Improving Trial Conversion Rates for Mobile — The Understanding Group (TUG)

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Autodesk has taken a leading role in the development of robotics, Augmented and Virtual Reality, and 3D printing. Autodesk partnered with T"/> <meta name="description" content="Autodesk is a design software company that serves customers across the manufacturing, architecture, building, construction, media, and entertainment industries. Autodesk has taken a leading role in the development of robotics, Augmented and Virtual Reality, and 3D printing. Autodesk partnered with TUG to improve the conversion rate for a companion mobile app. TUG identified obstacles, points of confusion, and opportunities for improvement for each kind of user depending on their stage in the journey. 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padding-bottom:37.53333282470703%; overflow: hidden;-webkit-mask-image: -webkit-radial-gradient(white, black); " > <img data-stretch="false" data-src="https://images.squarespace-cdn.com/content/v1/5cc25caa7eb88c697c948991/96dbd215-5db7-4e06-b700-335a4a1a789f/Autodesk---Case-Study.png" data-image="https://images.squarespace-cdn.com/content/v1/5cc25caa7eb88c697c948991/96dbd215-5db7-4e06-b700-335a4a1a789f/Autodesk---Case-Study.png" data-image-dimensions="1500x563" data-image-focal-point="0.5,0.5" alt="" data-load="false" elementtiming="system-image-block" src="https://images.squarespace-cdn.com/content/v1/5cc25caa7eb88c697c948991/96dbd215-5db7-4e06-b700-335a4a1a789f/Autodesk---Case-Study.png" width="1500" height="563" alt="" sizes="(max-width: 640px) 100vw, (max-width: 767px) 100vw, 100vw" style="display:block;object-fit: cover; width: 100%; height: 100%; object-position: 50% 50%" onload="this.classList.add("loaded")" srcset="https://images.squarespace-cdn.com/content/v1/5cc25caa7eb88c697c948991/96dbd215-5db7-4e06-b700-335a4a1a789f/Autodesk---Case-Study.png?format=100w 100w, https://images.squarespace-cdn.com/content/v1/5cc25caa7eb88c697c948991/96dbd215-5db7-4e06-b700-335a4a1a789f/Autodesk---Case-Study.png?format=300w 300w, https://images.squarespace-cdn.com/content/v1/5cc25caa7eb88c697c948991/96dbd215-5db7-4e06-b700-335a4a1a789f/Autodesk---Case-Study.png?format=500w 500w, https://images.squarespace-cdn.com/content/v1/5cc25caa7eb88c697c948991/96dbd215-5db7-4e06-b700-335a4a1a789f/Autodesk---Case-Study.png?format=750w 750w, https://images.squarespace-cdn.com/content/v1/5cc25caa7eb88c697c948991/96dbd215-5db7-4e06-b700-335a4a1a789f/Autodesk---Case-Study.png?format=1000w 1000w, https://images.squarespace-cdn.com/content/v1/5cc25caa7eb88c697c948991/96dbd215-5db7-4e06-b700-335a4a1a789f/Autodesk---Case-Study.png?format=1500w 1500w, https://images.squarespace-cdn.com/content/v1/5cc25caa7eb88c697c948991/96dbd215-5db7-4e06-b700-335a4a1a789f/Autodesk---Case-Study.png?format=2500w 2500w" loading="lazy" decoding="async" data-loader="sqs"> </div> </div> </figure> </div> </div></div></div></div></div></div>  <div class="body entry-content"><div class="sqs-layout sqs-grid-12 columns-12" data-layout-label="Post Body" data-type="item" data-updated-on="1663771921030" id="item-632b250172be3f03be10fa1b"><div class="row sqs-row"><div class="col sqs-col-12 span-12"><div class="sqs-block html-block sqs-block-html" data-block-type="2" data-border-radii="{"topLeft":{"unit":"px","value":0.0},"topRight":{"unit":"px","value":0.0},"bottomLeft":{"unit":"px","value":0.0},"bottomRight":{"unit":"px","value":0.0}}" id="block-efed2a20dff82cc8e2ea"><div class="sqs-block-content"> <div class="sqs-html-content"> <p class="" style="white-space:pre-wrap;"><em>Autodesk is a design software company that serves customers across the manufacturing, architecture, building, construction, media, and entertainment industries. Autodesk has taken a leading role in the development of robotics, Augmented and Virtual Reality, and 3D printing. Autodesk partnered with TUG to improve the conversion rate for a companion mobile app.