Five to Nine
How might we increase user retention and engagement amidst a startup’s pivoting mission statement?
Context
Five to Nine transitioned from an event discovery tool to a B2B, SaaS event management solution. They needed to teach their customers the new value of their platform and increase user retention. Another intern and I reimagined their onboarding process and homepage to reflect these new company goals and form bonds with platform users.
Timeline
June - Aug 2020
My Role
Lead UX Designer, Research Analysis
Outcomes
New dashboard, onboarding flow, style guide
Research
We started by investigating the existing onboarding flow and platform homepage on Five to Nine (FTN), as well as performing competitive research on similar companies. FTN’s current onboarding process doesn’t minimize the time for users to benefit from the platform, and neither does the platform homepage.
Minimize the time it takes to “WOW” the customer
Move from a social network platform to true event management
A dashboard landing page efficiently updates and displays key info
We started by breaking down the components of our current onboarding flow and identifying key steps.
Onboarding onto similar platforms put us in the shoes of a user and enabled us to clearly identify pain points and moments of joy throughout the process.
Using the information gathered, we were able to come up with an updated user flow that combined the necessary parts of our old flow (inviting collaborators, creating groups/events) with desired functions of other platforms’ onboarding (friendly language, tutorials, templates).
We discovered that the platform’s landing page would have a huge impact on the quality of onboarding. A dahsboard provided high level management and analytics while allowing the user to access various portals quickly. We created inspiration boards for ideas on data visualization and module organization that would maximize the effectiveness of onboarding.
Prototypes
Working in a small team allowed us the flexibility to start with our own ideas and prototypes, and then come together to quickly receive feedback and bounce ideas off of each other. This allowed us to iterate quickly and efficiently, in line with the Agile design methodology.
With the feedback from my team, I was able to rapidly produce updated prototypes and present them for further critique. The progression of this dashboard screen saw major updates in only a few days.
Events
Although FTN is an event management and analysis platform, it was initially founded as an event discovery tool. The old interface had a social network feel that needed to be revised, but not overhauled completely. The events portal separates management, analysis and discovery.
Groups
Groups are FTN’s way of providing employees communities of shared identities, interests, or roles. Focusing the group experience on kinship can provide safe spaces for people, thereby furthering their work and relationships in the company.
User Testing
Due to the impact of Covid-19, user testing was conducted completely remotely. We prepared user testing guides for various features, with directions for use and questions targeted at receiving feedback. While incomplete due to time restraints, I provided a user testing plan to ensure consistency during future use.
Remote collaboration resources like Figma and Miro were essential to constantly receive feedback on processes and designs.
Zoom calls were helpful in receiving real-time feedback and to pick up facial cues, reactions, and other comments/questions
Outcomes
Our main deliverable was an interactive onboarding flow that also showcases our updated dashboard and event management portals. Our initial user research and testing indicated the benefits of elements like a dashboard, positive reinforcement, templates, and more – and this prototype is designed to test them. Click on the screen below to check it out!
A New Dashboard
FTN’s dashboard is curated specifically with the users’ end goal of event management in mind. Event templates, NPS scores, personalized notifications, and more provide critical info at a glance while supporting a user’s platform goals.
Users have so much incentive to skip onboarding and start using the product ASAP, but progress indicators focus their attention on the specific task at hand. Avatars humanize the onboarding process and highlighted pointers can greatly streamline their process.
Properly presenting data can help organizers vastly improve event quality and experience – resulting in better attendance, engagement, and results. We focused on providing overall feedback concisely, while still being able to dive deeper and investigate specific information clearly.
Reflection
I loved working with a small design team at FTN. I wish we'd been able to work together in person, but the close personal connections and mentorship I received were huge positives. I'm proud of the way we were able to align the product with company goals and hopefully help companies host better events in the future – when we can meet in person again!
Pat on the Back
Employing Agile methodology to rapidly produce iterations
Lessons Learned
Being lightfooted and able to adjust to changing goals or situations
Outcomes
Complete user testing and iteration. Projected product launch: TBD