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

key results

📈 Increased CSV import success rate from ~50% to ~90%.

🤝 Help the 10x increase in LastPass users migrating to Dashlane (after LastPass’ breach)

Discovery & exploration

User flows

key parts of the process

“The switch to Dashlane was effortless, I just imported from LastPass and Bob’s your uncle.”
— Dashlane user

  • Validate technical possibilities: 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.

  • Set user expectations: 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.

  • 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 a 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