In 2017, DocuSign was going through a rebrand of the company and our products. Mobile was selected as one of the first products to implement the new design. As part of this initiative, our team recognized the chance to enhance the user experience of our iOS app.
In the current mobile app, DocuSign experienced a significant decline in the success rate of signing and sending documents as users progressed further into the envelope creation process. Feedback from our customers highlighted that performing simple tasks on smaller devices was time-consuming and frustrating. Additionally, the app lacked accessibility features for customers with low vision or disabilities. To address these issues, I partnered with our research team to conduct thorough user research to identify the pain points leading customers to abandon the mobile app in favor of desktop.
To identify areas for improvement, I worked closely with our research team to conduct surveys and interviews with both enterprise and small business customers. Additionally, we organized focus groups involving our customer service representatives.
Research was able to identify 3 main areas of pain points within the app: Account Creation, Sign & Return, and Requesting Signatures.
I designed three posters showcasing our pain points and displayed them in the office to foster discussion and secure buy-in from our stakeholders.
I co-led a workshop to brainstorm concepts based on our research findings. We utilized theCrazy 8s method to sketch out ideas for stakeholders to vote on.
I would then create low-fidelity explorations of the winning sketches for further discussions.
Once the team landed on a clear direction I then created higher-fidelity prototypes for A/B testing with select customers.
Example prototype of the Sending experience that illustrates:
After establishing a clear direction, I worked closely with the design systems team to develop our mobile-specific UI and components.
✉️ Grew mobile sends success rates by 28%
🗓️ Improved MAU (monthly active users) by 4.8%
📱 4% increase in subscriptions (mobile-only plans)
⭐️ 5-star rating in the iOS App Store
🍏️ Featured in Our Top 10 in Productivity Apps
Working on this project opened my eyes to the critical role of user research and the importance of empathizing with the customer's perspective. I discovered firsthand how even a minor pain point can lead users to lose trust in the apps.
Through feedback from our users, we realized that while our mobile app was ultimately enjoyable and intuitive, there was a learning curve involved. Our redesign aimed to address this issue and more, resulting in overwhelmingly positive ratings and feedback from our customers.
