What Caused This
Project Overview
Role
UX Designer
Team
5 collaborators and additional support from tutors
Focus Areas
User onboarding, conversion optimization
Tools Used
Figma, Miro
Context
Our team was approached by What Caused This Ltd, a software company that provides analysis tools that reveal the root causes of complex problems (RCA).
The Challenge
The company wants to increase its customer base by providing a free trial and lite version of their RCA software.
Goals
Develop a strategy to get users to the platforms dashboard seamlessly and with minimal initial onboarding friction.
Execute this strategy with a prototype demonstration for company review.
Research & Insights
Process
Analyze current WCT onboarding process to detect areas of immediate recommendations.
Conduct competitor analysis. Are there any direct competitors who have already solved this problem?
Findings
The main obstacle to new users is that they are forced to get into direct contact with the WCT team to proceed to the onboarding process.
The software is complex for new users, without guidance they struggle to interact with the product.
Key Insight
By reducing the initial onboarding load and providing new users with independent learning tutorials, more users feel persuaded to continue to a product purchase. Additionally the WCT team can avoid expensive training experiences for some of their new clientele.
Design Rationale & Process
Product Strategy
Pain Points Addressed & Design Goals
With fast onboarding in mind, our strategy eases the user into the product experience seamlessly and quickly.
Visual Development
Design Systems
WCT has an in-house design system that was utilized for prototyping design recommendations. The strong brand identity of the company allowed us to focus deeply on user experience design.
Final Designs
Our output was a thorough presentation of our findings and prototype demo of the features we considered most expedient to implement. Including a simplified onboarding process and product tutorials.
Reflection
Collaborating on a project of this scale taught me the value of strong teamwork and peer learning. Facing new challenges together reinforced that only by working closely can a team effectively tackle complex, multi‑layered design flows.