Usability Study on the Setting Up Process of Clipt
Quant + Qual
Evaluative
Usability Testing
User Funnel
A usability study on the setting up process of Clipt (an app developed by our team from 0 to 1: Diagnose why user dropped off in the setting up process and identify the underlying usability problems in the flow to improve the app retention.
Year: 2020-2021
Team: OnePlus
Role: Lead UX Researcher
Method: Iterative Usability Testing
Research Type: Design UXR
Background
A growing need in cross-device information transfer
During the pandemic, increasing number of people start to work from home. OnePlus users always feel annoyed to send zoom links, photos, and files to their laptop or tablet from their Android based devices or vice versa.
How do you send text on your desktop to your phone?
How do you get a photo from your phone to a laptop?
The Product - Clipt
“Airdrop” for all devices, seamless information transfer across platforms
Clipt is a seamless clipboard which creates a link between all of your devices to increase productivity. Users can seamlessly and safely send text, photos, and files over the cloud by synchronizing your clipboard. It’s as easy as copy on one device and paste on another and works in the background.
Problem
Data indicated issues in the
setting up process
The core of Clipt is information transfer among different devices. So for each user account, there should be at least 2 connected devices in order to make Clipt work properly. BUT from user data, I noticed that the average number of devices per account is only 1.27.
This indicates that many users didn't managed to connect to a second device, which means that they didn't complete the setting-up flow.
Goal & Research Questions
Understand the reason why users didn’t finish the setting up process and improve the overall retention rate
01
In which specific step(s) did we lose most users?
02
What were the barriers and problems that users met in the step(s)?
03
How can we fix the problems to reduce the drop-offs?
Method
User Funnel Analysis
Moderated Usability Testing
01
In which specific steps did we lose the most users?
User Funnel
Work with designers to streamlined the 2 different user flows, from mobile and from desktop, in order to build an exclusive map including all the possible cases users might encounter during installation.
Then I named the key screens and set up the “behavior flow” with developers in Google Data Studio.
Results
The highest drop-off happens on the two screens marked below.
02
What were the barriers and problems that users met in the steps?
Usability Testing
Participants
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N = 5
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Android users
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Chrome as the default browser
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Haven’t used Clipt before
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Recruited from the OnePlus community forum
Process
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Participants Key tasks: Finish the setting up of the app
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Key metrics: success rate
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Designers, PM and developers were invited to the sessions
Results
From the usability testing, we figured out that the welcome email with installation links failed to guide users through how to add a second device.
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Users get lost when there is some delay in the welcome email.
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Users can easily get distracted by other information in their mailbox and did not finish the setting up.
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Users tend to check the email on their phone instead of check on desktop.
Also, we intended to force users to click through the instruction card before they can use the app, but…
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The “Learn” text button is too small to be noticed.
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The card does not seem to be something clickable to users.
03
How can we fix the problems to reduce the drop-offs?
Iteration
Iteration 1
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Add a progressive bar to encourage users to finish the whole setting up process.
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We choose to ask user to type in the short link for installation on desktop instead of sending an email with installation links.
Iteration 2
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Remove the original banners on the homepage since it was a blocker to get to the main screen of the app.
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Show the instructions on the Congrats page when user successfully linked a new device.
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Highlight the “learn how to use” button to encourage user to click through
Impact
Reduced drop-off
Reduce the drop off rate in setting up by 11%
User funnel established
Set up the user funnel which can be used in the long term to track product performance
Build trust on UXR
The team are fully aware of the necessity of UXR. We as designers and developers would be biased since we are too close to the product.
Reflections
What I learned from this project
Data is powerful
Data is a powerful tool to arouse attention and make impact
Seeing is believing
Simply by observing real users to use real products can help stakeholders build empathy with the users.
Test early
Test early and continuously in the design iteration process before launch.
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