Onboarding Workflow

Solution

With a clear articulation of the problem, I orchestrated a workshop with leaders from marketing, success, and sales to map the customer journey and ideated on ways to streamline.

Goals

1. Scale sales: Our strategy of direct sales doesn't scale, instead we should explore ways to scale sales by automating outreach and enabling customers to view product demos on their own.‍
2. Reduce friction: The current manual sign up doesn't cut it, instead we should explore ways to reduce friction to sign up by enabling customers to enroll without team intervention.‍
3. Improve adoption: Our training is yielding low adoption, instead we should explore ways to improve adoption of new users by providing in-app guidance to help users get to the "aha moment".

With these goals in mind, I designed a streamlined sign up and onboarding workflow to reduce touch-points and help guide users users throughout their adoption journey:

The workflow included new touch points and  changes to product and processes that, in conjunction, accelerate the sales cycle:

• Private landing page: Customers can use their internal Marriott employee number to access a landing page via SSO to learn about the product, watch a pre-recorded demo and view preferred pricing.
• Trial sign-up form: Customers can sign up to have immediate access to their property’s data with their Marriott property code.
• In-app tours: New users go through a product tour that guides them through core features and set up steps.
• Onboarding emails: New users receive a drip email campaign introducing the core product features and prompting users to complete setup process when slipping away.

Exploration

To ensure we're communicated the right narrative, I interviewed recently enrolled customers to understand what ultimately closed their deal and what pain points they had operationalizing the product in their properties:

A few themes emerged from these sessions that informed my design decisions:

1. The pivotal moment in the sales cycle was viewing case studies of how other Marriott properties utilize the product.
2. The standout feature that closed deals was the ability to request permission to use user-generated content on their own social channels.
3. All customers who successfully adopted the product developed playbooks detailing which customers to engage and how.

Landing Page

I designed a landing page that prominently featured a call-to-action to watch a product demo and showcase case studies to provide hotel managers a reference point of how impactful was HYP3R for similar properties as their own.

In collaboration with success team, we re-recorded demo video using real content form other Marriott properties to help contextualize what end-users would experience once logged into the product.

To validate the content strategy, I conducted an A/B test using distinct layouts with different content approaches: Feature-centric, JTBD-centric, and ROI-centric.

After test was completed, we validate Model B resonated with the most with users, due to a more clear call to action and the framing of product benefits around jobs to be done.

Emails

Through interviews and analysis of user behavior, I identified the critical milestone for activation was users engaging their first customer. To achieve this outcome, I designed an email sequence that introduced this core features on the first week, followed by reminders until user completed the first key action.

Once the user engaged their first customer, we dispatched additional emails highlighting essential features,  case studies and best practices on how to maximize their ROI. If users wen inactive, we sent reactivation emails to help maintain adoption during the trial.

Additionally, in collaboration with the customer success team, we defined and provisioned new accounts with templates to ensure new users already had playbooks they can follow to engage customers.

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