This project was driven by the strategy to increase Tableau Mobile adoption among existing customers by improving the onboarding experience. The team focused on the pre-sign-in and sign-in stages of the onboarding journey. I explored both the short-term and future design solutions and we shipped the first version in early 2020. The first release saw a 7.7% increase in sign-in success rate for first time mobile app users (data from July 2020).
|Tasks||Ideation, User Stories, Interaction Design, Prototyping|
|Team||PM, Mobile Development team, Visual Designer, Content Writer|
|Result||Increased new user sign-in success rate by 7.7%.|
How can we communicate the value that Tableau Mobile offers to new users and help them sign in successfully?
Tableau Mobile is a companion app that allows Tableau users to access their business data in Tableau Online or Server.
Prior to this project, the app adoption rate and user engagement were low. Looking at data about where and when new users quit, the team found that a large percent of new users launched the app but didn't sign in. Among users who did try to sign in, a large portion of them quit after one or more unsuccessful attempts. As a result, we prioritized improving the pre-sign-in and sign-in experiences as the first step to improve the overall onboarding experience that could increase adoption.
Shown on the right is the old version of pre-sign in and sign-in flows. The UI was heavily loaded with technical terms (Server name etc.) but didn't provide any explanation about their meaning. The equal weight of sign-in buttons to Tableau Server and Tableau Online confused people about what they actually were signing into. Many new mobile users gave up at this stage and missed out on the value Tableau Mobile offers.
I worked with the Product Manager to understand the target users and their most important goal of signing into Tableau Mobile. Below is a brief summary of people who we aimed to help.
After hosting an official design kickoff with all stakeholders, I started mapping out the user flow of the pre-sign in and sign-in experiences. In this process I incorporated QR code sign-in as a shortcut for existing Tableau customers. This group of users won't need any specifics about which Server they're signing in, but they can simply sign-in to mobile when they're signed in to the web version of Tableau Server or Online. This flow helped with aligning the team on the direction the design was heading towards.
To gather early feedback from leadership stakeholders, I created a user journey map outlining the screen flows that different user groups would go through. This flow prompted many defining conversations such as: whether we could validate a product hypothesis whereby some people downloaded the app in an attempt to view visualizations on Tableau Public. Tableau Public is one of Tableau's most famous platforms that allow people to share visualizations for free. It also helped my partners on this project start designing content and visual elements in parallel as I continued to iterate on designs in more depth.
I worked with the product manager and scoped V1 UX to include a set of splash screens to communicate the product value and the regular sign-in experience that aims to help the majority of new mobile users. Here are some low-fidelity designs I explored:
Compared to the previous version, the new design helps with finding server url, communicates the value that Tableau Mobile offers and reduces the chance of people consulting the Help Center to file bugs. Soon after the release, the sign-in success rate for first-time mobile users increased by 7.7%.