Now DigitalOcean

Previous SCAD
Selbert Perkins

 howrey’s to-do list
  • Amplify the Echoes of Personalization
  • Transform Technology
  • Paint a Canvas of Interactions
  • Ensure Resonance Beyond Function
  • Marry Precision with Passion
  • Craft Memorable Experiences
  • Give Voice to Design
  • Look Beyond the Click
  • Embrace the Extraordinary
  • Feel and Foster Impact

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set users up for successrevamping user onboarding at digitalocean

DigitalOcean's user onboarding experience was marked by complexity, deterring potential long-term engagement from new users, especially those less experienced with cloud infrastructure.

As a part of the work on the growth team, my team spearheaded a  redesign of the onboarding process, integrating intuitive UI/UX enhancements that simplified the initial user journey. By implementing step-by-step interactive tutorials and clearer navigation paths, new users were able to achieve their "Time to First Value" much more rapidly.

The redesign led to a 40% increase in successful onboarding completions, a 30% decrease in early-stage user drop-off, and significantly boosted user satisfaction scores. These improvements not only enhanced user engagement but also contributed to a noticeable uplift in subscription upgrades in the first three months post-onboarding.

Transforming DigitalOcean's onboarding experience to empower new users by simplifying team collaboration from the start.

Addressed the complexity in DigitalOcean's initial user onboarding by creating a more intuitive process for project owners to invite team members, enhancing user engagement and collaboration.

Developed a streamlined, educational invitation flow during onboarding, emphasizing early team involvement to improve project outcomes and user satisfaction.

Conducted experiments to optimize the invitation step post-sign-up, ensuring a seamless integration that aligns with user expectations and business goals.

DigitalOcean's onboarding process previously faced challenges with its complexity, particularly for users new to cloud infrastructure. Recognizing the need to enhance long-term user engagement, we embarked on a redesign of the onboarding experience. The key problem was the lack of a straightforward way for project owners to invite team members during initial setup. This not only hindered the immediate onboarding experience but also impacted long-term collaboration and project success.

In addressing this challenge, a fundamental shift in our team dynamics was essential. We advocated for a collaborative model where design, product management, and engineering operated as a three-legged stool—each discipline holding equal weight and responsibility. This approach ensured that all perspectives were integrated seamlessly, fostering a robust environment for innovative solutions.

For the design team, the directive was clear: advocate relentlessly for the user. I impressed upon our designers the crucial role they play in aligning user needs with business outcomes. Great user outcomes, I argued, inherently drive great business outcomes. This philosophy was central to our approach, pushing the team not to settle for incremental changes but to aim for significant impacts that could redefine the user experience.

With this renewed focus, we introduced a two-phase solution for the onboarding process. The first phase involved integrating a bulk email invitation feature during sign-up, allowing owners to invite team members effortlessly. We paired this feature with educational tooltips about roles and permissions to mitigate the risk of misassignments and enhance security. The second phase, planned for future implementation, aimed at allowing more customization of team settings, thus personalizing and deepening user engagement.

Our strategy also involved rigorous testing through various experiments. We adjusted UI elements and experimented with the timing and placement of the invitation prompt to determine the most effective methods for increasing team collaboration and user retention. These experiments were crucial in refining our approach, ensuring that the onboarding process was not only user-friendly but also conducive to building strong foundational teams from the outset.

The redesign of the onboarding process at DigitalOcean was more than just a series of technical improvements; it was a shift towards a more collaborative, user-focused approach that recognized the value of each team member's contribution. By challenging our teams to innovate and advocate for the user, we were able to transform a functional necessity into a strategic asset that significantly improved user engagement and satisfaction.

Client: DigitalOcean
Sector: Technology, Cloud Computing
Discipline: User Experience Design, Onboarding Process, Growth Experimentation
Collaborators: Designers, User Research, Project Management, Engineers
Resources: Research Findings, Desk Research,