Bridging New & Experienced Users: A Reward-Driven Strategy for Community Growth
Bridging New & Experienced Users: A Reward-Driven Strategy for Community Growth
Bridging New & Experienced Users: A Reward-Driven Strategy for Community Growth
Bridging New & Experienced Users: A Reward-Driven Strategy for Community Growth
Bridging New & Experienced Users: A Reward-Driven Strategy for Community Growth
Time
Time
01/2024-04/2024
01/2024-04/2024
Team
Team
Mingru (Product Designer)
Salesforce Team
Mingru (Product Designer)
Salesforce Team
My contribution
My contribution
UX Wireframe
User Interview
Mid-Fi & High-Fi Prototypes
User Testing
Competitor Analysis
UX Wireframe
User Interview
Mid-Fi & High-Fi Prototypes
User Testing
Competitor Analysis
UX Wireframe
User Interview
High-Fi Prototypes
User Testing
Competitor Analysis
UX Wireframe
User Interview
High-Fi Prototypes
User Testing
Competitor Analysis
Impact
Impact
Increased potential Q&A Rate 8%
Increased potential Q&A Rate 8%
BACKGROUND
Trailblazer Community—Online platform for Salesforce users to learn from each other
Trailblazer Community is an online platform for all Salesforce users to connect, share knowledge, ask questions, and collaborate
Trailblazer Community helps Salesforce users learn, grow, and maximize the value of Salesforce products.
Trailblazer Community helps Salesforce users learn, grow, and maximize the value of Salesforce products.
11M+
11M+
Salesforce Trailblazer members
Salesforce Trailblazer members
1300+
1300+
Active Trailblazer groups worldwide
Active Trailblazer groups worldwide
90+
90+
Countries represented on Trailblazer Communities
Countries represented on Trailblazer Communities
PROBLEM
New-Experienced User Engagement Gap Drives Up Support Costs & Weakens Loyalty
New-Experienced User Engagement Gap Drives Up Support Costs & Weakens Loyalty
With a Q&A response rate stuck at 65%, new users struggle with delays, self-doubt, and finding the right expert, while experienced users disengage due to lack of feedback and rewards. This drives up Salesforce’s Customer Support Costs and weakens Ecosystem & Customer Loyalty, reducing long-term engagement.
With a Q&A response rate stuck at 65%, new users struggle with delays, self-doubt, and finding the right expert, while experienced users disengage due to lack of feedback and rewards. This drives up Salesforce’s Customer Support Costs and weakens Ecosystem & Customer Loyalty, reducing long-term engagement.
SOLUTIONS
Designed a Reward System to Increase User Engagement & Q&A Activity
Designed a Reward System to Increase User Engagement & Q&A Activity
🎁
New users set bonus points to experienced users if their answer is accepted.
🔥
Emergency Signage for urgent questions
🕵️♀️
New users can ask questions anonymously
🕵️♀️
New users can ask questions anonymously
🎯
Users earn 10 points for both asking and answering questions.
📩
Send an invitation to the relevant experienced users
📩
Send an invitation to the relevant experienced users
⏳
Answering questions consecutively will earn extra points.
💬
Thanks messages from new users
How did I get there?
How did I get there?
How did I get there?
How did I get there?
How did I get there?
USER GROUP
USER GROUP
New users and experienced users are the two main user groups in the Trailblazer Community.
New users and experienced users are the two main user groups in the Trailblazer Community.
CURRENT SITUATION / DESIGN GOAL
The Q&A response rate between new and experienced users is 65%, and our goal is to increase it to 80% or higher.
The Q&A response rate between new and experienced users is 65%, and our goal is to increase it to 80% or higher.
We believe there are significant gaps between new and experienced users—new users hesitate to ask questions, while experienced users lack motivation to answer.
We believe there are significant gaps between new and experienced users—new users hesitate to ask questions, while experienced users lack motivation to answer.
USER INTERVIEW / UNDERSTAND NEW USERS
Slow responses, fear of asking, and difficulty finding the right answer make new users hesitant to ask questions.
Slow responses, fear of asking, and difficulty finding the right answer make new users hesitant to ask questions.
We interviewed 5 new users and 5 experienced users to understand why they hesitate to interact. Each interview lasted 30 minutes. Afterward, we used affinity diagramming to synthesize insights and reached the following conclusions.
We interviewed 5 new users and 5 experienced users to understand why they hesitate to interact. Each interview lasted 30 minutes. Afterward, we used affinity diagramming to synthesize insights and reached the following conclusions.
