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Segmented Onboarding Click Tests

UX Research, 2022 - Guild

Guild's previous onboarding experience had several pain points that negatively impacted how new users converted and understood what Guild was offering. This research focuses on converting new users.

 

The previous experience only focused on converting users to one education benefit type to the detriment of the others that may have been a better fit for some users.​

Segmented onboarding aims to address this pain point by segmenting users into personas and education benefit types based on their onboarding answers. Users would be shown a different ending screen with a main CTA routing them to the best conversion action.

This user test was focused on making sure users understood where to go after the onboarding intake form.

My goal was to see if users understand what is their primary next action

User Interviews

I interviewed 6 users, 5 coaches and 1 manager to understand their experience with Tapestree. I collaborated with the founder in crafting a series of questions for the user interviews. below is a sample of questions I asked users. 

For the full interview script that I wrote with identifying info removed, click here.

For main users​

  • Tell me about your experience with Tapestree.

  • In your own words, how would you describe the general purpose of Tapestree to a colleague?

  • If anything, what did you hope to gain when using Tapestree? Did you feel as if you gained what you expected from using Tapestree?​

For managers and buyers

  • When suggesting or deciding to use tools for those you manage, what’s the process like for finding, presenting/convincing, and finally implementing that tool? 

  • As a manager, what do you see as the primary value of Tapestree? What other secondary values do you see?

  • How is Tapestree similar or different to similar tools you’ve implemented that bring a similar value?

Analysis

After the interviews, I listened to the recordings and took notes in FigJam. I then used those notes to create an affinity map to find common themes and achieve the research goals.

Affinity map in Figjam organzing user thoughts

The main themes I saw were:

  • Users highly value community and connection when using the Tapestree platform

  • Users and managers highly value that Tapestree is a dedicated structured space

  • Users are confused about how Tapestree and their company work together and what their goals are in using the platform

 

There was also scattered feedback related to adding more customizable features, getting an immediate feedback report, improving the product flow, and other miscellaneous improvements.

Findings and Recommendations

After analysis, I mapped the findings and recommendations based on the data to the original user interview goals. These are based on the specific user of a Guild coach, a position that requires coaches to have calls with students and support them on their education journey.

User needs:

  • Guild coaches want to improve their coaching skills.

  • Guild coaches want to have space to practice separate from performance evaluation.

  • Guild coaches want to be connected with their colleagues

Product feature needs:

  • Product customization and flexibility (e.g. session time, feedback prompts)

  • Feedback report

  • Clarity on partnership between Tapestree and partner company (in this case, Guild)

  • Usability improvements on product flow

Language for Sales:

  • Community, collaboration, connection

  • Dedicated practice space

  • Live, immediate peer feedback

  • Deepen skills while reinforcing values

  • Structured, organized sessions

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