Buildxact, a construction software allows builders to measure and estimate the total price to construct a home using plans, pricing from tradies and supplier.
Should the quote be accepted by their client, the software extends it’s functionality to assist builders build better rapport with clients through a client portal, be more efficent by a task scheduler as well as be on top of all their spending and invoicing with accounting capabalities. Buildxact’s mission is to solve end-end problems for the builders.
The Objective
Data analysis showed that the conversion rate for trials was below the company’s objective, and the cost of acquisition was too high (CAC). The company was aspiring to move from a sales-led-growth to a product-led-growth company. The objective was to increase trial conversion by 20%.
Drive conversation with stakeholders to prioritize customer feedback, surface facts, synthesis actionable insights, prioritise design solutions, test and monitor performance.
Timeline: 10 months
Experience designer in cross functional team: Marketing, Sales, Product, Customer Success, Engineering.
Confluence, Miro, Pendo, UserInterviews.com, Optimal Workshop, Axure RP, Figma
Conducted quantitative research in the form of survey to quantify the goals trial users were trialling to achieve to go hand-in-hand with the qualitative data.
In-depth click-tracking analysis on page funnelling, time on site, core tasks benchmarking for success rates, failure rates, and overall gap analysis.
Both methods generated facts by which we ideated further to derive to opportunities for experiments. In some cases we mapped our confidence and risk towards some hypothetical solutions. In some cases we applied best UX practices, in others released experiences to specific cohorts against control groups (A/B testing).
Facilitated workshops within team (PM, Engineering & QA) to build empathy by mapping a customer’s journey map.
Facilated workshops to assist stakeholders in prioritizing efforts, with the impact vs effort matrix. Conducted audit efforts to improve guides in app, in workshops with content writers and customer success.
Reporting
Organized extensive reporting dashboards by month to analyse stickiness, adoption, funnel drop outs, core task success rates, time to value metrics, time on site using Pendo
Most experiments had measures of success in order to benchmark, but as well should the experience is worst and needed to be reverses.
Over +40 different efforts equally spread out between qualitative research, quantitative research and features released were undertaken over 10months, contributing to an increase of interest 9% in the conversion of trials to paid subscribers.
Image below is of the new signup form that requires less fields, as well as some auto filled inputs such as IP detectors for country and state (vital to the sales process) to reduce completion time.
The introduction of a OTP (one time password) meant trials and existing users didn’t need to set up a password, allowing users a faster login. Going forward this meant an activation email was removed for all trials, thus reducing time to log in to the app
An onboarding profiler was introduced in order to understand user signing up for a trial. This informed the Job-To-Be-Done framework, and served trials a different onboarding journey based on the selection. It as well informed the Marketing, Sales and Customer Support with richer profile data of the trial and the objectives to be met in trial.
In order to reduce the time to value we introduce a quick start widget that outlined the core tasks one needs to follow in order to produce a quote. Each step had a progress tracker. The tasks by-passed issues trials faced due to a bloated information architecture and object dependancies.
