Improving Unbounce’s Customer Loyalty

The Team

I worked on a team of four for this project. Myself and one other UX designer along with two web developers.

Who is Unbounce

Unbounce is a Vancouver based software company that gives customers the tools to create custom landing pages, without the need for a developer. They started off in 2009 in a small office in Gastown, today they have a global customer base of over 120,000, and have powered over 1.5 billion conversions. Unbounce has remained at the top of the game, coming out with many new features and updates to their software over the years. While their company has grown, so have their competitors.

How Might We

How might we attain high customer loyalty as Unbounce introduces new products and makes changes to features?

Project Goals

1. Understand the driving force of customer churn rate
2. Discover effective customer retention strategies
3. Design a solution that attains high customer retention

Research

Unbounce’s current product is a drag and drop style landing page builder, where no code is required to build a beautiful landing page. The main issue that customers have reported is lack of sufficient help and lack of analytics and reporting.

Customer Sentiment

We looked into customer sentiments from generally happy customers, but focused on the aspects of Unbounce that they didn't like. We started to notice a theme: customers want more robust analytics and more help documentation for the complicated software.

Market Research

As we looked deeper industry trends and why customers may stop paying for a software product, we uncovered more insights. Firstly, the landing page builders market is projected to grow significantly in the next 10 years, which means Unbounce will continue to have fiercer competition. Secondly, offering help to users is vital for making sure that your churn rate stays low.

Competitor Analysis

We looked into Unbounce's main competitors comparing the features that they had alongside Unbounce's features. The main area where Unbounce is lacking is surrounding their analytics they provide within the software.

Target Demographic

Our chosen target demographic is individuals working in marketing or advertising aged 42-57 (Gen X). The reasoning behind this is that 5% of Unbounce users are in advertising or marketing, making them some of the top users by industry.

Persona

Based off our target demographic and secondary research, we crafted our persona, Sam Francis.

Storyboard

The storyboard follows our persona, Sam Francis, as he first discovered our digital intervention.

UI Inspiration Board

Before designing anything, we created a UI Inspiration board looking at three main features:

1. Analytics Dashboards
2. Pop Up Modals
3. Side Bars

View the full UI Inspiration Board

We built three solutions for Unbounce's platform:

1. A new feature modal to alert users about a new feature and give them the option to learn more
2. A robust analytics dashboard to give users more insight to the performance of their landing pages
3. An in-depth help section to offer support to users when they encounter confusion on the builder

View the Figma prototype

New Feature Modal

Putting users first when new changes happen is integral to not confusing and upsetting loyal clients. The first time a user logs in after a new feature is released, a modal will tell them about it and allow them to learn more via Unbounce’s documentation and community posts.

Analytics Dashboard

Unbounce’s current analytics are lacking. While users can try and connect 3rd-party software to get more data from their landing pages, this can be confusing and time consuming. Now, when a user logs in, they can view more granular data.

Help and Support

As new features are released and less technologically capable users start using Unbounce’s builder, offering robust support for when users encounter issues is vital. Additionally, 55% of customers stick with a brand when they can easily find the information or help they need.

React Application

We worked with the two developers on our team to make a live version of the analytics dashboard. While we only had 24 hours to do the entire project, we were still able to achieve a result pretty close to our original wireframes, plus more added animations and hover states.

View the React App

Key Insights

1. How integral customer retention is, especially for SaaS companies
2. The importance of collaboration and communication
3. Listening to what your customers want is vital for reducing churn rate

Next Steps

1. Conduct user testing on the Figma prototype
2. Continue to develop, design and make the React version more responsive
3. Conduct user testing on the React prototype