Overview & problem
Through research, we found that new customers were struggling to understand Draft due to its double-sided marketplace. The inability to personally select a writer for their job caused confusion and led customers astray. Weekly retention from new customers was incredibly low. When pairing the research with our data, we knew we needed to focus and try to solve this problem.
Goals
For new customers to understand how Draft works at a high level.
A user can understand we match them with a writer
A user isn’t confused about what to do after creating an account
A user to submit a piece of content to the marketplace, faster
If successful, we’ll see an increase of customer conversion, an improved weekly data retention and happier customers.
Role
Partnered with my PM, Nelson Truong to tackle customer interviews to define user pain points. Contributed concepts, wireframes, strategy and product design (UI/UX). Collaborated with Chief Product Officer, Head of Design and a Senior Designer to finalize concepts.
New customers faced challenges in understanding how Draft works, both in the marketplace and in progressing after creating an account.
Hypothesis
Users lack understanding of Draft's value proposition:
Easy to use and saves you time sourcing writers
Access to a pool of qualified, experienced and English-speaking writers on their topic.
Incorporate brand elements
This was the first project after our company went live with a rebrand (previously Contentfly, now known as Draft).
Design language
Reduce complexity, strive to build high-quality experiences and celebrate, empower and respect people from all walks of life.
Add personalization
Make adjustments to onboarding that don’t only improve the customers understanding, but their overall experience.
After design exploration, I crafted two user flows that my PM and I tested with new customers.
The question, “Can you please explain how Draft works” efficiently determined the optimal flow for new users. The second flow, presenting educational information in a digestible manner, prompted all six users to explain the app successfully, unlike when we inquired after the first flow.
Outcome
Paired with an onboarding initiative led by the CX team, our new customers (PQL) grew by around 20%. In our data, we saw a large increase in new customer conversion, a slight increase in weekly data retention and overall, more happy customers.
