IBM’s Brief
B2B applications often require specific technical or business knowledge in order for their customers to become active user of the product. The journey from Discover, Try and Buy to Active Usage is complex. How might AI be incorporated into the end-to-end onboarding journey in a B2B context?
The Problem Statement
New end-users find current onboarding processes too general, too long, and not related to their daily work tasks.
HWM create a personalized and concise onboarding experience utilizing AI for a new end-user in an enterprise corporation.
My Role
Researcher
Product Designer
Process
We began by conducting a comprehensive analysis of competitors offering products similar to IBM Cognos Analytics. From there, we narrowed our focus to gain a deeper understanding of our target users.
After all our research through multiple people, we understood onboarding in a B2B environment and what that means fore a user who’s buying our product. What are the different stages of that onboarding process?
The three stages of onboarding:
Discover
Try & buy
Active usage
Onboarding Definition
The process beginning from the user's initial sign-on interaction with the product to the completion of the user's desired task without assistance. Onboarding teaches the user how to solve their problem or do their job, using the software product.
Once we established our problem definition and onboarding framework, along with the user journey, we initiated our research process. Our primary research comprised user interviews and surveys.
Primary User Research
General user interviews to identify key user types
Targeted user interviews to uncover pain points and areas of opportunity
User onboarding surveys to validate and update insights on user pain points, onboarding behaviours, and attitudes
Secondary User Research
Competitive Research
Trial version testing
Focus on signing in, learning and getting help
General onboarding process research across all aspects of our lives
obtain best practices and major pains of onboarding
The Role of AI Purpose Statement
IBM can offer a personalized onboarding experience by preparing an onboarding path/journey with custom tasks based on the user’s job role, job descriptions and industry.
Sources and Implementation:
Primary Data
Public data scraped from web
Data obtained from user’s employer
Secondary Data
Session Time
Click Actions
Having gathered comprehensive information about our users and identified their pain points as well as their ideal onboarding experiences, we have commenced work on the wireframes for the prototype.
Medium Fidelity Prototype
Usability Testing
Based on the feedback received from our initial usability testing, we have integrated user insights into the prototype and developed a high-fidelity version for our presentation. Below are the screenshots of our high-fidelity prototype.
