Enhancing user experience through usability testing for SaaS product

Conducting usability testing and improving template usage

The case study illustrates our successful implementation of usability testing, resulting in significant product improvements and a notable increase in user engagement.

Advertising
Industry
2 specialists
Team size
Israel
Location
1 month
Project duration

[ Business context ]

The Onix team has been working on this project for over eight years. Adoric is a SaaS product designed for digital marketers seeking to optimize their websites for better ROI and conversions.

The platform offers a wide selection of pre-designed templates, allowing users to create lightboxes and build effective marketing strategies.

Recently, our designers conducted usability testing to gain insights into user behavior and preferences. They measured the number of users who opted to create a campaign from scratch and those who used templates. This provided a baseline understanding of how users interacted with the existing system.

Despite the availability of these professionally designed templates, Adoric faced an issue where users were not utilizing them as expected. User behavior indicated that many opted to create blank campaigns instead of templates.

Thus, the Onix team was engaged to propose solutions to enhance the usability of Adoric's product.

The Onix team was responsible for:

Analyzing user behavior to understand how many users chose to create campaigns from scratch and how many users opted to use templates.

Developing branding scanner technology that could recommend highly relevant templates for each user's website based on the collected data.

Measuring the impact of our solution by tracking key metrics, particularly the increase in template usage.

Don't let usability issues stop you from realizing your product's
full potential!

Solutions we provide

The main problem was the irrelevance of the templates presented to users. Users needed help finding templates that matched their website's specific requirements and objectives.

The challenge was clear: Adoric needed a solution to provide users with templates directly relevant to their websites.

Building branding scanner technology

Based on the insights from usability testing, our team set out to develop a branding scanner technology.

This technology analyzes a user's website and automatically generates a list of highly relevant templates based on specific data points.

When a user adds their domain, the system scans the site and collects data on:

01
Accent color
Identifying the dominant color on the user's website.
02
Font style
Recognizing the font used on the website.
03
Language
Determining the language of the website.
04
Industry of the site
Categorizing the website based on its industry or niche.

The proposed solution aims to show users templates that were closely aligned with their websites and goals. The developed mechanism scans a user's website and generates template recommendations based on the website's characteristics.

Core technology stack we used

Figma,

Google Analytics,

Hotjar,

Maze

Results

This case study is an example of how user-centered solutions and usability testing can enhance the user experience of SaaS products, ultimately leading to increased user engagement and satisfaction.

Implementing the branding scanner technology proved to be highly effective in resolving the template relevancy issue. As a result of this enhancement, users began to utilize the templates more frequently, aligning their marketing campaigns with their website's branding and goals.

Increase in template usage

Before

Create blank campaign

Choose template

After

Create blank campaign

Choose template

Adoric's transformation from a product where users predominantly created campaigns from scratch to one where templates became preferred demonstrated the power of effective usability testing and innovative problem-solving.

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