Aylin Aron (Ahmet)

Workato - Integration Platform as a Service (iPaaS)

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Workato is a SaaS startup enabling businesses to automate buiness workflows & process through "Recipes" by connecting hundreds of apps like Salesforce, Quickbooks, Slack NetSuite, and WorkDay.

As Lead PM, I was responsible for driving growth initiatives to increase the number of activated users across desktop, mobile and marketplace products.

Industry

Today, enterprise companies use over 1k+ apps in their organization, with a single employee actively working with 36 apps, on average. The proliferation of SaaS apps, microservices and APIs has resulted in:

1) Fragmentation of customer data across all these apps
2) IT teams are backlogged with integration and automation projects
3) Process inefficiencies & increased hidden costs

These issues are throttling the speed at which digital initiatives can be implemented.

Case study: Onboarding

Success criteria
Workato is a "background product" ie. value is being created for the user without them having to open the website. As a result, an effective onboarding experience is critical to ensure user finds success at first try so they can leave the site while Workato continues to create magic in the background.

"Activated user" is one that has successfully onboarded with at least 1 active recipe.

Recipes are automated workflows that connect apps to complete tasks composed by you based on a combination of apps, triggers and actions.

Key results
Optimizing improvements to onboarding experience increased activation by 7%.

Before = 0.79%.

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After = 7.74%.

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Approach

Identify the Problem we're trying to solve

Goals:

  • Gather input from a range of sources to help make informed decisions on how to improve first time user experience
  • Gain clarity on project goals and key success metric/s
  • Gain a deeper understanding of personas, pain points and JTBD

Quantitative analysis
To ensure first time users are successful in connecting their first recipe, I spent time understanding current state. Using Mixpanel, I created a funnel to analyze existing onboarding experience - from site landing to user installing first recipe.

Specifically:

  • Number / % of visitors who are interested enough to click "Get Started"
  • Number / % of visitors who register
  • Number / % of users that discover a recipe that want to install
  • Number / % of users that successfully set up their first recipe

As a SaaS company, organic traffic is the most desirable traffic as visitors are landing on your site because of a problem your solution can solve. Workatos's web traffic was growing WOW with 38% organic, 20% direct & 10% paid, indicating volume time was ripe for experimentation.

Qualitative analysis
Quantitative data provided an understanding of weak links in the first time UX. Qualitative feedback adds color to the data to round out the picture.

I led the following:

Elicited feedback from potential buyers on Usertesting.com. The first impression your product leaves upon a visitor is critical. The landing page is often the first point of interaction with your product. Within seconds, the website must demonstrate clarity and value that builds trust in order to drive visitor to register and give it a go.

Usertesting.com is a cost effective way to get speedy feedback on a product idea. Don't go overboard though, Nir Eyal believes "the best results come from testing no more than 5 users and running as many small tests as you can afford".

Elicited feedback from registered users and users who dropped off to understand the happy path, and learnt how user motivation impacts path to activation. The interviews helped to understand purchasing decisions and journey for varied user segments.

Surveyed visitors who registered but left before activating to understand challenges affecting their path to success.

Elicited feedback from business stakeholders with 30+ years domain expertise to offer an alternate perspective on customer behavior, and gain a better understanding of what's worked / what hasn't in past experiements.

(a) Marketing

  • Where traffic sources are users coming from? What sources convert the best / why?
  • What criteria determines a ‘qualified lead’?
  • What initiatives are in progress / planned to grow the number of visitors?

(c) Sales

  • Who is the buyer of Workato?
  • What does onboarding look like for all use types: ISV's, IT Consultants and end users?
  • Why do users chose us over competition?
  • What are the biggest pain points for these users?

(d) Support

  • What are the top challenges users face when setting up first recipe?
  • What communication channels are most effective in helping users find success?

Define an initial target audience

I ran workshops with colleagues from marketing, support and sales to map out the user journey from problem identification to purchase.

Two core personas were defined:

Marshall
Marshall is 28 year old IT consultant based in San Francisco with clients all around the US. He has a detailed eye who likes to understand 'how' a product works, in addition to a very clear idea of what he wants. He's a extensive researcher who doesn't mind paying up front for quality product and service. A multi-tasker, who will automate any mundane task to ensure his time is optimized.

