Work » Gen3Media: One less error, one more customer
Gen3Media is a leading Australian web-based email marketing service for small and medium businesses and associations.
Strategy
Prior to launching the first release of gCast, Gen3Media's marketing software application, Elavision was asked to review the registration, sign and welcome processes to ensure first time customers could easily begin using the application. Elavision quickly reviewed the competitive landscape for latest approaches and performed an expert site review which uncovered redundant data collection, poor defensive design (i.e. predicting issues before they occur) and little first time customer assistance.
Research
Through task analysis and a content inventory, each area was reviewed:
- Registration - Page requested duplicate and redundant information and failed to provide tips for information entry, only relying on vague error messaging.
- Log In - The log in page's title was more technical than other players in the industry and also neglected to provide tips for information entry.
- Welcome - Presented with an application-wide dashboard, first time customers were given no orientation tools (guides, helpful hints).
Design
To save time and money, Elavision worked side by side with developers to implement the following application improvements within a single day:
- Registration - Removed the redundant second email address (only one was used by the system), reordered the fields for a more natural progression (me, my business, my login information) and implemented preventive entry tips and clear error messaging.
- Sign In - Changed the name to sign in for familiarity purposes, relocated email/password reminder links and implemented preventive entry tips and clear error messaging.
- Welcome - Changed focus from "dashboard" to orientation page with three tasks instead of 20+ to decipher.
Impact
In one day working side by side with developers, Elavision recommended and implemented a more proactive approach to instructions and error messaging on the registration, sign in and welcome screens. Gen3Media launched with confidence.