Optimizing the flow for Skills AiR

> Background

Skills is a new educational offering from Splice. As part of the growth strategy, the marketing team created Artist in Residence. The foundation of AiR is a content partnership with a well-known producer to create exclusive lessons on Skills. Our first one would be with Kenny Beats.

As planning kicked off, I noticed a big problem with our plan — the user flow for new users, sucked. This posed a huge problem for our plan since everything hinged on converting brand new users to Splice.

> Challenges

There was a huge challenge I faced after identifying this problem. The Skills engineering team was heads down on other priorities because there was an expectation that no engineering work would be needed from our team.

As such, it was important that we kept the solutions small.

> Process

To better understand the problem, I created a user flow diagram that mapped out the journey for a new or existing user on Splice. This helped visualize the core friction points we’d need to address.

I then focused on each of those friction points and came up with a plan to fix them. I shared the proposal with my Skills team and our XFN partners to make sure we were all aligned on the plan.

> Results

I’m happy to say, we were able to tackle all the ideas I proposed and it inspired us to fix other issues with our user flows.

> Impact

While the impact of this project cannot be quantified, the Artist in Residence campaign exceeded our expectations.

In the first two weeks we saw that new user traffic from Kenny Beats content grew by around 70% and there was a secondary spike in company-wide first time trial numbers a day following the release of new Kenny Beats content, which jumped by around 87%.

I can only infer that without optimizing the flow for new users into Skills, we might’ve lost a percentage of this success.