Marshall - Journey Map
Marshall lands on Workato's home page and will immediately head to the detailed product overview. He wants to understand how the integration will affect the underlying Salesforce architecutre, how easy it is to create recipes for custom objects, limitations and pricing model. He'll sign up and create a set up a few integrations using a test account and see how the product works. If he's stuck he'll contact support with very specific questions or challenges.

Peggy
Peggy is a 40 year old accountant at a non profit in Massachusetts. She enjoys her job, and is always on the look out for automating tedious parts of her job so that she has more time with her family. She's not technically savvy, and actively asking others for help. She's budget concerned and looks to her network for xxxxxx

Peggy - Journey Map
Peggy lands on Workato's home page after Googling 'how to connect Quickbooks & Salesforce'. She's not technical and is budget-concerened so immediately clicks Pricing to learn about Workato's offering. She's happy there's a free 30 day trial. Peggy clicks on the Salesforce landing page, skims the page to determine whether there's a solution that addresses her problem. She doesn't feel satisfied so hits the contact page, sends an email to speak to customer support so that she can get help getting set up.

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Synthesize research into defined problems

Goals:

  • Consolidate research into themes and share with business stakeholders to gain buy-in on problems identified.
  • Workshop ideas with Designer to help visualize the new experience and present proposal to key stakeholders.
  • Formulate execution plan including resources allocated to experiement efficiently.

Aware user to interested user

Goal

Compelling visitors to want to sign up (i.e. Landing on site to clicking 'Get Started').

Annotated Breakdowns
Problems

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Interested user to registered user

Goal

Compelling user to complete the registration process (i.e. from clicking 'sign up' to completing form)

Problems

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Registered user to activated user

Goal

Getting user to first recipe success

Problems

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Form hypothesis' to test

Hypothesis:

  • I believe first time website visitors will click to get started because they have a growing interest in seeing first hand how Workato can solve their business problem
  • I believe first time visitors will complete registration flow because the steps to do so is effortless and they have a good understanding of Workato's value proposition and how it differs against competition.
  • I believe first time users will find a recipe because they will easily discover one that solves their problem.
  • I believe first time users will activate their first recipe because set up is seamless and they're motivated to get time back by automating business processes.

Build, measure, iterate

Goals:

  • Create detailed user stories with acceptance criteria to support engineering's effort to code changes
  • Validate hypothesis'against a user beta set (feature flag) before GA
  • Collect data on optimizations, iterate as new information surfaces
  • Share learnings with key stakeholders

Aware user to interested user

Goal

Compelling visitors to want to sign up (i.e. Landing on site to clicking 'Get Started').

Improvements

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Results

  • 60% of first time visitors clicked to "Get Started". A 10x lift compared to old flow.

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Interested user to registered user

Goal

Compelling user to complete the registration process (i.e. from clicking 'sign up' to completing form)

Improvements

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Results

  • 80% of users completed signup. A 50% increase compared to old flow.

Registered user to activated user

Goal

Getting user to first recipe success

Improvements

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Results

  • 40% of registered users were able to find a recipe they wanted to integrate. A 35% increase from old flow.
  • Almost 8% became activated users, a 7.2% whopping increase.

Handy resources for experimentation

useronboard.com: Extensive onboarding product tear downs and tips to incorporate into your investigation as you see fit.
Intercom: Useful for creating effective onboarding campaigns to educate users. Also a wealth of knowledge on their blog.
usertesting.com: For $50 a pop, a speedy way to test a new concept before exposing to your users.
Google Sheets: Useful for tracking and capturing impact of current, past and future growth experiments.
Mixpanel: Track product usage through segmentation or funnel analysis. Also set-up targeted customer communications via in app messaging feature.
Typeform: Survey customers and collect feedback to aid decision making.
Crazyegg: Useful for understanding user behaviour by tracking mouse movement.
Optimizely: Great for A/B testing messaging or simple CSS website changes.

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