USER INTERVIEW / UNDERSTAND EXPERIENCED USERS
Lack of feedback and incentives makes experienced users less motivated to answer.
Lack of feedback and incentives makes experienced users less motivated to answer.
We also identified some pain points for experienced users, mainly in two areas.
We also identified some pain points for experienced users, mainly in two areas.
HMW encourage meaningful interactions where new users feel confident asking questions and experienced users feel motivated to contribute?
HMW encourage meaningful interactions where new users feel confident asking questions and experienced users feel motivated to contribute?
HMW encourage meaningful interactions where new users feel confident asking questions and experienced users feel motivated to contribute?
HMW encourage meaningful interactions where new users feel confident asking questions and experienced users feel motivated to contribute?
HMW encourage meaningful interactions where new users feel confident asking questions and experienced users feel motivated to contribute?
IDEATION AND BRAINSTORMING
I ideated a wide range of ideas, but determining which one would be the most effective became a challenge.
I ideated a wide range of ideas, but determining which one would be the most effective became a challenge.
UX VISION
I collaborated with the PM to create a UX Vision for filtering ideas.
I collaborated with the PM to create a UX Vision for filtering ideas.
SOLUTIONS
Based on UX Vision, the reward system is the best solution for boosting engagement and improving Q&A interactions between new and experienced users.
Based on UX Vision, the reward system is the best solution for boosting engagement and improving Q&A interactions between new and experienced users.
User flow of new user
User flow of new user
Users can ask questions in the Posting Wizard, which guides them step-by-step through a four-step process.
Users can ask questions in the Posting Wizard, which guides them step-by-step through a four-step process.
User flow of experienced user
User flow of experienced user
ITERATIONS
Iterations from feedback
Iterations from feedback
Before
Before
Complex Steps Discourage Users from Asking Questions
Complex Steps Discourage Users from Asking Questions
Users must complete these four steps to ask a question, which feels like a significant effort and may discourage them from asking questions.
Users must complete these four steps to ask a question, which feels like a significant effort and may discourage them from asking questions.
Public Tagging May Embarrass Users if Ignored
Public Tagging May Embarrass Users if Ignored
Tagging experienced users publicly who then ignore the question can leave the asking user feeling embarrassed.
Tagging experienced users publicly who then ignore the question can leave the asking user feeling embarrassed.
After
Streamlined Board Reduces Barriers to Asking Questions
Streamlined Board Reduces Barriers to Asking Questions
Combining the four steps into a single board where users can selectively fill out the content can reduce the perceived effort of asking questions, lowering the barriers for users.
Combining the four steps into a single board where users can selectively fill out the content can reduce the perceived effort of asking questions, lowering the barriers for users.
Private Invitations Enhance User Comfort in Asking Questions
Private Invitations Enhance User Comfort in Asking Questions
Switching from public tagging to private invitations reduces embarrassment and enhances users' sense of safety when asking questions.
Switching from public tagging to private invitations reduces embarrassment and enhances users' sense of safety when asking questions.
Before
Not visually emphasized bonus points and time
Not visually emphasized bonus points and time
If the bonus points and time aren't clearly visible, it fails to provide experienced users with immediate motivation to answer questions.
If the bonus points and time aren't clearly visible, it fails to provide experienced users with immediate motivation to answer questions.
After
Highlighting Bonus Points and Time Details for Experienced Users
Experienced users should see more details on bonus points and time, motivating them to answer questions.
Experienced users should see more details on bonus points and time, motivating them to answer questions.
ITERATIONS
Mobile Responsive
I optimized the design for mobile devices and created adaptive filter that can also function seamlessly on touch interfaces.
Ask questions
Get Points for asking questions
Get Points for answering questions
REFLECTIONS
Learnings
Collaborating cross-functionally
Collaborating cross-functionally
Working with different disciplines including PM, content design, user research, data science, and engineering helped me practice how to communicate better and align on goals
Working with different disciplines including PM, content design, user research, data science, and engineering helped me practice how to communicate better and align on goals
Psychology - driven design techniques to solve problem
Psychology - driven design techniques to solve problem
I would learn how to apply psychology-driven design techniques to boost engagement, particularly by designing incentive mechanisms and gamified features.
I would learn how to apply psychology-driven design techniques to boost engagement, particularly by designing incentive mechanisms and gamified features.
Data-Driven Design
Data-Driven Design
I would gain experience in leveraging data to drive iterative design processes, ensuring that solutions are both effective and user-centered.
I would gain experience in leveraging data to drive iterative design processes, ensuring that solutions are both effective and user-centered.
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Last updated at Oct 15, 2024