Ein kleiner Dreh kann viel bewirken
Publishing in the digital age is about more than just getting information out into the world quickly. It’s about making it easily discoverable so the right people can find it, when they need it. The same is true for messaging and resources within your product—and Pendo can help.
Elsevier saw the opportunity to streamline their publication process—from manuscript to marketing—into a cohesive digital experience, and created the Elsa platform to make it a reality. “Elsa gives our external users—authors, contributors, and editors—a platform to help their content be more discoverable,” explained Lisa Gervais, former senior user engagement specialist at Elsevier.
Trotz der vielen Vorteile von Elsa wussten Gervais und ihr Team, dass sie anfangs auf Widerstand bei ihren Nutzern stoßen würden. „Wir wussten, dass es einen großen Nutzen für sie darstellt, aber sie mussten trotzdem etwas Bekanntes aufgeben und etwas Neues lernen“, so Gervais. „Wir mussten ihnen helfen, von dem Verfassen in Word, Google Docs oder anderen Einreichungssystemen auf unsere Online-Plattform umzusteigen.“
Gervais and her team tried to get ahead of this learning curve by conducting user research and creating an array of self-service resources, including onboarding documents, FAQs, and videos. But soon after launching Elsa, Gervais noticed that users weren’t actually taking the steps to access these materials. “[They] were either not engaging with the product because they weren’t getting the answers they needed, or they were going to our support team and asking questions about things we had already developed resources for,” said Gervais. “It was an issue on our side, but we also knew we were really frustrating users. We needed to act fast and change the way we were doing things.”
Hilfe zur Selbsthilfe
Gervais and her team were already using Pendo to deliver in-app messaging and user onboarding. Now, they turned to the Pendo Resource Center to help guide users to the resources they had worked so hard to create—and ultimately improve adoption of the Elsa platform. “It was something we knew we could get up there quickly and implement without development resources, and it wouldn’t cost us anything to do,” said Gervais.
Gervais collaborated with Elsevier’s user experience (UX) design team to determine the right placement for the Resource Center, making sure it was aligned with the company’s brand and information architecture, as well as Elsa’s overall look and feel. She then populated the Resource Center with all the resources her team had already built—plus modules for upcoming webinars, important announcements, onboarding and style guides, FAQs, and feedback. Gervais also leveraged Pendo In-App Guides to inform users about the Resource Center, including an occasional pop-up to remind users where they could get help and an onboarding walkthrough for new users.
Gervais und ihr Team sahen sofortige Ergebnisse nach dem Start des Ressourcenzentrums. „Unsere System Usability Scale (SUS) ist um 28,5 % gestiegen, was enorm war“. Seit der Lancierung hat das Ressourcenzentrum Elsevier auch dabei geholfen, Hunderte von Support-Tickets und Anrufen abzuwenden, indem es den Benutzern einen einfacheren Zugang zu hilfreichen Ressourcen direkt in der App bietet. „Unsere Benutzer können mit Elsa die richtige Lösung finden und haben das Gefühl, dass unser Produkt ihnen einen Mehrwert bietet. Unsere First-Line-Supportanfragen gingen um 42,8 % zurück – einfach unglaublich.“
The Elsa team plans to keep leveraging Pendo Analytics to further understand their users’ behaviors and iterate on the types of information delivered via the Resource Center. “It’s really encouraging for us to be able to see which questions coming in are really legitimate (for which there is no answer out there) vs. which questions dropped off, [indicating that] users were able to self-service through the Resource Center,” Gervais explained.
Implementing the Resource Center has had a positive effect on the overall product experience, too. It’s equipped the Elsevier team with a new channel to effectively deliver enablement to users. “Every user has a different way they want to learn, or different needs for how often they need support,” said Gervais. “Just being able to have the Resource Center there and for them to know they can go back to it any time they want is really important for the product.”
