How can Publet explain the value of their product to their website visitors and start them using their interface as quickly as possible? We created and tested prototypes on potential users to find out.
Publet is an early stage start-up with an innovative new publishing platform. The platform offers magazine publishers and marketers a simple interface that allows them to design for multiple screens and print simultaneously.
Publet thought that the best way for visitors to experience their product's value would be to get new users from their homepage into the interface as quickly as possible. They asked us to make recommendations for their user sign up flow by creating, testing, and iterating on prototypes.
Our Process
We conducted interviews and user testing sessions with 4 marketers and journalists, recruited through craigslist and mutual acquaintances. The sample size was limited because we only wanted participants with strong mental models of how their work group assembles content into a finished product.
We interviewed our participants about their publishing needs before having them test the prototypes. We asked them to narrate their experience in the prototypes and then the Publet interface. Checking their comprehension allowed us to identify features requiring further explanation.
Top Findings
At the beginning of the on-boarding process, users want
a general awareness of what the product is; and
to know whether it can help them make money.
The on-boarding process needs to balance
clarity on Publet's value proposition;
knowledge that Publet produces both print and responsive digital media;
instruction on the interface; and
brevity.
The Design
Our solution focuses on getting visitors into the interface as quickly as possible. Spending time in the interface creates investment, making it more likely they will sign up. Ultimately, in order to see what they create in the interface, they are forced to sign up.
Many thanks to my collaborators on this project, Wesley Haines, Philip Pan, and Alexis Park.
