Crealytics Self-Service Campiagn Suite
3 Product Managers
1 Product Designers
3 Dev Teams
1 UX Writer
1 Content Strategist
1 Product Marketing Manager
2016 - 2019
Crealytics is a retail performance advertising agency that combines technology and service in order to increase revenue for eCommerce retailers across the globe.
In 2016, Crealytics opened the New York City office. They offered both, SaaS and managed service products but knew that the original EMEA SaaS model needed to change in order to rival competitors in an, already saturated, U.S. market.
If the company lowered churn rate of SaaS contracts within the next six months, they would be able to invest more Sales and Account Management resources in enterprise clients who were willing to pay more for managed services.
User research indicated that the onboarding experience for SaaS clients needed improvement.
Sales reps and the Customer Success teams confirmed that the U.S. market expected a product that they could use from day one without assistance so that they could start managing campaigns immediately.
Project Lead - Senior UX/UI Designer
Organize design sprint sessions for a 5 day strategy off-site
Facilitate/moderate sessions and stakeholders
Synthesize outcomes into a presentation format and communicate the design strategy across the org
Support workstream owners using prioritization frameworks
Create prototypes and UX testing roadmap
Conduct user interviews and communicate learnings
Audit 3rd party Knowledge Center tools
Hire a UX Writer to write technical articles
What we did
I organized and facilitated a design sprint to align on the customer life-cycle for our Shopping Ads SaaS platform. The workshop allowed us to communicate with cross-functional disciplines and identify areas to improve within the platform's onboarding.
We mapped out the optimal customer journey and I supported the work stream owners who were trying to prioritize the internal processes and product solutions that came out of the design sprint sessions from the strategy off-site.
What we learned
We learned that the new onboarding made users feel like the 10 step account setup was "easier to use and understand" and felt like a "3 step" process. The number of support emails and calls to Customer Success decreased week-over-week.
By establishing a Knowledge Center and cleaner FAQs, we were able to satisfy user needs and move the needle on our success metrics.
Increase in NPS score
Decrease in number of support requests
Reaction metrics on Knowledge Center articles validated our initial prioritization of the new onboarding experience
Micro-interactions like the transitions from step to step and animated loading screens made users think time-heavy tasks like a report downloads, for example, were 20 minutes shorter than the actual export time it took, which was 60 minutes.