Web App
Making Ubu more accessible
Ubu is an ad-tech SaaS startup company that provides DTC brands with the “swiss knife” of Instagram direct selling automation tools. From CRM to automated message flow and Shopify management tools.
Mission
My mission was to create a new homepage for Ubu’s web app, which at the time, was completely blank. This situation was confusing to our users and our customer success managers were drowning in calls.
Objective
The objective was to reduce the customer success managers’ workload by at least 30%. Our assumption was that if we had a more comprehensive homepage instead of it being blank, we would be able to achieve this goal.
Research
Our CSM team was overwhelmed by calls from customers unsure of how to use Ubu. We typically conduct multiple onboarding sessions to educate clients about the product features.
However, users often required additional support from our CSMs. The app, still in its beta release and lacking product maturity, underwent continuous updates and improvements. This created an added workload for our Customer Service team. After consulting with the team and reviewing call transcripts, we identified the areas where users needed the most assistance.
Our goal became clear: to alleviate the Customer Service team's workload by designing a solution that empowers customers to help themselves.
However, users often required additional support from our CSMs. The app, still in its beta release and lacking product maturity, underwent continuous updates and improvements. This created an added workload for our Customer Service team. After consulting with the team and reviewing call transcripts, we identified the areas where users needed the most assistance.
Our goal became clear: to alleviate the Customer Service team's workload by designing a solution that empowers customers to help themselves.
1st iteration
On the first iteration, we used a media-like layout mapping to some of our key features, as well as a release note section to let the users know about new and upcoming features.
Feedback
We looked at 8 different screen recordings from HotJar and realised that the changelog was uneffective because our users didn’t really care about it. They wanted things to work and to be easy. We weren’t satisfied with the illustrations either.
2nd iteration
In the second iteration, I enhanced the homepage's media aspect by presenting tutorials as articles and featuring publications in an Instagram story-like format. Additionally, in collaboration with our PM, we promoted two functionalities inspired by Manychat’s homepage, using a vibrant layout and updated copy.
Feedback
We tested this design with 5 of our clients who all reported feeling more comfortable using the app.Two months after launching it, we noticed a 47% decrease in client communications regarding confustion, which saved a lot of time for our CSM team and overall made our product more accessible.
