How Design Can Help Your Business Succeed: A Guide to Effective Toolkits and Techniques (Part 1)

In today’s highly competitive business landscape, it’s more important than ever to focus on adoption, retention, satisfaction, engagement, and efficiency. These metrics are key indicators of a business’s success and can impact everything from customer loyalty to profitability.

In this article we will talk about how design can play a critical role in helping businesses achieve these goals through adoption and what design tool-kits and techniques helped real world businesses.

Adoption

Adoption refers to the process of customers or users adopting a new product or service. For businesses, high adoption rates are critical for success, as they indicate that customers are interested in what the business has to offer.

Airbnb

In 2017, Airbnb launched a new feature called “Experiences” which allowed hosts to offer unique tours and activities to guests. To increase adoption of the new feature, Airbnb used a combination of user testing, user personas, onboarding, and A/B testing.

User Testing

Airbnb conducted user testing with a group of potential users to gather feedback on the usability and user experience of the new feature. This allowed them to identify any areas of the feature that were confusing or difficult to use.

User Personas

Airbnb created user personas based on the needs and preferences of their target audience. This allowed them to design the feature in a way that would appeal to their target users and meet their needs.

Onboarding

Airbnb created an onboarding process that introduced guests to the new feature when they logged into the platform. The onboarding process included clear instructions and examples to help guests understand how to use the feature.

A/B Testing

Airbnb used A/B testing to compare the performance of different versions of the feature. They tested different layouts, designs, and copy to determine which version was most effective at attracting and retaining users.

As a result of these techniques, Airbnb was able to increase adoption of the “Experiences” feature, which helped them to differentiate themselves from other travel platforms and attract more users to their platform.

Starbucks

In 2018, Starbucks launched a new loyalty program called “Starbucks Rewards” which offered personalized rewards to customers based on their purchase history. To increase adoption of the program, Starbucks used a combination of customer journey mapping, customer support, loyalty programs, and personalization.

Customer Journey Mapping

Starbucks created a customer journey map that tracked the steps a customer takes from discovering the program to making a purchase using the rewards. This allowed them to identify areas where customers might drop off and address them with targeted messaging and incentives.

Customer Support

Starbucks offered customer support through a variety of channels, including in-store, online, and via a mobile app. They also offered a chatbot to help customers navigate the program and resolve issues quickly.

Loyalty Programs

Starbucks used a tiered loyalty program that rewarded customers for frequent purchases with personalized discounts and offers. They also offered bonus rewards for certain actions, such as using mobile ordering or trying new menu items.

Personalization

Starbucks used personalization to make the program more appealing to customers. They offered customized rewards based on the customer’s purchase history and preferences, and sent personalized communications to keep customers engaged with the program.

As a result of these techniques, Starbucks was able to increase adoption of the “Starbucks Rewards” program and build stronger relationships with their customers. The program contributed significantly to Starbucks’ bottom line, with over 20 million members and $2.65 billion in stored value as of 2021.

Slack

In 2016, Slack launched a new feature called “Threads” which allowed users to reply to specific messages within a conversation. To increase adoption of the feature, Slack used a combination of user research, user feedback, user testing, and user-centric design.

User Research

Slack conducted user research to better understand the needs and preferences of their target audience. This allowed them to design the feature in a way that would meet the needs of their users.

User Feedback

Slack solicited feedback from their users through various channels, including in-app surveys and user forums. This allowed them to identify any issues or concerns that users had with the feature and make improvements to the design.

User Testing

Slack conducted user testing with a group of potential users to gather feedback on the usability and user experience of the feature. This allowed them to identify any areas of the feature that were confusing or difficult to use.

User-Centric Design

Slack designed the feature with the needs and preferences of their users in mind. They made the feature easy to use and incorporated user feedback to improve the design over time.

As a result of these techniques, Slack was able to increase adoption of the “Threads” feature, which became a core part of their platform and helped to differentiate them from other messaging apps. The feature is now used by millions of users every day, demonstrating the impact that user research, feedback, testing, and design can have on adoption and engagement.

In the next article we will talk about how retention can play a critical role in helping businesses and what design tool-kits and techniques helped real world businesses in retention.

Resource

“How Airbnb Designs for Trust” by Katie Dill, VP of Design at Airbnb, on the Airbnb design blog (https://airbnb.design/how-airbnb-designs-for-trust/)

“How Airbnb’s Data Science and Design Teams Work Together to Solve Problems” on the Airbnb engineering blog (https://medium.com/airbnb-engineering/how-airbnbs-data-science-and-design-teams-work-together-to-solve-problems-fd8b19945e5c)

“How Slack is Designed for an Excellent User Experience” on the InVision blog (https://www.invisionapp.com/inside-design/how-slack-is-designed-for-an-excellent-user-experience/)

“Slack’s Head of Design on Designing a Human Experience” on the InVision blog (https://www.invisionapp.com/inside-design/slacks-head-of-design-on-designing-a-human-experience/)

“5 Ways Starbucks is Innovating the Customer Experience” on the Forbes website (https://www.forbes.com/sites/blakemorgan/2019/08/21/5-ways-starbucks-is-innovating-the-customer-experience/?sh=72c2dbce3b69)

“How Starbucks is Using Design to Improve Customer Experience” on the Fast Company website (https://www.fastcompany.com/90202967/how-starbucks-is-using-design-to-improve-customer-experience)