Case study

Account creation for Platform

hero-image-account-creation

About Ve Global

Ve is the complete acquisition, engagement and analytics solution for 5,000 eCommerce brands. Smart solutions seamlessly integrate advertising and marketing technology to connect all the dots in the user journey, drawing on a rich mixture of data to provide you with a complete picture of what an individual is looking for, and why.

Brief

Automate how Ve clients create Platform accounts and their unique JavaScript across 18 territories by removing manual responsibility from Ve's staff.

Solution

An easy, integrated process for clients to create accounts and their unique Ve tags without the need of an Account manager. After adding these tags, clients validate their fully integrated with Ve before accessing Platform.

Role

Project lead and senior product designer

Team

Two product designers, and a development team located in Spain

Time

Aug 2018 - Oct 2018

Process

Lean UX

Learn

Creating Platform accounts

Providing clients access to Platform was a slow, manual process for staff. Creating accounts lacked standardisation across our global territories (with four different tools to accomplish the same goal), and had unnecessary dependencies across internal departments.
learn-image-platform-user-testing
learn-image-platform-workshop
Understanding the pros and cons of each Account creation option
Client's wanting access to Platform requested credentials from their Account manager, who received usernames and passwords from various departments and eventually emailed these to their clients. The entire process took a day, or longer depending on the workload for each department.

Deploying Ve's solutions

All Ve clients have a unique JavaScript tag and Pixel code in the footer of their site, which allows data exchange between a client and Ve's servers. It's how Ve deploys solutions, captures customer journeys and help optimise a client's website in real time.
When a new client signs with Ve, creating a unique JavaScript (and ensuring it's correctly placed on a client's site) is essential to getting a client live with solutions. Traditionally, Ve relied on account managers to create, share and monitor this process for their client.
ve-old-javascript-system
ve-old-javascript-system
Example of Ve's legacy, manual JavaScript Wizard (used to create unique JavaScript for every new client)
Once a client had successfully added their JavaScript and Pixel code on site, they'd alert their account manager who'd use Google Chrome's inspect tool to find our tags within their code, then push campaigns live.

The opportunity

Creating a client's unique JavaScript, Pixel code and Platform credentials happened simultaneously. Once solutions were live, clients typically asked for their Platform credentials.
Because Ve staff were responsible for providing all this information to their client, Ve unintentionally created a mental model of dependency and lowered Platform adoption rate. Clients expected this type of 'ask and receive' managed service throughout their Ve lifecycle.
The entire onboarding process took place outside Platform, creating disjointed flows and an inconsistent experience. The lack of a central journey also left the onboarding process up for interpretation, which caused inconsistencies in the captured data across territories and clients. The client information our DACH office captured varied greatly from that of our APAC territory. This led to missing or incomplete profiles within Ve's CRM system.
learn-accountcreation-userflow
learn-accountcreation-userflow
High-level user-flows of our process to help scope the MVP
Goals for creating Ve's account creation flow:
  • Standardising the process across departments and territories
  • Integrating all captured information with Ve's customer relationship management (CRM) system
  • Link everything through Platform, creating a consistent experience

Simplifying the account creation process

After identifying all four legacy systems used to create accounts, we mapped each journey, highlighting the differences in output. Each system was created independently, meaning they captured different information and had different UI patterns. Often times, these systems were not updated for six years at a time.
Answering these main questions helped scope our MVP and time the project based on feasibility:
  • What integration options does Ve's CRM system provide?
  • What's local differences prevent Ve from standardising onboarding globally?
  • What client information is absolutely essential to capture during onboarding?
  • Do we continue creating and maintaining Ve's integrations with Shopify and other eCommerce providers?
  • Can we assume Ve's higher profile customers will onboard themselves, without the help of an account manager?
  • How does this integrate with Platform
We ultimately decided to simplify the offerings, reducing the four systems into one. Standardising the process meant Ve had consistent client data across all territories. APIs were created from the new Account creation flow to Ve's CRM system automating and updating the systems in real time.
learn-platform-kickoff-workshoplearn-platform-hypothesis-statement
Identifying all Account creation user-flows

Build

Learning from Ve's first SaaS product

The Account creation process needed to bring Ve closer to its 2018 goal of becoming 'web-first.' This meant automating as much of the service as possible, and moving the responsibility from Account managers to clients themselves.
The initial wireframes were based on learnings from our SaaS product, and allowing clients to create their own Platform credentials and unique JavaScript / Pixel code. Streamlining the process, these are immediately updated in Ve's central CRM system for access around the world.
account-creation-personalisation
Screenshot of Ve's SaaS 'Connection' screen which inspired our final design
Our SaaS product also featured a JavaScript 'checker,' a small piece of script that crawls a client's website looking for our Ve tags. We added this functionality to our Account creation process to relieve our Account managers from manually scanning websites to find our tech.
To bring constancy to the journey, initial wireframes used Ve's existing design system to match the aesthetic to Platform.

Highlights

Personalised from the beginning

By taking names, URLs, language preferences and other information from the Account creation process, Platform applies what we know about our users to create truly personalised experiences.
account-creation-personalisation
account-creation-personalisation
Personalising the experience based on relevant information

Live JavaScript updates

Ve's JavaScript checker provides the live status of client's JavaScript, keeping people proactive in case their websites become disconnected.
account-creation-connection-one
account-creation-connection-two
Personalising the experience based on relevant information

Email instructions directly from Platform

By taking names, URLs and other information from the Account creation process, Platform recycles what we know about our users to create truly personalised experiences.
account-creation-personalisation
Sending instructions to your developer pre-fills an email with all required elements (unique codes, text, instructions, etc.) and CC's Ve's support staff