Self-service Onboarding

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.‍

With these goals in mind, I designed a streamlined sales, sign up and onboarding workflow:

The new workflow included was design with the goal of reducing touch-points by enabling a self-serve onboarding workflow. A few:

• SSO-protected 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 deals. A few themes emerged from these sessions that informed the design decisions:

1. The pivotal moment in the sales cycle was learning how other Marriott properties operationalize 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 internal playbooks detailing which customers to engage and how.

Landing Page

I designed a Marriott-exclusive landing page that prominently featured 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:

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 user behavior analysis, I identified the activation was achieved when users engaged their first customer. To accelerate this milestone, 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 went inactive, we sent reactivation emails to help maintain adoption during the trial.

Additionally, in collaboration with the customer success team we wrote sample playbooks to help customers get operational and automated provisioning new accounts with templates they can use to engage visitors right away.

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