Driving Participation Conversion through Product Discovery
Driving Participation Conversion through Product Discovery
Driving Participation Conversion through Product Discovery
Role
Lead Product Designer
Timeline
2 months
Team
1x Product Manager • 1x Product Designer • 1x Engineering Manager • 1x Back-end Developer • 1x Front-end Developer • 1x Quality Assurance
My contribution
Qualitative & Quantitative User Research • Usability testing • UX / UI • Illustration • Prototyping • Continuous Product Discovery (MVP first)
Context
Doodle is a meeting scheduling platform with over 30 million monthly users, helping individuals and businesses schedule 1:1s, group polls, or booking pages.
In summer 2020, I joined the PartEX team, where my main role involved enhancing the Participant user experience and increasing the Participation Conversion Rate.
I started with problem definition, gathering information from the Product, Data, Customer Success, and Sales teams. We conducted customer interviews and spent time analyzing how new and returning users were interacting with our existing features during their participation.
We also realized there was a lot of confusion around the ‘if necessary’ option during slot selection. I conducted an unmoderated usability testing session to better understand, what do users expect to happen if they click twice on a time slot?
Doodle is a meeting scheduling platform with over 30 million monthly users, helping individuals and businesses schedule 1:1s, group polls, or booking pages.
In summer 2020, I joined the PartEX team, where my main role involved enhancing the Participant user experience and increasing the Participation Conversion Rate.
I started with problem definition, gathering information from the Product, Data, Customer Success, and Sales teams. We conducted customer interviews and spent time analyzing how new and returning users were interacting with our existing features during their participation.
We also realized there was a lot of confusion around the ‘if necessary’ option during slot selection. I conducted an unmoderated usability testing session to better understand, what do users expect to happen if they click twice on a time slot?
Doodle is a meeting scheduling platform with over 30 million monthly users, helping individuals and businesses schedule 1:1s, group polls, or booking pages.
In summer 2020, I joined the PartEX team, where my main role involved enhancing the Participant user experience and increasing the Participation Conversion Rate.
I started with problem definition, gathering information from the Product, Data, Customer Success, and Sales teams. We conducted customer interviews and spent time analyzing how new and returning users were interacting with our existing features during their participation.
We also realized there was a lot of confusion around the ‘if necessary’ option during slot selection. I conducted an unmoderated usability testing session to better understand, what do users expect to happen if they click twice on a time slot?
Problem Statement
I learned a lot, and translated findings into 5 main problems:
I learned a lot, and translated findings into 5 main problems:
1
1
Current participation page didn't provide full clarity about the participation key features to the new users and required too long time to make a selection.
Current participation page didn't provide full clarity about the participation key features to the new users and required too long time to make a selection.
2
2
50% of users drop off the participation page without making a selection.
50% of users drop off the participation page without making a selection.
3
3
Only 20% of users were connecting their calendars, the feature that would simplify their experience and make it more efficient.
Only 20% of users were connecting their calendars, the feature that would simplify their experience and make it more efficient.
4
4
Only 20% of users understood the meaning of "if need be" correctly, and only 10% of users knew what to expect to happen if they click twice on a time-slot.
Only 20% of users understood the meaning of "if need be" correctly, and only 10% of users knew what to expect to happen if they click twice on a time-slot.
5
5
People were missing the ability to view the selections of others during the slot selection.
People were missing the ability to view the selections of others during the slot selection.
Users & core use cases
Users & core use cases
Users & core use cases
Our primary persona is a new or returning user who has been invited to participate in a group or 1:1 meeting and needs to select a suitable slot, using web platform.
Process
After gathering all the inputs, we decided to implement a simple Product Tour that pops up when a user visits the new Participation page for the first time. From there, I began exploring different ways to design and build this solution.
After gathering all the inputs, we decided to implement a simple Product Tour that pops up when a user visits the new Participation page for the first time. From there, I began exploring different ways to design and build this solution.
We knew that 80% of users did not understand the meaning of "If need be" correctly, so the first iteration of discovery was dedicated to this small but important feature.
We knew that 80% of users did not understand the meaning of "If need be" correctly, so the first iteration of discovery was dedicated to this small but important feature.
Iteration 1
1
1
Current participation page doesn't provide clarity about the variabilities of slot's selection to the user.
Current participation page doesn't provide clarity about the variabilities of slot's selection to the user.
2
2
Users don't know about the "If need be" feature, don't use the product's full potential.
Users don't know about the "If need be" feature, don't use the product's full potential.
3
3
Users don't know what to expect if they click twice on a slot.
Users don't know what to expect if they click twice on a slot.
Global Assumption
We assume that Product Tour presenting 4 or 3 key features (4- for Votable type of meeting, 3- for Bookable) should provide the best understanding of the product, hence increase the CRO of participation page.
We assume that Product Tour presenting 4 or 3 key features (4- for Votable type of meeting, 3- for Bookable) should provide the best understanding of the product, hence increase the CRO of participation page.
Hypotheses
H1
H1
We believe that Product Tour (Walkthrough Tooltip) will increase the overall participation conversion.
We believe that Product Tour (Walkthrough Tooltip) will increase the overall participation conversion.
We believe that Product Tour (Walkthrough Tooltip) will increase the overall participation conversion.
H2
H2
We believe that Product Tour will provide the information that can help users to understand the features and the task they need to do on the platform in order to successfully submit their selection.
We believe that Product Tour will provide the information that can help users to understand the features and the task they need to do on the platform in order to successfully submit their selection.
H2
We believe that Product Tour will increase X% of efficiency in selecting slot(s) (number of clicks, time to end session) compared to current participation page after releasing the feature.
H3
H3
We beliebe that image or GIF in addition to description will provide more context to the user of how the action will look like.
We beliebe that image or GIF in addition to description will provide more context to the user of how the action will look like.
IMPACT
After implementing the Participation Product Tour design, we observed a significant improvement in feature discoverability and user engagement.
Original Participation drop-off rate: 50%
New drop-off rate: 20%
Impact: 60% improvement
I'm open for new challenges!
2023 — Polina Ziemlinska
I'm open for new challenges!
2023 — Polina Ziemlinska
I'm open for new challenges!
2023 — Polina Ziemlinska