Yesware Installation Redesign
Role: Design Lead. Team included Director of Product, Director of Product Marketing, researcher, and engineering.
Overview and Results
The product and marketing teams at Yesware wanted to reduce the significant drop-off in the marketing funnel between sign up and product installation. To successfully start a trial, each customer has to download an extension and give Yesware authorization to access their Google account. Through research, synthesis, several design iterations, and A/B testing, I successfully improved our no-touch sales funnel and this design was rolled out to all users.
- Improved the installation rate by 21.9%
- Created a better first experience and higher conversion rate
- Addressed user concerns during the sign-up process
Empathizing with the User
This project began with observing six first time users from our target market installing our product. Key findings:
- Installation caused a fair amount of confusion because of abrupt transitions and lack of expectation setting
- Users had anxiety about which email account Yesware was authorizing
- It was easy to lose the Google auth screen since it appeared in a new window
- Users did not understand why we needed so much access to their browser and email account
Understanding the Core Problem
While most of the research pointed to problems with the Welcome Page, my intuition that redesigning that screen would not create the large impact we wanted. To lift our conversion rate, one of my proposed solutions was to get rid of the modal entirely and to focus on solutions that would:
- Maintain a consistent and transparent experience that guides users through the process
- Give the user more information about installing the extension
- Address the awkward transition from the marketing site into the user's email
- Prevent the welcome screen from popping open on the wrong email account
- Solve the problem of losing the Google auth window
Installing the Yesware Browser Extension
(Left Old flow) After clicking "Get Started" on the marketing site the chrome extension prompt appears on top of the greyed out screen.
(Above New Design) After clicking "Add Yesware to my Inbox" on the marketing site the user sees a new page in the same style and tab as the marketing site that explains the installation process and primes them for clicking the "Add extension button."
Giving Yesware Access To Your Google Account
(Left Old Flow) After installing the extension, the Welcome Page displays a blocking modal. Clicking the "Link This Gmail Account" prompt launches a new Google auth window. The prompt on the blocking modal is now inactive.
(Above New Design) After installing the extension you stay in the same tab and get a message about authorizing your Gmail account with a single prompt. Clicking the prompt brings you to a Google auth page in the same tab. As a result, the design sets clear expectations and prevents losing your place in the installation process.
Retaining Users Who Hit Cancel
In the new flow, I added in messaging for users who canceled out of the Chrome installation and the Google auth page. In both examples, we use this opportunity to answer the key questions users have for the specific step they are on.
- 30.5% of users who canceled out of the extension installation finished installation after seeing "Why We Ask For Permissions" dialog box. (Top screen)
- 21.1% of users who canceled out of the Google auth process finished installation after seeing "Our Promise To You" message. (Bottom screen)