</em></p> </div> </div></div><div class="sqs-block horizontalrule-block sqs-block-horizontalrule" data-block-type="47" id="block-655e48c659ea82dee6f0"><div class="sqs-block-content"><hr /></div></div><div class="sqs-block html-block sqs-block-html" data-block-type="2" data-border-radii="{"topLeft":{"unit":"px","value":0.0},"topRight":{"unit":"px","value":0.0},"bottomLeft":{"unit":"px","value":0.0},"bottomRight":{"unit":"px","value":0.0}}" id="block-24b8416d23ea9c80c02b"><div class="sqs-block-content"> <div class="sqs-html-content"> <h2 style="white-space:pre-wrap;"><strong>The Problem: Low Conversion Rate for Mobile App Trial Users</strong></h2><p class="" style="white-space:pre-wrap;">In order to improve the conversion rate of customers trialing a companion mobile app to AutoCAD Mobile, Autodesk wanted to understand the customer experience of using the app.</p><h2 style="white-space:pre-wrap;"><strong>The Solution: Research Mapped Out Critical Stages in the Evaluation Process</strong></h2><p class="" style="white-space:pre-wrap;">TUG conducted research that enabled the team to differentiate between three stances users took when evaluating the trial app. We developed a model for each user type that mapped out critical stages in the evaluation journey. TUG identified obstacles, points of confusion, and opportunities for improvement for each kind of user depending on their stage in the journey. These models helped the stakeholders share the reality of the user’s experience with the broader product development team.</p> </div> </div></div><div class="sqs-block image-block sqs-block-image" data-block-type="5" id="block-yui_3_17_2_1_1663772396703_265010"><div class="sqs-block-content"> <div class=" image-block-outer-wrapper layout-caption-hidden design-layout-inline combination-animation-none individual-animation-none individual-text-animation-none " data-test="image-block-inline-outer-wrapper" > <figure class=" sqs-block-image-figure intrinsic " style="max-width:1478px;" > <div class="image-block-wrapper" data-animation-role="image" > <div class="sqs-image-shape-container-element has-aspect-ratio " style=" position: relative; padding-bottom:33.0175895690918%; overflow: hidden;-webkit-mask-image: -webkit-radial-gradient(white, black); " > <img data-stretch="false" data-src="https://images.squarespace-cdn.com/content/v1/5cc25caa7eb88c697c948991/4dd86446-6189-4f6d-bcd7-9f62097e0ebc/Autodesk---Pic-1.png" data-image="https://images.squarespace-cdn.com/content/v1/5cc25caa7eb88c697c948991/4dd86446-6189-4f6d-bcd7-9f62097e0ebc/Autodesk---Pic-1.png" data-image-dimensions="1478x488" data-image-focal-point="0.5,0.5" alt="Autodesk journey map for using mobile devices" data-load="false" elementtiming="system-image-block" src="https://images.squarespace-cdn.com/content/v1/5cc25caa7eb88c697c948991/4dd86446-6189-4f6d-bcd7-9f62097e0ebc/Autodesk---Pic-1.png" width="1478" height="488" alt="" sizes="(max-width: 640px) 100vw, (max-width: 767px) 100vw, 100vw" style="display:block;object-fit: cover; width: 100%; height: 100%; object-position: 50% 