OpenTable
Self service acquisition and onboarding
Role
Product Designer
Responsibilities
Design IC (End-to-End)
Team
X-functional team of 6
Design team of 1 (me!)
Overview
I joined OpenTable mid Covid lockdown, not exactly the best time to be selling software to restaurants. In order to combat the tough market conditions OpenTable decided to change from a fully sales powered signup process to a fully self service option.
Defining our Use Case
Now we could not just flip a switch and onboard customers overnight. So we started looking at our sales funnel and figuring out where we could fully digitize it and where we would still need it to be people powered.
A story map to vizulaize our new flows
New value props, new pages
We started at the the top! Running countless A/B tests on our marketing website to find the right way to get customers to understand our 3 different plans and sign up. We explored pages that focused on plans, FAQ’s and video.
Two experiments we ran to validate hypothesis
Start taking reservations
It was no easy task to get users to get setup and ready to take reservations. Between billing, setting up capacity, and making a profile it could take restaurants weeks to be ready. To track there progress to going live we created a “guide banner” so they could know where in the process they were and how much more they had left to do.
“Guide Banner” in context
Various states of our progress indicator
Ease VS Comprehension
We also tested a variety of flows for setting up different aspects of your account. We experimented with various patterns like tool tip tours and “quick setup” flows.
Two experiments we tested for setting up “restaurant capacity - “quick setup” vs a tool tip tour
Results
After a long 9 month process of prototyping and experimentation, 100% of basic SKU customers were going live on their own, with in 2 days of creating their account.
A highlight I am proud of is we increased conversion from our marketing site 100%. Doubling the amount of new restaurants that were creating new accounts on OpenTable.