In order to increase the acquisition in iAuditor towards the SafetyCulture trial I have proposed to increase the visibility of SafetyCulture trial.

STRATEGY

• increase the visibility of SafetyCulture from 1 to 6
• understand which SafetyCulture features are related to iAuditor features in order to display contextual information

increase safetyculture (UPGRADE) VISIBILITY

Thanks to several researches conducted from the marketing department we were able to understand  the reasons that motivate iAuditor users to upgrade to SafetyCulture.

We have created meaningful suggestions for iAuditor users to let them know about SafetyCulture and to expose them to the features they may be interested in.

The pop-up with the information about the feature and the button to upgrade are displayed based on different events:

• always visible buttons
• triggered events

This helps targeting intermediate and advanced users, and it doesn't add complexity for new users.

BEFORE

FIRST ITERATION

MOST SUCCESSFUL ITERATION

Removing the "Not now" button in the SafetyCulture walkthrough allowed to increase significantly the success of the funnel to the end of the walkthrough. Removing the button decreased the exit points and chance of errors.

BEFORE

FIRST ITERATION

MOST SUCCESSFUL ITERATION

Analysing the flow allowed us to notice that the "Create Account" button in the Sign in screen was covered by the keyboard. After building the interaction to reveal the button even when the keyboard was open we follow other 3 round of iterations:  1)moving the button, 2)removing one field and 3) removing the placeholder text. All the iterations increased conversions.

sign up flow

The redesign of the sign up process has improved:

• the overall flow 
• the error messages
• error prevention has been included as inline suggestions
• improved external touching point: emails

LOGIN PROCESS

The redesign of the login process has improved:

• the overall flow 
• the error messages
• error prevention has been included as inline suggestions
• improved external touching point: emails

RELEVANT IMPROVEMENTS

RECOVER FROM ERROR

SafetyCulture targets both individuals than organisations. In the previous version of SafetyCulture many people entered the subscription area from the wrong entry point and weren't able to recover. In the new system there are two entry points but one and only Management page. In this way, if the user enters from the wrong entry point can recover, selecting which subscription he wants to activate: individual or organisation.

REMOVE 4 SCREENS FROM THE BILLING FLOW

Also the flow for the billing process was not linear for the users that hadn't filled their address details (most common user story). In the new flow, the user can add/edit the address during the checkout. 

MOST SUCCESSFULL ITERATION

BEFORE: the user that received an invitation email had to:

1. click on the link - email
2. sign up in SafetyCulture
3. confirm email address - email
4. login
5. start using SafetyCulture

AFTER

1. click on the link - email
2. sign up in SafetyCulture
3. start using SafetyCulture

The flow has been simplified, using the email used for sending the invite for the email verification, instead of asking the user to leave the platform and check his email again.

A/B TESTING 

The website runs  A/B testing managed through Optimizely. One of the most successful iteration was to introduce the free app inside the pricing page. In order to understand better how users are navigating the website we used HotJar heatmaps to access user's videos playbacks.

EMAIL INVENTORY

• FUNCTIONAL EMAILS: activate account, email confirmation, password reset.
• DURING TRIAL: getting started series 4
• TRIAL CLOSE TO EXPIRING: it is expiring, credit details…
• TRIAL EXPIRES: feedback + win back emails after 7, 21, 90 days.
• STILL MEMBERS:  keep them engaged emails.
• RESURRECTION EMAIL: to users that tried an left.

REGISTRATION EMAIL

The branding has been updated but the biggest change in the experience is the number of call to action on the page: from 3 to 1.

INVITATION EMAIL

The invitation email has a clear referral to who sent the email. If the person that invites included a picture in his profile, the picture will be included. There is a clear call to action and some information about what clicking the button will unlock.

error messages

The error messages have been changed from  very technical to more user friendly. The goal of the error messages is always to help the user to recover. Often, they include the call to action suggested to recover.

CONFIRMATION MESSAGES

The confirmation messages have been introduced in the application for the main action. The Tone & Voice aims to increase user engagement and motivation. Some long tasks have been divided in sub-task that provide various confirmation messages to help the user to understand what's next in order to achieve a goal.

feedback messagES

Feedback messages has been introduced for actions that apply changes that are not immediately visible to the user like: duplicate, archive, resotore, save.

DEFINITION OF THE PROBLEM

People call the support for things that are very basics. Why they don’t know them already? Why they don’t solve the problem by their own? Are we offering them the right tools? 

STRATEGY

Some of the common issues should be solved at a level interface. The onboarding should be the starting point. When the user can’t perform an action, the interface should guide him to complete the task so that the user doesn't need to interrupt the task to find a way to solve his problem.

Redesign the support page in a way that invites users to learn about the product and to find the solution for their problems before they contact the support.

Change the Knowledge base into a Learn & Support approach and/or self service approach.

Metric of success.

Reduce the number of times that users contact support for basic things. Harder to measure but a successful support increases: happiness, engagement, adoption,  task success.

Low hanging fruits

• Invite users to solve their issues before they call support - modify wording (self service...)
• Make solving issues easier than contacting support - restructure navigation
• Define basic problems —> FAQs
• Invite users to explain their issue clearly when they contact support - email/contact form.
• make the home page of the support web page more inviting - view Pinterest collection.
• one clear path - a link - that can be shared easily to help people to become proficient.

RESEARCH & analysis

How people are currently using the support?

Tools and experience design methodologies:

• HotJar (heamaps and play back)

• Google Analytics

• Interview with support team

• surveys

• Test the old and new navigation with Treejack by Optimal Workshop

How other successful company organise the support area?

How users contact support? Map and define all touching points.

What the support consider an ideal path?

Does iAuditor have a learning curve? How people became proficient with iAuditor in the past and what is their favourite way to learn. 

BEFORE

AFTER