Case study: Revamping the data import flow
Goal
Improve the import experience for users with better guidance and education
Problems & Opportunities
30% of new B2B users need to import their logins, but the success rate is only 50%
Users have no control over their items before finalizing import, which can lead to a frustrating, messy experience if items are imported incorrectly
role
UX writer
Responsibilities
UI copy, user flows, error handling, instructional content, information architecture, iterative improvements
Discovery & exploration
User flows
the process
Work alongside engineers
Because so much of the import feature’s UX relies on technical capabilities (such as what data we can reliably parse), it was incredibly important to be in lockstep with the team’s engineers. The Product Designer and I had regular check-ins with the engineers, adjusting and refining the flow as necessary.
Decide on the number of steps
The previous import experience had one step. If it failed, users weren’t given adequate reason why. Even the success state could still be a problem if items weren’t imported correctly, creating a mess in the user’s vault. By adding more guidance and a preview step, we are helping to mitigate many user problems. At the early stages of this project, the team spent time discussing how we might combine or split steps for the most intuitive experience possible, given various technical limitations.
Set expectations for the user
Throughout the import process there are various limitations, including what actions users are able to take. One content challenge was concisely explaining these limitations to users in the correct context.
Make technical concepts accessible
Dashlane is an extremely technical product, but that doesn’t mean we always need to use technical language. We want to make our product as accessible to as many folks wherever we can. To that end, “unlock” felt like more accessible and friendlier language than the term “decrypt.”
Elevate an engineer’s proof of concept
After releasing the initial revamp of the feature, one of the team’s engineers developed a proof of concept that would allow a user to import their data directly from LastPass without having to download the data in a CSV. The team wanted to release it quickly because of the potential business impact, but it needed some UX love before that could happen. The Product Designer and I partnered to quickly iterate on the original proof of concept
Prioritize improvements with the team’s Product Manager
As feedback began to roll in on both the CSV import flow and the LastPass flow, the Product Designer and I worked closely with the team’s Product Manager and Engineering Manager to prioritize which improvements to tackle first.
key results
📈 Increased CSV import success rate from ~50% to ~90%.
🤝 Help the 10x increase in LastPass users migrating to Dashlane (after LastPass’ breach)
““The switch to Dashlane was effortless, I just imported from LastPass and Bob’s your uncle.””