Autodesk is a design software company that serves customers across the manufacturing, architecture, building, construction, media, and entertainment industries. Autodesk has taken a leading role in the development of robotics, Augmented and Virtual Reality, and 3D printing. Autodesk partnered with TUG to improve the conversion rate for a companion mobile app.
The Problem: Low Conversion Rate for Mobile App Trial Users
In order to improve the conversion rate of customers trialing a companion mobile app to AutoCAD Mobile, Autodesk wanted to understand the customer experience of using the app.
The Solution: Research Mapped Out Critical Stages in the Evaluation Process
TUG conducted research that enabled the team to differentiate between three stances users took when evaluating the trial app. We developed a model for each user type that mapped out critical stages in the evaluation journey. TUG identified obstacles, points of confusion, and opportunities for improvement for each kind of user depending on their stage in the journey. These models helped the stakeholders share the reality of the user’s experience with the broader product development team.
How We Succeeded: A Longitudinal Study with Current and Potential Users
TUG conducted a longitudinal study in the US and UK that included remote and contextual inquiry with current and potential target market and industry users. Round 1 consisted of customers who had conducted a trial but not converted and others who fit a customer's profile but had yet to use the product. Round 2 involved a second interview with people new to the product. TUG conducted these interviews at their office or home and observed them as they downloaded the app onto their mobile device and began using it for the first time. Round 3 then consisted of follow-up interviews with the new users to debrief a set of assignments they were given during the contextual inquiry.
Epilogue
The journey maps helped align the team around a shared understanding of the user’s perspective and proved valuable as they worked to improve the product.
“TUG was a big part in this process!”
—Tal Solomon, Right after Autodesk’s UX team won the Design Management Institute Award in 2017.