Vyond - User on board
Help New Users Be Successful and Subscribe
Why this user story?
Maximise plan subscription of free trial users (= maintain (stretch goal: reduce) drop off from account activated to saved video) by helping users realise the value of
GoA to them including:
• Builds an early sense of value in our product and ensures our user invests in our platform by helping them complete their first work video successfully
• Provide new users with clear expectations how to navigate the product to reduce ambiguity in onboarding which is a key source of friction
Data
Account Activated =(1)=> Launch VM =(2)=> Preview at least a video =(3)=> Manual save at least a video
• drop off @ (1) 15.8%, cumulative drop off = 15.8%
• drop off @ (2) 42.7%, cumulative drop off = 40.3%
• drop off @ (3) 51.2% , cumulative drop off = 65.8%
User Interview Insight
User with no video making background need more help on e.g.
(1/4 users) adding voice over
(2/4 users) Learn how to browse e.g. search
See examples of finished projects to learn
How to use the timeline e.g. control movement; just pointing the user to be aware of the timeline is not enough
How to apply effect
User flow
Draft a scenarios and storyboards
Describe user and product behaviour in detail
Provide an understanding of design viability
Ideation — Generating a lot of ideas. Brainstorming is one technique, but there are many others.
Experimentation — Testing those ideas with prototyping.
Design A
Provide a tips link to learning centre during on boarding is too heavy for trial user. User signed up for a service not tutorial
Empathy map
Get to the ‘Aha’ moment as soon as possible. They have signed up for a service, not the tutorial. Understanding the needs of those we’re designing for.
Design B
A tutorial with status tracking, it provide management keep track user learning level. But it is too heavy for onboarding
Product tour
Guidance user discover a “Aha” moment. Complete a tour and click preview button. Let users feel great when they get to their first win
Side panel
Overall Goal: Make a useful and effective video that provides significant return on investment
Quickly understand what Vyond different
Streamline the access to get self-serve help
Hooked
Give user a reason to come back to try Vyond Studio again and again so we create touch points with the users to Vyond Studio to give it enough time to reaslize the value of Vyond Studio to their work.
A bit of work do users invest , it load the next trigger and store value to improve the reward.
User research
User number: 29 students + 1 professor
Goal: Observer new user on boarding behaviour
University students (going to graduate after this assignment)
Most students have experience on video editing (used after effect and premier for a semester)
Usability prototype testing
Result
CTA save video for free trial user(Adoption rate) is improved from 17.4% to 28.2%
54.02% browse select style video and 66.24% user(try 3 mins) conversation
Learn
User onboarding is about more than the first user experience, and it’s about more than upgrades and retention. It’s about approaching a product with a philosophy that the more users learn and discover, the more value they will get from a product. This value is repaid not only in the amount a user is willing to pay, but also in a level of customer adoption where they love a product so much, they’ll tell everyone else they need it too.