Content is the jam to UI design’s toast: you can have dry toast, but jam makes it so much better.
I developed end-to-end flows that explained changes or features to users. While often working with a Product Designer, I can also use existing Figma patterns to work independently to create impactful experiences that deliver the right message in a way that makes sense to customers.
On this page:
• Top-level planning template and guided tour
• Plans onboarding tour
Top-level planning template and guided tour
Plans is a cross-project planning tool that can be hard to set up. To help draw in new users and retain existing ones, I worked on a project that identified key actions that demonstrated the value of Plans and walked them through those actions.
We believed that helping users set up their first plan would:
- demonstrate the value of this cross-project planning tool
- increase the number of successful plan creations
- increase retention and repeat usage of Plans
To achieve this, I:
- outlined the actions involved and plotted them against the defined user personas
- made recommendations for small UI changes that would simplify this tour
- wrote content for each stage that demonstrated how to do the action and why they might want to do it
This work was successful because:
- 35% of all users completed the tutorial in an average of 3 min 18 seconds
- 71.4% of those who completed it them set their plan up ‘correctly’ as defined by the project goals
- 24% of users were still using their plan after one month
- drove a 1.23% conversion rate of Standard to Premium and a 3.5% conversion rate from Free to Premium when used as an upsell feature
Plans onboarding tour
After releasing the new navigation, I updated the multi-step spotlight tour that showcases the many features in Plans.
In order to revamp this tour, I:
- documented the steps that needed to be included in the tutorial
- used content testing tools such as Optimal Workshop to refine feature groupings
- refined copy to be friendly and warm when possible
- also called “writing with a wink” per Atlassian content guidelines
A successful upgrade to this spotlight tour would:
- reduce the number of steps
- increase completion rates
- better educate users about the Plans feature
As a result of this change:
- 38% of users completed the onboarding spotlight tour (up from 15% before)
- the tour is two steps shorter
- it just feels better