THE CLIENT REQUESTED:
Lob asked us to rethink their Customer Dashboard in addition to creating a solution that better introduces and educates the users on their product offerings.
ROLE:
Product Designer. I was responsible for the user research, prototypes, as well as the page's new visual expression. I was collaborating with UX strategist, brand designer, visual designer and two product managers.
USER PROBLEMS:
• We found Users get disoriented after sign-up and they did not understand what kind of service Lob provides after onboarding
• A lot of friction to start using the product
• Simply put, users were not engaged and they were not using the product
BUSINESS PROBLEMS:
• Key metrics regress due to lower user engagement on the product page
• Low conversion rates
• It required a lot of resources and time from the customer success team to help users start using the product
DATA SCIENCE INSIGHT
We used the 12,000 accounts created in the 12 mo.
One of the best signals for long-term conversion and low churn is customers that make their first request a few days after signing up.
HOW DO WE MEASURE THE SUCCESS
Success was measured by reducing the time after the user signs up to start using the product in from 23 days to 4-5 days
Research
Before I moved any pixels, first we had to learn about the needs of the company and understand the users pain points.
To do this, we conducted the following with key stakeholders and users:
To do this, we conducted the following with key stakeholders and users:
• brainstorming sessions
• heuristic evaluation
• competitive analysis
• NPS surveys analisys
• interviews
• information architecture audit
FINDINGS
After consolidating the feedback, we discovered the following issues:
• the users do not receive enough information about the Address Verification(AV) product and its features
• the users are confused about how many products Lob has
• they do not know where the developer documentation is located
• how to do payments (payments and plans pages were tucked away).
Competitive analysis and componentS audit
We analyzed various API service platforms to determine best practices and discover the best features that would work with our customer. We were drawn in to having a Getting Started page in the beginning to help users get introduced to the product on a deeper level, similar to apps like Stripe and Smarty Streets. We also appreciated how seamlessly integrated the Developers and Plans pages were as primary navigation component on Shopify, Stripe and others.
GOALS
• Make it known that there are two different products available to the user (Address Verification and Print & Mail)
• Keep the user grounded about the AV product
• Showcase all of the AV features
• Better track what users are interested in
• Better showcase the pricing tiers within the dashboard
• Enable developers to access documentation and API keys more easily
ITERATIONS
Design solutions
After analyzing the competitors, NPS responses and interviewing users,
I came up with the following design solutions:
I came up with the following design solutions:
• Visually distinguished Print & Mail and Address Verification as the products in the navigation bar
• Developers page on the primary navigation bar
• Plans page on the primary navigation
• Mail Analytics and Address Books under the Print & Mail dropdown
• API Docs, HTML Templates and Webhooks under the Developers dropdown (for keeping the navigation clean and easier for use
INformational Architecture Rethinking
Creating A Getting Started Page
Getting started page helps to introduce user with AV product offerings, features, resources for developers. I've tried to emphasize the main product offering (AV) by having it on the full width banner with short and concise "Try" CTA. For keeping user grounded about next steps I decided to have top banner with the prompts and created the illustrations for drawing the eye in.
numbers and metrics
We dramatically decreased the amount of time it takes for a user to start using the service. We initially benchmarked the average time to be approximately 23 days. Now, it takes the user 1-5 days to start using the service.
