Whereby

Problem

Users were struggling to get started with the Embedded product after signing up for a free trial. Evidence from user testing stated the onboarding flow was too tech-focussed for our users. Live site data showed large drop-off rates between users starting a free trial and visiting a room. Collaborating with my PM we noted the problems we wanted to solve:

1. Make it easier for non-tech users to get started

2. Get users to the ‘wow’ moment quicker, this being when a user enters the meeting room and can explore the products offering

We were not trying to teach non-technical users to implement the API themselves.

Goal

This piece of work linked to a specific OKR: Improve and gain confidence in our self-service channel as a viable go to market strategy. Our goals were the following:

• Increase the number of test participants who can describe how to create and embed a room from 2 / 6 to 4 / 6

• Decrease the average time for users to create and go into a room during a trial, from 19 hours 25 minutes (!) to less than 30 minutes

Discovery work

I signed upto 5 competitor accounts: 100ms, Agora, Daily.co, Jitsi 8x8, and Twilio, to understand how long it took a user (me) to reach the products ‘wow moment’. Flow screenshots were uploaded to Miro and then annotated and compared.

How Might We workshop

The CX team collaboratively wrote 2 How Might We questions, to align and ensure we were focussing on the right problems to solve:

1. HMW make it easier for users to get to that ‘WOW’ moment?

2. HMW support non tech users to get set up and running with our product?

Virtually, I ran an ideation workshop around these questions. The session featured members from product, sales, CS, and marketing teams. The most popular idea was to give users the ability to build and visualise a room post sign up.

Concept sketches

Before launching into design, I wanted to ensure viability for a demo room concept. I quickly sketched the idea and shared with engineers and the PM for their feedback. Once I received a thumbs up, I moved into Figma.

High fidelity wireframes

The majority of Whereby’s traffic was on desktop devices, so this was the screen size we decided to conduct user testing on. I created a prototype of high-fidelity wireframes to allow us to move into unmoderated user testing. Taking users through the sign-up flow, choosing their subdomain, and then creating their demo room.

Unmoderated user testing

I tested 6 participants via usertesting.com, to gain insight into the following questions:

• Do users understand how to customise and create a demo room?

  • Understands how to create a subdomain

  • Understands the features offered

  • Understands they can toggle features on and off

  • Understands they can customise (add logo, change background)

  Do users understand how to embed their room?

  • Generate code at iframe level and pass it onto a developer

Test findings

Ease of use

• 5 / 6 users mentioned how easy it was to create a demo room

• 5 / 6 users understood how to integrate the demo room into their product

• Users understood they did not need a strong technical knowledge to implement the demo room’s iFrame

Customisation

• All users understood they could customise the demo room

• All users understood how to turn features on and off

A phased build

Building the onboarding demo room flow would have taken 2 months! As a team, we broke the work down into phaseable chunks. For phase 1, stage 1, users had the ability to spin up a demo room from the welcome dashboard. But no customisation was available.

Results

1. The number of test participants who could describe how to create and embed a room: Boosted from 2 / 6 to 5 / 6

2. The overall users who made it into a room during a 14-day free trial: Increased by 19%

3. Time taken for users to create and visit a room: Decreased by 99.9%

A success! I made some tweaks to the UI, and phase 2 responsive designs were handed over to the engineers for build.