Challenge

How can we simplify the onboarding process for Managed WordPress product?



Design Process

ANALYSED CURRENT EXPERIENCE

I reviewed the existing Managed WordPress onboarding process from landing page to first site creation. I noticed that there were quite a few clicks a user had to make before getting started with their ultimate goal of building a site. Moreover, there existed a few forks in the process which din't convey where they would take the user. In total, after purchase, a user went through 9 different screens.


CUSTOMER AGENT FEEDBACK & CLICK DATA

We also talked to our customer agents who directly work with customers on a daily basis to solve their problems. We also looked at Clicktale videos to see user behavior during our onboarding. From the overall research, we uncovered three main user pain points:

CONDUCTED COMPETITIVE ANALYSIS

I started off with competitive analysis and looked at Hostgator, WP Engine, Flywheel, Kinsta, Siteground and a few others. I looked at the experience customers goes through from their landing pages until they create a site. I filtered out the competitors based on early analysis and took the process forward comparing Kinsta with Pro MWP only.




INSIGHTS
DESIGN PRINCIPLES
PROPOSED USER FLOW
MOCKUPS
USER TESTING & FEEDBACK

I then conducted a user test where I asked existing non GoDaddy WordPress website builders to walkthrough the existing and proposed flow.

Easier flow with reduced clicks.

Reduced decision making along the onboarding flow.

Quickly able to start editing the site.

Timeline

Results

Reduced the onboarding time by 80%

Reduced the clicks to first site creation by 55%

Report Out Document