Tiffany H. Lam

Tiffany H. LamTiffany H. LamTiffany H. Lam
About Me
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Resume

Tiffany H. Lam

Tiffany H. LamTiffany H. LamTiffany H. Lam
About Me
Portfolio
Resume
More
  • About Me
  • Portfolio
  • Resume
  • About Me
  • Portfolio
  • Resume

New Feature Callout

How do we introduce changes in the UI that will alter customer behavior without causing significant friction?

Context

I had just completed an A/B test in the GoDaddy Website Builder that confirmed that a new Page Tree UI was a better experience for customers to easily view and manage pages on their website. The new UI increased page creation by 11%.


However, the experiment population consisted of new customers only. A short release of the experience to existing customers led to increased call center call volume. We needed to find a way to fix this issue before the experience could be released again. Hence, I led the effort to introduce New Feature Callouts inside the website builder.

Design

I created an initial wireframe using Excalidraw to illustrate how the callouts would appear and behave. I set up a UX Review and presented the proposal to the rest of the team for feedback.

Component Spec

I began creating a reusable React component that could be leveraged for future UI changes. I partnered with one of my teammates to review the component logic. Things that came into consideration:


  • Where should the state that determines if a customer has seen the callout before be stored?
  • Callouts should have an expiry date.
  • What is included in the code cleanup when a new feature callout is no longer needed?

Usability Testing

I implemented the first version of the callouts in production and released it to a small subset of customers. I simultaneously set up unmoderated usability testing sessions using usertesting.com to test the effectiveness of the callouts. and collect qualitative feedback on the UI. Here are some highlights:


  • 5/5 participants progressed through and closed the callouts
  • 4/5 participants recalled the messaging in the first callout
  • 0/5 participants recalled the messaging in the second callout

Final Implementation

Based on the results of the usability testing as well as continual feedback from the UX team, I updated the positioning of the callouts as well as the illustration style of the graphics in the callouts to be more aligned to the brand. After releasing the initial version to a small subset of customers and confirming that there was no increase in call volume, the callouts were released to all existing customers to introduce the new Page Tree UI. The callouts currently have 970K+ customer impressions.

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