As a drawing pen tablet company, Wacom offers software bundle for creative beginners to ensure they are equip with the necessary software to start working. This project goal was to boost a new revenue stream for Wacom, by revamping the product registration process, so users can easily activate their software bundle. After the new user flow was implemented, the conversion successfully increased by 8% YoY, and the customer support inquiry went down from being the 3rd highest issue into outside the top 10.
PROJECT OVERVIEW
(2023)
Business objectives:
To increase software as a new revenue stream by converting more Wacom users to register their product and activate their software bundle.
User’s pain points:
The process was complicated consists of 15 steps across 5 touch-points.
This was the 3rd highest Customer Support inquiries.
A sub-optimal end to end conversion.
My role:
Conduct usability study & conversion analytic.
Create customer journey flow & wireframe.
Lead 2 product designers (desktop & web).
ACHIEVEMENTS
The new user journey reduced the amount of steps from 5 into just 4 touch-points. Additionally the user can easily register their product by scanning a QR code via their mobile phone, completing the process within 2 touch-points.
Increased YoY Conversion:
After this new journey was fully implemented, conversion increased by 8% YoY.
Reduced in CS Inquiry:
The related Customer Support inquiry was reduced from the 3rd highest issue into outside the top 10.
Process change:
This project revealed the need of a process change from two teams to do an integrated experience and QA testing.
FURTHER ACHIEVEMENTS
In addition to revamping the registration process, the software card design was updated to further optimise the conversion. To make it easier for the creative beginners finding out which software matches their interest, an image was added on the new card design. As a result, this further increased the conversion by 0,5% which was validated via a month of pilot AB testing.
Card design improvements:
After one month of AB testing, the new design lead to 0,5% increase in conversion.
More engaging navigation:
For each visit to the account page, users spend more time exploring the software offer list.
AB test framework:
The team learned this project as a pilot AB testing, which such iteration can be utilised more in the future.
Image credit: Wacom | UI Design: Galin Dimitrov & Jessica Priesmayer
