A solid first impression is everything especially, when setting expectations for a new tool.
By providing a more intuitive starting point for each section of our service I've managed to lessen the learning curve for new users.
I've been working at AWeber for almost 5+ years now. This feels like an eternity in the tech industry.
Lately I've been working to address customer retention, improving the experience for new users.
Like any application development environment we tend to work in virtual environments. Virtual environments provide us with a production like atmosphere that we can experiment with, test our changes, then push our changes live to our customers. It's a great way to work, however, our production environments come with a few disadvantages.
One disadvantage is that the data in our testing accounts isn't real because we aren't actually using our own tool. Often times we will test something thoroughly using the data that we have in our virtual environment only to push it to one of our staging servers where we find out there is an edge case scenario we couldn't replicate in a non production environment.
Another disadvantage is that you forget what it's like to start from the beginning. My work environment is full of data as if I was an already established email marketer which is something you start to become numb to. But imagine how different that dashboard would look for a user setting up their first subscriber list.
I wanted to get the new customer experience exactly as everyone else encounters it.
Allow me to show each page I encountered followed by how I redesigned it.
I created a new "blank slate" design for each of the pages in our control panel.
For example, if we knew our customer hadn't sent any emails yet, when visiting the Broadcasts page they would see a "blank slate" design coaxing them to create their first message.
One of the things I tried to incorporate into this project was the imagery we created for our features pages.
I realize that this wouldn't be the case every time but the hope was that after reading about our features a customer would open an account and then recognize the features they just read about inside the application.
Here is a screenshot of one of our features pages:
When logging into your new account you are presented with some Getting Started guides.
Broadcast messages are one of the main features of AWeber. A broadcast is a one time email newsletter sent by customers to their subscribers.
As it stood, from a new user's perspective this page wasn't ideal.
Follow Up message (a.k.a. autoresponders) are automated emails sent out in a timed series.
Sign up forms are a tool used by our customers to gather subscribers.
Our subscribers page is where you manage the people on your email list.
This project was quick to comp, took minimum (if any) development resources to implement, and had a huge impact on new customers!