Upgrade the Customer Journey with User Experience Maps and Reduce Churn

Upgrade the Customer Journey with User Experience Maps and Reduce Churn-03

This is a guest post by Ray Slater Berry, a freelance writer for Chameleon with over nine years of content marketing and social media experience. He specializes in product tech, travel, and SaaS. Ray is also a published fiction writer, with his first novel titled Golden Boy.

“Every dollar invested in ease of use returns $10 to $100.” – IBM, The ROI of UX

The above statement was made by the global business powerhouse, IBM. The company explains that it’s far more economical to consider user needs early in the design process than to try and solve them later. Based on the returns given in the above quote, we can calculate an ROI of 9,900%.

And considering the user needs early is exactly what a user experience (UX) map does, meaning creating an effective UX map has the potential to bridge the gap between business success and failure.

By understanding your user’s needs in the early stages of a design process, you’re more likely to consistently meet those needs, meaning a happy customer and reduced churn.

This is why we at Process Street have produced this article, your practical guide to user experience mapping.

Welcome and gather around the user experience campfire. Grab a marshmallow on a stick, a cup of something hot, and relax. Today you’ll learn the ins of outs of user experience maps and how you can create one in the leanest way possible.

Click on the relevant subheader below to jump to your section of choice. Alternatively, scroll down to read all we have to say regarding user experience mapping.

Once upon a time, in a land not so far from here…
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A Shiny New Look for our Favorite People

shiny new look

Today we’re excited to announce the release of Process Street’s new UI (UI or User Interface is a fancy way of saying “how the app looks and feels”).

If you’ve been in the app in the last day you would’ve seen we finished the last few screens of the new UI and the app now is completely converted over.

We’re going to be focusing on optimizing the look over the next few weeks as we get feedback from you, our users, on what you like and don’t like – in case that wasn’t clear, I’m encouraging you to talk to us : ) – [email protected]

Below are some of the key changes we made, but you really need to login yourself to experience it in all its glory.

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Freemium Conversion Rate: Why Spotify Destroys Dropbox by 667%

Freemium Conversion Rate

In 2015, The Fader reported huge news for Spotify. Out of its 75 million monthly users, 20 million are paying customers.

A 26.6% conversion rate is staggering on freemium products. As Jason Cohen says:

“A really good conversion rate for free-to-paid is 4%, like Dropbox. Awesome for them, but normal rates are more like 1%, and that’s if users are reasonably active.”

If 1% is average, and Dropbox‘s “really good conversion rate” is 4%, then 26.6% is absolutely bloody ridiculous.

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The Myth Behind Loading Times: Software’s Most User-Friendly Lie

Staring at the tiny LCD progress bar of the vending machine in a lobby, I realize nothing pisses us off more than indefinite waiting times. Especially people waiting for their coffee, their cheap flight comparisons, or their computer to finish doing whatever it’s doing.

Since the creation of software, there has always been loading times. An early example comes from Bob Stahl’s way-ahead-of-its time article in February 1986’s Computerworld.

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Improving Your SaaS User Experience for Customer Success

SaaS User Experience

I’ve talked at length in the past about the user onboarding process, the difficulties of first-time use and how empty states can solve some of these problems.

While this is all well and good when you’re trying to tackle user drop-off after the first session, what about the later stages?

Assuming that everything else has clicked into place for your user and they’ve made it all the way up to the purchase, you must have made a good first impression! Unfortunately, it’ll be all for nothing if your app is hard to use, awkward, inflexible or disappointing over the long term, or if your premium plan’s onboarding isn’t tight.

Post-sale UX optimization isn’t something I’ve looked at before, or even heard about. But writing a guide about SaaS customer success is not a small task and UX is definitely a big deal, especially because good UX makes it easy for Customer Success to do their job.

In fact, a good SaaS user experience takes the weight off customer support, too. Overall, you don’t want to put a barrier between your users and your app and most importantly for revenue, you don’t want to put a barrier between your paying users and your app.

Here are some SaaS user experience optimization pointers to think about which will make the lives of your Customer Sucess team easier.
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Concierge Onboarding: How to Make Customers Happy and Keep Them That Way

Concierge Onboarding

Megatrends — A Technological Prophet

The 1980s was the dawn of technology as we know it. It was also the dawn of hilarious technological hyperbole — you could hear the excitement in the voices of companies declaring they had built ‘the only computer you’ll need for years to come‘. Although laughable in the present day, commercial home computers like the Commodore 64 were a huge improvement on the monstrous machines of past eras so unwieldy they had to be built into rooms. In fact, for the first time in history, you could buy your own computer.

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