HR Partner is a cloud HR software tool used by customers worldwide, including an agency of the United Nations.
During my time as a co-founder for HR Partner, I helped re-design the user experience for a number of modules, including the time off/leave module, to help improve conversions and reduce support tickets.
Administrative users (often HR managers and business owners) ran into questions about how to set up leave policies in HR Partner’s cloud software.
This was a known issue because it came up a number of times in customer support tickets, and after checking out Google Analytics, I noticed our help articles around this topic were some of the most visited pages in the knowledge base.
After scanning customer support tickets for patterns, it seemed there was quite a bit of confusion around the terminology used. This was also confirmed during customer calls and demos. We found that HR professionals used very specific language to describe their leave policies, and it was important that the app was consistent.
Making user-centered design enhancements to this particular area of the web app was considered high priority, being that the process of setting up a leave policy was crucial to the user onboarding process. So, in order to improve our trial to paid conversion rate, something had to change — and fast.
A quick summary of the problems:
- Trial users were often overwhelmed by the leave policy setup screen, due to all the text and options.
- Paying users were submitting many support tickets with questions on how the policy setup screen worked.
- Users were left with feelings of uncertainty, confused as to whether or not the policy in the system correctly reflected their company’s policy.
The Process & Solution
After getting on calls with HR professionals, talking to customers, and reading online resources, I was able to get familiar with some of the common leave policy scenarios and terms.
One thing became very clear: We needed to speak our customer’s language, and it needed to be simple to understand. HR professionals are extremely busy and simply don’t have the time to look at support documentation!
Whenever the team would walk customers through the leave setup process on the phone, it always worked well when simple yes/no questions were asked – for example: “Does unused leave carry over to the next year?”
I riffed off of this by making sure the new screen was question-based, with many yes/no questions.
It was also important to reduce unnecessary clutter. Our users didn’t need to see all 15+ scenarios if they weren’t relevant to their business. The solution to this was to make conditional questions, where further questions appeared only when absolutely relevant.
After the leave policy setup screen was revamped, support tickets were reduced and trial to paid user signups increased.
Users were able to create a policy in the system that reflected their company’s leave policy, without wondering, “Did I do this right?”
It was a win for new customers, but also for the business.