UX Research – User Journey Mapping – Product Design
project Brief
As Graphisoft was changing the business model from perpetual license to subscription licenses, the whole ecosystem onboarding needed a complete think over to minimize churn for subscription trial users.
The whole ecosystem onboarding think over was started by an extensive customer journey mapping. Followed with an initiative observation research experiement that got me a recognition award.
Problem: To uncover real pain points trial users may face, we had to somehow convince leads to share their opnion on their journey trying our products, but this resulted in very shallow frictions. We considered a diary study to ask trial users to collect their thoughts while trying out products, but this seemed unrealistic, expensive and might be still biased.
For the first round of research, I proposed to attend as an observer one of the undergraduate courses teaching our main product Archicad. Asking the instructor’s permission to observe the 20 international students interacting with the product on their first time. While taking notes about any clear and repetitive pain points.At the end of the semester, I followed with some of the students who volunteered to be interviewed with a survey to collect general data from the group
We considered another round of observation in a university enviorment but that wouldn’t have solved the drawbacks of the previous experience.
We also considered hiring actual prospects to try our products while collecting their thoughts in a diary study. But it is very challenging and costly to hire prospects who are workingwith other products already, and the whole experiment might turn biased.
So I proposed a hyprid new experiment mixing both research methods. Where we organise a free 3 days workshop at Graphisoft headquarters to train anyone interested in learning our products. And during the workshop we record all the interactions of the attendees, from our website, sign up process, email communications, trial flow, downloading and using the products.
Having extensive observation materials, we created a team of analyst and split the observations into themes to idenitify patterns and provide insights.
By auditing the entire onboarding process, we tackled every touchpoint and interaction, identifying surface inefficiencies while uncovering deeper issues such as misaligned processes, communication gaps, and other hidden pain points.
Observation research can challenge your assumptions
Generational differences greatly impact technology behaviour
Planned user journeys often differ from real-world experiences
Keeping tangible evidence of critical pain points, can help with stakholders buy-in
Product Design to Management
AI Product Design and Strategy
Let’s talk!
