Web Design, UX evaluation,
Process mapping, Competitive
benchmarking
CEO, Business lead, CTO, 1 Developer Advocate and 2 engineers
Context 🎯
At the height of a marketing push, the Convoy platform had been experiencing a high rate of new-user drop-offs, and it was my responsibility to address the underlying UX issues causing this problem. In this case study, I outline how I ultimately worked to improve user retention and engagement on the platform.
Context 🎯
At the height of a marketing push, the Convoy platform had been experiencing a high rate of new-user drop-offs, and it was my responsibility to address the underlying UX issues causing this problem. In this case study, I outline how I ultimately worked to improve user retention and engagement on the platform.
Context 🎯
At the height of a marketing push, the Convoy platform had been experiencing a high rate of new-user drop-offs, and it was my responsibility to address the underlying UX issues causing this problem. In this case study, I outline how I ultimately worked to improve user retention and engagement on the platform.
My role 💡
As the sole designer of a lean startup team, I worked closely with engineers translating project technical requirements into user stories and design deliverables, interfaced with our Slack developer community, ran surveys and polls to gain insight into major problems experienced by our developer-base. My responsibilities were divided between UX optimisation of important flows such as onboarding, endpoint creation and designing new key platform features like event logs, portal links, subscriptions and Convoy CLI.
Strategic value 💡
Through collaborative research with our developer advocate, business lead and CTO, we pinpointed the reasons behind user drop-offs. We then developed a redesign strategy that prioritises user experience, intuitive navigation, clear communication of Convoys' unique value proposition, and accessible support to improve customer satisfaction, build credibility, and encourage sign-ups.
20% INCREASE IN USER CONVERSION:
The new design effectively addressed the need for more payment channels, better card verification mechanisms.
20% INCREASE IN USER CONVERSION:
The new design effectively addressed the need for more payment channels, better card verification mechanisms.
20% INCREASE IN USER CONVERSION:
The new design effectively addressed the need for more payment channels, better card verification mechanisms.
HIGHER TASK COMPLETION:
The redesign led to a boost in sales efficiency for our onboarded business owners.
HIGHER TASK COMPLETION RATES:
The redesign led to a boost in sales efficiency for our onboarded business owners.
HIGHER TASK COMPLETION:
The redesign led to a boost in sales efficiency for our onboarded business owners.
SUCCESSFUL PRODUCT HUNT LAUNCH:
In August 2023, we had our first launch on a product discovery app, that spotlights creative and open-source tools and resources. Convoy peaked at No.3 on the app of the day ranking.
SUCCESSFUL PRODUCT HUNT LAUNCH:
In August 2023, we had our first launch on a product discovery app, that spotlights creative and open-source tools and resources. Convoy peaked at No.3 on the app of the day ranking.
SUCCESSFUL PRODUCT HUNT LAUNCH:
In August 2023, we had our first launch on a product discovery app, that spotlights creative and open-source tools and resources. Convoy peaked at No.3 on the app of the day ranking.
IMPROVED COMMUNITY ENGAGEMENT:
In August 2023, we had our first launch on a product discovery app, that spotlights creative and open-source tools and resources. Convoy peaked at No.3 on the app of the day ranking.
IMPROVED COMMUNITY ENGAGEMENT:
In August 2023, we had our first launch on a product discovery app, that spotlights creative and open-source tools and resources. Convoy peaked at No.3 on the app of the day ranking.
IMPROVED COMMUNITY ENGAGEMENT:
In August 2023, we had our first launch on a product discovery app, that spotlights creative and open-source tools and resources. Convoy peaked at No.3 on the app of the day ranking.
Understanding the
challenge
Understanding the challenge
Our Google Analytics showed a steep decline in engagement rates via the Convoy website. It was noted that new users were navigating to the website but only 2% of website visits.
Our Google Analytics showed a steep decline in engagement rates via the Convoy website. It was noted that new users were navigating to the website but only 2% of website visits.
Our Google Analytics showed a steep decline in engagement rates over the space of 2 months via the Convoy website. It was noted that only about 2% of unique user session were translated into access requests putting our churn rate at 32%.
Our Google Analytics showed a steep decline in engagement rates over the space of 2 months via the Convoy website. It was noted that only about 2% of unique user session were translated into access requests putting our churn rate at 32%.
High rate of of onboarding drop-off
In addition to the decline in unique access requests, we also noted that of the 2% of users signing up to the platform, 2 in every 4 users were abandoning the web application onboarding flow, after verification.
In addition to the decline in unique access requests, we also noted that of the 2% of users signing up to the platform, 2 in every 4 users were abandoning the web application onboarding flow, after verification.
In addition to the decline in unique access requests, we also noted that of the 2% of users signing up to the platform, 2 in every 4 users were abandoning the web application onboarding flow, after verification.
