ABOUT MATTER

Matter is a SaaS startup that provides feedback and employee recognition tools. It facilitates Feedback Friday, a recurring event (or customizable cadence) where teams are encouraged to exchange Kudos and constructive feedback. Matter primarily operates as a Slack app, complemented by a web app with additional features.

CASE STUDY: Matter Onboarding

Project Overview

As the Lead UX Designer at Matter, I spearheaded the redesign of the user onboarding experience, transitioning it from a web app to a native Slack experience. The project aimed to eliminate app-switching friction and reduce bugs. The redesign was implemented in two phases: first moving the onboarding process to Slack, then optimizing the first-time user experience with better welcome messaging. This initiative successfully maintained conversion rates while improving user retention and engagement metrics.

The Challenge

Matter's existing onboarding process required users to start in the web app before redirecting to Slack, creating unnecessary friction through app-switching and introducing bugs. Additionally, the welcome messages were disjointed and unhelpful—scattered between public channels and private DMs—leading to confusion about how to use the app.

Research & Discovery

We began by analyzing the existing web onboarding flow, which had gone through several iterations and achieved a high conversion rate. Our research revealed:

• Users were confused about next steps after completing onboarding on the web app

• Messages were inconsistently delivered across different channels

• An admin advocate was crucial for introducing Matter's feedback culture

• Monthly user attrition was at 14%, presenting an opportunity for improvement

Through collaboration with the growth team, I identified key information needed for successful onboarding:

• Explanation of Feedback Friday feature

• Configuration options for Feedback Friday settings

• Instructions on how Kudos and Feedback work in Matter

• Video demonstrations and support resources

• Links to Book a Demo and Contact Us

Design Process

The project was approached in two distinct phases. Phase 1 was moving the onboarding screens to Slack. I used Slack's UI Framework and Block Kit Builder to ensure visual consistency and technical feasibility within Slack's constraints. This approach:

• Provided accurate representation of the final experience

• Helped development by providing ready-to-implement message structures

• Aligned with Slack's design language while maintaining the core onboarding steps

Phase 1 Results:

• Successfully maintained conversion rates comparable to the web app experience

• Validated our approach of moving the entire onboarding experience to Slack

For phase 2, design focuses were:

Improving Onboarding Flow:

• Streamlining experience entirely within Slack

• Linear progression through onboarding steps

• Elimination of app-switching friction

Enhance Welcome Experience:

• Clear explanation of core features (Feedback Friday, Kudos)

• Configuration options for administrators

• Guided setup process

• Interactive elements to drive immediate engagement

• Comprehensive support resources

I developed a streamlined user journey flow with two FTUE message variations that covered all key items from our hit list. The two variations were:

1. Comprehensive Introduction: Presenting all information upfront in a single view

2. Sequential Guidance: A conversational checklist where users learn one element at a time and click "Next" to progress

We decided to implement a 50:50 A/B test to evaluate which approach performs better. Success metrics include:

• Engagement (measured by clicks on the final "Give Kudos" button)

• User retention

• Admin actions (specifically inviting team members to the Matter channel)

This data-driven approach would help us identify the most effective onboarding experience for our users.

Dev Handoff

MEASURING SUCCESS

A/B Test Results:

• Both welcome message versions outperformed the original approach

• The "Conversational Checklist" version showed the best performance with:

  • Lower attrition rates

  • Higher Kudos engagement

  • Improved feature adoption

Reflection

This project reinforced several key lessons:

• Seamless Experience Matters: Eliminating application switching significantly improves user experience and reduces drop-off.

• Documentation is Crucial: Providing thorough documentation, prototypes, and technical specifications accelerates development and ensures design integrity.

• Holistic Perspective: What began as a simple onboarding improvement evolved into a more comprehensive experience redesign after examining the complete user journey.

• Experimentation Validates: A/B testing different approaches allowed us to make data-driven decisions rather than relying on assumptions.

• Technical Constraints Shape Design: Working within Slack's UI framework required creative solutions to deliver a cohesive experience despite platform limitations.

The project demonstrated the importance of looking beyond the immediate design challenge to consider the entire user journey, ultimately delivering a more cohesive and effective onboarding experience.