02 – REDGATE

Increasing customer retention rate through  onboarding

02 – REDGATE

Increasing customer retention rate through onboarding

02 – REDGATE

Increasing customer retention rate through onboarding

02 – REDGATE

Increasing customer retention rate through onboarding

02 – REDGATE

Increasing customer retention rate through onboarding

Redgate is developing Compliant Database DevOps solutions.
Redgate is developing Compliant Database DevOps solutions.

Redgate is developing Compliant Database DevOps solutions.

Redgate is developing Compliant Database DevOps solutions.
Redgate is developing Compliant Database DevOps solutions.

Created while working at Redgate, 2019

Created while working at Redgate, 2019

Created while working at Redgate, 2019

Created while working at Redgate, 2019

Created while working at Redgate, 2019

Framing the problem

In the collaboration with the senior product designer and the product manager, I created the new onboarding journey to increase the renewal rate for SQL Prompt plugin. 

SQL Prompt is a plugin for SSMS and Visual Studio for writing, formatting, analyzing, and refactoring SQL code. Even though SQL Prompt has many features, 50% of customers use only one feature (suggestions), which sometimes leads to them not renewing the license.

 

Framing the problem

In the collaboration with the senior product designer and the product manager, I created the new onboarding journey to increase the renewal rate for SQL Prompt plugin. 

SQL Prompt is a plugin for SSMS and Visual Studio for writing, formatting, analyzing, and refactoring SQL code. Even though SQL Prompt has many features, 50% of customers use only one feature (suggestions), which sometimes leads to them not renewing the license.

Framing the problem

The problem with the former website was an outdated and non-responsive design. Before the project kickoff, the client conducted small-scale research where they found that the target audience perceives the website as “cold” and “hard to navigate”.

My role was to redesign the website from the ground up, in a collaboration with the stakeholders and developers at Enterwell.

With the new website, the goal was to make the user feel like the Hrabri telephone's website is a safe space where they can ask for help, learn how to deal with different situations and emotions.

Due to the client's budget constraints, no further research was conducted, and instead, I relied on best practices for great user experience and desk research. 

Mapping the customer journey

After familiarizing myself with SQL Prompt I have created a realistic and ideal customer journey. The biggest issue is that only half of the customers explore Prompt further after discovering suggestions.

One reason why that might be the case is that suggestions show you the value fast. All developers are familiar with code autocompletion in SSMS/VS, and SQL Prompt suggestions go further by giving advanced suggestions and therefore saving time.

Redgate SQL Prompt - Realistic customer journey

Realistic customer journey

Realistic customer journey

An example post with Alegreya Sans and Alegreya Sans SC fonts used for this project

An example post with Alegreya Sans and Alegreya Sans SC fonts used for this project

Redgate SQL Prompt - Ideal customer journey

Ideal customer journey

An example post with Alegreya Sans and Alegreya Sans SC fonts used for this project

An example post with Alegreya Sans and Alegreya Sans SC fonts used for this project

Simplifying the customer journey

Although there are many useful features we realized that we need to show the features which show the most value, and based on the data agreed they are suggestions, snippets, formatting, and code analysis.

Redgate SQL Prompt - Refined customer journey

Refined customer journey

"How do you feel today" questionnaire 

"How do you feel today" questionnaire 

Creating the copy

From the refined customer journey, I have created the overarching themes and copy which was then refined through the process.

Since not everyone will go through the onboarding or read the body text, I wanted to phrase the titles in such a way that show what is the main goal of this specific feature and through that interest customers into reading more about it.

Redgate SQL Prompt - UX Copy 2
Redgate SQL Prompt - UX Copy

Oveararching themes (left) and copy used for the onboarding journey (right)

Video of children web page showing various animations I created

Video of children web page showing various animations I created

Exploring different options 

I chose a two-column layout with text on the left and graphic on the right. Initially, I wanted to have GIFs on the right which would show the feature in action, but only images were allowed due to the limitation of the programming language used.

My goal was that even if the customer does not read the body text, just by looking at the image, he would understand the value of that feature.

Redgate SQL Prompt - Prototyping

Exploring various onboarding options 

New Hrabri telefon home page

New Hrabri telefon home page

Continued onboarding through SSMS/VS

In the final step of the onboarding, there are external links to training courses, documentation, and product articles. The issue with this is that not many people will actually use that and that you want to keep the customer in your app. Once they open external links they might get distracted by something else.

So instead I proposed that we make use of the power of the SQL Prompt snippets feature and continue the onboarding inside the SSMS/VS.

This way the customer can type ‘PromptTips’ in the development console at any time, and learn how to use the SQL Prompt by doing, as well as get tips on how to make most of the plugin.

Redgate SQL Prompt - Prompt Tips

Wireframe shot of the last onboarding step

Wireframe shot of final onboarding window

Wireframe shot of final onboarding window

Final design

In the end, the onboarding process consists of 6 steps, 4 of which are the features of SQL Prompt. As this was rolled out after my Internship at Redgate has ended I cannot say about the impact on the renewal rate.

Check out the final onboarding prototype below:
Alternatively, click here to start.

© 2020 Denis Maček

© 2020 Denis Maček

© 2020 Denis Maček