AWeber-Calendly Integration

AWeber-Calendly Integration

Boosted task completion by 32%, eventually leading to 100% through user flow optimization

Boosted task completion by 32%, eventually leading to 100% through user flow optimization

Boosted task completion by 32%, eventually leading to 100% through user flow optimization

Strategic problem solving · UX research · User flows · iterative design

Strategic problem solving · UX research · User flows · iterative design

Project Overview

AWeber’s Calendly integration automates key tasks, such as adding meeting attendees to an AWeber subscriber list, ensuring seamless lead capture and follow-ups.

AWeber’s Calendly integration automates key tasks, such as adding meeting attendees to an AWeber subscriber list, ensuring seamless lead capture and follow-ups.

Problem

Problem

With only 33% of users setting up automation rules, we received frequent customer questions about why the integration wasn’t working or if manual setup was required.

I optimized the user flow, increasing adoption to 65%, and then introduced Smart Defaults to drive it to 100%.

With only 33% of users setting up automation rules, we received frequent customer questions about why the integration wasn’t working or if manual setup was required.

I optimized the user flow, increasing adoption to 65%, and then introduced Smart Defaults to drive it to 100%.

Contribution

  • User flow optimization

  • UX research

  • Data-driven decision making

  • Cross functional collaboration

Contribution

  • User flow optimization

  • UX research

  • Data-driven decision making

  • Cross functional collaboration

Impact

Impact

⬆️ 32%

⬆️ 32%

task completion rate after round 1 of flow optimization

task completion rate after round 1 of flow optimization

🔥 100%

🔥 100%

task completion rate after round 2 of flow optimization

task completion rate after round 2 of flow optimization

⬇️ 95%

⬇️ 95%

decrease in customer support questions related to integrations

decrease in customer support questions related to integrations

⬆️ 22%

⬆️ 22%

higher subscriber growth through process automation

higher subscriber growth through process automation

Jump To Solution ↓

Jump To Solution ↓

Jump To Solution ↓

BACKGROUND

BACKGROUND

BACKGROUND

In a nutshell

In a nutshell

In a nutshell

🔗

Calendly integration connects users' Calendly accounts to AWeber.

🔗

Calendly integration connects users' Calendly accounts to AWeber.

🔗

Calendly integration connects users' Calendly accounts to AWeber.

📅

Users set automation rules to automate subscriber related actions.

📅

Users set automation rules to automate subscriber related actions.

📅

Users set automation rules to automate subscriber related actions.

📈

The integration adds or updates subscribers automatically based on the set rules

📈

The integration adds or updates subscribers automatically based on the set rules

📈

The integration adds or updates subscribers automatically based on the set rules

After launching the feature, only 33% of users set up automation rules, and customer feedback indicated confusion.

After launching the feature, only 33% of users set up automation rules, and customer feedback indicated confusion.

I had to ensure all Calendly integration users fully benefited from the feature.

I had to ensure all Calendly integration users fully benefited from the feature.

User goal

User goal

To easily set up automation rules after connecting Calendly to AWeber, ensuring seamless task automation.

To easily set up automation rules after connecting Calendly to AWeber, ensuring seamless task automation.

Business goal

Business goal

Boost customer satisfaction by ensuring a seamless setup of Calendly automation rules.

Boost customer satisfaction by ensuring a seamless setup of Calendly automation rules.

How might we drive higher task completion by effectively communicating the importance of automation rules in the Calendly integration?

How might we drive higher task completion by effectively communicating the importance of automation rules in the Calendly integration?

How might we drive higher task completion by effectively communicating the importance of automation rules in the Calendly integration?

On a high level, my tasks were to

On a high level, my tasks were to

On a high level, my tasks were to

01.

Conduct UX research to identify current issues and optimize the user flow.

01.

Conduct UX research to identify current issues and optimize the user flow.

02.

Lead the flow redesign, monitor results, and gather customer feedback post-launch.

02.

Lead the flow redesign, monitor results, and gather customer feedback post-launch.

RESEARCH

RESEARCH

RESEARCH

To understand the challenges with the Calendly integration, I conducted a blend of qualitative and quantitative research.

To understand the challenges with the Calendly integration, I conducted a blend of qualitative and quantitative research.

This included analyzing user feedback, support tickets, and usage data to pinpoint pain points in the automation rule setup process.

This included analyzing user feedback, support tickets, and usage data to pinpoint pain points in the automation rule setup process.

KEY findings

Low automation rule adoption


Almost 67% of users were dropping off after connecting the integration.

Low automation rule adoption

Almost 67% of users were dropping off after connecting the integration.

Customer inquiries


I noticed customer questions about why the integration wasn’t functioning as expected.

Customer inquiries

I noticed customer questions about why the integration wasn’t functioning as expected.

These insights highlighted a critical issue: users were not setting up automation rules, assuming the integration was functioning properly after the connection. This behavior pointed to a key problem in the current user flow.

