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I was tasked with improving the user experience in various parts of the app, including text editing flow, editor and browser extension onboarding flows, and refining the upgrade to premium flow, with a specific focus on the checkout page and pricing page.
As a sole designer on the team, I collaborated with the Product Manager/CEO and a Developer with the goal of making the app resonate with the growing user base and driving overall growth.
When I joined, InstaText had an established user base and was striving to reach the 2 million users milestone. The efforts were focused on increasing the usage of the web editor and introducing the browser extension to users. During my collaboration, we released a new, revamped editor, and I collaborated on various UX challenges related to the redesigned product.
These challenges were brought up by user feedback received directly through support, through a feedback form within the app, and discovered via Mixpanel analytics.
I'll describe three UX challenges I tackled while working with InstaText and how I addressed them.
The primary feature of the web app is a two-canvas editing workspace accompanied by an editing toolkit. The old editor toolkit was cluttered with multiple, similar-looking buttons, making it confusing for users to navigate through the canvas.
The action of each button in the toolkit wasn't immediately clear. Analytics also showed that some buttons were infrequently used.
Users were hesitant to upgrade to premium plan since they didn't understand clearly what it consisted of, and the checkout process had multiples UX issues.
We found out through user feedback that we needed to clearly outline what each of the plans consist of and make it evident on the pricing page that there are two different plans available. The Teams plan also lacked clarity and didn't attract organizations through website effectively.
Special emphasis was placed also on refining the user journey of checkout, providing clear guidance through each step, and ensuring essential information remains prominently displayed at all times.
We aimed to increase the percentage of users trying out the browser extension after downloading it. To achieve this, I conducted competitive research and prepared an updated user flow. Some of the outcomes of the extension onboarding related activities were:
In the initial phase, we conducted internal brainstorming sessions to explore ideas and looked into the data and user feedback. These sessions were essential in laying the groundwork for design efforts.
To provide structure to these ideas, I transformed them into user flows for both conceptual clarity and alignment with stakeholder objectives. Following that, I created wireframes, followed by high-fidelity UI designs, and iterated based on teams's feedback.
After implementation, we monitored analytics and gathered additional user feedback to assess the success of the changes. I also took the initiative to update the design system, unifying the visual language across the product, website and landing pages.
Data-driven design decisions
I learned the invaluable role analytics play in product design. Insights from Mixpanel and Google Analytics fueled my work alongside user feedback, guiding decisions with precision and clarity.
Wearing more hats at the same time
In the dynamic environment of a start-up, my responsibilities extended far beyond design. I managed multiple tasks including crafting email flows, planning new features, and strategizing product launches. Embracing these varied roles honed my adaptability and broadened my professional skill set.
