To comply with my non-disclosure agreement, I have omitted confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of Western Digital
Flashback
An analysis and design project to improve the call to action on the landing page.
WHAT IS FLASHBACK?
Flashback is a cloud back up for your USB. It is featured on the Sandisk Ultra fit and Ultra USB drives.
The flashback product provides cloud backup for new and existing customers with the Sandisk ultra and ultra-fit drive. It is one of Western Digital's diverse products that integrate software and hardware to meet the demand for backup and centralization of data stored in multiple locations.
Demographic
Tech aware people and anyone who own a computer with USB ports and use USB sticks.
Screen showcasing the state of the landing page
Goals
The Goal was to improve landing page and USB plug-in conversion from to 70%
Stakeholders
Fan Zhang, Former Lead Designer, Amit Gromer Product Manager, and Shanmeng Liu, Researcher
Constraints
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2 week Sprints
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Low on resources to sustain the product in design and engineering.
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Need to create revenue so more resources can be allocated to develop this project
THE PROBLEM
We experienced a drop off when users are requested to plug in their USB drive after downloading the Flashback web app.
Plug in to the USB to beging USB backup
PROCESSES
Test
Run usability tests and research to validate insights on the specific feature
Understand
Identify trends and areas to prioritize for focused improvement
DESIGN
Explore options with prototypes sketches and illustration
Analyze feedback
MY ROLE
My first task was to learn how the flashback cloud product was perceived through e-commerce platforms and internal databases to identify strengths, weaknesses and to inform user research for the flashback cloud app.
I suggested this method because it allowed for a cost-effective and accessible way to get a snapshot of our problems while understanding what we were doing well. This helped me see that users were not aware of the flashback cloud service offering after purchasing the USB drive.
I applied a holistic centered user -approach to:
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Collect data from online customer reviews and internal feedback
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Identify key feature that are requirements for product
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Categorize data
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Visualize & Analyze
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Identify next steps
FINDINGS
Best buy reviews
Examples of customer remarks
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LEARNING OUTCOMES
The breakdown of issues from the internal reports showed the highest issues in usability and installation.
Usability/installation
21
Account setup
17
Password
15
Backup
14
Other
2
Flashback users want a clearer way to sign up and guidance onboarding
User Research and Analytics
Later in the project, our researcher Shanmeng was hired on. She conducted a moderated test to identify how the site was perceived and what led to drop offs.
We also looked at web analytics to understand user behavior and when the drop off occurs. The triangulation of these methods led us to connected insights.
The overall funnel conversion from website visits - populated accounts was low.
The biggest drop off happened when users were asked to connect their drives to Flashback.