50%" onload="this.classList.add("loaded")" srcset="https://images.squarespace-cdn.com/content/v1/5cc25caa7eb88c697c948991/4dd86446-6189-4f6d-bcd7-9f62097e0ebc/Autodesk---Pic-1.png?format=100w 100w, https://images.squarespace-cdn.com/content/v1/5cc25caa7eb88c697c948991/4dd86446-6189-4f6d-bcd7-9f62097e0ebc/Autodesk---Pic-1.png?format=300w 300w, https://images.squarespace-cdn.com/content/v1/5cc25caa7eb88c697c948991/4dd86446-6189-4f6d-bcd7-9f62097e0ebc/Autodesk---Pic-1.png?format=500w 500w, https://images.squarespace-cdn.com/content/v1/5cc25caa7eb88c697c948991/4dd86446-6189-4f6d-bcd7-9f62097e0ebc/Autodesk---Pic-1.png?format=750w 750w, https://images.squarespace-cdn.com/content/v1/5cc25caa7eb88c697c948991/4dd86446-6189-4f6d-bcd7-9f62097e0ebc/Autodesk---Pic-1.png?format=1000w 1000w, https://images.squarespace-cdn.com/content/v1/5cc25caa7eb88c697c948991/4dd86446-6189-4f6d-bcd7-9f62097e0ebc/Autodesk---Pic-1.png?format=1500w 1500w, https://images.squarespace-cdn.com/content/v1/5cc25caa7eb88c697c948991/4dd86446-6189-4f6d-bcd7-9f62097e0ebc/Autodesk---Pic-1.png?format=2500w 2500w" loading="lazy" decoding="async" data-loader="sqs"> </div> </div> </figure> </div> </div></div><div class="sqs-block html-block sqs-block-html" data-block-type="2" data-border-radii="{"topLeft":{"unit":"px","value":0.0},"topRight":{"unit":"px","value":0.0},"bottomLeft":{"unit":"px","value":0.0},"bottomRight":{"unit":"px","value":0.0}}" id="block-yui_3_17_2_1_1663772396703_265386"><div class="sqs-block-content"> <div class="sqs-html-content"> <h2 style="white-space:pre-wrap;"><strong>How We Succeeded: A Longitudinal Study with Current and Potential Users</strong></h2><p class="" style="white-space:pre-wrap;">TUG conducted a longitudinal study in the US and UK that included remote and contextual inquiry with current and potential target market and industry users. Round 1 consisted of customers who had conducted a trial but not converted and others who fit a customer's profile but had yet to use the product. Round 2 involved a second interview with people new to the product. TUG conducted these interviews at their office or home and observed them as they downloaded the app onto their mobile device and began using it for the first time. Round 3 then consisted of follow-up interviews with the new users to debrief a set of assignments they were given during the contextual inquiry. </p> </div> </div></div><div class="sqs-block image-block sqs-block-image" data-block-type="5" id="block-yui_3_17_2_1_1663772396703_266574"><div class="sqs-block-content"> <div class=" image-block-outer-wrapper layout-caption-hidden design-layout-inline combination-animation-none individual-animation-none individual-text-animation-none " data-test="image-block-inline-outer-wrapper" > <figure class=" sqs-block-image-figure intrinsic " style="max-width:1450px;" > <div class="image-block-wrapper" data-animation-role="image" > <div class="sqs-image-shape-container-element has-aspect-ratio " style=" position: relative; padding-bottom:37.65517044067383%; overflow: hidden;-webkit-mask-image: -webkit-radial-gradient(white, black); " > <img data-stretch="false" data-src="https://images.squarespace-cdn.com/content/v1/5cc25caa7eb88c697c948991/e3b076a0-b408-45df-8334-7715ae4e271c/Autodesk---Pic-2.png" data-image="https://images.squarespace-cdn.com/content/v1/5cc25caa7eb88c697c948991/e3b076a0-b408-45df-8334-7715ae4e271c/Autodesk---Pic-2.png" data-image-dimensions="1450x546" data-image-focal-point="0.5,0.5" alt="Columns for Week 1-10 of the