Graph
For 7 months, I was the sole designer for the BioRender Graph team. By improving discovery, expanding product offerings and improving user experience, we were able to drive a 66% increase in feature adoption and 2% reduction in dropoff.
Company
BioRender
Roles
UX/UI Design Product Strategy Product Research
Project Team
PD (myself) PM (part-time) Data Scientist 4-6 Engineers Staff PD (joined Sep)
Timeline
Feb-Nov 2024
(Overview)
BioRender Graph is an extension product of BioRender launched in February 2024. Its mission is to become the easiest tool for scientists to create clear, beautiful visualizations of research data.
Shortly after a full rollout to 100% of users, we immediately identified the following problems:
Low adoption rate. <1% of BioRender active users were using the BioRender Graph product.
High dropoff. ~50% of users drop off from the introduction screen of the product without actually using it.
By improving discovery, expanding product offerings and improving user experience, we were able to achieve a 66% increase in adoption and 2% reduction in dropoff.
(My Contributions)
Shaped the product roadmap for both short- and long-term initiatives by leveraging key insights from user research and product data.
Led UX workshops to map user journeys, identify pain points, and facilitate team-wide ideation.
Collaborated with Go-to-Market team to develop marketing materials that effectively position and promote the Graph product.
(Key Challenges)
A whirlwind of team changes. In the beginning of Feb 2024, our team had 11 members. Within a month, 5 left including our Product Manager, Staff Product Designer, Engineering Manager and 2 Engineers.
Shifts in company and product direction. The company was navigating through leadership changes which resulted in a few sharp turns for the roadmap of the Graph product.
Strong competitor. A very strong competitor product, GraphPad Prism, has been around for ~10 years and users are often resistant to switch from their product to ours.
(Key insights)
We prioritized the product roadmap based on the following key insights and pains that we discovered through user research.
Insight 1
Most BioRender users did not know about the new Graph product or what it offers.
Insight 2
Users struggle to find the graph types they need in the Graph product. Some are missing from our toolset, others are simply hard to find.
Insight 3
90% of users struggled with the UX, especially the data sheet format. They do not know how to enter data which resulted in dropoff.
(What we shipped)
Improve discovery
Added multiple entry points within BioRender for users to organically discover the Graph product.
Launched a marketing email campaign with Go-to-Market team to increase awareness of the product.
Expand product offerings
Added 3 graph types that were most requested by users: violin plot, heatmap and line plot. Heatmap was a particular weakness of our competitor and thus positioned as a key differentiator feature for us.
Improve user experience
Simplified the introductory screen so graph types are easier to find.
Updated the data sheet format to something users are more familiar with.
(Impact)
66% increase in feature adoption, expanding reach from 15% to 25% of total active users
2% reduction in dropoff from initial screen