Adverity Portal

Adverity wants to automise interactions between the product and the user, this will allow Adverity to have a “self-service” offering which will reduce the new users' onboarding time. Adverity Portal will allow users to sign up to a free plan and enjoy the product with the option to upgrade their plan at any time.


Adverity 2021 / Quarterly Shaping & Building

Adverity Portal is an ongoing project. A version is shaped and built on a quarterly basis

My role

I was assigned to the Adverity Portal full time as one of two UX and Service Design resources. The pod was made up of a Product Manager, Back-end & Front-end engineers, UX & Services designers.

Project Summary

For Adverity Sales, many potential customers are either not profitable to acquire and convert manually, or these customers simply do not want to talk to a sales people to purchase the offering.

At Adverity, we want to aim to create and scale a “self-service” offering. This means acquiring customers and eventually turning them into enterprise or high-paying customers later on.

The Adverity portal is our opportunity to enable this new sales channel.

It is a new stand alone application, that should be accessible from the website, and customers can sign-up without any help, and enter into a commercial relationship with Adverity without a sales representative.

The Problem

The market has changed a lot of the last few years. We now live in the digital world where most customers have an expectation to gain access to the tools they need instantly. They no longer expect to have to go through lengthy sales processes or wait a long time after signing up. A lot of the processes we currently have, during customer onboarding are manual. They are heavily reliant on manual input from staff and therefore acts as a bottleneck in the rapid growth of Adverity.

Another concern is the lack of transparency for the end user around their subscription. Customers like to have control of their assets. This level of control gives comfort to the end user. Currently, this is not possible and requires a conversation to renew or cancel.

Our users

Initially our Sales Team will service our Enterprise customers the Portal will service Startups and Small business customers.

The Solution

This product will be a separate application from our main Adverity Platform. It will be eventually enable multiple provisioning of Environments to one Account of Adverity Portal. However it will first start of only providing a single free plan to any customer that signs up

The Adverity Portal is due to be for all new customers. It will be the first entry point into Adverity that will allow customers to see full visibility to their relationship with Adverity. This means they will eventually be able to see all products they have purchased with Adverity and as well as be able to manage their purchases.

Research

1. Our current Sign up process

We mapped out the current onboarding processes the company has. We also had a look at who are users are and who the decision makes would be for spending money on acquiring or upgrading.

2. Analysis of competitors and other product Sign up process

We then looked at onboarding processes of well knows applications to learn how they have approached it based on their business type.

3. Our hypothesis for the Sign up process

We took to the white board and spent the afternoon ideating on what the potential Sign up could look like based of what we have learned. Taking into account the business objective the company has paired with insights from our current customers revealed by our Account Management team and studying the use cases of other well used products. Once that was completed we created a digital version in Miro.

Ideation

From sign up to portal, the next task was the structure of the application. There would be two scenario’s a free plan and then also a paid plan. Who where the relevant stakeholders in the organisation we needed to represent and what information did we need to generate from this central point.

From more Service Design approach we interviewed and worked with the Marketing Team for the upsell and sign up, the Sales team to qualify customers for the CRM, the Legal team for compliance and lastly the Accounting team to integrate a billing solution.

Working further with these two scenarios we started mapping various flow as we discovered that there would be various user experiences based on the business offerings. For us this meant we had to think about: 1. What happens when the user first lands in the portal 2. What happens when they have been there for a longer period of time 3. What happens when they upgrade their plan 4. What happens if they are an existing user

Business changed the timeline, we had to narrow down our first delivery to MVP Our focus going forward would only be the free plan offering and the sign up We had to create a flow - validate with other stakeholders and use the Design System to create our UI.

Design

We translated our Miro flows into basic Figma flows using our Design System components, thus giving the engineers sight of what we would like to achieve.

We worked simultaneously with the backend engineering team. As they set up the backend we did finalised design to hand over to the front-end engineers.

Close collaboration with the Product Marketing team was also essential. A cohesive experience between the marketing website and the platform is essential to ensure the user feels comfortable in all 3 areas Adverity owns.

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Please be advised due to the sensitive nature of the work and respect for my previous employer I am not going into detail on the projects but rather discussing my role and responsibilities while in the position.

Thank you for your time.