project" data-load="false" elementtiming="system-image-block" src="https://images.squarespace-cdn.com/content/v1/5cc25caa7eb88c697c948991/e3b076a0-b408-45df-8334-7715ae4e271c/Autodesk---Pic-2.png" width="1450" height="546" alt="" sizes="(max-width: 640px) 100vw, (max-width: 767px) 100vw, 100vw" style="display:block;object-fit: cover; width: 100%; height: 100%; object-position: 50% 50%" onload="this.classList.add("loaded")" srcset="https://images.squarespace-cdn.com/content/v1/5cc25caa7eb88c697c948991/e3b076a0-b408-45df-8334-7715ae4e271c/Autodesk---Pic-2.png?format=100w 100w, https://images.squarespace-cdn.com/content/v1/5cc25caa7eb88c697c948991/e3b076a0-b408-45df-8334-7715ae4e271c/Autodesk---Pic-2.png?format=300w 300w, https://images.squarespace-cdn.com/content/v1/5cc25caa7eb88c697c948991/e3b076a0-b408-45df-8334-7715ae4e271c/Autodesk---Pic-2.png?format=500w 500w, https://images.squarespace-cdn.com/content/v1/5cc25caa7eb88c697c948991/e3b076a0-b408-45df-8334-7715ae4e271c/Autodesk---Pic-2.png?format=750w 750w, https://images.squarespace-cdn.com/content/v1/5cc25caa7eb88c697c948991/e3b076a0-b408-45df-8334-7715ae4e271c/Autodesk---Pic-2.png?format=1000w 1000w, https://images.squarespace-cdn.com/content/v1/5cc25caa7eb88c697c948991/e3b076a0-b408-45df-8334-7715ae4e271c/Autodesk---Pic-2.png?format=1500w 1500w, https://images.squarespace-cdn.com/content/v1/5cc25caa7eb88c697c948991/e3b076a0-b408-45df-8334-7715ae4e271c/Autodesk---Pic-2.png?format=2500w 2500w" loading="lazy" decoding="async" data-loader="sqs"> </div> </div> </figure> </div> </div></div><div class="sqs-block horizontalrule-block sqs-block-horizontalrule" data-block-type="47" id="block-e12467541eb38e9e9354"><div class="sqs-block-content"><hr /></div></div><div class="sqs-block html-block sqs-block-html" data-block-type="2" data-border-radii="{"topLeft":{"unit":"px","value":0.0},"topRight":{"unit":"px","value":0.0},"bottomLeft":{"unit":"px","value":0.0},"bottomRight":{"unit":"px","value":0.0}}" id="block-c7ea8f6abcab13b94ba2"><div class="sqs-block-content"> <div class="sqs-html-content"> <h2 style="white-space:pre-wrap;"><strong>Epilogue</strong></h2><p class="" style="white-space:pre-wrap;">The journey maps helped align the team around a shared understanding of the user’s perspective and proved valuable as they worked to improve the product.</p><blockquote><p class="" style="white-space:pre-wrap;"><em>“TUG was a big part in this process!”</em></p><p class="" style="white-space:pre-wrap;">—Tal Solomon, Right after Autodesk’s UX team won the Design Management Institute Award in 2017.</p></blockquote> </div> </div></div></div></div></div></div>  <footer class="clear"> <div class="meta"> <div class="first meta-row"> <span class="tags"><span class="tags-title">Tags</span> <a href="/case-study/tag/Case+Study" rel="tag">Case Study</a></span> </div> <div class="second meta-row"> <span class="squarespace-social-buttons inline-style" data-system-data-id="1663772408977-X1UOORP7H8QUO74711CO" data-asset-url="https://images.squarespace-cdn.com/content/v1/5cc25caa7eb88c697c948991/1663772408977-X1UOORP7H8QUO74711CO/Autodesk---Case-Study.png" data-record-type="1" data-full-url="/case-study/autodesk" data-title="Improving Trial Conversion Rates for Mobile"></span> <span class="sqs-simple-like" data-item-id="632b250172be3f03be10fa1b" data-like-count="0"> <span class="like-icon"></span> <span class="like-count"></span> </span> </div> </div> </footer> </article>  <nav class="pagination clear"> <a class="prev-item" href="/case-study/curtin">← Improving the User 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