Web and mobile
User Experience Design
User Interface Design
Project overviewDgraph Cloud is the only native GraphQL graph database built for the cloud. The product targets two main user groups: app developers who need flexibility working with GraphQL, and C-suite executives striving for scalability.
Current metrics showed that drop-off rate and time to first value is below industry standards. A strategy that considers true user goals – focusing on outcomes instead of features, is of utmost importance.
As a Design Lead, I contributed to the company's growth in a variety of ways:
There was no problem getting new users in the door. Dgraph Cloud sign up was growing at an average of 63% per week. Yet at least half of those new users were not launching a backend (next step down the funnel).
At the outset of the project, the team decided to rethink the onboarding process in attempt to bridge the significant drop-off between the two steps.
Dgraph Cloud's funnel including Login (top) and Launch a New Backend screen (bottom)
Dgraph Cloud's free tier that limits user's usage to 1MB data transfer/day.
Imagine only given one chance to launch a project to test out a tool. You'd probably take a step back and think it through before you act on it.
Through 11 customer calls with users who left their accounts empty, we discovered that developers were saving the 1MB data transfer per day limit to launch their "best project". There's an added burden on the users that the product failed to take into consideration.
As a designer solving a problem in the developer space, competitive analysis helped me understand what workflows, concepts, and interaction paradigms my target audience are already using.
The goal here is not to re-invent the wheel but be purposeful in implementing elements and flows that would benefit our users the most.
List of companies explored during competitive analysis.
Users are in the door but they don't act.
"Yet another tool to learn" is the last thing we want.
Through user journey mapping, two things stood out to me:
Apart from giving users a series of how-tos, I implemented an App Store that provides a list of "one-click to deploy" sample apps to get the users started.
It was also communicated upfront that sample backends can be deleted anytime to free up the 1MB data transfer per day limit.
Metrics measuring the success of our existing guided tour shows that users are actually not more likely to launch a backend having gone through the tour.
As a team, we decided to put less emphasis on the current guided tour yet keeping it available for any users who still finds it helpful. The redesign of the guided tour is in progress, but that's for another project.
We can't expect a user to go from free trial to paid without having to experience the product. A more subtle nudge at the right time was critical for our conversion rate.
This means that we removed the upgrade modal right after account creation and incorporated incentives like greyed out features to drive conversion.
Developers often have somewhat different requirements and expectations compared to business users and everyday consumers. To design a successful developer product, understanding the dev world is crucial. There are no shortcuts.