But no matter who they are, they are treated the same…

New and existing users get placed in the design workspace, where they are presented with a blank canvas and no explicit instructions.

Users struggle to complete initial tasks without a certain amount of training.

Trial conversion rates are poor.

To extend the high-quality relationships over time. 

We ran numerous research studies throughout the years to understand the customer’s relationships with our products and how it develops over time. We delved into what makes users love the products they use. Our extensive research allowed us to create a framework around three key pillars - proving value, building trust, and expanding reliance.

We then began to validate the framework with a story that covered key aspects of the first pillar, “proving value” and creating a successful first-use experience.

Framework validation

Once we established clear storyboards of the first pillar of the framework, we ran interviews to validate the framework's value and answered the following questions.

1.     Are the items in the framework the right items?

• Yes, however, the options are not easily understood without walking through the workflow. We need to clarify what each step provides upfront and help customers know what they will get from the options. 
• Customers requested that we remove the question regarding individual vs company. Additionally, they expressed confusion about the intent question, which sparked other ways to reframe it based on tasks or roles. 

2.     Are the items in the framework in the right order?

• Yes, customers resonated with the order of the overall first launch framework.

Through the process, we created an overall strategy for scaling Personalization across all Autodesk products. We then outlined an incremental first-step approach in the Personalization initiative called "First Launch". 

Target personas

We focused on providing a tailored First Launch experience for four primary personas as part of a micro-pilot experiment, and we plan to expand to encompass all types in the future.

Success metrics

Increase the number of users landing in an appropriate workspace.

Increase the number of users successfully starting a first task in the appropriate workspace.

Improve trial to Commercial Conversion Rates. 

Increase the % of users relaunching F360 for the second time during the trial period.

We ran numerous ideation techniques during various sessions with key stakeholders and customers. Our primary objective was to enhance the onboarding process, making it more efficient while delivering a delightful and engaging experience.

Outcome

Increased the number of users landing in an appropriate workspace.

Successfully guided new users to starting a first task in the appropriate workspace.

Doubled the trial to Commercial Conversion Rates. 

Increased the % of users relaunching F360 for the second time during the trial period.

Received VP funding to build a company-wide Personalization team

Insights recommendation initiative coming soon!