CASE STUDY
Thryv Onboarding
Thryv's Marketing Center helps customers collect leads and manage campaigns. I partnered with a product designer and product manager to overhaul onboarding for new customers.
The problem:
We were missing our churn rate goal among new customers. We needed to take a look at our onboarding process to understand how we could help users learn the software in a way that shortened their time to value.
Our team:
Driver: Content Designer
Approver: Executive Director of Product Design, Director of Product Management
Contributors: Product Designer, Product Manager, Product Marketing team, Sales team, Research
Informed: Chief Product Officer
1. Empathy and discovery
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We began by studying data regarding the current onboarding process. At what point did customers churn? What parts of the setup were especially difficult?
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We conducted interviews with new customers and those who had canceled their subscriptions within three months to get their feedback on the onboarding process.
2. Ideation
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Discovery yielded a couple of key takeaways: customers wanted a more personalized onboarding tailored to their goals, and craved more understanding of how what they were doing would benefit their business.
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We performed some competitive analysis for onboarding, and then convened a workshop to ideate on solutions to address these needs.
3. Design
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Our solution was centered around the idea of a "marketing health score" that would evaluate a user's online presence and deliver targeted recommendations based on their needs and goals.
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We created a flow which collected information from the user before onboarding. This enabled us to show their health score and a custom setup list right when they first open their app.
4. Prototyping
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I revised the onboarding content to feel more personal, warmer and conversational.
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I pulled the jargon out of the setup tasks and, addressing the user's desire to understand how their actions were helping them, I added short value statements to describe the benefit of each item.
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The PM and I worked with our AI team to develop AI-driven recommendations based on user goals and needs.
5. Testing
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After collecting internal feedback from a large group of stakeholders across Product, Marketing, and Sales, we had a testable iteration.
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Quantitative and qualitative results were very encouraging. A/B testing showed a clear preference for the new onboarding model.
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Released in beta, we've had positive feedback from success managers, a lower churn rate among users of the new flow, and a drop in support tickets.