Revamped GoCanvas Onboarding

MY ROLE

Lead UX Designer

OVERVIEW

GoCanvas’ existing user onboarding experience is confusing and full of roadblocks. The existing onboarding has resulted in frequent loss of quality qualified sales leads for the company. As part of this initiative, I was tasked with revamping onboarding to ensure it was as seamless and personalized as possible.

CHALLENGE

Users were signing up for our product but many were abandoning onboarding.

SOLUTION

Our users have decided to give our product a try because their business experiences common pain points of using paper processes. We decided to take a “give and take” approach to our new onboarding in order to 1) gather information from users without seeming overly invasive so we can create a personalized experience and 2) get more users through the funnel all the way to purchase. By using this approach, we were able to design an experience which is tailored based on user responses and their needs. Although the experience is almost four times the number of steps of our existing onboarding, we found that users are willing to take the time and complete onboarding because the process does not feel overbearing or long. We’ve kept this insight in mind while designing other experiences as part of our product.

IMPACT

With initial tests, we have seen tremendous results. With the redesign, we had a 65.6% lift in trial to downloads and 8.1% lift in trial to purchased. The holistic redesign is still ongoing and constantly iterated but the early results have been promising. The Pendo metrics showed our hypothesis that more questions does not mean more drop-off, as long as the questions for short and easy to answer. 

SETUP 2.1

As we iterated on our onboarding, we released an update (2.1) to accommodate changes we had received feedback on. The release allowed us to make the questions more modular based on customer segmentation. It allowed us to pass valuable data into Salesforce to help the Sales team be better prepared for their conversations with customers. Additionally, we were able to accommodate drop certain segments into new product offerings we are experimenting. Lastly, along with the technical changes, we made some UI tweaks based on feedback from usability tests. 

Here are some early metrics from this release.