Identity Service Onboarding User Flow and Journey Map
My partners on the Identity Product team got feedback through the annual Partner Assessment Survey that onboarding to the Identity service was “too slow” and “difficult to understand.” We decided to conduct interviews with 3 users and 1 Developer Relations partner (“DevRel” is kind of a white-glove liaison to the game teams for EADP). With the information gained from those interviews, as well as conversations with the Identity Product Lead, I put together a user flow for the Identity onboarding.
Entire onboarding user flow beginning to end
Lots of Loops
One of the first things that jumped out to me was that there were many places in the flow where it was likely the user would run into a roadblock and have to loop back to a previous step. This was part of the frustration the users were expressing.
Manual Intervention
Also, there are a TON of human interactions needed to complete the onboarding process. From even learning about the service, to getting a project set up, and even understanding how to set up your first Client ID. This was slowing things way down.
The user flow helped me understand the pain points, and where to begin solving them, but it doesn’t really tell the story of the pain. It’s hard to see the problems when everything is laid out linearly and with somewhat equal weight. In order to show the problems and pitfalls of the onboarding flow, I took the info from the interviews and this user flow and built out an experience map.
Four Big Drops
It’s clear even from a pulled-back view that there were too many points where the user sentiment just plummeted. Four spots where a typical user would get completely stopped in their tracks and require manual intervention to continue.
Sells the Problem
With this we were able to get approval to begin several key projects, including a new information portal so users could learn about EADP products without having to find the right person to talk to. Work is underway.