Tobias Holm Jensen

Tobias Holm Jensen

Improved onboarding experience with templates

Product Designer @ Kustomer/Meta 2022

Summary

Responsibilities

  • Led a Lean UX process of researching the problem, making a prototype, and testing it with users. 

  • Collaborated closely with engineers to implement the solution to pixel-perfection.
  • Facilitated multiple team workshops to brainstorm ideas and ideate solutions. 

Problem

One of the unique selling points of the Kustomer product is its advanced automations capabilities. These automations allow customers to create efficient workflows that automate parts of their operating model. 


However, for newly onboarded customers, these automations were complex to set up from scratch, required technical knowledge, and needed an easier way to get started. 

Solution

We built out a reusable and scalable template gallery that would allow customers to easily find templates that matched their use cases, configure these to their needs and realize the value of Kustomer automations faster. 

Process Overview

Empathize & Understand

As part of onboarding new customers onto the platform, the goal was to have them realize the value of these templates quickly to make the product more valuable and sticky. 


We conducted qualitative research to understand better what barriers and blockers were preventing customers from getting to this point. 


Through research we noticed the following problems:


  1. Business rules were complex to set up from scratch and required knowledge of the platform to successfully configure.
  2. Many onboarding clients had similar, simple automation needs.
  3. Many onboarding customers didn't have prior expertise in automations and relied therefore on best practices and subject-matter expertise of customer success managers.


Based on these insights, we realized there was an opportunity to make it easier to get started with automations. We posed the following challenge:


How might we help new, non-technical users set up business rules more easily?

Analyze & Define

To understand better how we might achieve the goal of the template gallery, we did the following:


1. Researched and collected data on common use cases for newer and established customers. From this, we came up with a list of around 30 templates. 


2. Conducted an audit of our existing template galleries to understand what could be used and what couldn't. From this, we realized that we had to built a completely new gallery since the exisiting ones were super inconsistent and not scalable. 


3. Did an extensive competitive research to discover how other direct and indirect competitors had solved the same issue of offering easy-to-use templates in a delightful gallery experience. 

Ideate

With a better understanding of the problem space and the constraints of the existing template galleries, I started sketching out what a new one could look like. For this exercise, I had the two following high-level features in mind: 


  1. Provide an improved template gallery that increases discoverability and organization of templates.
  2. Provide a preview step that allows the user to preview the building blocks and add missing information.


The low-fidelity sketches shown to the right were reviwed internally and validated externally to ensure that we were headed the right direction and from there, I was ready to start mocking up in higher fidelity. 

Prototype

The low-fidelity sketching led to multiple rounds of iterations of the high-fidelity screens. The experience ended up with the following screens (screenshots are coming soon!):


1. A template gallery that would display templates on the right and use cases on the left

(screenshots are coming soon!)

2. A detailed view of the template that showed the detailed building blocks of trigger, conditions, and actions.

Results

The template gallery took roughly three months to release from discovery through implementation. Overall, the gallery was highly succesful and achieved great results. 


The gallery led to a 72% adoption of business rules (compared to a 50% adoption before the gallery).


22% of all business rules created were created from templates (the goal was 15%).