Why user segmentation NUX(New User Experience)?

For the last two years, Asana has extended its service from project management only to organization goal management, portfolio and workload management, and personal task management.
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We used to have a successful NUX(New User Experience) guiding new users to quickly learn about Asana and helping them build confidence before they land in the product. But the old NUX is not enough for the users who are here for the other work management level and is sometimes even misleading.

Seeing this as an excellent opportunity for adoption improvement, the team decided to extend our NUX flows to serve all user segments.

Based on what we learned from the existed NUX, we have a strong hypothesis that if we empower customers with enough context and autonomy, users can make informed decisions about their ideal destination, which increases their confidence that the path is right for them.

Goals

Success Measurement

User Goal:
Help users focus on the right objectives to onboard more smoothly, and help them land on the right spot, plus avoid setting up Asana in the wrong way
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Business goal:
Increase adoption for other segments.
User revisitation rate in the first month.
NUX completion
Local metrics for My task and Portfolio usage

Pre-design Research

We validated our hypothesis on user segmentation by running a quick experiment with an objective page and asking users to select what they are using Asana for. The experiment result shows that 36% of users are here for Goals, portfolios, or personal tasks management. This result if also validates our hypothesis that we have built features(Goals, reporting in portfolio) that can serve all users. We just didn't build the right onboarding experience that helps land them in the right place to start, which is an excellent opportunity for the next big win for adoption.

We also interviewed users for each feature and learned their impressions and shopping process. Based on that, we decided to start with new NUX flows for Portfolio&Workload management and Personal tasks management.

New NUX for Portfolio&Workload management users:
Step 01 - XFN Design sprint for HMWs and ideas

To better understand what we should have in the Portfolio NUX. We hosted a cross-pillar design sprint and brought the team together to discuss the prompts and ideate on the HMWs.
The group brainstormed on the current Portfolio feature adoption frictions and user pain points for the first day. And we landed on three key HMWs.
For the second day, the group ideated on the three HMWs and came up with many inspiring ideas and directions.

Step 2 - Design exploration & User testing

After the design sprint, I hosted a small debrief session and synthesized all the ideas down to 5 core ideas with my PM and Researcher partners.
I did design explorations on those five directions, mocked the flow into three concept prototypes, and brought them to meet our users for the first round of concept testing.
Two ideas stand out from the concept testing, so we decide to merge those to our final Portfolio&Workload management NUX flow. At the same time, I did the visual exploration for the main flow page and brought two final versions to the usability testing.

Step 3 - Final solution for Portfolio NUX

We designed the flow to help users quickly build their first portfolio with a basic setup of projects and milestones in the final version. We used a simple layout for users to set up their portfolio and preview it on the same page. We also ask users to pick the portfolio viewing options and invite their team to Asana. By following the step-by-step guidance, users will understand the Portfolio feature's primary structure and be ready to use it when they land in the product.

New NUX for Personal task management users final design

While working on the Portfolio&Workload management NUX, I also designed the new NUX for Personal tasks management. This is a more straightforward flow, and please see the final below.

Impact

Portfolio NUX result coming soon...‍
Personal Tasks NUX was a big win:
Drove a +5.7% first month revisitation
And +3.1% NUX completion win.