data on the on boarding process and match it to the behavioral patterns of their customers they have observed over time. Creating hypothesis on possible pain points in the flow will inform the interview processes to follow. I find that starting the user testing process with new users is incredibly useful. Not only does it help an internal team used to their product to “reset” their mindset to that of a first time user, but it also tends to reveal more subtle points of friction in the product. During this testing process, observing the user’s behavior is as critical as having the right line of question, always observe not to lead the user during the interview process. I tend to end with some experienced user testing, it’s an excellent way to get in depth feedback on what their expectations were entering the product and if they matched once they began working with the product. This final test will also give your team a level of insight into areas which a first user may have missed.
Once all of these these data points were combined, we could eliminate the noise and focus on the larger stumbling areas. The result was a step by step report of the entire user experience flow which signaled areas of confusion and actionable solutions for Cloudability’s on boarding.