Redesign Laudspeaker Messaging Automation Platform

Overview

Laudspeaker is a dynamic marketing automation platform enabling users to effortlessly design and automate messaging journeys through a user-friendly drag-and-drop interface. Despite attracting new users, we faced a low conversion rate. As lead designer, I revamped the core feature, the Journey Builder, to elevate user experience and drive conversions.

My role

UX Design

UI Design

User Research

Team

1 Product Manager

2 Engineers

Timeline

03/2023 – 05/2023

Problem

New users were leaving due to challenges in using the core feature during their trial

Conversion Rate

< 10%

Research

What does the current Journey Builder look like?

To find why users were leaving during the trial, I studied journey creation sessions and conducted a heuristic evaluation.

Method 1: user feedback analysis

I analyze diverse feedback sources to create visual user journey maps, revealing insights during product trials.

Method 2: review screen recording

I analyzed 16 screen recordings in PostHog's backend, pinpointing user challenges during journey creation.

Method 3: heuristic evaluation

Collaborating with the product manager, I hosted a heuristic evaluation, identifying issues from a more expert standpoint.

Insights

Users were unable to create journeys, because...

Complex creation

Setting up a component took up to 7 manual steps.

Unclear next steps

Users lacked guidance for next steps.

Hard to understand

Confusion within the journey map and setting forms.

Design goals

Trim steps

Reduce journey creation steps for improved usability.

Amplify user guidance

Include suitable hints to enhance user confidence during trials.

Clearer communication

Enhance navigation and comprehension for journey maps and setting forms.

Ideation

Framework

I began with an initial framework to maintain consistent page layouts during journey creation. This ensured uniform user experiences and minimized confusion, covering button placement and interactions.

Adding a component

Next, I explored different ideas on adding a component. As this action repeats for multiple components, I aimed to minimize steps.

Detailed configurations

Lastly, I tackled detailed settings for each component. Considering diverse settings, I emphasized uniformity, scalability, and readability in design decisions.