Date:
2022 Aug- 2022Dec
Role:
Journey map, information architecture, wireframe, prototyping, user testing
Team:
Product Manager, User Researcher, UX Designer(2)
Attracting more users to the Trailhead website by customerized onboarding experience to engage users.
Low engagement and new users feel confused about what they can do on salesforce marketing website. Few people know salesforce had a online learning platform.
- User acquisition can be improved by providing user testimonials related to their experience.
- Conversion rate can be enhanced by recommending related courses and testimonials that are tailored to users's role and level of experience.
Onboarding survey to personalize testimonials based on the user's role and level. Our onboarding survey has been designed for users who have visited the Salesforce website and have expressed an interest in learning more about the resources available on Trailhead. The survey results will aim to provide personalized testimonials based on the user's role and level.
Users feel more interested and engaged after they saw the related testimonials by 30%.
Salesforce UX Team provide framework about how to turning vague or unstructured ideas into tangible plans that can be executed with impact. The framework advocates for going wide in hypothesis generation and design explorations before zooming into a single solution.The Thoughtful Execution Framework consists of four stages: clarify, Prioritize, Design," and Iterate.
Reference: Koskinen, A. (n.d.). From Gut to Plan: The Thoughtful Execution Framework. Spotify Design. https://spotify.design/article/from-gut-to-plan-the-thoughtful-execution-framework
Unfortunately, many of our users did not finish the onboarding flow or input their family information.
We ask 5 users to do user testing and in deep interviews and use think out loud method in the meanwhile,
1. Try to get to the trailhead website from salesforce marketing website?
2. What is your impression when you first get to the trailhead?
3. What do you think you can do on the trailhead when you first browse the salesforce marketing website?
Take Linkedin as a case study we would like to know how they better on board their users to know where, how and what they can do on Linkedin Learning.
We used affinity diagram to identify what are the important factor that could help brining more traffic or increase conversion rate.
A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!
Based on the research, we had synthesis all the problems and opportunities. Now we need to evaluate all the hypothesis statement depend on three matrix:
1. Potential: potential for experiment to improve your metric.
2. Impact/Scale: impact to salesforce if experiment win.
3. Effort: people, time, resources needed for the experiment.
User acquisition can be improved by providing user testimonials related to their experience.
Conversion rate can be enhanced by recommending related courses that are tailored to users's role and level of experience.
We want to try different entry point for the design hypothesis One design is prominently displayed on the homepage, while the other is concealed within the navigation.
Our design flow both follow asking roles they are interested in, what level of experience they currently in and then recommend related testimonials and course for them
We tried to attract customer's eyes on the first page after hero section.
When customer have more intentions, they might go to the navigation to find more about learning resources.
We needed to decide where's the survey entry point, therefore we asked 12 users and 2 stakeholders to do the testing.
We tried to improve the design details and interaction.
Initial version, the lay out looks too messy and not organized. The learning resources should be emphasized.
We tried to improve the design details and interaction.
In the past, I seldom wrote about design hypothesis. In the growth project, you need to care more about metrics and strategy. Based on that you can use the design to solve the problem.
I tried a new remote user testing tool, Maze. Also learned to refine survey questions to ensure precise and actionable results. Adapting to new tools is an exciting learning opportunity, this tool can give us more data as testing result which is really helpful when deciding solutions.