Autodesk

Conversion product for improving the full conversion journey for
worldwide non-compliant users with pirated Autodesk software

TYPE
End-to-end product design
PARTNER
Internship @ Autodesk
DURATION
May 2023 - Aug 2023
CONTRIBUTION
Lead
Project direction & strategy, research, synthesis, ideation, sync & follow-up, expert evaluation, handoff, impact metrics

Independent
Stakeholder map, competitive analysis, insights/feedback synthesis, persona, user flow, product ideation, chatbot design & iteration, landing page redesign

Collaborative
Interview questions design, user interviews, in-product messages (IPMs) design, copy writing
TEAM
1 senior UX designer, 2 growth managers, 4 data analysts, 2 engineers, 1 director of License Compliance team
OUTCOME
21.6% increase in engagement rate after partial launch, to be launched in 10 major Autodesk products across 68 countries

Overview

↳ Model + chatbot conversational design for non-compliant users conversion across the globe.

# Context
I joined the Genuine team at Autodesk for a 12-week summer internship. The Genuine team interacts with users and tests rapidly across many different channels with the goal of educating and converting non-paid users to paid subscribers. Team collaborates closely with License Compliance Team.

# Challenge
My main internship objective was to create research-backed designs that can help convert non-complaint users (NCUs) to compliant users with genuine versions of Autodesk software. Team emphasizes on chatbot engagement because it directly contributes to generating leads for the License Compliance Team at Autodesk, which in essence ties closely to Autodesk revenue and growth.

# Result
I initiated the combination of pop-up modal and chatbot experience design on the landing page, and worked closely with cross-functional teams on design iterations and handoff. Pop-up modal aims to set the right user expectation and collect contact information of NCUs more easily for License Compliance Team. Chatbot flow aims to educate NCUs and offer support throughout their conversion journey.

# Impact
My design was partially launched in U.S. in October 2023, and has brought a 21.6% increase in the chatbot engagement rate in 2.5 months. The complete design will soon be delivered to non-compliant AutoCAD, AutoCAD LT, & Civil 3D (2016-2020 version) users across 68 countries worldwide, and will later be launched in 7 other main Autodesk products.

Support.
Educate.
Convert.
Impact.

Research

↳ Identifying stakeholders & complex power dynamics: seeking a need balance between the internal and the external.

I started with identifying 5 groups of key stakeholders in the chatbot experience design, followed by competitive analysis and user research. Additionally, Autodesk products face three categories of customers: business, EDU, and personal.

↳ Digging into 6+ competitors: how has the non-compliance conversion experience evolved in other SaaS companies? What are the commonalities and differences? Did they work well?

# Comparing with Adobe, Microsoft, Netflix, Amazon, Target, etc.
Industry competitors who provides genuine service include Adobe and Microsoft. I looked into their user flow and experience design of the in product messages, landing page, and chatbot flow. Though the information available online is extremely limited, I was able to discover their different design iterations, dig into how the design has evolved, synthesize my findings, and compare with that from Autodesk.

Given the fact that not all industry competitors who have genuine service provide chatbot experience for non-compliant users, I also researched more on the chatbot flow design of customer-facing corporations, including Amazon, Target, Netflix, Walmart, etc.

↳ Non-compliant users (NCUs) globally: who are they? Which nonvalid software & version did they use and why? How was their IPM➝LP➝chatbot conversion experience?

# Talking to recently converted customers from the UK, India, the UAE, and the US
I collaborated with a senior UX designer on developing interview questions and conducting a total of 6 in-depth interviews with recently converted customers. They all come from various industries and nationalities, and had fully experienced the IPM (in-product messages) ➝ LP (landing page) ➝ chatbot flow when they were using pirated Autodesk software. Interview objectives are as follows:
‍
1) Understanding the user experience difference between nonvalid software and genuine software;
2) Understanding the "IPM ➝ LP ➝ Chatbot" user journey;
3) Acquiring user feedback on the current design;
4) Informing them of the risks of pirated software;
5) Listening to their further needs and suggestions.

