📌 Disclaimer - This is a personal project, and a one day case study. I was in no way associated with DevRev at the time of working on this project.

What is DevRev?

DevRev is a platform for managing developer-customer relationships allowing businesses to grow. It enables organisations to engage with customers and convert product feedback into delightful experiences.

I saw a posting about hiring Product designers at DevRev, I thought how can I stand out, I did manage to find the "How". I went ahead and decided to optimise the onboarding experience for a particular persona — customer success, keeping in mind the existing design system.

Deconstructing the journey of a new user

So I went through the DevRev onboarding flow and decided to break it down into 3 parts —

1. Profile creation process

2. Product walkthrough

3. Core workflow

Next steps

I decided to narrow down the focus points in each flow and focused on understanding the design thinking and research that went into creation of original screens.

After narrowing down the focus points, my next step was to know how well they perform. Since I did not have information about usage data, I decided to run a test among a couple of friends in the customer success space and asked them their opinions on the same (these were more helpful in designing the personalised dashboard)

Profile creation flow —

Areas of improvement

After identifying the problems, I started mentioning possible solutions for each problem, taking inspiration from the competitive research and exploration that I did.

Visual Hierarchy - More defined visual hierarchy can be established to provide a better onboarding experience for the user.

Copywriting - The mission statement of the company might not be as compelling for the user to take an action, we can encourage the user to take an action by changing it to a copy articulating the value proposition.

Due to an existing pattern I observed that the users can enter their own name in the input field due to lack of context. It can be solved by changing the copy.

I took an assumption that most organisations will want the ending of the link to be the organisations's name, so the users will have to rewrite the organisation name in order to complete this step.

Collecting persona of the distributed users is something that I liked here, it can be used to give a more personalised experience to the user, However, these two screens above can be combined into one single screen — as you can see the user has to perform two actions to complete one step.

One major areas of improvement is the invite screen in the flow. The core value of the product increases with other team members using the product as well, But to send invite to other team members, either the users have to type in their email address or they'll have to paste a set of emails. This can be a time consuming task and cause a lot of friction in onboarding.

Proposed solution

After narrowing down the areas of improvement, I started iterating on the solution. I kept in mind, that I don’t wanna get carried away and make some major changes.

I established a visual hierarchy that is followed on all screens and changed the copy to "Bring customers closer to you with the power of DevRev" that highlights the core value propositions offered by the product.

When user continues with google, we can ask the permission to access their google directory that can be used later in the invite flow.

Combined two steps into one by changing the next trigger from the continue button to the role cells.

An autogenerated editable link can help in removing an extra step to rewrite the organisation name at the end of the URL — I've kept it editable so that the user can change it if they want to.

Also changed the input field label to "Organisation Name" to establish context and to avoid any confusion.

The invite flow can be improved by adding additional options to invite other members of the organisation. This can be done by taking access of the google directory of the user in the first step along with other permissions. This will allow the user to to send invites to the team members with just one click.

Product walkthrough flow —

Areas of improvement

When a new user lands on the page, they are bombarded with a lot of information which can be overwhelming. Instead a personalised walkthrough can be created to nudge user to perform a core action.

Another important action for a new user will be to invite other team members of the organisation onto the product. But the invitation option has low discoverability. It can be made easily discoverable for a new user to provide a friction free experience.

Proposed solution

Short and simple guided walkthrough for the user that asks them to perform actions. This walkthrough can be personalised for each persona — for example; a user from customer success team will visit the Inbox under the support section on daily basis, whereas a developer will visit the issues section more often.

Improved the discovery of invite option by adding it to the side menu on the home screen. Also added a dashboard screen under the support section that presents all information, shows successful and risky areas, and would update the user on what happened.

Core workflow — future improvements —

Core workflow consists of the most essential actions that will be performed by a user on a daily basis. Based on my research by understanding the other customer success products, I decided to add a dashboard under the support section.

The dashboard will display all the information necessary for the user on a daily basis to decide their next steps. It will present all the successful and risky areas, and will give a update on what happened.

Key learnings

I read a lot of articles in the span of 3 days and got an opportunity to learn about this genre of products. I got an opportunity to educate myself about the B2B sector that was completely new to me

That’s all! Thanks for sticking around till the end, it really means a lot to me :) I hope it was insightful for you, If you have any feedback do let me know!