Microsoft's Customer Insights is a web app that addresses customer data being spread across too many different sources by holding it in one place, making it easier for businesses to derive insights and adhere to consent.
Our goal was to acknowledge legacy experiences that are receiving poor feedback from users and fix them. I specifically worked on our onboarding, an external connections page, and the home page.
The top non-ad search results for “cdp microsoft” or “customer data platform by microsoft” didn’t link to the marketing page, but to a Microsoft definition page of a what a CDP is.
We notified our Marketing team and the results were updated so that both the first ad and non-ad results were our marketing page for Customer Insights.
The marketing page wasn’t transparent on what the product did or how it worked. It also showed misleading UI and failed to mention that the demo and trial are free.
Our funnel data showed only 2% of visitors got to the free demo. David Dossett and I removed as much friction as possible to reduce the barrier to entry.
To go with the brand new home page design, tours now clearly explain new features, an industry-specific demo selector has been added, and banners are used to promote new capabilities.
This actually already existed but no messages were ever shown to let customers know how, or how many days they had left to try it. We fixed both.
Users can now see their total amount of unique customers right on the home page, recent segments or metrics, new feature announcements, and fast access to app connections.
Previously, there was no place to see the possible connections that Customer Insights could make to other apps. I designed a hub to remedy that.
This was an incredibly difficult challenge to tackle. Changing already-existing products is never an easy task.
There are still so many areas where I believe improvements can be made, but the product has come a long way and we continue to hear the changes have been for the better.