These insights highlighted a critical issue: users were not setting up automation rules, assuming the integration was functioning properly after the connection. This behavior pointed to a key problem in the current user flow.

CURRENT EXPERIENCE

The current user flow was disjointed, with two separate steps: connecting the Calendly integration and adding automation rules.

The current user flow was disjointed, with two separate steps: connecting the Calendly integration and adding automation rules.

The current user flow was disjointed, with two separate steps: connecting the Calendly integration and adding automation rules.

After connecting, users were left with an unclear empty state and no guidance on setting up rules.

After connecting, users were left with an unclear empty state and no guidance on setting up rules.

Illustrating the drop-off point in the integration set up

Illustrating the drop-off point in the integration set up

Illustrating the drop-off point in the integration set up

The crucial next action that was overlooked

The crucial next action that was overlooked

The crucial next action that was overlooked

PRELIMINARY SOLUTION

Optimizing the flow: Cutting drop-offs by 32%

Optimizing the flow: Cutting drop-offs by 32%

Optimizing the flow: Cutting drop-offs by 32%

I directed users straight to the automation rules form, instead of leaving them at the empty state.

I directed users straight to the automation rules form, instead of leaving them at the empty state.

I directed users straight to the automation rules form, instead of leaving them at the empty state.

Illustrating the updated flow

Illustrating the updated flow

Illustrating the updated flow

IMPACT

IMPACT

Applying the principle that "users are more likely to complete a task when it's presented upfront," we saw

Applying the principle that "users are more likely to complete a task when it's presented upfront," we saw

Applying the principle that "users are more likely to complete a task when it's presented upfront," we saw

⬆️ 32%

⬆️ 32%

increase in automation rule set up completion rate

increase in automation rule set up completion rate

⬇️ 80%

⬇️ 80%

less customer inquiries related to integration set up

less customer inquiries related to integration set up

TAKEAWAYS

Despite the flow update, 35% of users still weren't adding rules. So I analyzed user behavior post-connection, the rules set by successful users, and other usage patterns.

Despite the flow update, 35% of users still weren't adding rules. So I analyzed user behavior post-connection, the rules set by successful users, and other usage patterns.

Despite the flow update, 35% of users still weren't adding rules. So I analyzed user behavior post-connection, the rules set by successful users, and other usage patterns.

🚫 Still no rules

Users continued skipping rule setup due to uncertainty or lack of awareness.

Users continued skipping rule setup due to uncertainty or lack of awareness.

📩 Meeting Scheduled

🙋‍♂️ Add/ UpdateSubscriber

97% of 65% users setting up rules chose the same rule every time.

97% of 65% users setting up rules chose the same rule every time.

🏷️ "calendly"

There was a common trend among users was the addition of "calendly" tag when adding a rule.

🏷️ "calendly"

There was a common trend among users was the addition of "calendly" tag when adding a rule.

I identified a significant opportunity to strategically leverage the 97% "default rule" to further boost task completion rates.

I identified a significant opportunity to strategically leverage the 97% "default rule" to further boost task completion rates.

FINAL SOLUTION

FINAL SOLUTION

FINAL SOLUTION

That's when I applied the Smart Defaults principle to the automation rule creation process

That's when I applied the Smart Defaults principle to the automation rule creation process

I collaborated with PMs and engineers to create a default rule that automatically sets up once the integration is connected.

I collaborated with PMs and engineers to create a default rule that automatically sets up once the integration is connected.

I collaborated with PMs and engineers to create a default rule that automatically sets up once the integration is connected.

The key challenge was choosing between defaulting to the majority or continue to accommodate the minority.

The key challenge was choosing between defaulting to the majority or continue to accommodate the minority.

The risk of choosing the minority? The remaining 35% weren’t setting any rules, leaving their integrations non-functional.

The risk of choosing the minority? The remaining 35% weren’t setting any rules, leaving their integrations non-functional.

I implemented the default rule, knowing it was reversible and non-destructive.

I implemented the default rule, knowing it was reversible and non-destructive.

The final flow that drove 100% task completion rate through smart defaults

The final flow that drove 100% task completion rate through smart defaults

FINAL IMPACT

FINAL IMPACT

FINAL IMPACT

Both the optimized user flows led to

Both the optimized user flows led to

⬆️ 32%

⬆️ 32%

task completion rate after round 1 of flow optimization

task completion rate after round 1 of flow optimization

🔥 100%

🔥 100%

task completion rate after round 2 of flow optimization

task completion rate after round 2 of flow optimization

⬇️ 95%

⬇️ 95%

decrease in customer support questions related to integrations

decrease in customer support questions related to integrations

⬆️ 22%

⬆️ 22%

higher subscriber growth through process automation

higher subscriber growth through process automation

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Background

Research

Goals

Design Audit

Ideation

Solution

Impact

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