Small-medium business customers manage their payroll using ADP’s RUN product. We engaged RUN users within the SaaS product with the comprehensive TotalSource platform. Along with the UI work, we created demand gen content, a messaging platform and a nurture program to achieve business objectives across a 2 year project.
I created an interface design system for the RUN products to provide contextually relevant help and up-sell information. My pattern library for these new features enhanced and complimented the existing product UI.
The login screen of RUN was prime real estate for presenting customer communications. To stand out from alert messages like the one in the yellow rectangle, I designed round elements with iconography. On hover, the hot-spots increase in size and lead users to more information after sign in.
Through software process life-cycle analysis, I recommended the system updates screen was perfect for introducing more information to users. The design system tied into the SaaS patterns, introduced new functionality, and connected visually to the demand gen campaign elements for a cohesive cross-channel experience.
I designed the notification system for the SaaS tool’s dashboard alerting users of new messages.
To promote bundle upgrades or additional services, I elevated the effectiveness by grouping icons together in a designated color field so they stand out and are better understood.
I recommended that ADP limit the number of messages on the dashboard’s fly-out panel to no more than 5 and enhance the most important cross-sell message with scale and design.
I designed up-sell/cross-sell messages that stood out in menus and connected with the campaign. The placement was always relevant to the users’ seeking of more information not distracting them from critical functions.
The Help & Support Overview screen was improved by using cards and feature icons, then the large, simple cross-sell message would be a good contrast but not be too alien from the rest of the interface.
For the MVP modal, we recommend A/B testing against a simplified version that used my new design on the right. Distractions are removed, the call-to-action is given more white-space and uses an active, contrasting color.
To coordinate the multiple work-streams and improve collaboration with ADP’s product, marketing and IT teams, I created our proprietary gyro:CX process which was comprised of our 4C’s discovery process and our digital design process including Lean UX elements like iterative design and testing.
After I ran an all-day workshop with stakeholders, I created a CX map that documents the service elements from initial purchase to annual open enrollment. The entire left half of the map indicates the complexity of a 1-2 month welcome and on-boarding process as compared to year long on the right.
To maximize the storytelling around the dynamics of the CX, I created a rendering that emphasized the key moments, needs and sentiment. This allows the team to focus on fixing the low points of the experience first, maximizing the high points and working through the middle.
Current ADP customers’ introduction and training email nurture framework.
The details of the email strategy for the welcome kit.
UX for ADP Saas PRODUCT AND customer experience plan
ADP is a leading payroll company that offers a human resources outsourcing (HRO) solution called TotalSource to small-medium business (SMB) owners. SMBs spend too much time doing HR functions instead of growing their business and are more successful by partnering with ADP.
CHALLENGE: Get current payroll customers to upgrade to TotalSource and make the welcome experience more enjoyable for new TotalSource customers.
STRATEGY: Help customers learn about and switch to TotalSource through multiple touch-points such as the RUN product interface, email communications and content offers while giving new clients a delightful on-boarding experience that keeps them feeling in control.
IDEA: Create the best cross-sell and welcome opportunities inside the RUN product using designated UI elements and automated email communications that signal the status of the lengthy on-boarding process.
RESULTS: From banners and website to audio ads and a wealth of valuable content, "A New Day for HR" proved to be the kind of bold and simple idea that connected with customers as they used the platform every day. Cross-sell opportunities surpassed expectations and improved customer satisfaction.
MY ROLE
I recommended the in-product communications, devised the UX and designed UI elements to achieve those goals in context of how users are working on the platform. From contextual banners, light-boxes, splash screens, walk-throughs and tool-tips I defined the user experience within the product that was tied to a pattern library.
For the improved customer experience project I led an all-day workshop involving ADP stakeholders and subject matter experts from different disciplines–some of the ADP team members had never met one another yet were responsible for customer on-boarding. I analyzed inputs and created a document that would help everyone understand what customers go through and help teams focus on a better service experience.
I leveraged all the business and user insights for the product UI work from our engagement with ADP for the demand gen campaign and launch of TotalSource “2.0.”