Understanding user’s journey end-to-end experience from Signup all the way to Retention.
Ultimately solving for the AP and AR users.
Lead UI and UX for all Onboarding and Retention initiatives across product.
Direct and Advanced Users
30-55 yr Users
More Retention Initiatives
Lead Designer + Mentoring
Senior Product Manager
Director of Product (Core)
Design System Contribution
Billing & Subscription Redesign
Intro to Inbox
Rethinking Sync & Email
Marketing Website (Pricing)
Design System Contribution
We knew many users were getting into the product but not experiencing the fullness of what BDC provides.
Workshop session is held to understand all the considerable elements in this redesign task.
We needed to understand the current user “pain-points” from signing up, to experiencing the product inside. Where were they dropping off? Is it the same experience from mobile compared to desktop?
Users are faced with a plethora of options to pick from while not knowing exactly what to click on at a first glance.
Empty Module CTAs
Download Mobile App
Extra “Actions” to Take
As we dive into the data to better inform our decisions, we know users want to “experience” the product further, however they are lost and don’t know which steps to take. We introduce a list of easy tasks to better guide them.
Initial Findings: We performed a moderated and un-moderated test to find out what our users were more inclined to tackle first. We continue to know they want to experience more of the product. They finish the initial two tasks but go away before the create a bill.
We needed to make this experience a bit more contextual to their needs, but before, we wanted to test another idea.
Additional Findings: Users continued to click-around in a non-sequential behavior and completed multiple tasks. Even though this experience is a bit more cluttered, we wanted to test another hypothesis: “If they want to do more, what if we gave them more options in a better design structure?”
This option became confusing to them. Even if all options were ranked in their own category of importance, users needed a more contextual experience.
Business Profiles is Introduced:
We introduced a new way to guide them into a single experience, and used each step in their journey process as a stepping stone into other contextual experiences, compared to a more sequential experience.
We introduced the experience that addressed Accounts Payables and Accounts Receivables users.
After a good amount of tests we found a way to not only attract more users and see them consider Bill.com for their accounting needs, but also that more users were completing and contextually experiencing more of the product.
The results were a clear indication of progressive use of our tool but a sequence of experiences that triggered additional behavior we were not accounting for before.
Despite the “drop off” factor, each “bucket” now serves as a stepping stone into other sequential experiences.
See metrics below:
Additional Findings: In 6 months, more than 22,000 users saw the new Business Profiles page and engaged with the next sequence flow. Compared to the results we had before, 740+ users completed even more steps in our “guided experience”, compared to only 200 users from a previous analysis.
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