Boosting Automation Rule Adoption by 32% Through User Flow Optimization
AWeber—Calendly Integration
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AWeber’s integration with Calendly empowers users to seamlessly connect their Calendly account with AWeber, automating essential tasks based on specific Calendly triggers. For instance, when someone schedules a meeting through Calendly, they can be automatically added to an AWeber subscriber list through automation rules.
After launching the first iteration of the solution, we found that only 33% of users successfully set up automation rules after connecting their Calendly account. Since automation rules are crucial for the integration to function effectively, their absence rendered the integration ineffective.
To address this issue, I implemented a targeted user flow optimization by redirecting users directly to the "Add Rule" page following OAuth completion. This minor adjustment significantly improved task adoption, increasing it to 65%.
To effortlessly set up automation rules after connecting their Calendly account with AWeber, ensuring that the integration operates seamlessly and automates tasks as expected.
To enhance the automation rules adoption rate, thereby improving the overall effectiveness and value of the Calendly-AWeber integration and increasing user satisfaction.
User Research | UX Design | UI Design | Strategic problem solving | Iterative prototyping
After launching the first iteration, we observed that over 40% of users connected their accounts. However, only 33% of those users proceeded to set up automation rules. To understand this gap, we gathered feedback from several users.
• Users were in a misconception that the integration was doing something when it wasn't.
• There was confusion about whether automation rules were mandatory, as the interface did not clearly communicate their importance.
• Users needed additional education to clarify the role and necessity of automation rules.
Connect Integration: Users start by connecting their Calendly account to AWeber.
Add Rule: After connecting, they must manually click "Add Rule" to set up automation rules.
Rule Setup: Users fill in fields for the automation rule (Trigger, Action, List, Tags).
Submit: Upon submitting, the system checks if at least one rule is set up.
If a rule is set, the user is directed to a functional integration page. If not, users may leave without completing the necessary setup, leaving the integration not functional.
After users connect their Calendly account through OAuth, they are redirected to an "Automation Rules" page displaying an empty state. However, this design does not clearly indicate that the integration is non-functional without setting up automation rules, nor does it explicitly guide users to understand the necessity of these rules.
This lack of direction led to user confusion, with many believing the setup process was complete after the initial connection, which resulted in a low adoption rate of the automation rules.
Lack of Clear Communication: The design fails to clearly indicate that the integration is non-functional, leading users to believe that the connection alone is sufficient.
No Explicit Guidance: There is no explicit instruction or prompt to inform users that setting up automation rules is necessary for the integration to work effectively.
Low Task Adoption: Due to the above, a significant number of users are not proceeding to set up automation rules, resulting in a low adoption rate of the integration’s key functionality.
Connect Integration: Users start by connecting their Calendly account to AWeber via OAuth.
Redirect to "Add Rule" Page: Instead of an empty state, users are now immediately redirected to the "Add Rule" page. This step eliminates confusion by clearly guiding users to the next necessary action.
Rule Setup: Users proceed to fill in the required fields (Trigger, Action, List, Tags) to create automation rules.
Validation Check: If the user has successfully set up at least one rule, they are directed to the Automations Rule page, confirming that the integration is working as intended.
If the user has not set up a single rule, the empty state provides a clear warning that the integration is not functional.
After users connect to Calendly through OAuth, they are seamlessly directed to the "Add Rules" form page, where they are "suggested" to set up rules. This approach leverages a key product psychology principle:
"Users are more likely to take action when they have the motivation, the ability, and a clear trigger that minimizes cognitive overload."
If a user decides to cancel out of the flow, they are presented with a more informative empty state screen, highlighting that the integration will not function properly without automation rules in place.
1. Increased task adoption rate by 32% through user flow optimization.
2. Boosted task completion rate by 40% due to clear warnings on the empty state screen.
3. Enhanced user engagement with a 45% increase in interaction frequency due to streamlined processes and improved guidance.