Onboarding experience in Astrato Analytics
I revamped the onboarding experience for Astrato Analytics, focusing on user needs and engagement, resulting in an 8/10 NPS score.
Industry
Business Intelligence
Role
Lead Product Designer
Contribution
Research, Drive stakeholders, Prototyping, Testing
Value
User-centric, cross-team collab, Strategic decision
Before
After
Challenge
Astrato Analytics faced a high bounce rate during onboarding, signaling a disjointed user experience that hindered retention. The platform lacked a clear product vision, especially around onboarding, user acquisition, and retention. Our goal was to transform this journey, making it intuitive, engaging, and informative, to ensure users stayed active and invested in the platform.
Recognizing the pivotal role of onboarding in shaping user perception, we collaborated closely with developers and the CEO to create a seamless, user-friendly experience that would drive lasting engagement.
“Conduct comprehensive research and craft a new onboarding experience”.
Problem Discovery
Through primary research with product managers, developers, and stakeholders, along with 15 user interviews and journey mapping, we discovered that high bounce rates during onboarding were a major concern for Astrato Analytics. The onboarding process lacked clarity, which led to users dropping off before completing core actions, ultimately affecting retention.
The challenge was to redefine the onboarding flow to make it more engaging and user-friendly, ensuring new users could quickly understand the platform's value and remain active. We framed the problem as: How might we improve the onboarding experience to focus on user needs, increase engagement, and drive higher retention rates? This insight-driven approach aimed to create a seamless, intuitive, and welcoming onboarding process that would empower users, foster engagement, and drive long-term platform adoption.
Methods used:
Stakeholder Interview
Journey Mapping
Heuristic Evaluation
Discovery Workshops
Analytics Review (Hotjar, Glean.ly)
Solution Discovery
In the solution discovery phase, I conducted 25 in-depth 1:1 interviews with Astrato customers across various demographics to understand their behaviours, needs, and pain points. This research helped to create detailed customer personas and mapped them to user journeys, uncovering key touchpoints and areas for improvement.
During the ideation phase, I collaborated closely with cross-functional teams, including product managers and developers, to brainstorm innovative solutions. I used the insights from user interviews to create wireframes and flows aimed at improving usability and user engagement. Prototypes were developed to test concepts such as personalized notifications and integrated security, with further refinement achieved through ideation workshops, ensuring the designs aligned with both stakeholder goals and user needs
“I feel lost when I land on Astrato, I wish I get some guiding experience”.
-Customer ( Business user persona)
Methods used:
User Interviews
Personas
Information Architecture
Insights Integration
Solution Delivery
For the solution delivery, I iterated on two design options, ensuring each aligned with Astrato’s business goals and customer needs. I tested these options with over 10 users, did A/B testing to gather insights and refine the design further.
My concepts included a proposed sitemap, navigation design, and high-fidelity interface. The final solution focused on enhancing the digital experience for onboarding creen delivering a seamless, intuitive, and user-centered interface that met both user expectations and business objectives.
Methods used:
Site Mapping
Concepts Ideation
User Interface Design
Interaction Prototyping
Executive Presentation
Outcome and Impact
30+
Hours of stakeholder and customer interviews
8/10
impressive NPS reflecting the positive impact on user satisfaction and engagement
4
User experience principles uncovered via research
10+
Concept screens aligned to business objectives