Modumate - Onboarding Journey
Leading Modumate’s go to market strategy through the transitions from architects to builders and from demo/sales-led to self-serve onboarding.
Other Modumate projects: Onboarding | UI Library | Schedules | Snapshot | Marketplace
My Role
I started at Modumate as a go to market generalist developing and implementing a sales-first go-to-market strategy targeting residential architects and builders growing sales by 600% in the first 6 months. This was followed by the development of a self-serve sales model with a new marketing website, onboarding journey, and telemetry that led to the onboarding of over 6,000 customers in 6 months.
Self Serve Onboarding
User research and usage data drove the development of a new user journey and onboarding funnel. The transition to self-serve helped us test and iterate quickly, and guided the redesign of the marketing website and signup flow.
User research and usage data drove the development of a new user journey and onboarding funnel. The transition to self-serve helped us test and iterate quickly, and guided the redesign of the marketing website and signup flow.
Talking to Customers
Modumate’s first customers were AutoCAD architects and a demo was required before they had free access to the app. These demos allowed us to craft a series of research questions to better understand the needs of the users coming in the front door.
We pivoted to a focus on residential home builders because they were a better match for the features and capabilities we offered based on this early research. We took a step back and created personas based on the 150+ user interviews and demos conducted over a 5 month period. We categorized 6 personas into 3 categories: architects, builders, and developers.
Designing the User Journey
We took an integrated approach to user onboarding from the first advertisement in the awareness campaign to the landing page and user guardrails for the user’s first, second and third sessions.
By using Zapier and then n8n for additional flexibility, I connected the advertising campaigns to tailored landing pages and created a telemetry funnel linking first interactions with user accounts. This allowed us to use A/B testing in Google’s Optimize tool to validate design experiments for different personas aligning with their goals. We were able to iterate quickly and established a roadmap of integrations and webhooks to speed up onboarding and allow engineering to focus on the core product. Working with the GTM team, I integrated this data and designed emails, nudges and discounts/offers in dynamic customer journeys in Ortto/Autopilot.
Mobile First for a Desktop App
70% of our users became aware of Modumate through mobile ads so we took a mobile first approach in designing the sign up experience. The challenge was reducing friction for users trying to sign up while facilitating the jump from their mobile device to their desktop where they would install Modumate.
I started by rethinking our web-based account center and the sign-up flow. The design was designed for a seamless mobile experience and ended with a email being set with instructions to download the software on their desktop.
70% of our users became aware of Modumate through mobile ads so we took a mobile first approach in designing the sign up experience. The challenge was reducing friction for users trying to sign up while facilitating the jump from their mobile device to their desktop where they would install Modumate.
I started by rethinking our web-based account center and the sign-up flow. The design was designed for a seamless mobile experience and ended with a email being set with instructions to download the software on their desktop.
Testing and Iteration
We utilized the increase in signups to test a variety of experiments to help users jump from mobile to their desktop in the onboarding journey. Some experiments, such as the Go Code and text message reminders, worked smoothly but didn’t resonate with users who were not ready to move to their computer at the time they sign up. We stayed nimble and cut out what didn’t work.
We utilized the increase in signups to test a variety of experiments to help users jump from mobile to their desktop in the onboarding journey. Some experiments, such as the Go Code and text message reminders, worked smoothly but didn’t resonate with users who were not ready to move to their computer at the time they sign up. We stayed nimble and cut out what didn’t work.
Designing Better Emails
The transition from mobile to desktop was primarily conducted via email. We conducted numerous A/B tests with QR codes, magic links for signing in, finishing up signup on desktop, and found that the simple email was enough to convert users.
Email became a powerful nudge in helping users adopt the software in the self-serve funnel. The pain of running demos was the capacity of our schedules so reducing time-to-value for self serve customers required a tailored and personalized approach to notifications.
The design of the emails matched the aesthtic of the rest of the app and were designed as easy to read guides matching where the user is in the user journey. Based on the data we collected from the start of their user journey and step in the funnel, we dynamically generated emails with direct links to projects and user data to keep users logging in and progressing towards their first completed 3D project and the export of renderings/drawings
The transition from mobile to desktop was primarily conducted via email. We conducted numerous A/B tests with QR codes, magic links for signing in, finishing up signup on desktop, and found that the simple email was enough to convert users.
Email became a powerful nudge in helping users adopt the software in the self-serve funnel. The pain of running demos was the capacity of our schedules so reducing time-to-value for self serve customers required a tailored and personalized approach to notifications.
The design of the emails matched the aesthtic of the rest of the app and were designed as easy to read guides matching where the user is in the user journey. Based on the data we collected from the start of their user journey and step in the funnel, we dynamically generated emails with direct links to projects and user data to keep users logging in and progressing towards their first completed 3D project and the export of renderings/drawings
Pixel Streaming
We dived into the data to understand where friction was in the funnel and found that many users struggled to run Modumate because their laptops didn’t meet the performance specifications. Modumate was built on Unreal Engine and supported pixel streaming so the development team prepared a demo with Modumate running in the cloud and streaming through the browser.
In initial testing, we saw a 50% in users reaching next steps when removing that requirement of installing to test out the software for a first time. This also lead to a surge in subscriptions and training bookings.
We dived into the data to understand where friction was in the funnel and found that many users struggled to run Modumate because their laptops didn’t meet the performance specifications. Modumate was built on Unreal Engine and supported pixel streaming so the development team prepared a demo with Modumate running in the cloud and streaming through the browser.
In initial testing, we saw a 50% in users reaching next steps when removing that requirement of installing to test out the software for a first time. This also lead to a surge in subscriptions and training bookings.
Account Center Redesign
With the new signup and pixel streaming user journey built out and tested with users, we used the UI library to redesign the rest of the account center to match. User feedback, engineering discussions, and a review of tech debt all fed the discussion in establishing the new layout from signup, sign in, project creation, and account management.
With the new signup and pixel streaming user journey built out and tested with users, we used the UI library to redesign the rest of the account center to match. User feedback, engineering discussions, and a review of tech debt all fed the discussion in establishing the new layout from signup, sign in, project creation, and account management.
Other Modumate projects: Onboarding | UI Library | Schedules | Snapshot | Marketplace
