about
Podium helps local businesses unlock the power of text message to run their business. In 2022, I was tasked with increasing the conversion rate of users onto our Automations feature to improve retention.
OUTCOMES
Total automations discovered: (209 to 553) ~264% increase
Automation activation rate: (11% to 17%) ~51% increase
Designing for speed
A easy to scan browse experience leads into a quick set up experience of pre-made automations for speed.
designing for scale
A customization feature was planned for development after the short-term project of improving discovery. As part of my iterative process, I worked backwards from the end destination to ensure design longevity.
Process
project goals
Increase number of users using automations
Increase finding patterns to boost relevancy
Make time to activation shorter to boost conversion
my role
I led the design of this project, working with a product manager, development team, content strategists and internal stakeholders.
kickoff
A simple heuristic analysis showed that there were several clicks to accomplish even the lite version of task completion. A half-screen limited the possibility of improving discovery of automation.
Development
I created a study of minimal and maximal content on cards that would offer automation templates.
I stress tested multiple content structures to guarantee easy browsing for the user no matter where they were in their automations journey.
The automation builder would be developed after the automation templates. As part of my iterative process, I worked backwards from the end destination to ensure design longevity.
final design
results
As a result of this project, we were able to create a modular system that allowed our platform to scale, offering more solutions, making them highly visible, and feel easy to use.
Three other teams were able to make use of the system to embed automations in their respective workflows to support their product spaces.
moving forward
Shortly after the release of this work, our overall company strategy moved to increase premiums on some of our features, including this one.
I worked with out business strategy teams to put together a future vision of how we might increase conversion rates for paid automation features.
A key part of making our monetization strategy successful would be to create a resource for businesses to see the return on their investment in this premium offering.
