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Crealytics Self-Service Campiagn Suite

Client

Crealytics GmbH

Collaborators

  • 4 C-levels

  • 3 Product Managers

  • 1 Product Designers

  • 3 Dev Teams

  • 1 UX Writer 

  • 1 Content Strategist

  • 1 Product Marketing Manager

Location

Berlin, Germany

Year

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.

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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.

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Strategy objective

By lowering churn rate of SaaS contracts within the six months, Sales and Account Management can invest more time managing services for high revenue enterprise clients.

My role

Project Lead - Senior UX/UI Designer

My Responsibilities

  • 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

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User challenges

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.

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.

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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.

THE IMPACT

We learned that the new onboarding made users feel like the 10 step account setup was "easier to use and understand" and it felt more like a "3 step" process.

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.

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By establishing a Knowledge Center and cleaner FAQs, we were able to satisfy user needs and move the needle on our 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

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