Finding out why over 90% of new iAuditor customers weren't engaging with the product, and what would make them stay.
SafetyCulture had set a goal of one million monthly active users on iAuditor by the end of 2022. The numbers said that goal was in trouble.
More than 90% of new customers weren't using iAuditor in a meaningful way after their first 28 days. The data showed where people drifted off. It couldn't show why.
How might we help new customers see enough value in their first 28 days that they stay, invite their team, and make iAuditor part of how they work?
We put a human face to the data. We recruited real customers who had signed up in the last three to four months, and we deliberately chose the ones who were struggling. People who rated iAuditor five out of ten or less, across logistics, transport, utilities, construction and health.
Research
20 one-to-one interviews, 5 user testing sessions, 45 survey responses, a diary study and 4 internal workshops.
Journey Mapping
Mapped the first 28 days, then the first five months, as a wall-sized journey the whole company could walk.
Customer Mindsets
Grouped new customers into four mindsets, from Dumpers who had already left to Lovers who had used iAuditor before, to show who needed what help and when.
Concept Testing
Worked in cross-functional teams with SafetyCulture to shape four concept areas, then built and tested interactive prototypes with real users.
Priority Initiatives
Worked with the executive team to agree the must-do changes and a north star for the first-time experience.
Behavioural Research
Digital Product Design
Journey Mapping & Prototyping
The research changed what SafetyCulture thought the problem was. New customers weren't leaving because iAuditor lacked features. They were leaving because getting to the first moment of value took too long.
Managers held off inviting their team until they felt expert. Once a small trial started, they stayed.
Building a form was the first task and the hardest. People wanted the finished report, not the template.
Pushing upgrades in the first month cost trust. The first 28 days are for teaching, not selling.
A tested prototype that replaced the empty dashboard with a guided path to the first report.
An agreed set of must-do changes to the dashboard, template editor, support and public library.
Cross-functional teams testing with real users early, before code, became the standard to follow.
SafetyCulture had the data on where customers dropped off. We gave it the reasons, told in customers' own words, and a tested direction for fixing them.
The work set the goal of doubling the number of new customers who stay past 28 days, and gave the product, design and sales teams a shared picture of the first month to build toward.
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