Ed-tech
TEAM MEMBERS
The company was looking to increase their user (educator) adoption rate and better understand attrition factors, especially with those educators who churn in the first 2-4 weeks after users signed up.
Our work reinforced and supported initial ideas the Amplio team had with data. The company took a strategic decision to initially introduce one-feature, which affected their product and hopefully their onboarding process. We completed this project during summer just before the school year was set to begin (so live results are not yet available). However, we built a strong relationship with the client and have high hopes of continuing our work together.
We performed a lean, and fast-paced approach that consisted of three components. First, we signed up as a new user (educator) to get a feel for the onboarding process and map the existing user journey.
We conducted interviews to understand the internal perspective and see how the departments were tackling user adoption challenges. Finally, we interviewed the users (educators) to understand the voice of the user, identify their needs, pain points, friction points, aspirations, and habits.
We utilized the quantitative data (log data in parallel to the interviews) and qualitative data and worked alongside Amplio’s Business Intelligence team member to map the user journey and pinpoint the five user drop off points during the onboarding process. We provided a very clear view of the user experience and causes for low retention, both interface andexperience related.
From the process, we uncovered various behavioral insights, which include:
· Cognitive overload: The current onboarding process may be overwhelming as the user receives information from too many touchpoints (i.e. the website, emails, links, etc.).
· Complexity :Of the onboarding process, the user experience is not intuitive enough, which is one of the reasons why new users might give up before completing the process.
· Value and Motivation: Within the onboarding process, users are not clearly informed of the value and reason why they should want to use the platform.
· Affordance: The data showed that even after users completed the onboarding process, they would continuously log on without taking any action, which pointed to affordance. There was no clear call-to-action or direction for an onboarded userto know how to use the platform and continue engaging.
Finally, we provided Amplio with a range of ideas along a spectrum from quick, tactical fixes to long-term strategic modifications. Our main recommendation was a sweet spot solution which is both tactical and strategic: to position Amplio as a one-feature product. With concern to user adoption, it’s of importance to focus on a single feature of a multi-faceted product to hook and draw a user in and hold their attention so that they can get through the adoption phase. Then, additional features can be introduced.
“Having an external team questioning basic assumptions has proven to be highly valuable. Q’s team insisted on independently studying our users’ journey and behavior, which, apparently, was different than what we internally imagined. This process changed perspectives on where bottlenecks lie. Though, in the back of our mind, we knew what the challenges and solutions are, the study highlighted critical paths and triggered us to immediately shift weight and priority.”
