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A personal account of a B2B client

A Large B2B SaaS with 55K+ clients

Usability testing of "hidden" features and direct search of necessary functions.

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CUSTOMER CHALLENGES:

The churn rate of paying customers is high as they don't notice or can't find the necessary and available features.

Research participants:
  • 50 participants
  • Big city dwellers
  • End users of the SaaS,  opinion leaders and decision makers.
identified Issues
  • Necessary functions search issues.
  • Multiple issues with screen titles and form labels.
  • Unclear resulting interface for the end users.
  • Information architecture is changed.
  • A preview is added to allow business users to see how sections will look  for the end users.
  • Several new settings are included after testing them on the prototypes.
Results:
−8%
Churn Rate
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