Amplio Learning Technologies, an Ed-tech company, provides a platform tailored for educators and interventionists working with students with special needs. They faced significant challenges with a 50% attrition rate occurring within the first 2-4 weeks after new users signed up.
Amplio strived to boost the share of new users that successfully complete the onboarding process on their platform, and gain insights into the underlying mechanisms contributing to their high attrition rate. Identifying and addressing these factors was critical to improving the overall user experience.
Our team adopted a lean and fast-paced methodology comprising three main components: 1. User Journey Mapping: By signing up as new users, we experienced the onboarding process firsthand and mapped out the potential focus areas. 2. Internal interviews: We conducted interviews with Amplio’s stakeholders subject matter experts to understand their perspectives on the challenge. 3. User Interviews: Direct discussions with the interventionists using the platform helped us gather insights into their needs, pain points, aspirations, and usage habits. In collaboration with Amplio’s product team, we integrated both quantitative (log data) and qualitative data (interview outcomes) to comprehensively map the user journey and identify critical drop-off points during the onboarding process.
Findings and Results:
Our analysis revealed several key insights:
Based on these insights, we recommended focusing Amplio's platform around a single feature during the initial adoption phase to simplify the user experience and ensure engagement. This approach would allow users to familiarize themselves with the core functionality before introducing more complex features.
Impact:
Amplio took strategic steps to reposition their platform as a one-feature product based on our recommendations, aiming to streamline their onboarding process and enhance user retention. Although live results of these changes were pending at the project's completion, the shift in strategy is anticipated to positively impact user engagement and retention. We established a strong relationship with the client, with prospects for ongoing collaboration to continue refining their user engagement strategies.
Insights:
Focused Feature Introduction: Simplifying the introduction of platform features can significantly enhance user adoption by reducing initial complexity and focusing on core value.
Strategic Product Positioning: Positioning a product to highlight a single feature initially can serve as an effective strategy to engage users and encourage deeper exploration of additional features over time.
“Having an external team questioning basic assumptions has proven to be highly valuable. Q’s team insisted on independently studying our users’ journey and behavior, which, apparently, was different than what we internally imagined. This process changed perspectives on where bottlenecks lie. Though, in the back of our mind, we knew what the challenges and solutions are, the study highlighted critical paths and triggered us to immediately shift weight and priority.”
