UI
UX
Product
imBee: Enhance registration process to solve internal problem & achieve business goals
Company
Time
4 weeks
Dec 5, 2022 to Jan 2, 2023
Dec 5, 2022 to Jan 2, 2023
Team
Product Designer: Guo
Product Manager: Patrick Chan Development: Tech Team
Product Manager: Patrick Chan Development: Tech Team
Tools
Figma, Notion, Jira, Mixpanel
What is imBee?
imBee is a subscription-based Omnichannel product was primarily only services for enterprises
Why are we starting this project?
But, things change! Our market grew, we've decided to offer self-service options for Small and Medium-sized Enterprises (SMEs) as well.
The thing was… at the moment, when any new user came around, they had to go through our account manager at imBee to get started with the registration. It was quite a bummer, right? I mean, who wanted to wait around when they just wanted to try a SaaS product?
So, we planned of revamp the entire registration process. This way, anyone could register quickly and we could cut down on the boring manual work.
What have we achieved?
In the first release phase, we obtained the following positive results through analysis of data from Mixpanel:
🙌 Reducing the number of pages(11 to 5) required during user registration has increased the Registration Success Rate by 77.11%.
🙌 Simplifying the boarding form has reduced the drop-off rate from 37.5% to 33.33%.
My Key Contributions
- Conducted user interviews with the product manager to uncover current issues, then independently mapped all problems together and came out with solutions for effective communication with the cross-functional team.
- Successfully alleviated the workload of internal members by simplifying the onboarding process and providing accurate information to users.
- Independently completed the planning of the product roadmap.
Goal
I like to having a clear goal before entering into the design research. Our bigggg plan was to revamp the entire registration process so that new users could quickly experience the product and reduce manpower costs.
But we need a standard to measure whether this revamp is worthwhile and successful. Thus, our goal was to achieve a registration completion rate of at least increase 70%.
Research
So, as a psychological counselor? Haha, I mean as a product designer, we're like psychological counselors, right? Because we need to understand why our users are sick of our product.
The product manager and I organized conducted two different types of user interviews, one with our potential users and the other with our internal members, to get the lowdown on any problems they ran into.
❓ During the entire registration to the end of the trial period, at which stage do users usually give up? Why?
❓ What are the things that our Sales team and Customer Services team (CS) assist users with that always take too much effort?
Key Findings
Before onboard:
- 💡 Users are confused after submitting the free trial account request. They don’t know how to get a trial account, and how and when we will contact them.
- 💡 Users feel annoying as they need to fill out basic information over again and they just want to jump into the system fast, especially after waiting for ages.
After onboard:
- 💡 During 14 days free trial, users are struggling to understand the value of the product.
Ideate
User Journey Map: Consolidate all issue fragments into one map.
Competitor Analyses: Gaining Insights for Ideation Stage
Scope & Define
Product Roadmap Planning Is on Me!
After ideation, I'm all in, focusing on analyzing the impact of various issues on various aspects:
Simplify the user registration process
Understand the core value of the product
Business impact
Provide sufficient product guidance to increase user understanding and reduce confusion.
Allow users to complete registration and start using the product with as few steps as possible.
User impact
Improve user satisfaction with the product by creating a positive first impression.
Increasing user engagement on subscription pages
Internal impact
Reduce service costs between business team and users.
Reduce communication costs between customer service team and users.
It’s seems like a lot of things to do, right? It also needs other hands from different teams to complete together. I've sorted out the tasks based on how big the issues are, how much they're impacting our business and users, and the cost to fix them. This way, we can focus on the stuff that really matters and make a real difference in how well the onboarding process goes. It's all about putting our resources where they'll do the most good.
Therefore, we decided to focus on Simplify the user registration process in the phase 1.
Design Principles
You and I, we are in this era where everything is about quick experiences. So, I’ve set up this design goal that meets the two principles of being easy to understand and time-saving, allowing users to quickly log into the product.
Design
Revamped the User Journey & Found More Opportunities
To meet our principles. I've managed to cut down the original 11 steps to 5, going from the imBee website right to self-registration. But, still and again. I popped all of these steps onto a user journey map, and had another peek to see if there's any room to amp it up even more.
I didn't make any significant changes on visuals. Instead, I focused on details and provided more accurate information to the users based on business goals.
Outcome
In the end, due to the schedule, we let real users directly verify our solutions - Version 4 of phase 1 - Simplify the user registration to onboard process.
According to the data results (Mixpanel) from the past 30 days, the newly designed experience has positively impacted users, even though our number of events is not that much.
+77.11%
Registration Success Rate
33.33%
Drop-off filled in the onboard form
I also asked few CS team members to see if our design solution was helping them out, and they are thumbs up about it!
What’s Next
Of course, we got similar feedback from CS team too. They mentioned that users’re still asking how can imBee helps them. By those feedbacks, we more sure that our key finding and our devperment planning are in the right diretion.
🔜 Product Value: Lets users easily pop useful messages straight into your brain. (then payyyy🤑)
Takeaways
In a startup, this project serves as the first entry point to quickly meet market demands. We need to swiftly identify issues, implement modifications, launch, and validate – a challenging yet enjoyable process!
Here, I‘m very grateful to be able to work with the product lead, Patrick. From him, I learned how to more accurately determine the priority of project development based on the needs of various aspects, and how to maximize the benefits of design within limited resources and have a positive impact!
