Lucidchart Onboarding

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The Problematic Situation

Lucidchart’s customers need to understand how to diagram through an onboarding process that encourages discovery and learning.

Company Overview

Lucidchart is an online diagramming and collaboration tool.

Project Details

Team: Andi Zhang, Fatima Rafiqui, Rohini Malpe and Zack Gilber
Duration: 3 months

The Challenge

The goal was to understand the needs and expectations of users coming into Lucidchart and design an experience that helps them with their first experience with the product. The project was meant to challenge the way we think about onboarding, redefining it and to think divergently in using different types of information to design a solution that is both valuable to the business and the users.

Why is it important for Lucidchart?

Improving onboarding is critical to improve retention and engagement with Lucidchart.

Our Solution

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1. User Recommendation

Currently, Lucidchart asks users about their background right after signing up. We proposed to use this information to provide relevant suggestions which will help users find what they need faster.

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2. Interactive Guided Tour

We wanted to help users do the most basic 3 tasks required for diagramming through an interactive and mandatory guided tour.

Our Design Process

We followed a double diamond process of convergent and divergent thinking. Our aim was to suggest practical design solutions with low risk and describe how Lucidchart can validate them in the future.

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Business Overview

For the amateurs or professionals seeking a cost-effective and secure process for visual communication, Lucidchart offers an intuitive and enjoyable solution. They do this through a polished interface that supports the mastery of dynamic functions, encourages a collaborative space, and guides innovative thinking.

Our goal was to discover their value preposition and understand and analyse their competitive market.

Our analysis of relevant market space.

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We performed SWOT analysis to understand the market space better.

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The Research Process

Our team conducted both qualitative and quantitative research to better understand the users. Lucidchart also provided us with their NPS data to help aid the research process.

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NPS Data: Quantitative Analysis

Users need Getting Started Guide a week or even 3-6 months after registration.

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People have trouble finding the most basic functions such as formatting text and colors.

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There was a higher retention rate for intermediate to advanced users.

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Qualitative Analysis

We devised our research plan on the basis of our assumptions and the insights we were hoping to get from the users. For this, we followed a three step process to decide who we wanted to interview, what we wanted to know and how we are going to achieve our goal.

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Our primary focus was individual users rather than teams. We categorised the users into two groups i.e new and experienced users and took semi structured interviewes. We also interviewed the stakeholders to understand the users better.

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What did the users say?

“If you can make the interface relate to the user it would make it better... Being a developer, my dashboard should reflect UML diagrams.”

“Looking at the canvas feels overwhelming at first because there’s so many options and tools.”

“I like to arrange the workspace of any software according to how I work. I think no two user’s dashboards should be the same.”

User Personas

The user interviews and contextual inquiry helped us gain valuable insights which falsified many of our assumptions. We used all these information to define the personas.

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Insights

Based on our research, we found the gap between Lucidchart and its users and finally concluded that there were three actionable insights.

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Concept Generation

We followed a principle driven approach, which were guided by the insights from our research. All the problems that users primarily indicated towards can be broadly classified under the three principles - Discovery, Familiary and Minimizing Congnitive load.

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Divergent Thinking - The first Iteration

We went through many sessions of meetings for concept generation. We challenged ourselves to think divergently and looked online for inspiration and exemplars. Through a series of iteration of ideas, we generated multiple concepts. We later assessed these concepts on the scale of feasibility, viability, and desirability. We also analyzed the concepts based on their relevance to onboarding. Out of many concepts we had in mind, a few of them were as follows:

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Final Design Solution

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Helping the users find what they expect and are familiar with can build a feeling of comfort with using a new tool.

Proposal 1: User Recommendations

Lucidchart asks users about their background after signing up. We proposed using this information to provide relevant templates to help users find what they need faster.

How does it work?

First, people select a title when signing in.

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A new dashboard can be shown based on tailored recommendations and can help first time diagrammers in getting started.

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Exemplar

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Design Validation

How will we test it?

Testable Outcome: Click Rates

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We learnt that ...

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Mastering a program takes a lot of time, but many users are still struggling with basic functions long after their first week. To learn a platform, basic functions need to be understood from the start.

Proposal 2: Interactive Guided Tour

We wanted to help users do the basic tasks required for diagramming through a guided tour, which were creating a shape, creating an arrow and selecting tools for the right panel.

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How will this work?

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How will we test it?

Design Validation

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Reflection

It’s been a long semester but together we learned a lot about the design process. Each member of the group learned from one another and helped consider different aspects of design (technology, business, development, and graphic). Thinking beyond feature solutions was something we all struggled with at first but got better with as we thought of crazy ideas as a team. We also got “stuck” on ideas sometimes, not knowing where to go with them or which ones to pursue. By switching modes or drawing out our ideas we were able to overcome these moments.