Research approach
Conducted an audit of action points, copywriting assessing communication clarity and hierachy of information
Conducted desk research analysis of inspiring websites within the open-source webhooks monitoring tool space.
Worked with our business to map out end-to-end journey for our growth funnel to customer acquisition
Surveyed 10 members of our dev community, to assess the engagement, intuitiveness and ease of our sign-up and onboarding process.
Integrating Post-hog helped us gain better visibility into new user path of activities,
heatmaps and session recordings were very effective
Insights
High idle time on onboarding:
Post Hog heat-maps revealed that newly onboarded users were spending idling on pages dedicated to creating first events.
High idle time on onboarding:
Post Hog heat-maps revealed that newly onboarded users were spending idling on pages dedicated to creating first events.
High idle time on onboarding:
Post Hog heat-maps revealed that newly onboarded users were spending idling on pages dedicated to creating first events.
In-app context cues were ineffective:
Through user interviews we understood that users needed more context while setting parameters for their projects. This led to new users leaving the onboarding page to read documentation for more context.
In-app context cues were ineffective:
Through user interviews we understood that users needed more context while setting parameters for their projects. This led to new users leaving the onboarding page to read documentation for more context.
In-app context cues were ineffective:
Through user interviews we understood that users needed more context while setting parameters for their projects. This led to new users leaving the onboarding page to read documentation for more context.
Verification process causing friction:
We also noticed that our verification step which prompted user to authenticate their email with a unique link was leading to users to leave the app before even getting to use it.
Verification process causing friction:
We also noticed that our verification step which prompted user to authenticate their email with a unique link was leading to users to leave the app before even getting to use it.
Verification process causing friction:
We also noticed that our verification step which prompted user to authenticate their email with a unique link was leading to users to leave the app before even getting to use it.
Unclear value prop commmunication
Interviews with users revealed that Convoys current website may not effectively communicate its services and unique selling points (USPs) to it's technical audience.
Unclear value prop commmunication
Interviews with users revealed that Convoys current website may not effectively communicate its services and unique selling points (USPs) to it's technical audience.
Unclear value prop commmunication
Interviews with users revealed that Convoys current website may not effectively communicate its services and unique selling points (USPs) to it's technical audience.
Userflow mapping for optimization
Mapping out the ideal process flows starting out at all major entry points and ending on the completion of a successful creation of the users first webhook event to be monitored projects.
How might we statements
How might we redesign Convoy's website to help potential customers better understand Convoy's offering, so as to drive conversion?
How might we seamlessly introduce new users to terminologies within the platform allowing them to successfully complete the onboarding process.
How might we redesign Convoy's website to help potential customers better understand Convoys offering, so as to drive conversion?
In a study conducted by Google, they discovered that it takes 50ms for someone to form an opinion on your website. The key findings from their study were that websites with low visual complexity and high prototypicality (how representative a design looks for a certain category of websites) were perceived as highly appealing.
In a study conducted by Google, they discovered that it takes 50ms for someone to form an opinion on your website. The key findings from their study were that websites with low visual complexity and high prototypicality (how representative a design looks for a certain category of websites) were perceived as highly appealing.
Solutions and Reccommendations
Problem 1
Convoy's landing page failed to communicate all its services. While 88% of developers visiting the website from understood the basic concept of Convoys offerings, 82% found it challenging to understand the services and benefits offered by Convoy due to readability issues and unclear information provided.
Recommendation
Enhance user understanding of Convoy and its open-source services through simplified language and a clear hierarchical structure, addressing user confusion and improving website readability.
Clear Pricing offerings
To boost monetization potential through our website we needed to clearly display and offer clients the flexibility to choose the Convoy plan that best suits their business needs with transparent and flexible pricing plans.
Restructuring the onboarding experience
Addressing problems with the onboarding experience
In building out our sytem articheture I focused on empowering users complete their purchase in as few steps as possible, special emphasis was placed on the mobile experience as most of our flows consisted of multiple cta targets.
Psychology-based design changes
Products routinely utilize a progress based onboarding process which has turned out to be so effective due to human biases towards task completion. The inherent completion bias is a pyschologically rewarding effect of quickly checking off easy tasks.
Products routinely utilize a progress based onboarding process which has turned out to be so effective due to human biases towards task completion. The inherent completion bias is a pyschologically rewarding effect of quickly checking off easy tasks.
Recommendations
Breakdown of on-boarding steps: Create a step-by-step milestone based journey to improve post sign-up user activation, keeping users engaged during the on-boarding process
Recommendation
Provide in-app guidance: I introduced contextual tooltips, in-app tutorials, and a comprehensive help center to guide users through the platform. These resources offered step-by-step instructions, best practices, and answers to frequently asked questions, enabling users to accomplish tasks with ease.
Recommendation
Offer simplified and direct access to documentation, catering steps during the setup process of events and that may be considered complex.
