Pantheon

The challenge

As Pantheon transitioned from a sales-led to a product-led company, it was essential to optimize the first-time user experience in order to drive growth.

Approach

As a Product Designer with a focus on growth, I worked with several others across the org to analyze the first-time customer journey. This involved conducting interviews to understand customer needs and pain points, and mapping out the journey from the first touch point to registration, onboarding, and retention.

Working closely with the Product Manager, we identified several key areas for improvement.

teardown

Redesigning the first-time experience

To address these areas, I designed several experiments aimed at activation and retention. These included:

• Creating a guided product tour
• Streamlining product sign-up
• Creating better empty states
• Streamlining website creation
• Reducing workspace confusion
• Surfacing features for new users

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Insights through rapid testing

Throughout the design process, I used rapid testing to validate design decisions and test for usability and content comprehension. This allowed me to iterate and optimize my designs, ensuring the best possible experience for Pantheon’s users.

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Creating a playbook for product testing

I collaborated closely with the Product Manager to create a blueprint for A/B testing to ensure that our product design decisions were grounded in data and user feedback.

Together, we developed a set of guidelines that defined the specific metrics and KPIs we would be tracking, as well as the methodology we would use to measure the impact of design changes.

We also established a hypothesis framework, which allowed us to test various design iterations and make informed decisions about which ones were most effective in meeting our goals. By using this rigorous testing process, we were able to validate our design decisions and ensure that the final product was optimized for the needs of our users.

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Results and outcomes

• We successfully launched our first growth experiment.
• We delivered a growth experiment roadmap and backlog.
• We created a blueprint for product testing. This included a playbook and documentation for running an experimentation practice.
• Our experiments led to an increase in website creation, which is a core action for users.
• Through experiments, we learned valuable information about our users.