Trial Experience
Squarespace
Founding designer of the Squarespace Trial Experience team, which had two missions: to help new Squarespace users get to value quickly, and help the Squarespace organization learn about the needs and pain points of their customers.
The team worked in a new-to-Squarespace methodology based on fast experimentation and learning. We ran lots of experiements that, while not always improving conversion, netted important learning for the organization.
This iterative process values metrics and learning equally, but we have seen significant business impact from this work.
- Major increases in trial conversion rates
- Millions of new customer data points unlocked for downstream teams
fig 01
Squarespace Assistant increased conversion by surfacing the core actions needed to publish a website site, and helped us learn how new users prioritize their tasks.
fig 02
Another variation of the Assistant focused on learning the fundamental capabilities of the Squarespace editor.
fig 03
A short quiz increased conversion by personalizing website template recommendations for new users, while helping the team segment incoming customers by intent and interest.
fig 04
A universal survey framework helped teams across the organization unlock the necessary data to make smart decisions about experiments and A/B tests.