How subtle UI/UX changes boosted completion rates 3x
Nanonets is an AI-powered document processing platform that extracts data from various documents and integrates it with other applications like Google Drive, Gmail, QuickBooks etc. using the workflows feature. However, many users struggle to complete workflow setup, limiting their ability to achieve desired results. Completion rates averaged around 2.5%.
Responsibilities
User interviews, usability testing, user flow optimization, mockups, prototyping, impact tracking
Duration
4 weeks
Goal
The goal was to increase the number of users who completed the workflow export integration setup within two days of onboarding.
MY PROCESS
What is the problem?
Through the poor completion rates, it was evident that users had the intention to complete the export integration, yet they were unable to accomplish it. To gain a deeper understanding of the challenges, I examined session recordings and identified recurring patterns that hindered users' progress. User interviews further validated these findings.
Lack of clarity
Users were unsure about the necessary steps, the required actions, and the next steps to complete the setup.
Lack of guidance
The process lacked clear instructions and visual cues, leading to confusion and errors.
Data loss
Users would exit the setup process without saving their progress, resulting in lost data and effort.
Navigating Constraints: A Focus on Incremental Improvements
Given the limited resources and tight timeline, a complete overhaul of the workflow setup process was not feasible. Instead, I focused on making strategic, incremental improvements that would optimize the existing flow without requiring extensive engineering efforts. By carefully identifying and addressing pain points, I aimed to enhance the overall user experience and increase completion rates.
PERSONA
SOLUTIONS
Impact and next steps
These minor changes significantly boosted user engagement, increasing completion rates by 3x in just a few weeks. While these improvements are promising, we must take a broader approach to drive even greater user adoption. This requires a complete rethinking of the onboarding workflow, focusing on identifying and eliminating key drop-off points.
Reflection
I learnt that good user experience isn't always about a complete overhaul. Sometimes the most impactful improvements come from focusing on the finer details. A seemingly small change, like button placement or iconography, can significantly impact key metrics.