Waters New Feature – Xiaoxiao Xu

Redesigned the In-app New Feature Announcement

Project Background

Waters_connect: An informatics platform for analytical laboratories.

Waters_connect is an informatics platform that helps scientists in analytical laboratories including quantitation, biopharmaceutical, and other accurate mass-based analysesIn conclusion, Waters_connect aims to push the boundaries of how laboratories use information.

Problem

The current method of announcing new features is inefficient and has a limited reach.

Waters_connect highly values the users' working efficiency through this platform. Simultaneously, numerous studies have shown that in-app announcements can boost user engagement and retention by 3x. In the past, we relied solely on email notifications, which, despite being informative, lacked efficiency. However, with in-app announcements, we can now provide a more effective and engaging way to communicate new features and updates to our users. The decision to shift to in-app announcements is a strategic business move aimed at improving overall user satisfaction and retention.

The Initial Prompt

How can an in-app announcement improves visibility and acceptance rate?

Design Process

Moving Back and Forth between the Develop and Define Stages.

In this project, the design process is not exactly a double-diamond model since I spent more time on the develop and deliver stage. Also, I went back and forth a few times between the develop and define stages because of going on the wrong track once.

Research Methodology

Integrating Primary and Secondary Research Methods.

To gain a deeper understanding of the business and user needs, I employed a combination of primary and secondary research methods. This involved conducting interviews and surveys with our target users, refining existing personas, and creating new storyboards. I also conducted thorough desktop research to identify UI patterns for feature announcements and address business requirements effectively. These efforts enabled me to gather valuable insights and ensure a seamless alignment between user expectations and company business objectives.

Collaboration with the PMs

It's necessary to prioritize some new features while announcing.

At the beginning of this project, I had several meetings with the project owners where they shared their vision for new features that are currently in the development process and are about to be announced. During these meetings, I also identified that all the potential new features have different priorities, with some being more important than others.

Desktop Research

Lots of people are resistant to changes, thus it should be quick & interactive.

I researched lots of UI patterns on "how to announce new features" and tried to Learn from best practices and identify common problems:

The forces of psychology work against you when you build new features. Unless a user is aware of the pain your feature solves, they’d rather avoid using it.
Only 21% of iOS users install app updates within a week of release
The benefits of a good feature announcement strategy are huge – you can reduce churn, improve loyalty, and boost retention.

Our Target User

“Efficiency is finding the best way to do things without compromising quality.”

Jake Adviento

Painpoints

Only has limited time and attention.
May ignore emial messaages.
Quick updates of new features or new updates.
Highlighting useful / most important ones.

Storyboard

Jake's day: Learning new features through in-APP notification improve his work efficiency.

With Email Notification

On a Monday morning, Jake entered the lab and opened the Waters_Connect cloud system as usual.

With In-APP Notification

Jake received an email about new features, but he didn't have time to check.

One of his lab members got stuck with finding certain data in one of the Cloud apps. Jake helped her by trying a few ways but didn't fix it.

Jake saw the in-APP announcement for AI solution (provides help and direct him to useful resources). He learned the new feature within 1 min.

Jake tried the new feature and the AI solution directed Jake to the correct data pool.

Jake solved his co-worker’s problem and the efficiency of the whole lab is maximized.

Reframe the Problem

How might we create an in-app announcement that improve visibility and acceptance rate and doesn't compromise efficiency?

Strategies

At the Right place, give it to the Right person, in the Right way.

After have a few initial meetings with my mentors and the PM of this product, I built better understanding of the needs of this project and developed my initial strategy based on that.

The Wireframe Planout

The Main Hub Page

The Specific APP Page - ex: Tenancy Manegement

The Final Solution

Certain new features got prioritized, while others follows a highlighted walk-through.

Top Bar & Notification Badges

For announcing important features at the hub main page

Catch user's attention

Easy to ignore

Doesn't cover the acess to the main functions

Highlighted Walkthrough

For announcing other features in its specific APP pages

Improves user engagement

Provides context

Improve visibility

Get Aligned in other Channels ( the Help Center)

A Link in the Help Section

More exposure, more chance that the user get to know the new feature

Testing & Iterations

Consider the reasons behind participants’ choice are more important than the choice itself.

I conducted 4 rounds of different testings with different test subjects ( including End Users, Project Managers, Principle Designers, Developers) to gain feedback and conduct further iterations.

The major comments I got mostly focuses on users' attention can be easily distracted, at the same time they don't have much patience and wish to ignore the announcement when necessary. Thus, I made some further iterations.

Design Evaluations

The visibility and acceptance rate has proved to be highly improved!

After 4 rounds of user testing, the new flow are proved to enhance the general visibility when announcing new features, and the acceptance rate reached 83%. At the same time, users are general pretty satisfied with the new flow. Here are a few highlights from the results.

Discarded Design

There's not a single "perfect" solution that fits all the products!

Before I settle down for the final design concepts, I proposed several other design options, but they all become design tradeoffs now. Even some of the design fits perfect for other product, but obviously, there's not a single "perfect" solution that fits all the product!

Pop-out Windows

Add constraints when accessing the main functions

Pop-out windows can be seen as intrusive or annoying by users, especially if they appear unexpectedly or frequently.

Checklist

It's hard for the user to distinguish which feature is more important.

It takes more time than the user expected.

Adding an Alert Button

Users may not notice the announcement since it does not catch their eyes.

Adding an alert button requires making more changes to the system.

My Takeaways

What I’d do differently next time.

Reconfirm user's needs and show my progress & approach.

At this time, I didn't show my initial approach with the product owner, which leads to a few design tradeoffs. Yet effective communication is key in UX design because it ensures that the designer understands the user's needs, enables collaboration among team members, facilitates an iterative design process, and promotes clarity and consistency in the final product.

Keep a more positive attitude since every unsuccessful attempt is a step closer to success.

Rather than viewing it as a failure, it's an opportunity to learn and improve from all the abandoned design ideas. Sometimes unsuccessful attempts can lead to innovative solutions. By exploring different approaches and ideas, designers may stumble upon a new and unique solution that they would not have discovered otherwise. Every unsuccessful attempt provides an opportunity to learn from mistakes.

Never Stop iterating.

At this time, I was still not fully satisfied with the final design, and was a bit regreted that I stop iterated at the final phase. UX design is an iterative process by nature. More importantly, Iteration is often a collaborative process, involving designers, developers, and other stakeholders.

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