Raising CSAT to help reduce user churn
Leading360 - A self-managed leadership assessment service
Embedded Files
RoleÂ
Product Designer
Team
Product Designer
Product Manager
Software Engineers
ToolsÂ
Figma, Miro, Google Doc & Sheets, Zoom
Context
Leading360 is a subscription-based global leadership index platform that provides reports, analyses, interventions, and reflections to help leaders take action to improve their performance, skills and effectiveness. Leading360 users include Individuals, Small & Medium Companies, and Coaches & Mentors.
Problem
User feedback showed that users had difficulty answering the assessment questions, and the assessment report and result failed to deliver meaningful reflection on them. The user feedback survey showed dissatisfaction with the assessment-report-result customer journey experience, and users were reluctant to purchase another leadership assessment package.
Solution
Improving the assessment-report-result customer journey. We expect this improvement to enhance users' assessment-taking experience, leading to increasing Customer Satisfaction Score (CSAT) and reducing churn rate in the longer term.Â
Solution details:
Long-term performance monitoring.Â
Easy navigation between the assessment, report, and result pages.
Using a progress bar and fewer questions on each assessment survey page.
Using visually appealing charts to display assessment scores, accompanied by legends and relevant interpretations to aid communication.
Improving the report's white space, layout, and readability while also making it visually appealing.
You will read about...
Business goals and problemsÂ
Business goals and problemsÂ
Business goals:
The leading 360 goal was to increase user retention who paid for individual subscriptions, to increase profits and lifetime customer value (LCV) which will result in growth and the transformation of leadership practice in the targeted markets.
Problems:Â
There was an increase in customer churn rate. The user feedback survey revealed friction and unhappiness with the assessment-report-result customer journey experience, with respondents hesitating to purchase another assessment package for other leadership characteristics.
Current screens of the assessment-report-result customer journey
Our approach to measuring successÂ
Our approach to measuring successÂ
How can we provide a pleasant and seamless assessment-report-result customer journey experience for users? How we can measure our success toward the goal?
Qualitative metric:
Short termÂ
A goal of at least a 10% rise in Customer Satisfaction Score (CSAT)Â
Reduce user churn rate & boost retention :
Long termÂ
Fix friction points and challenges in the user experience.
Give users a higher level of value by improving current features and meeting their needs.Â
Qualitative feedback from user interviewÂ
Qualitative feedback from user interviewÂ
 I ran user interviews to collect qualitative feedback on the friction spots and dissatisfaction in the assessment-report-result journey, as well as identify user pain points and needs.
# Challenge
A client's unwillingness to conduct user interviews was a constraint I had. To get their buy-in, I explained how having a (stakeholder) interview with them helped me to better grasp the project's scope, goals, problems and users, thereby putting us on the same page.
I then kept on explaining how understanding the needs, preferences, and pain points of users can help me make informed decisions and deliver user-focused solutions, ultimately reaching business goals and metrics. Fortunately, the positive outcomes of the first interview convinced them to agree to the second, which was user interviews.
Findings:
Complicated navigation between assessment, report and result pages
Boring assessment survey
non-meaningful/informative charts
Lack of clear picture of the user assessment's performance status
Lack of long-term performance tracking
Poor readability and non-engaging report.
Friction points in the customer journey
Friction points in the customer journey
Friction points and complexities in the journey of assessment-report-result were identified through user interview research that helped our team to realise the user pain points and needs in different touchpoints. I modified the journey to reduce navigation complexities and touchpoint frictions.
Explore competitors solutions
Explore competitors solutions
I analysed the competitor's user panels, their assessment journey, the assessment report and results. The goal was to discover the solutions and strengths so that we could clearly see how we could deliver more value to users to retain the current customers.
Some key solutions:
Description of the assessment process (take-result-report) and how the process works (video or brochure)
Free self-assessment option
Report demo request /sample report
Visually engaging report
User-friendly assessment survey
Informative and meaningful graphs
Brainstorm and rank solutionsÂ
Brainstorm and rank solutionsÂ
I brainstormed a list of potential design ideas ranging from the first step of taking the assessment to the last step of receiving the result. As a team, we discussed ideas in depth to prioritise and approve the final solutions.Â
Approved solutions:
Easy navigation between the assessment, report, and result pages.
Using visually appealing charts to display assessment scores, accompanied by legends and relevant interpretations to aid communication.
Improving the report's white space, layout, and readability while also making it visually appealing.
Using a progress bar and fewer questions on each assessment survey page.
Long-term performance monitoring.Â
Solutions prioritization
View wireframes
Design iteration and testing
Design iteration and testing
After receiving approval from stakeholders, the tech team and the product manager, the new solutions were tested, iterated, and refined.
What we learned
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It was difficult for users to focus on each topic in a series of questions, thus they often missed some of them. (Higher rates of error).
Users could not see how far they had progressed in the survey and did not feel as if they had accomplished anything.
No way of cancelling the test, just by closing the pageÂ
All the assessment page design iterations in one glance
Customer feedback surveyÂ
After the final iteration, the Customer Satisfaction Score (CSAT) was measured by asking users to rate their experience, helping us gauge overall satisfaction more straightforwardly. The result showed a 10% rise in Customer Satisfaction Score (CSAT).Â
Metric Result
Metric Result
Qualitative metric:
Short termÂ
A 10% increase in Customer Satisfaction Score (CSAT) more than our set goalÂ
Reduce user churn rate & boost retention :
Long termÂ
Reduced user churn rate by 3.1% (Non-disclosure agreement)
Final iteration design screens
Final iteration design screens
Next stepÂ
Next stepÂ
Our plan is to monitor user satisfaction levels along this journey and find novel approaches to enhance the features even further by doing monthly interviews and regular customer feedback surveys.
TakeawaysÂ
TakeawaysÂ
Communication and Collaboration
I learned the value of team collaboration. I believe effective cross-functional communication strengthens team alignment, user fulfilment and satisfaction, speeding the design process.
Throughout this project, I engaged in multiple online meetings with team members and key stakeholders to update them on the project's progress, conveyed and validated the design decisions, and asked for feedback. In collaboration with the development team, I attempted to ensure the feasibility and usability of design solutions.
Data Visualization
Having had the chance to work on a project with lots of data sets, I deeply understand the value of data simplification. A large volume of unstructured data can seem overwhelming for users. Data visualization makes it easy to comprehend by blending charts and graphs. This makes the data more natural for the human mind to comprehend and therefore makes it easier to identify trends, patterns, and outliers within large data sets.
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