Synthesis

In collaboration with growth managers, we looked at the chatbot engagement in our database and found out that there were only 26.6k nonvalid users engaged, among a total of 552k who saw the chatbot. The chatbot engagement rate at only 4.82%.

↳ NCUs all needed customer support and legit software service at a lower price, despite their professions.

# Nonvalid Users → Valid Users
These ex-NCUs (non-compliant users) who decided to become genuine users share four main characteristics in common, regardless of their occupations or work environments. My synthesis is as follows:

↳ NCUs were suspicious about the IPM and worried about losing design files, but did not engage much with the chatbot due to the its aggressive tone & lack of support.

# Findings: the IPM ➝ LP ➝ Chatbot Journey

1) These users perceived the IPMs as aggressive.
2) They were concerned about losing all their work.
3) They were willing to fix their non-compliance issue.
4) They barely engaged with the chatbot on the landing page.

OPPORTUNITY

How might we leverage the chatbot and
improve the IPM ➞ LP ➞ Chatbot flow for NCUs?

Brainstorm & Ideate

↳ How to ensure that the chatbot flows can best assist different user categories, while recognizing constraints and satisfying needs from License Compliance and Sales team?

# Make it real: integrating Live Chat in addition to Automated Chat for Three User Journeys and Multiple Use Cases
The user diversity in Autodesk software requires the chatbot experience design to meet multiple use cases. To ensure the new chatbot flow facilitates conversion at its best while being an efficient communication tool between the users and Autodesk representatives, automated chat and live chat are distributed differently depending on the user group.

# Scope of Constraints and Consideration
Crucial design consideration includes: satisfying needs from different user categories, meeting legal requirements, building an efficient communication bridge between Autodesk representatives and nonvalid users, providing the right amount of information without overwhelming users, technology feasibility, and short development cycle.

Design & Iterate

↳ High-level flow due to NDA, more to come!

I led 4 rounds of design critique with Genuine team and the License Compliance team. Incorporating feedback I synthesized from these critique sessions, I led 4 rounds of design iteration along with in-time tweaks and updates. Additionally, I collaborated closely with my manager, a growth manager, and the director or License Compliance on the copy writing of my design before handing it over to engineers. Below is a high-level user flow of the new chatbot flow.

I cannot publicly share my design in more detail until this campaign is fully launched.

Deliver & Impact

↳ Quote from VP: "High execution, absolutely innovative and well thought out. The team should launch this ASAP and test it out!"

↳ Partial launch (10/2023—12/2023): 21.6% ↑ in engagement rate

# Handoff & Presentation to VP & COO-Org
My design was considered absolutely innovative in my final design presentation to the director of the Genuine team and License Compliance team. The chatbot flow has been completely upgraded to a seamless, considerate user experience that satisfies needs from a complex stakeholder landscape in multiple use cases. Leadership cannot wait for this product launch and holds strong believe in making a great impact in user conversion and revenue growth through my work.

Reflect

↳ Shining with ownership & leadership as an intern

A few colleagues couldn't join this group photo because they were on PTO... But working with such a group of smart, supportive, and humble people is no doubt the best part of my 2023 summer!

Some highlights and reflection of this fruitful journey:

1) Design fast, design within constraints. In a large corporation like Autodesk, I was able to explore how I approach innovation and creativity within constraints. My work situates in a well established design system, which should be feasible in technology, have a short development cycle, while meeting legal requirements and user needs.

2) Design cycle at large corporations is different, and it varies in teams too. My team moves very fast—we do monthly campaigns, A/B testings, and rapid iterations. To ensure we can achieve our OKRs, user research, design, and iteration happened simultaneously in my design cycle.

3) Always be a bold leader who is grateful, and be ready to make impacts. I have absolute ownership over my internship work—I am extremely grateful for being given the opportunity to work on real projects, and make real impacts.

BACK TO HOME