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Informed Onboarding with JTBD
Challenge
Combatting churn
We were facing high rates of churn which impacted revenue goals. Focusing on our enterprise teams, we discovered that the sales reps who didn’t commit to using our applications were more likely to churn, and the biggest drop-off happens right after onboarding. We set out to uncover how we can improve product onboarding and eventually offer bespoke onboarding for our top customers, a highly-requested feature.
Scope of work JTBD Research UX Design
Industry Software Field Sales
Team Product Designer (Myself) Head of Design Product Strategy Officer
The Outcomes
- Discovered new sub-personas and misconceptions in old personas
- Defined core Jobs to be Done for each role (Rep, Manager, Leader)
- Identified 19 key paths for optimal retention
- Established 7 “Sales Plays” to address Sales Leader’s top concerns
- Designed net new Bespoke Onboarding feature
Approach
JTBD Research to understand our users better
To ensure our JTBD weren’t centered around one persona, we targeted a broad range of Leaders, Managers, and Reps across large orgs, small orgs, and independents who were either existing or churned customers. I conducted 4 user interviews with existing customers, and my colleague conducted 5 interviews with churned customers. We then shared and discussed our findings.
Research Outcome 1
New Persona Types
- Explorer v Speedster
- Coach v Reluctant Manager
- Visionary v Maintainer
This shaped my ability to understand our users initial reactions and goals with our product, which can differ from role to role.
To the right, you’ll see a framework I created to guide discussion. The JTBD in the circle of confidence (purple) were the ones we decided to focus on.
When I’m learning a new territory and accounts, I want to easily pick up where the last rep left off so I know how much attention each account needs.
Research Outcome 2
Defining core JTBD for each role
With input from our users and stakeholders, we were able to define our users top JTBD based on our user roles of rep, manager, and leader.
We ran a stakeholder brainstorm with each department to see if there were any new JTBD that Product didn’t catch during our user interviews.
Green = Marketing
Yellow = Sales
Pink = CS
Blue = Product (fueled by user JTBD)
Guiding principles
It’s important to understand exactly what level of value someone needs, because it might not be as high as you think.
Research Outcome 3
Identified specific user journeys for optimal retention
By taking our top JTBD, we were able to define 19 specific click/tap paths that our team should use for onboarding flows on our web and mobile apps. These informed the UI that was created later on and served as a starting point for Bespoke Onboarding MVP.
To the right, you’ll see 2 of the 19 JTBD we narrowed in on across all 3 roles.
Each week, I want to know what activities that my reps are doing so I can understand which accounts we should stop visiting.
Research Outcome 4
Establishing the future vision for Sales Plays
Out of scope of this project, it still helped to define where our team saw the future of onboarding when it reaches its full potential while JTBD research was still fresh in our minds.
By taking a step back, we found the main questions that users try to solve and the exact steps they should take in our application to find those answers:
- How do I bulk up my pipeline?
- How do I track my reps’ performance?
- What is driving revenue?
- and 4 more…
Next Steps
Now that JTBD research has been conducted, it's time to narrow our focus to Bespoke Onboarding on our web app for our enterprise customers.
BESPOKE ONBOARDING RESEARCH
Meeting with Sales Leaders
Over multiple weeks, we met with top sales leaders to learn about their expectations for a custom onboarding experience. We defined their pain points with the current onboarding process and what their ideal onboarding process would look like in our application.
We found that they cared less about the UI and more about the content and experience of the rep onboarding process. They also felt it was imperative that Owners and Managers be able to assign the guides at the role, team, and user level from our UI.
ITERATIONS
Defining the rep onboarding experience
Using information gathered from our research, I defined the UI for the onboarding experience. We came across many unexpected technical constraints with the third party tool we used, Frigade, which largely shaped the design direction of the initial iterations.
Bespoke Onboarding is currently being built, and we’re all excited for the MVP to be launched so I can share more updates about the outcomes in Q1 2025!
